Bottled Water - UK - March 2015
“That the concept of water filling stations resonates with almost four in 10 bottled water users indicates that opportunities are ripe for brands to explore this scheme. As well as helping to position companies as forward thinking and socially responsible, such a move would be in tune with the younger generation’s increasingly on-the-go lifestyles, helping to heighten engagement.”
– Emma Clifford, Senior Food Analyst
This report looks at the following areas:
- Scope to make flavoured water more appealing to adults
- Water filling stations can tap into consumers’ on-the-go lifestyles
- Electrolytes, energy-boosting ingredients, protein and botanicals provide added value opportunities
Bottled water has been the major success story within the non-alcoholic drinks market in the last couple of years. After two consecutive years of 7% annual growth – helped by good weather. The continued importance consumers place on hydration, with its strong associations with skin health, has continued to drive the appeal of bottled water. This is particularly the case among young consumers leading increasingly on-the-go lifestyles.
The fall-out from the negative media coverage on sugar has been largely good news for the bottled water market, thanks to its favourable comparisons to CSDs (Carbonated Soft Drinks) in this area. However, there remain opportunities for the further development of flavoured water with natural sweeteners such as stevia. There is also scope for operators to explore bottled water containing antioxidants, energy-boosting ingredients, protein and electrolytes given the notable interest these concepts generated among bottled water buyers.
Natural water - Natural mineral waters must come from a protected source and by law may not undergo any treatment except filtration to remove sand particles or the addition of carbon dioxide to create a sparkling product. Therefore what goes into the bottle is the same as what comes out of the ground.
Spring water - Spring waters can come from a single non-polluted ground water source. Unlike natural mineral waters, spring waters may undergo permitted treatments in order to meet the microbiological criteria and to comply with standards based on the Drinking Water Regulations. Unlike natural mineral waters there is no formal recognition process required for spring water, although they must still be registered with the local authority.
Table water - Table water refers to bottled water which may come from more than one source and may include the public water supply. Treatment is permitted which results in the water achieving the compositional or microbiological requirements of the regulations. Some companies may also add mineral salts to their waters to replace minerals lost during treatments or to enhance those which already exist.
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