"Record heat drove strong volume growth in 2025. Concern for water purity needs addressing, while alignment with high-fibre diets holds untapped potential."
Sam Fryers, Research Analyst
Bottled water enjoys widespread usage, with three in four adults drinking it, supported by strong associations with health. However, there is a pressing need to reassure concerns around contaminants as 46% of drinkers are shifting towards non‑plastic packaging due to concerns over microplastics and 55% are concerned about the pollution levels in the areas where bottled water is source.
2025 saw volume growth of over 10% in the market amid record‑breaking heat, evidence of its continued heavy reliance on impulse occasions. Growth is expected to moderate in the absence of extreme weather, while the 2027 rollout of the Deposit Return Scheme is expected to introduce short‑term friction. The market continued to face intense competition from tap water as well as other soft drinks.
Looking ahead, there is a clear opportunity for brands to leverage strong consumer views of water as important for gut health amid rising interest in fibre, tapping into these views at key touchpoints to put their brands front of mind for health-focused consumers.
For the purposes of this Report, Mintel has used the following definitions:
This Report covers sales of bottled water. This includes:
Market size data includes sales through the following outlets:
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