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UK Bottled Water market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Bottled Water market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Alice Baker, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

That 46% of drinkers/buyers cut back when money is tight signals a warning for the market, given the economic uncertainty and threat of future inflation. An emphasis on environmental preservation offers a promising means for companies to differentiate their offering given the strong consumer interest in this area. Alice Baker
Research Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

For this Report, Mintel defines bottled water as water intended for human consumption that is sealed in a sanitary, food-grade container.

Bottled waters are segmented as follows:

  • Convenience/PET still bottled water – may be plain, flavored, or enhanced with vitamins, minerals, or other supplements
  • Seltzer/sparkling/mineral bottled water – may be plain, flavored, or enhanced; includes sweetened flavored sparkling waters such as Sparkling Ice
  • Jug/bulk still bottled water – plain water sold in multi-serve containers; excludes jug/bulk containers that are filled by the consumer

Water sold from bulk dispensers or coolers, sales through vending machines, foodservice, and delivery services are excluded.

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Bottled water sales power forward
              • The category faces uncertainties on many fronts
                • Figure 1: UK value sales of bottled water, 2012-22
              • Unflavoured still water continues robust growth
                • Figure 2: UK retail value sales of bottled water, by segment, 2016 and 2017
              • On-premise sees inflation return
                • Figure 3: UK value sales of bottled water, by retail and on-premise channels, 2016 and 2017
              • Plastic waste is in the spotlight
                • Sugar reduction remains on the health agenda
                  • Companies and brands
                    • Volume sales are supported by price cuts for market leader Danone
                      • Highland Spring becomes third biggest brand
                        • Figure 4: Leading brands’ value shares in the UK bottled water retail market, 2016/17*
                      • Low-sugar innovation rise in flavoured water
                        • Functional claims rise
                          • Advertising spend dips
                            • The consumer
                              • Three in four drink bottled water
                                • Figure 5: Frequency of drinking bottled water, by type, December 2017
                              • A low price is key purchase factor
                                • Figure 6: Important factors influencing the choice of unflavoured bottled water, December 2017
                              • Low/no sugar is important for flavoured water
                                • Figure 7: Important factors influencing the choice of flavoured bottled water, December 2017
                              • Fortified waters for kids garners interest
                                • Functional ingredients have strongest appeal among the young
                                  • Figure 8: Interest in product concepts in bottled water, December 2017
                                • Recycling ambitions are high in bottled water
                                  • Figure 9: Behaviours relating to bottled water, December 2017
                                • Category blurring could alienate consumers
                                  • Figure 10: Attitudes towards bottled water, December 2017
                                • What we think
                                • Issues and Insights

                                  • A need for brands to go beyond recyclability
                                    • The facts
                                      • The implications
                                        • Functional ingredients present a tangible way to add value to bottled water among the younger generation
                                          • The facts
                                            • The implications
                                              • Looking to stronger flavour profiles should attract the younger generation
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Bottled water sales power forward
                                                      • The category faces uncertainties on many fronts
                                                        • Unflavoured still water continues robust growth
                                                          • On-premise sees inflation return
                                                            • Plastic waste is in the spotlight
                                                              • Sugar reduction remains on the health agenda
                                                              • Market Size and Forecast

                                                                • Bottled water sales continue to power forward
                                                                  • Figure 11: UK value and volume sales of bottled water, 2012-22
                                                                • The future
                                                                  • Long-term impact of Sugar Levy uncertain
                                                                    • Focus on plastic waste leaves bottled water vulnerable
                                                                      • Squeezed household budgets could curb sales
                                                                        • Overall inflation expected to push values up
                                                                          • Figure 12: Forecast of UK value sales of bottled water, 2012-22
                                                                          • Figure 13: Forecast of UK volume sales of bottled water, 2012-22
                                                                        • Forecast methodology
                                                                        • Market Segmentation

                                                                          • Unflavoured still water posts robust growth
                                                                            • Flavoured still water sees steepest deflation
                                                                              • Inflation boosts value growth for sparkling waters
                                                                                • Figure 14: UK retail value and volume sales of bottled water, by segment, 2015-17
                                                                              • Inflation returns on-premise in 2017
                                                                                • Figure 15: UK value and volume sales of bottled water, by retail and on-premise channels, 2012-17
                                                                            • Market Drivers

                                                                              • Plastic waste and its environmental impact is in the spotlight
                                                                                • The presence of microplastics in bottled water draws attention
                                                                                  • Widespread feelings of guilt related to plastic waste
                                                                                    • Offering more free water refill points aims to cut plastic waste
                                                                                      • Companies are making moves to address plastic waste issue
                                                                                        • Support for deposit return schemes
                                                                                          • Inflation returns to food and drink market
                                                                                            • Squeezed consumer incomes could dampen sales
                                                                                              • Figure 16: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2014-December 2017
                                                                                            • Sugar reduction remains on the health agenda
                                                                                              • Concerns over sugar benefit bottled water
                                                                                                • Flavoured water steps up innovation in L/N/R sugar variants
                                                                                                  • Moderation in alcohol consumption could offer opportunities
                                                                                                    • Aging population a challenge, growth in kids offers opportunities
                                                                                                      • Figure 17: Trends in the age structure of the UK population, 2012-17 and 2017-22
                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                    • Volume sales are supported by price cuts for market leader Danone
                                                                                                      • Highland Spring becomes third biggest brand
                                                                                                        • An upsurge in low-sugar launch activity in flavoured water
                                                                                                          • Functional claims rise
                                                                                                            • Advertising spend dips
                                                                                                            • Market Share

                                                                                                              • Price cuts support volumes for market leader Danone
                                                                                                                • Volvic sees value sales fall
                                                                                                                  • Evian grows behind the overall market
                                                                                                                    • Figure 18: Leading brands’ sales and shares in the UK bottled water retail market, by value and volume, 2015/16 and 2016/17
                                                                                                                  • Highland Spring powers past Buxton to become third biggest brand
                                                                                                                    • Pure Life drives Nestlé’s growth
                                                                                                                      • Retailers continue to gain share
                                                                                                                        • Growth from smaller manufacturers increases competition
                                                                                                                          • Figure 19: Leading manufacturers’ sales and shares in the UK bottled water retail market, by value and volume, 2015/16 and 2016/17
                                                                                                                      • Launch Activity and Innovation

                                                                                                                        • Flavoured water grows share of launches
                                                                                                                          • Figure 20: Share of new product launches in the UK bottled water retail market, by segment, 2013-17
                                                                                                                        • Low sugar an increasing focus in flavoured water innovation
                                                                                                                          • Figure 21: Share of flavoured bottled water launches featuring an L/N/R sugar claim, 2013-17
                                                                                                                        • Vimto makes its debut in bottled water
                                                                                                                          • Feel Good Drinks extends its portfolio with Infusions line
                                                                                                                            • Glacéau Smartwater and Perrier branch out into flavoured sparkling water
                                                                                                                              • Wonky fruit and veg water launched by Dash Water
                                                                                                                                • Nuva relaunches as No&More; Ugly Drinks gives range a shake-up
                                                                                                                                  • Category blurring remains a trend
                                                                                                                                    • Functional claims rise
                                                                                                                                      • Figure 22: Share of flavoured and unflavoured bottled water launches featuring a functional claim, 2013-17
                                                                                                                                    • Functional water target active consumers
                                                                                                                                      • Actiph launches alkaline ionised water to ‘enhance hydration’
                                                                                                                                        • Vegesentials target gut health
                                                                                                                                          • Protein trend inspires launches in bottled water
                                                                                                                                            • Volvic and Disney looks to make hydration more fun for kids
                                                                                                                                            • Advertising and Marketing Activity

                                                                                                                                              • Adspend dips in 2017
                                                                                                                                                • Figure 23: Total above-the-line, online display and direct mail advertising expenditure on bottled water, by segment, 2014-17
                                                                                                                                              • Nestlé becomes top spender
                                                                                                                                                • Perrier’s new flavoured duo supported by adverting push
                                                                                                                                                  • Figure 24: Total above-the-line, online display and direct mail advertising expenditure on bottled water, by top advertisers (sorted by 2017), 2014-17
                                                                                                                                                • Danone encourages volcanic inner strength, looks to Snapchat for ‘Live Young’
                                                                                                                                                  • Volvic launches motivational ‘Find Your Volcano’ campaign
                                                                                                                                                    • Volvic flavoured water push looks to connect with millennials
                                                                                                                                                      • Evian ‘Live Young’ campaign sidesteps TV in favour of Snapchat
                                                                                                                                                        • Sports sponsorships remain an integral part of bottled water marketing
                                                                                                                                                          • Highland Spring links hydration with everyday success for ‘Brave By Nature’ push…
                                                                                                                                                            • …and targets Christmas entertaining occasions
                                                                                                                                                              • Robinsons Fruit Shoot celebrates kids’ self-expression
                                                                                                                                                                • Harrogate Spring launch recycling push
                                                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                    • Three in four drink bottled water
                                                                                                                                                                      • A low price is key purchase factor
                                                                                                                                                                        • Low/no sugar is important for flavoured water
                                                                                                                                                                          • Fortified waters for kids garners interest
                                                                                                                                                                            • Functional ingredients have strongest appeal among the young
                                                                                                                                                                              • Recycling ambitions are high in bottled water
                                                                                                                                                                                • Category blurring could alienate consumers
                                                                                                                                                                                • Usage of Bottled Water

                                                                                                                                                                                  • Three in four drink bottled water
                                                                                                                                                                                    • Figure 25: Usage of bottled water, by type, December 2016 and December 2017
                                                                                                                                                                                  • Just one in five drinks unflavoured still bottled water daily
                                                                                                                                                                                    • Figure 26: Frequency of drinking bottled water, by type, December 2017
                                                                                                                                                                                  • 16-34-year-olds and high-earners are the core users
                                                                                                                                                                                    • Figure 27: Usage bottled water, by type of bottled water and age, December 2017
                                                                                                                                                                                  • Usage of water filters remain low
                                                                                                                                                                                    • Figure 28: Usage of water filter products at home, December 2017
                                                                                                                                                                                • Factors Influencing Choice of Bottled Water

                                                                                                                                                                                  • Price is key driver
                                                                                                                                                                                    • Figure 29: Important factors influencing the choice of unflavoured bottled water, December 2017
                                                                                                                                                                                  • On-the-go consumption drives need for portability
                                                                                                                                                                                    • Sugar content is firmly on shoppers’ radar
                                                                                                                                                                                      • Figure 30: Important factors influencing the choice of flavoured bottled water, December 2017
                                                                                                                                                                                    • Strong flavours in demand
                                                                                                                                                                                    • Interest in Product Concepts in Bottled Water

                                                                                                                                                                                      • Scope for fortified waters for kids
                                                                                                                                                                                        • Figure 31: Interest in product concepts in bottled water, December 2017
                                                                                                                                                                                      • Functional ingredients have strongest appeal among the young
                                                                                                                                                                                        • Interest in energy-boosting ingredients echoes wider focus on energy levels
                                                                                                                                                                                          • Interest in canned water is limited
                                                                                                                                                                                          • Behaviours Relating to Bottled Water

                                                                                                                                                                                            • Recycling ambitions are high in bottled water
                                                                                                                                                                                              • A need to go beyond recyclability
                                                                                                                                                                                                • Figure 32: Behaviours relating to bottled water, December 2017
                                                                                                                                                                                              • Colour points to sugar for many
                                                                                                                                                                                              • Attitudes towards Bottled Water

                                                                                                                                                                                                • Category blurring could alienate consumers
                                                                                                                                                                                                  • Figure 33: Attitudes towards bottled water, December 2017
                                                                                                                                                                                                • Sparkling flavoured water in strong position as fizzy drinks alternative
                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                        • Forecast methodology
                                                                                                                                                                                                            • Figure 34: UK value sales of bottled water, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                            • Figure 35: UK volume sales of bottled water, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                        • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                            • Figure 36: Share of new product launches in the UK bottled water retail market, by brands and private label, 2013-17
                                                                                                                                                                                                            • Figure 37: Share of new product launches in the UK bottled water retail market, by top 10 companies (sorted by 2017), 2013-17
                                                                                                                                                                                                            • Figure 38: Share of new product launches in the UK bottled water retail market, by top 10 claims, 2013-17
                                                                                                                                                                                                            • Figure 39: Share of new product launches in the UK bottled water retail market, by package type, 2013-17