Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Re-hydrating the aging population
- Keeping it cool
- A lifestyle choice
- Promoting health associations
- Catching up with European consumption habits
Executive Summary
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- Concern over health and well-being boosts sales
- Convenience counts
- Portability driving growth in the UK
- Volume sales outpace value
- New segments create opportunities
- Danone dominates, while Highland Spring sparkles
- Adding value
- Top players benefit from adspend investment
- Penetration peaks among 15-24-year-olds
- In pursuit of a healthier lifestyle
- Volume surging ahead of value
Market Drivers
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- Segmentation tailored for specific demographics
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- Figure 1: UK population, by age group, 2000-09
- Rising disposable income boosts bottled water
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- Figure 2: Trends and projections in PDI and consumer expenditure, at current and constant 2000 prices, 2000-09
- Weather exerts positive and negative effect
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- Figure 3: Average summer temperature and sunshine hours, 1992-2003
- Availability
- Children and merchandising
- Why bottled in preference to tap?
- As an alternative to alcohol
- The slimming and dieting issue
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- Figure 4: Adults who are trying to slim, 2000-04
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- Figure 5: Frequency of dieting, 2004
- Children worry too
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- Figure 6: Agreement with statements about eating, 11-14s, 2001-04
- Could drinking water become cool?
- Drinking to be healthy
- Government White Paper on Health – November 2004
Market Size and Trends
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- Total soft drinks – ‘healthier’ drinks take growing share
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- Figure 7: UK retail sales of soft drinks, by value and volume, 2000-04
- Volumes surge ahead of values
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- Figure 8: UK retail sales of bottled water, by volume and average price, 2000-05
- Figure 9: UK retail value sales of bottled water, 2000-05
Market Segmentation
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- Premiumisation favours natural mineral water
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- Figure 10: UK retail volume sales of bottled water, by type of source, 2001-05
- Flavour also adds value
- Are consumers more becoming more discerning?
- Kids carve a niche, with room for growth
- Functional and enriched
- Still takes the fizz out of sparkling
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- Figure 11: UK retail volume sales of bottled water, by carbonation, 2001-05
- Figure 12: UK retail value sales of bottled water, by carbonation, 2001-05
- PET has driven growth
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- Figure 13: Bottled water volumes, by packaging type, 2000-05
The Supply Structure
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- The big grow even bigger
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- Figure 14: Brand shares in the bottled water off-trade, by volume*, 2003-05
- Own-label share declines despite volume sales increase
- San Pellegrino achieves enviable premium status
- Companies and brands
- Britvic Soft Drinks
- Coca-Cola Schweppes
- Crystal Drinks
- Danone Waters
- Greencore
- Highland Spring
- Matthew Clark Brands
- Nestlé Waters
- Princes
- Ty Nant
- Own-label
New Product Development
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- Introduction
- Functional
- Enriched
- Flavoured
- Products for children
- Purification and hydration
- Ethical proposition
- Packaging
- Future trends
- New product briefs
- April 2005
- March 2005
- February 2005
- January 2005
- October 2004
- September 2004
- August 2004
- July 2004
- June 2004
- May 2004
Advertising and Promotion
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- Adspend stays strong
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- Figure 15: Main monitored media advertising expenditure on bottled water, 2000-04
- Figure 16: Main monitored media advertising expenditure on bottled water, by manufacturer and brand, 2002-04
- Danone
- Volvic – full of ‘volcanicity’
- Detox with Evian
- Nestlé
- Buxton – anyone for Tennis?
- Vittel – promoting revitalisation
- Highland Spring
- The Natural Mineral Water Information Service
- Below-the-line promotion
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- Figure 17: Below-the-line promotions in the last 6 months, October 2004-May 2005
- Figure 18: Below-the-line promotions in the last 6 months, own-label vs brand, October 2004-May 2005
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- Figure 19: Below-the-line promotions in the last 6 months, by manufacturer, October 2004-May 2005
- Figure 20: Below-the-line promotional activity, November 2004-May 2005
Distribution
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- Strong off-trade performance
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- Figure 21: UK retail sales of bottled water, by outlet type, 2001-05
- Grocery multiples driving growth
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- Figure 22: UK retail volume sales of bottled water, by outlet, 2001-05
- Stock replenishment is a major challenge
- Opportunities in leisure and catering outlets
The Consumer
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- Rising penetration and frequency of use
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- Figure 23: Usage of bottled mineral water, 2000-04
- Still water the preferred type
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- Figure 24: Types of bottled mineral water used, 2004
- Flavoured water, herbal and premium soft drinks
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- Figure 25: Usage of flavoured, herbal and premium soft drinks, 2000-04
- Assessing consumer target groups
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- Figure 26: Health related consumer typologies, Winter 2004
- Slobs (32% of the sample)
- Dieters (28% of the sample)
- Sensible Eaters (20% of the sample)
- Health Addicts (20%)
- Key responses among consumer typologies
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- Figure 27: Cluster groups by agreement with the lifestyle statements, 2004
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- Figure 28: Cluster groups by usage of bottled mineral water, 2004
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- Figure 29: Cluster groups by usage of flavoured water, herbal and premium soft drinks, 2004
- Target group potential
- Dieters
- Health Addicts
- Sensible Eaters
- Slobs
- Purchasing habits
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- Figure 30: Types of bottled water purchased in the last three months, April 2005
- Still water is the most widely purchased type
- Is tap water just as good?
- Flavoured water appeals more to women
- Sparkling water appeals most to the middle-aged middle classes
- Are we patriotic purchasers of water?
- Continental brands appeal to lifestyle conscious
- Limited appeal of own-label
- Convenience attracts younger consumers
- A healthy addition to the lunchbox
- Functional waters have yet to catch on
The Consumer – Detailed Demographics
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- Figure 31: Bottled water consumer typologies, bygender, age, socio-economic group, presence of children, marital status, working status, region and lifestage, 2004
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- Figure 33: Top five types of bottled water purchased in the last 3 months, by gender, age, socio-economic group, Mintel's Special Groups, region, marital status, working status, presence of children and household size, April 2005
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- Figure 34: Top five types of bottled water purchased in the last 3 months, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, February 2005
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- Figure 35: Further popular types of bottled water purchased in the last 3 months, by gender, age, socio-economic group, Mintel's Special Groups, region, marital status, working status, presence of children and household size, April 2005
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- Figure 36: Further popular types of bottled water purchased in the last 3 months, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, February 2005
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The Consumer – Attitudes and Motivations
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- Figure 37: Attitudes to bottled water, April 2005
- Busy drinkers
- Refusers
- Bulk buyers
- Discerning drinkers
- Home purifiers
- Let them drink water
- Refillers
- Fans of flavoured
- Bottled is ‘better for you’
- Some brands taste better
- Buy when the price is right
- Cross analysis results
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- Figure 38: Cross-analysis of types of bottled water purchased and attitudes, April 2005
- Assessing enthusiasm
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- Figure 39: Number of types of bottled water bought in the last three months, April 2005
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- Figure 40: Number of types of bottled water bought in the last three months, April 2005
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The Consumer – Attitudes and Motivations: Detailed Demographics
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- Figure 41: Attitudes towards bottled water, by gender, age, socio-economic group, Mintel's Special Groups, region, working status, presence of children and household size, April 2005
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- Figure 42: types of bottled water purchased in the last 3 months, by ACORN categories, media usage, commercial TV viewing and supermarket usage, February 2005
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- Figure 43: Other attitudes towards bottled water, bygender, age, socio-economic group, Mintel's Special Groups, region, presence of children and household size, April 2005
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- Figure 44: Other attitudes towards bottled water, by ACORN categories, media usage, Internet usage, commercial TV viewing and supermarket usage, February 2005
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- Figure 45: Further attitudes towards bottled water, by gender, age, socio-economic group, Mintel's Special Groups, region, presence of children and household size, April 2005
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- Figure 46: Further attitudes towards bottled water, by ACORN categories, media usage, commercial TV viewing and supermarket usage, February 2005
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The Future
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- Potential to grow per capita consumption
- Health will continue to be driving factor
- A clear identity needed
- Natural or functional?
- An alternative to soft drinks
- Increased consumption
Forecast
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- Figure 47: Forecast of the UK bottled water market, by value, 2005-10
- Health concerns to sustain future growth
- Average price to drop further
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- Figure 48: Forecast of the UK bottled water market, by volume, 2005-10
- Figure 49: Indexed growth rates of the bottled water market in the UK, 2005-10
- Innovation will help the market in future
- Factors used in the forecast
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