What you need to know
Bottled water has enjoyed robust growth for a number of years, benefiting as a low-cost option on the go while consumer incomes were squeezed and boosted by good weather. As the sugar-free alternative, it should also have benefited from the ongoing focus on sugar as the latest health ‘foe’.
The slow growth seen in real incomes should facilitate growth in discretionary spending. However, where bottled water has thrived as a low-cost option, it risks seeing trading up to other drinks. NPD (New Product Development) can, however, drive engagement, such as functional water for exercise or variants that release ingredients at the point of consumption.
Convenience continues to play a central role as the reason for choosing bottled water. Packaging developments bolstering convenience on the go and at home therefore retain their relevance. Meanwhile the marked interest in lightly carbonated and lightly flavoured products suggests opportunities to build much-needed differentiation through small adjustments.
Products covered in this Report
This Report covers sales of bottled water including:
Water for sale in PET (polyethylene terephthalate) bottles and glass bottles
Water offered for sale in other pack types, such as cans and cartons
Plain water ie unflavoured
Flavoured waters and fortified waters which see mineral water enhanced with natural flavours, herbs, vitamins and/or sweeteners
Carbonated water, also known as sparkling water, which is made by dissolving carbon dioxide into the water, through a process of carbonation.
Water for water coolers is also included in the market size.
Data includes sales through the following outlets:
Retail: This includes sales through retail outlets where bottled water is purchased for the purpose of in-home consumption or for drinking on the go, comprising supermarkets, convenience stores and petrol forecourts among others.
On-premise: This includes anywhere where bottled water is bought to consume on-site, eg leisure centres, hotels, restaurants, cafés, education establishments, workplace and in the on-premise (ie pubs, bars and clubs).
