Is the market in terminal decline as consumers opt for tap water?
There is a close relationship between consumer confidence and bottled water penetration and sales. Both fell dramatically in 2007 but have shown signs of recovery in 2009. It is likely that economic caution led consumers to switch to tap water.
Volume sales of bottled water declined by 11% between 2006 and 2008. However, the decline has slowed to 1% in 2009. This means the market is now selling 2.3 bn litres of water at a value of £1.9bn, with both volume and value sales forecast to grow steadily from 2011 onwards.
When shopping for food, two thirds of over 55-year olds are likely to have planned their purchases in advance.
Consumers aged over 55 are more frequent food shoppers than their younger counterparts who are much more likely to shop once a week or less.
Almost 5 million over-55yr olds have health problems so will be watching what they eat, creating a significant opportunity for manufacturers of functional foods.
People over 65-years olds have greater concerns about the salt and sugar content of their food. The increased risk of developing diabetes and other ailments at this stage in their lives drives their concerns
There is a close relationship between consumer confidence and bottled water penetration and sales. Both fell dramatically in 2007 but have shown signs of recovery in 2009. It is likely that economic caution led consumers to switch to tap water.
