Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of UK value sales of bottled water, 2009-19
- Market factors
- The sugar debate should benefit the bottled water category
- Second consecutive year of warm summer weather boosts usage
- Increasing consumer confidence should benefit bottled water
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- Figure 2: Trends in how respondents would describe their financial situation: Agreement with the statement ‘Healthy – I have money left at the end of the month for a few luxuries or to add to my savings’, February 2009-December 2014
- Companies, brands and innovation
- Brands drive bottled water sales growth in 2014
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- Figure 3: Leading brands’ shares in the UK bottled water off-trade market, by value, 2014*
- NPD activity reaches a five-year high in 2014
- Hike in total adspend in 2014
- The consumer
- Unflavoured still water continues to dominate usage
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- Figure 4: Frequency of drinking bottled water, by sub-category, December 2014
- Bottled water is most commonly drunk at home
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- Figure 5: Occasions for usage of bottled water, by sub-category, December 2014
- Antioxidants, energy-boosting ingredients and protein attract interest
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- Figure 6: Usage of and interest in buying different types of bottled water products, December 2014
- Strong associations between drinking water and skin health
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- Figure 7: Attitudes towards bottled water, December 2014
- A third of flavoured/sparkling water users want flavoured water to be calorie-free
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- Figure 8: Attitudes towards flavoured and sparkling water, December 2014
- What we think
Issues and Insights
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- Scope to make flavoured water more appealing to adults
- The facts
- The implications
- Water filling stations can tap into consumers’ on-the-go lifestyles
- The facts
- The implications
- Electrolytes, energy-boosting ingredients, protein and botanicals provide added value opportunities
- The facts
- The implications
Trend Application
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- Trend: Sense of the Intense
- Trend: Help Me Help Myself
- Trend: Factory Fear
Market Drivers
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- Key points
- The sugar debate should benefit the bottled water category
- Second consecutive year of warm summer weather boosts usage
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- Figure 9: Mean temperature, rainfall and sunshine hours over summer (June, July and August), UK, 2009-14
- Danone partners with TfL for free bottled water giveaway
- Ageing population presents a challenge
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- Figure 10: Trends in the age structure of the UK population, 2009-14 and 2014-19
- Increasing consumer confidence should benefit bottled water
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- Figure 11: Trends in how respondents would describe their financial situation: Agreement with the statement ‘Healthy – I have money left at the end of the month for a few luxuries or to add to my savings’, February 2009-December 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD activity reaches a five-year high in 2014
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- Figure 12: Share of NPD in the UK bottled water market as a percentage of all launches in the non-alcoholic drinks market, 2009-14
- Brands up their game in 2014
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- Figure 13: Share of NPD in the UK bottled water market, branded vs own-label, 2010-14
- Nestlé and Danone are at the top by NPD
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- Figure 14: Share of NPD in the UK bottled water market, top 10 companies in 2014, 2010-14
- Danone ventures into the flavoured sparkling water segment in 2015
- Coca-Cola re-enters the UK bottled water market with Glacéau smartwater
- Energy waters enter the mainstream
- Environmentally friendly launches reached a five-year high in 2014
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- Figure 15: Top 10 claims in new launches in the UK bottled water market, 2010-14
Market Size and Forecast
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- Key points
- A second consecutive year of 7% annual growth in value sales
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- Figure 16: UK value and volume sales of bottled water, 2009-19
- The future
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- Figure 17: Forecast of UK volume sales of bottled water, 2009-19
- Figure 18: Forecast of UK value sales of bottled water, 2009-19
- Factors used in the forecast
Segment Performance
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- Key points
- Still unflavoured is the off-trade market’s growth engine
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- Figure 19: UK value and volume off-trade sales of bottled water, by segment, 2012-14
- Strongest growth in 2014 seen in flavoured still water
- Share held by flavoured sparkling water falls
- Off-trade sales overtake on-trade in 2014
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- Figure 20: UK volume and value sales of bottled water, off-trade and on-trade, 2009-14
Market Share
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- Key points
- Brands drive bottled water sales growth in 2014
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- Figure 21: Leading brands’ sales and shares in the UK bottled water off-trade market, by value and volume, 2012-14
- Category leader Volvic is top-performing brand in 2014
- Buxton leapfrogs Highland Spring into third place
- Britvic suffers sales decline as it rationalises bottled water portfolio
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- Figure 22: Leading manufacturers’ sales and shares in the UK bottled water off-trade market, by value and volume, 2012-14
- Activity in flavoured waters fuels growth for manufacturers
Companies and Products
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- Britvic
- Background
- Product range
- Recent activity and innovation
- Brand communication and promotion
- Coca-Cola
- Background
- Product range
- Recent activity and innovation
- Brand communication and promotion
- Danone Waters
- Background
- Product range
- Recent activity and innovation
- Brand communication and promotion
- Highland Spring Group
- Background
- Product range
- Recent activity and innovation
- Brand communication and promotion
- Nestlé Waters
- Background
- Product range
- Recent activity and innovation
- Brand communication and promotion
Brand Communication and Promotion
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- Key points
- Hike in total adspend in 2014
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- Figure 23: Main monitored media advertising spend on bottled water, 2010-14
- Danone remains biggest spender on ad space in 2014
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- Figure 24: Above-the-line advertising spend on bottled water, by top 10 advertisers in 2014, 2010-14
- Evian uses social and digital media to help Londoners beat the January blues
- Newly launched Glacéau smartwater tops adspend in 2014
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- Figure 25: Above-the-line advertising spend on bottled water, by top 10 brands in 2014, 2010-14
- Sport remains a major focus for bottled water brands
- Nestlé doubles adspend
- Highland Spring plays on provenance in first above-the-line campaign for sparkling
Brand Research
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- What you need to know
- Brand map
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- Figure 26: Attitudes towards and usage of selected brands, December 2014
- Key brand metrics
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- Figure 27: Key metrics for selected brands, December 2014
- Brand attitudes: Glacéau vitaminwater has a particularly innovative brand image
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- Figure 28: Attitudes, by brand, December 2014
- Brand personality: Buxton lacks upbeat traits compared to other brands
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- Figure 29: Brand personality – macro image, December 2014
- San Pellegrino has stylish and sophisticated brand associations
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- Figure 30: Brand personality – micro image, December 2014
- Brand analysis
- Volvic enjoys an all-round strong image
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- Figure 31: User profile of Volvic, December 2014
- San Pellegrino enjoys a more sophisticated and stylish image due to sparkling proposition
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- Figure 32: User profile of San Pellegrino, December 2014
- Evian has very similar brand image to Volvic
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- Figure 33: User profile of Evian, December 2014
- Buxton lacks upbeat associations but is seen as offering good value
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- Figure 34: User profile of Buxton, December 2014
- Glacéau vitaminwater has a strong point of difference, but has niche appeal
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- Figure 35: User profile of Glacéau vitaminwater, December 2014
The Consumer – Usage of Bottled Water
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- Key points
- Unflavoured still water continues to dominate usage
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- Figure 36: Frequency of drinking bottled water, by sub-category, December 2014
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- Figure 37: Usage of different types of bottled water at least once a week in the last three months, by age, December 2014
- Families are valuable to the market
- Usage of sparkling water shows an upmarket skew
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- Figure 38: Usage of different types of bottled water at least once a week in the last three months, by socio-economic group, December 2014
The Consumer – Usage Occasions
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- Key points
- Bottled water is most commonly drunk at home
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- Figure 39: Occasions for usage of bottled water, by sub-category, December 2014
- The portable nature of bottled water
- Unflavoured, still water is most popular for exercise
- Sparkling water is the top choice for eating/dining out
- Most usage occurs during the afternoon
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- Figure 40: Times of day at which bottled water is drunk, December 2014
The Consumer – Interest in Different Types of Bottled Water Products
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- Key points
- Antioxidants, energy-boosting ingredients and protein attract interest
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- Figure 41: Usage of and interest in buying different types of bottled water products, December 2014
- Energy waters provide exciting growth opportunities
- Functional sports benefits provide NPD opportunities
- 57% of 25-34s who buy bottled water are interested in bottled water with natural sweeteners
- Botanicals can lend an element of sophistication
- Scope for more unusual flavour NPD
- Bottled water brands can do more to appeal to children
The Consumer – Attitudes towards Bottled Water
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- Key points
- Strong associations between drinking water and skin health
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- Figure 42: Attitudes towards bottled water, December 2014
- The need to drink water when consuming alcohol is widely accepted
- Notable interest in water filling stations
- Storage is an issue
The Consumer – Attitudes towards Flavoured and Sparkling Water
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- Key points
- A third of flavoured/sparkling water users want flavoured water to be calorie-free
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- Figure 43: Attitudes towards flavoured and sparkling water, December 2014
- Sparkling water benefits from favourable comparisons to CSDs
- Room for brands to move into flavoured sparkling water
- 22% prefer to flavour drinks themselves
Appendix – Market Size and Forecast
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- Figure 44: Best- and worst-case forecasts for the total bottled water market, by volume, 2014-19
- Figure 45: Best- and worst-case forecasts for the total bottled water market, by value, 2014-19
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