Bottled Water in the United Kingdom

2020 IMPACT

After a difficult 2019, off-trade demand for bottled water experiences recovery in 2020

Bottled water had been suffering from a plastic backlash towards the end of the review period in the UK, which reached a peak in 2019 due to growing environmental awareness amongst local consumers and their willingness to reduce plastic waste. Alternative options of tap water, water filters to be used in the home or the roll-out of water refill stations had continued to place pressure on bottled water, while warnings from the World Health Organization informing consumers about microplastic pollution in bottled water only served to increase consumer guilt about purchasing plastic bottles.

Functional bottled water remains most dynamic performer but carbonated and flavoured options offer alternatives to carbonates

General health and wellness trends have driven greater off-trade sales of flavoured bottled water and carbonated bottled water which address demand from consumers actively seeking healthier alternatives to carbonates.

Danone Waters (UK & Ireland) Ltd maintains overall leadership of bottled water but comes under increasing pressure from more dynamic brands

Danone Waters (UK & Ireland) Ltd retained its overall leadership of bottled water in 2020 due to its strength in the largest value category of still bottled water with brands such as Evian and Volvic. Nevertheless, the player continued to lose value share to competitors, with increasing attention on the more dynamic functional bottled water resulting in impressive growth rates for the likes of smaller brands Get More (More or Less Drinks), and Pow Energy Water (The Powerful Water Co Ltd), with the latter positioned as a more natural answer to energy drinks by using natural caffeine ingredients such as guarana.

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