Bottled Water in the United Kingdom

PROSPECTS

Sales of bottled water witness robust growth

In 2019, off-trade volume sales of bottled water saw significant growth, driven by an array of factors including hot summer weather, consumers’ shift away from carbonates or juices, and need for hydration on the go. With both a healthy image and accessible price point, off-trade and on-trade volume sales of bottled water are expected to record continued growth throughout the forecast period.

Functionality continues to drive innovation in bottled water

As consumers continue to demand more from soft drinks brands, seeking beverages with added functionality, functional bottled water continues to grow in 2019, a growth expected to continue throughout the forecast period. Revitalising and relaxation water are attracting greater attention and slowly eroding share of traditional variants.

Ethical waters hit the mainstream

As plastic waste has been increasingly in the spotlight in recent years and options of tap water and roll-out of water refill stations continue to grow, bottled water faces new challenges. In addition, recent warnings from the World Health Organization informing consumers about microplastic pollution in bottled water, have put additional pressure on the bottled water industry, and led to increased consumer guilt about purchasing plastic bottles.

COMPETITIVE LANDSCAPE

Evian seeks to redefine in-home water consumption

Evian innovates with the launch of an in-home water appliance providing consumers with Evian water at source through a 5-litre “Bubble” dispenser. The packaging type contains 66% less plastic than a traditional 1.

PepsiCo investing further in premium water

PepsiCo jumps on the purified water trend with the launch of Arto Life WTR in the UK, a spring purified bottled water with added electrolytes. The new bottle is in a recyclable pack type of 750ml made from 50% recycled plastic and showcases emerging artistic talent through its labelled packaging and ad campaign.

Recycled PET becomes a necessity among bottled water players

In the UK, most bottled water manufacturers have pledged to eliminate plastic waste and become more environmentally friendly with a circular economy business model, with private label also jumping on this promise. Retailer Sainsbury’s has launched its Sparkling Scottish Mountain Water in a newly designed and partly recycled multipack (6 x 500ml units) made from 25% recycled plastic, Coca-Cola has introduced its new SmartWater bottle made from 100% recycled plastic, while Nestlé partnered with Danimer Scientific to develop new biodegradable bottles.

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