In 2018, soft drinks, especially 19-litre demijohns of water, continued to dominate value sales of homeshopping. Increasing awareness about the health risks of counterfeit and artisanal water products meant that a rising number of consumers preferred well-known mainstream brands, which continued to benefit homeshopping.
Towards the end of the review period, the increasing number of people living in urban centres and a growing number of households with dual incomes significantly increased the preference for less-time-consuming and practical alternatives for shopping. There was an increasing preference for 19-litre demijohns as a package type for still water.
Over the forecast period, homeshopping is set to remain the main channel for 19-litre demijohns of water. Nevertheless, more-practical payment and ordering options that utilise online platforms may become widespread, which may decrease the appeal of homeshopping among consumers that seek less-time-consuming and more-convenient ways of ordering.
In 2018, leading companies continued to launch price promotions to capitalise on increasing price sensitivity among consumers. Additionally, with the increasing popularity of social media and smartphone applications, leading companies continued to invest in new applications that increased consumer convenience through further digitalisation.
Nestlé Waters Gida ve Mesrubat San Tic, which operates the Erikli brand, launched a new service that enables consumers to give orders through their Facebook account. The new service also enables consumers to select the delivery time of their order.
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This industry report originates from Passport, our Retailing market research database.