UK Bottled Water Market Report – Market Size & Growth (2022)

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UK Bottled Water Market Report - Market Size & Growth (1)0

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Description

The UK Bottled Water Market Report identifies consumers’ attitudes towards purchasing bottled water, the industry’s recovery post-pandemic and future innovations in the bottled water market. This report covers the bottled water market size, market forecast, market segmentation and industry trends for the bottled water market in the UK.

Current Market Landscape

With the return of on-the-go occasions and the on-trade regaining a lot of lost ground, the bottled water market made an impressive recovery in 2021. The market will build on this rapid growth as on-trade and on-the-go formats continue to rebound. However, the anticipated income squeeze is set to be severe. Price inflation will drive a rapid increase in average prices, boosting the appeal of free water sources and the money-saving benefits of carrying reusable water bottles.

Market Share and Key Industry Trends

The rise of eco-consciousness and heightened concerns around single-use plastics, microplastics and carbon footprints will add more weight to the strong sustainability argument for ditching plastic bottled water, consequently boosting the reusable bottled water market size. Tap water usage will also be supported by the permanent shift towards at-home working and the rise in ownership of at-home soda-makers.

  • 70% of UK adults have purchased a bottle of water of any type in the last three months.
  • 35% of consumers have water filter products in their home.
  • 65% of UK adults carry a reusable water bottle with them when out of home.
  • 41% of UK adults drink bottled water because they believe it is healthier than other drinks.

Future Market Trends in the Bottled Water Market

A deposited return scheme (DRS) could present challenges to the bottled water market size – an initiative that has recently been implemented by the Scottish Parliament in July 2022. The potential implementation of the DRS may present an additional deterrent for many people to use bottled water.

However, there are many opportunities to be harnessed by the UK bottled water market. The enduring focus on health and hydration are important in driving usage of bottled water. There is also a lot of potential for bottled water market size to expand by increasing communication around the health benefits of including additional ingredients with links to energy provision which would allow products to capitalise on health claims, taste and flavour.

Read on to discover more details or take a look at all of ourUK Drinks market research.

Quickly Understand

  • The impact of COVID-19 on the bottled water market.
  • The outlook for the market in the re-emergence from the pandemic and recovery up to 2026.
  • The latest new product development (NPD) trends.
  • Consumers’ usage and reasons for drinking bottled water.
  • Consumer behaviours and attitudes towards bottled water.

Covered in this Report

Product Types: Unflavoured water, flavoured waters, fortified waters, sparkling water.

Brands: Nestlé (San Pellegrino, Pure Life, Buxton) Highland Spring, Danone (Evian, Volvic), Glacéau (Coca-cola), Rubicon (AG Barr), White Rock (Shepley Spring), Acti-Vit, Radnor Hills, Morrisons, M&S, Feel Good Drinks, Bottle Up, Aqura Pura, DrinkWell, Jamu Wild, Dash Water, Flawsome!, Ugly, Britvic, Roxane, Refresco Beverages, Silver Spring.

Expert Analysis from a Specialist in the Field

This report, written by Emma Clifford, a leading senior analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The income squeeze and the accelerated sustainability movement will further ingrain the use of refillable bottles and severely test the resilience of the bottled water market. Added value innovation that taps into the leading usage drivers – taste, health, hydration and energy/focus – is set to be pivotal in its ability to ride out these headwinds.”

 

Emma Clifford
Associate Director – Food and Drink

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Market context
          • Products covered in this Report
          • Executive Summary

              • The five-year outlook for bottled water
                • Figure 1: Category outlook, 2022-27
              • The market
                • Market size and forecast
                    • Figure 2: Market forecast for value sales of bottled water, 2021-26
                  • More media coverage on the environmental impact of bottled water and microplastics
                    • DRS beset by further delays
                      • HFSS food and drink store location restrictions to come into place in 2022
                        • Contamination issues in drinking water hit the headlines
                          • Companies and brands
                            • All leading brands benefit from the retail segment’s rebound; Volvic and Evian grow their share in 2021/22
                              • Figure 3: Leading brands’ value sales in the UK bottled water retail market, 2019/20-2021/22
                            • A sharp rise in fortification claims; NPD activity in canned water surged in 2021
                              • Adspend stabilises in 2021 after plummeting in 2020
                                • A lack of differentiation; Evian leads on quality associations
                                  • Figure 4: Attitudes towards and usage of selected brands, 2022
                                • The consumer
                                  • 70% drink bottled water, but it tends to be an occasional choice
                                    • Figure 5: Usage of bottled water, by type, by frequency, 2022
                                  • One in three use filtration products at home; only one in 10 use sparkling water makers, despite rising ownership
                                    • Figure 6: Usage of water filter products and sparkling water makers at home, 2022
                                  • Health and hydration are primary usage drivers; push associations with energy and focus
                                    • Figure 7: Reasons for drinking bottled water, 2022
                                  • Vast majority think they should drink more water; lower carbonation appeals widely
                                    • Figure 8: Behaviours related to bottled water, 2022
                                  • Harness the power of aroma in flavoured water; scope to push homemade seltzers
                                    • Figure 9: Attitudes towards bottled water, 2022
                                • Issues and Insights

                                  • Harness the power of aroma in flavoured water
                                    • Push the associations with energy and focus
                                      • Look to lower carbonation sparkling water
                                        • Embrace the popularity of at-home soda-makers
                                        • Market Size and Performance

                                          • Volume sales plunged by 10% in 2020
                                            • Figure 10: UK total value and volume sales of bottled water, 2016-21
                                          • A strong rebound in 2021
                                          • Market Forecast

                                            • The five-year outlook for bottled water
                                              • Figure 11: Category outlook, 2022-27
                                            • Value growth of 24% expected over 2021-26
                                              • Figure 12: Market forecast for value sales of bottled water, 2021-26
                                            • Volume sales are anticipated to stagnate
                                                • Figure 13: Market forecast for volume sales of bottled water, 2021-26
                                              • Learnings from the last income squeeze
                                                • Figure 14: UK value and volume sales of bottled water, 2009-14
                                              • Market drivers and assumptions
                                                • Figure 15: Key drivers affecting Mintel’s market forecast, 2016-26
                                              • Forecast methodology
                                              • Channels to Market

                                                • Retail value sales drop by 15% in 2020
                                                  • Retail volume sales fully recover to the pre-pandemic level in 2021
                                                    • Figure 16: UK value and volume sales of bottled water, by channel, 2016-21
                                                • Market Segmentation

                                                  • Flavoured still water sees biggest volume growth in retail
                                                    • Sparkling water volumes slip in 2021
                                                      • Figure 17: UK retail value and volume sales of bottled water, by segment, 2019-21
                                                  • Market Drivers

                                                    • Sustainability continues to rise up the consumer agenda
                                                      • More media coverage on the environmental impact of bottled water
                                                        • Mixed opinions on the sustainability credentials of rPET and aluminium cans
                                                          • DRS beset by further delays
                                                            • A need to promote the benefits of the DRS
                                                              • Microplastics attract more press attention in 2022
                                                                • Contamination issues in drinking water hit the headlines
                                                                  • Contamination concerns support usage of filtering devices and bottled water
                                                                    • The focus on health intensifies
                                                                      • HFSS food and drink store location restrictions to come into place in 2022
                                                                        • New rules on the advertising of HFSS food and drink delayed to 2024
                                                                          • New legislation on calorie labelling in the on-trade
                                                                            • Greater emphasis on health set to endure
                                                                              • The conflict in Ukraine will hurt the UK economy
                                                                                • Inflation is the key concern for 2022 for consumers, brands and the economy
                                                                                  • Consumers’ financial wellbeing has slipped from its recent high point…
                                                                                    • Figure 18: Household financial wellbeing index, 2016-2022
                                                                                  • …and concerns over inflation are coming to the fore
                                                                                    • Bottled water’s resilience will be tested
                                                                                      • Ageing population remains a challenge
                                                                                        • Figure 19: Trends in the age structure of the UK population, 2016-26
                                                                                    • Market Share

                                                                                      • All leading brands benefit from the retail segment’s rebound
                                                                                        • Volvic and Evian grow their share in 2021/22
                                                                                          • Figure 20: Leading brands’ sales and shares in the UK bottled water retail market, by value and volume, 2019/20-2021/22
                                                                                      • Launch Activity and Innovation

                                                                                        • A sharp rise in fortification claims
                                                                                          • Figure 21: Share of launches in the bottled water category with functional and fortified claims, 2017-21
                                                                                        • Actiph launches vitamin sparkling water drinks brand Acti-Vit
                                                                                          • Morrisons launches Nourish Vitamin Waters
                                                                                            • Figure 22: Launches of fortified waters, UK, 2021
                                                                                          • Added B vitamins from Volvic Touch of Fruit
                                                                                            • Figure 23: Volvic Touch of Fruit, UK, 2019 and 2022
                                                                                          • NPD activity in canned water surged in 2021
                                                                                            • Figure 24: Share of launches in the bottled water category, by pack type, 2017-21
                                                                                          • Evian forays into canned sparkling water
                                                                                            • Figure 25: Evian Sparkling Carbonated Natural Mineral Water, UK, 2021
                                                                                          • Highland Spring and Radnor Hill unveil fruit-flavoured water in cans
                                                                                              • Figure 26: Launches of flavoured sparkling water in slimline cans, UK, 2021
                                                                                            • Jamu Wild Water targets kids
                                                                                              • Supermarkets roll out own-label flavoured sparkling canned water ranges
                                                                                                • Figure 27: M&S Food Lemon and Yuzu Flavoured Sparkling Spring Water, UK, 2021
                                                                                              • Sustainability continues to drive NPD
                                                                                                • Brands are looking beyond the use of recycled plastic
                                                                                                  • Figure 28: Share of launches in the bottled water category, by ethical claim, 2017-21
                                                                                                • Evian launches Evian (re)new refillable at-home device
                                                                                                  • Figure 29: Evian (Re)New Natural Mineral Water, 2021
                                                                                                • Aqua Pura launches an eco-friendly integrated cap
                                                                                                  • DrinkWell launches first fully biodegradable plastic water bottle
                                                                                                    • Water in a Box relaunches
                                                                                                      • Bottle Up water gains listings in Morrisons stores
                                                                                                        • Feel Good Drinks become climate positive
                                                                                                          • “Wonky fruit” brands expand their ranges
                                                                                                            • Highland Spring launches five-litre fridge pack
                                                                                                            • Advertising and Marketing Activity

                                                                                                              • Adspend stabilises in 2021 after plummeting in 2020
                                                                                                                • Figure 30: Total above-the line, online display and direct mail advertising expenditure on bottled water, 2019-22
                                                                                                                • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on bottled water, by advertiser, ordered by 2021, 2019-22
                                                                                                              • Sustainability continues to be a focus for advertising
                                                                                                                • Glacéau Smartwater supports launch of new packs highlighting 100% recycled plastic
                                                                                                                  • Aqua Pura encourages sustainable hydration
                                                                                                                    • Evian supports the launch of its sparkling variant
                                                                                                                      • Volvic supports relaunch with ‘Beyond Your Expectations’ summer campaign
                                                                                                                        • Rubicon brought back its No Added Boring campaign
                                                                                                                          • Brands launch competitions centring on experiences
                                                                                                                            • Holiday home on offer to celebrate launch of Highland Spring’s new sparkling water cans
                                                                                                                              • Buxton has launched its first large-scale on-pack promotion in a decade
                                                                                                                                • Nielsen Ad Intel coverage
                                                                                                                                • Brand Research

                                                                                                                                    • Brand map
                                                                                                                                      • A lack of differentiation, but San Pellegrino stands out most
                                                                                                                                        • Figure 32: Attitudes towards and usage of selected brands, 2022
                                                                                                                                      • Key brand metrics
                                                                                                                                        • Volvic and Evian extend their lead in usage
                                                                                                                                          • Figure 33: Key metrics for selected brands, 2022
                                                                                                                                        • Brand attitudes: Evian leads on quality perceptions; San Pellegrino best justifies paying more for
                                                                                                                                          • Highland Spring is seen to offer most value
                                                                                                                                            • Figure 34: Attitudes, by brand, 2022
                                                                                                                                          • Brand personality: all brands score fairly well on accessible and ethical associations
                                                                                                                                            • Figure 35: Brand personality – macro image, 2022
                                                                                                                                          • San Pellegrino stands out on stylishness
                                                                                                                                            • Figure 36: Brand personality – micro image, 2022
                                                                                                                                        • Usage of Bottled Water

                                                                                                                                          • 70% drink bottled water; six in 10 drink unflavoured still
                                                                                                                                            • Figure 37: Usage of bottled water, by type, 2022
                                                                                                                                          • Bottled water tends to be an occasional choice
                                                                                                                                            • Figure 38: Usage of bottled water, by type, by frequency, 2022
                                                                                                                                        • Usage of Water Filter Products, Sparkling Water Makers, Reusable Water Bottles and Public Water Refill Points

                                                                                                                                          • One in three use filtration products at home
                                                                                                                                            • Figure 39: Usage of water filter products and sparkling water makers at home, 2022
                                                                                                                                          • Only one in 10 use sparkling water makers, despite rising ownership
                                                                                                                                            • Bottled water brands can embrace the popularity of at-home soda-makers
                                                                                                                                              • Two thirds of adults carry a reusable water bottle
                                                                                                                                                • Figure 40: Carrying of a water bottle when out of home, by gender and age, 2022
                                                                                                                                            • Reasons for Drinking Bottled Water

                                                                                                                                              • Taste, health and hydration are primary usage drivers
                                                                                                                                                  • Figure 41: Reasons for drinking bottled water, 2022
                                                                                                                                                • Scope to push the associations with energy and focus
                                                                                                                                                  • Openness to water in the energy space
                                                                                                                                                    • Opportunities beyond caffeine
                                                                                                                                                      • Promote practices that support mental focus and emotional wellbeing
                                                                                                                                                      • Behaviours Related to Bottled Water

                                                                                                                                                        • Vast majority of adults think they should drink more water
                                                                                                                                                            • Figure 42: Behaviours related to bottled water, 2022
                                                                                                                                                          • Technology can also play a role…
                                                                                                                                                            • …as can enhanced hydration products
                                                                                                                                                              • A third of drinkers think bottled water with added electrolytes is worth paying more for
                                                                                                                                                                • Electrolytes should be explored in new formats
                                                                                                                                                                  • Lower carbonation appeals widely
                                                                                                                                                                    • Figure 43: Gently sparkling carbonated soft drinks launches, UK, 2021
                                                                                                                                                                • Attitudes towards Bottled Water

                                                                                                                                                                  • Harness the power of aroma in flavoured water
                                                                                                                                                                    • Figure 44: Attitudes towards bottled water, 2022
                                                                                                                                                                  • A focus on aroma can enhance the treat and feelgood factors, and perceptions of value
                                                                                                                                                                    • Aroma can also play a key role in sugar reduction
                                                                                                                                                                      • Figure 45: Attitudes towards bottled water, by usage of bottled water, 2022
                                                                                                                                                                    • Scope to push homemade seltzers
                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Abbreviations
                                                                                                                                                                          • Consumer research methodology
                                                                                                                                                                          • Appendix: Forecast Methodology

                                                                                                                                                                            • Market forecast and prediction intervals
                                                                                                                                                                              • Figure 46: Market size and forecast for total volume and value sales of bottled water, 2016-26
                                                                                                                                                                              • Figure 47: Market forecast and prediction intervals for total value sales of bottled water, 2021-26
                                                                                                                                                                              • Figure 48: Market forecast and prediction intervals for total volume sales of bottled water, 2021-26
                                                                                                                                                                            • Market drivers and assumptions
                                                                                                                                                                              • Forecast methodology
                                                                                                                                                                              • Appendix – Market Share

                                                                                                                                                                                  • Figure 49: Leading manufacturers’ sales and shares in the UK bottled water retail market, by value and volume, 2019/20-2021/22

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