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Consumption of water rose in the UK by 10% last year – propelled by an 11.5% increase in the flavoured, functional and juicy water category – according to food and drink industry consultancy Zenith International.
The market was worth in excess of $2.4bn, with volumes 40 times higher than 30 years ago and all water segments representing more than 20% of soft drinks consumed. Plain water sales in retail pack sizes jumped by 10.3% last year to 2.3bn litres, with consumption per person now over 40 litres a year. Flavoured, functional and juicy water plus drinks rose 11.5% to 461m litres. Bottled water cooler sales advanced by 4.8% to 282m litres after a period of decline.
In terms of brands, Zenith found that the leading plain water brand in the UK was Evian. Highland Spring, Buxton, Volvic and Nestlé Pure Life completed the market’s top five.
Growth of water drinks consumption, 2009–2014, millions of litres.
Among the Bath-based company’s other findings was that still water drinks accounted for 83% of all sales in 2014, with just 17% being represented by sparkling water; 85% of packaged water consumed was plain bottled water, compared to 13% for flavoured and functional water, and just 2% for juicy waters; while the number one water plus brand was found to be Volvic Touch of Fruit.
Zenith International chairman Richard Hall said: “This is a remarkable achievement by the industry and a great benefit to consumers, offering calorie-free convenience as well as a lower environmental impact than other beverage categories.”
Natural Hydration Council general manager Kinvara Carey said: “It is really encouraging to see another year of growth in the bottled water category and more evidence that people are choosing to drink water. Naturally sourced still and sparkling waters have zero calories or sugar, and are one of the healthiest ways to hydrate so we believe this shift is making a positive impact on the nation’s health.”
© FoodBev Media Ltd 2020