In contrast, the bottled cooler market declined by 8.3%, due to ongoing challenging economic conditions and continued loss of business to plumbed-in water coolers, also known as point of use machines.
“There remain five key dynamics in the UK bottled water market at the moment and they are not all pointing in the same direction,” commented Zenith Chairman Richard Hall.
“We have always believed that the benefits of convenient healthy hydration create an underlying momentum towards long term growth. Against that, concerns have been raised about environmental impact, but these are progressively being answered. The economic downturn has been another adverse factor in the past three years, putting greater emphasis on value for money.
“The weather is also an important variable – very poor in both 2007 and 2008, but somewhat more favourable in 2009 and 2010. Finally, the water cooler segment has changed dramatically – from rapid growth in bottles to even higher consumption from point of use,” he concluded.
Amongst other findings of the 2011 Zenith report:
Zenith’s forecasts anticipate continuing moderate overall growth, taking sales up a further 14% to 2,340 million litres by 2015.
Source: Zenith International
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