Zenith’s 2009 UK Bottled Water market report, its 18th annual edition, shows that 2008 sales fell by 5.5% in volume to 2,055 million litres, and by 4.0% in retail value to £1,497m. This follows a smaller decline in 2007 after a general trend of strong but slowing growth.
“The past two years have seen exceptionally poor summer weather compounded by a deteriorating economy,” said Zenith chairman, Richard Hall. “Consumer research shows that people are switching to other beverages rather than tap water, and that environmental issues have yet to make a substantial impact.
“These are just some of the factors giving us confidence in a return to growth of around 5% a year from 2012. Everyone knows we need to be better hydrated, and bottled water can also help in combating obesity because most other consumer choices contain calories. Since 98% of UK sales are naturally sourced waters, that means consumers can also be sure of their provenance and the absence of chemical treatment.
“As to the environment, bottled water has the lowest carbon footprint of any beverage on retailer shelves. All bottles are 100% recyclable and recycling rates are rising rapidly. On World Water Day, it’s worth noting that bottled water is one of the most efficient uses of water, its sources are naturally replenished and the total market represents under 0.01% of all fresh water use worldwide.
“When you look at other countries, UK consumption is lower than east Europe or Latin America, and one third of the average in west Europe and North America. So we anticipate a return to growth by 2010, though a good summer could make all the difference this year.”
Among other findings of the 2009 Zenith report:
Zenith’s forecasts allow for a further 3% market decline in 2009, leading on to renewed growth from 2010 and total sales approaching 2,500 million litres by 2015.
Source: Zenith International
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