Already the number one sparkling brand in the market, Highland Spring achieved its highest ever share of 14.1% (41.7m litres) year on year, according to industry expert Zenith International’s 2011 UK bottled water report.
This trend is continuing into 2011, with value up 12% and volume up 15% in multiple grocers (AC Nielsen to w/e 19/3/11).
While the total packaged water market showed continued growth in 2010 (up 2.4% by volume), the sparkling sector experienced stronger growth, up 5.4%, to its highest ever share of the market in recent times at 14.4% (295m litres).
One of the key growth drivers is the company’s investment in a new sparkling bottle design that launched in 2010. The attractive new design is more environmentally friendly, using significantly less packaging (9% less PET and 39% less paper) than the range it replaced, and has helped strengthen the brand’s position as market leader.
Within 12 weeks of the introduction of the new bottle, the UK market for sparkling water had grown by 9%, with Highland Spring responsible for 64% of that growth (AC Nielsen 2010).
Sally Stanley, group marketing director of Highland Spring Group said: “The sparkling side of our business is thriving. While still bottled water is typically chosen by consumers looking for long-term healthy hydration, sparkling water is regularly seen as an alternative to other soft drinks and alcohol, not necessarily daily, but on social occasions or as a bit of a pick-me-up. We have invested heavily in ensuring our sparkling range remains the market leader and are looking forward to another strong summer performance.”
The summer months are especially crucial for the bottled water category. Of all soft drinks, bottled water sales are most directly affected by sustained high temperatures. Despite the lowest average mean temperature in 2010 compared with the previous five years, bottled water sales grew, signifying strong underlying category growth.
Highland Spring is preparing to launch its biggest integrated promotion to date. Launching in early May, the ‘New Balls for Britain’ campaign will see the promotion appear on-pack, across outdoor and press advertising and will feature prominently in major retailers across the UK.
Source: Highland Spring
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