Kinvara Carey, general manager of the Natural Hydration Council – a UK-based industry organisation dedicated to researching the science and communicating the facts about natural bottled water – said: “Choice of water is more emotional than rational. We are having our next forum for members at the Museum of Brands on 28 November to underline this fact (a report from that event will feature on FoodBev.com next week).
The Council benefits from members such as Nestlé Waters, Highland Spring and Danone. “We are not selling brands she emphasised. What we do is communicate messages on hydration. The elderly and children are particularly vulnerable. They do not often ask for a drink,” she pointed out.
Robert Dry, head of marketing for Coca-Cola HBC Ireland Ltd with Deep River Rock, commented: “At CCHBC we already encourage hydration by supporting sports teams. Whenever we supply Powerade we also supply several pallets of water. We want people to get into the habit of drinking water wherever they may be. We have already convinced our young football players that by drinking water they play better football as a result. “I’m looking for more 70-year-olds to become water and Coca-Cola drinkers. To do this we need to educate those who are now in their 50s and innovate to make bottles and packaging in general, easier to open.”
Ian Hall who described himself as “Heading for 70 and the father of the packaged water industry,” said: “My wife cannot open PET bottles now and she is younger than I am. So how much easier can it be made over the next few years?”
Claire Nuttall of 1HQ explained how she had recently attending an event on Healthy Older Age at which it had been discussed how older people are frequently deeply dehydrated. “This age group is harder to educate and not keen to change from drinking large amounts of tea and coffee”.
Other major themes from the conference included sustainability, which looked at energy and bioplastics, and the economic landscape for bottled water.
Claire Phoenix is managing editor of Beverage Innovation magazine. Subscribe here.
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