UK bottled water records strong performance in 2011
The UK bottled water industry reported substantial growth in 2011 with a 2.8% increase in annual sales, accumulating a total of over 1.8 billion litres volume sold.
This increase is an incredibly positive sign in a challenging economic climate for manufacturers, with reports showing that approximately half of all households in Great Britain purchased bottled water, and did so more frequently than in 2010.
Impulse buying is the biggest contributor to the strong performance, with a seasonal peak as more shoppers in the summer opt for water to hydrate them as the temperature rises.
Increasing awareness of how vital water is to health and well-being is undoubtedly contributing to this rise in popularity of bottled water.
Kinvara Carey, general manager of the Natural Hydration Council, commented: “Consumers continue to value the naturally-sourced bottled water offering. With no calories or sugar, naturally sourced bottled water is providing consumers with a healthy hydration choice at a time when there is a continued consumer and media focus on health and wellbeing. We have seen particularly strong growth in the impulse channel as consumers look for convenient and healthy hydration on-the-go.”
A report by Mintel highlights that the bottled water industry has traditionally been linked to consumer confidence, which was significantly lower in 2011 than any point since the start of the economic crash; last year saw strong off-trade performance, indicative of customer skepticism surrounding bottled water fading.