Nestlé Waters is encouraging c-store retailers to boost their soft drinks sales with its water merchandising advice.
Bottled water is the fastest growing segment within the £7.5bn soft drinks category (Plain Water is up +10.6% in volume and +10.3% in value, IRI SIG All Scan Snack Outlets, 52 w/e 28 Jan 2017). The majority of this growth, 65%, comes from shoppers switching from other soft drinks, notably colas, flavoured carbonates and juices (Kantar Worldpanel trended 52 w/e 25.05.15 – Take home panel and OTG panel) which has been driven to a large extent by consumers concern about sugar.
Nestlé Waters says retailers can benefit from an increased demand in water by stocking well-known bottled water brands and displaying them prominently in store all year round, making healthy hydration the easy choice for customers.
Retailers can encourage additional bottled water sales by using signposting in store, in locations such as the till-point or the soft drinks fixture and with secondary sitings, including water in meal-deal offers and bundle deals. By stocking well-known brands in both still and sparkling varieties, retailers can ensure they’re answering shopper missions and encouraging additional sales.
Nestlé Pure Life is the number one water brand worldwide and the fastest growing in the UK (Zenith International, Bottled Water Report, March 2016). Available in four sizes (33cl, 50cl, 1l and 1.5l), Nestlé Pure Life still spring water offers healthy hydration for the whole family and stocking it year round is the ideal way for retailers to remind customers to stay hydrated.
Silika Shellie, head of category and shopper development at Nestlé Waters, said: “Consumers are becoming more aware of the need to reduce the amount of sugar they consume, and are switching from sugary carbonates and juice drinks to bottled water. However, more can and should be done to encourage the healthy hydration habit, as many people are still not achieving the National Hydration Council’s recommended daily target to help the body maintain its fluid balance.
“Retailers can play a key role in unlocking the growing sales and profit potential of bottled water by displaying it prominently all year round and reminding customers to stay hydrated. As the number one water brand worldwide, Nestlé Pure Life is the ideal choice for retailers and their customers.”