With health & wellbeing still strongly in consumer focus, the water category is thriving, and Aqua Carpatica has formats to meet all occasions.
Finally, there is light at the end of the tunnel! The UK convenience market is set to grow by 3.2% to £45.2bn in 20221 despite challenges, like the anticipated income squeeze, HFSS legislation etc.
Despite multiple and varied head- and tailwinds, the bottled water market made an impressive recovery post-Covid, aided by the return of on-the-go occasions and the on-trade massively regaining lost ground2.
Consumer focus on health
As these formats continue to rebound, the market will build on the rapid growth, and plain natural mineral water is well placed to benefit in terms of health and wellness, an indicator of the consumer focus, which moves to more rounded wellbeing.
Formats for all occasions
Forthcoming in terms of ingredients, design and functionality, Aqua Carpatica boasts a unique portfolio, offering both still and sparkling, in glass, PET (BPA free) and 100% rPET bottles.
The award-winning range is virtually nitrate-free and has one of the lowest sodium levels of bottled natural mineral waters.
Fourteen different formats suit all consumption occasions: from on-the-go to big volumes for home occasions (1.5L and 2L), as dictated by the latest market trends which see bigger and heavier formats driving the bottled water category.
Key trends for 2022/23
Sunny, hot days are the ‘new normal’: As Europe’s most severe drought in decades hits the continent, experts advise drier winters and searing summers will be the new normal. Bottled water is set to continue to grow, also supported by the key healthy consumption market trend.
Health and wellness trends: Consumers treat their bodies like an ecosystem and actively seek solutions that will help them reach their health needs3. The persistent focus on health and hydration is top-of-mind in driving usage of bottled water, so brands that lead in terms of health benefits and taste are set to benefit from the trend.
Less is more: Most consumers have now read up on their salt facts. The mineral is a vital part of the human diet, but too much can raise blood pressure and increase the risk of other health issues. They are actively trying to cut down on salt, so natural mineral waters that are low in sodium are an important ally in their effort.
Shift to water, driven by the health appeal behind HFSS: While a lot of brands took to reformulating their drinks portfolio, there is a significant increase in obesity rates among primary-aged children4, so lunchboxes will be back to basics, and the current mindset will dictate a shift from unhealthy drinks to water. Unique on the UK market, Aqua Carpatica Kids has a spill proof sippy-cap and comes with eight playful designs, encouraging kids to have an active lifestyle.
Key numbers you need to know
2.9bn
At 2.9bn litres, plain still water is still the key player, particularly branded labels (+17.2%)5
70%
of UK adults have purchased a bottle of water of any type in the last three months6
41%
of UK adults drink bottled water because they believe it is healthier than other drinks7
Top products
Plan your shelf
Variety is key: Get to know customers’ habits and ensure you stock the right variety. Allow multiple facings to cover all occasions and needs.
On-the-go mission: Place smaller formats at eye-level and position them near other on-the-go products, such as chilled food-to-go or bakery. This will prompt customers to stay hydrated and drive cross-category purchases.
Cater to all ages: Use in-store signage to call attention and communicate a healthier drink option for kids.
Key tips and takeaways
1. Tap into trends: Meeting the growing consumer demand for health and premiumisation is key. Premium products can give a real impact and customers are willing to pay more for a premium brand. The vast majority of bottled water sales are impulse-led.
2. Most shoppers will make their decision in-store. So, use POS to drive attention and encourage impulse sales. Category management means having the right product on the shelf and merchandising clearly and effectively.
3. Sparkling water is often under-represented. Additional brand and pack formats will maximise the opportunity.
Sources
1 Lumina Intelligence, UK Convenience Market Report 2022
2-3 Mintel, UK Bottled Water Market Report 2022
4 NHS, National Child Measurement Programme, England 2020/21 School Year
5 Zenith Global 2022
6-7 Mintel, UK Bottled Water Market Report 2022
