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Return to growth predicted for UK bottled water

Marking World Water Day on 22nd March, leading food and drink consultancy Zenith International confidently forecast a return to growth for the UK bottled water market.

Zenith’s 2009 UK Bottled Water market report, its 18th annual edition, shows that 2008 sales fell by 5.5% in volume to 2,055 million litres and by 4.0% in retail value to £1,497 million. This follows a smaller decline in 2007 after a general trend of strong but slowing growth.

“The past two years have seen exceptionally poor summer weather compounded by a deteriorating economy,†commented Zenith Chairman Richard Hall. “Consumer research shows that people are switching to other beverages rather than tap water and that environmental issues have yet to make a substantial impact.

“These are just some of the factors giving us confidence in a return to growth of around 5% a year from 2012â€Â, he continued. “Everyone knows we need to be better hydrated and bottled water can also help in combating obesity because most other consumer choices contain calories. Since 98% of UK sales are naturally sourced waters, that means consumers can also be sure of their provenance and the absence of chemical treatment.

“As to the environment, bottled water has the lowest carbon footprint of any beverage on retailer shelves, all bottles are 100% recyclable and recycling rates are rising rapidly. On World Water Day, it is worth noting that bottled water is one of the most efficient uses of water, its sources are naturally replenished and the total market represents under 0.01% of all fresh water use worldwide.

“When you look at other countries, UK consumption is lower than East Europe or Latin America and one third of the average in West Europe and North America. So we anticipate a return to growth by 2010, though a good summer could make all the difference this year,†he concluded.

Among other findings of the 2009 Zenith report:

  • Still water was responsible for 87% of 2008 volume and sparking water 13%.
  • Natural mineral water took a 61% share, spring water 27%, purified water 2% and other waters 10%.
  • Locally produced waters accounted for 78% and imported waters 22%.
  • Bottled water coolers have fallen to 18% of consumption.
  • Packaged retail volumes are 5% higher than 5 years ago.
  • The most popular retail pack size is 50cl, followed by 2 litre and 1.5 litre.
  • The top five retail brands by volume are Evian, Highland Spring, Volvic, Buxton and Aqua-Pura.
  • Of the top 10 retail brands, 5 are English, 2 Scottish, 1 Welsh and 2 French.

Zenith’s forecasts allow for a further 3% market decline in 2009, leading on to renewed growth from 2010 and total sales approaching 2,500 million litres by 2015.

The 2009 Zenith Report on UK Bottled Water contains 179 pages with a full market commentary, 29 charts, 30 detailed tables and 35 company profiles. Call Zenith International on +44 (0)1225 327900 or e-mail info@zenithinternational.com.


For further information, please contact:

Richard Hall or Gary Roethenbaugh, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901
zenithinternational.com