英國的瓶裝水市場

Abstract

The market is being driven by the pursuit of a healthier lifestyle and a growing awareness among some consumers of the need for rehydration throughout the day. More convenience packaging and a greater willingness to pay for added value (notably flavour, functional enhancement and a premium brand) have also boosted sales.

The challenge for the bottled water producers is to ride the tide of change which is favouring stronger growth in juice and juice drinks and the pressure on consumers to improve their green credentials by drinking more tap water.

Table of Contents

• Issues in the Market
• Key themes of the report
• Definition
• Definition excludes
• Explanation and types
• Abbreviations
• Market in Brief
• Topline trends
• Bottled water fits the bill (but so do juice drinks)
• Brands and ethics
• Future trends
• Internal Market Environment
• Key points:
• Health and fitness -- mineral water drinkers more proactive
• Flavoured water drinkers -- guilt- and diet-obsessed
• Focus on green credentials intensifies
  • Figure 1: Agreement with selected attitudinal statements on diet and health, by consumption of bottled mineral water, 2006
• Schools -- working up a thirst...
• How does this affect bottled water?
• ...but confusion over guidelines causes chaos
• Leisure venue catering
• Broader Market Environment
• Key points:
• Bottled water companies like it hot
  • Figure 2: Trends in the amount of sunshine and rainfall in the UK, 1971-2000 and 2002-06
• Pure water v pure air
• More opportunities for regional brands
• Smoking ban -- mixed blessings
• Key European markets provide insight
• Keeping ABs hydrated
• Older age -- developing a taste for water
• Adapting to one-person households
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Competitive Context
• Key points:
  • Figure 3: UK retail sales of soft drinks, by value, 2002-06
• Bottled water and fruit juice meet consumer demand
• School rules favour bottled water
• Energy and sports drinks v functional bottled water
• Smoothies -- sales growing faster than bottled water
• Water cooler sales stagnate
• Market Value and Forecast
• Key points:
  • Figure 4: Forecast of UK sales of bottled water*, by volume, value and average price, 2007-12
• Hot summers help boost volume sales in 2003 and 2006
• Value growth boosted by premiumisation and ethical launches
• Future trends
• Segment Performance
• Key points:
• Spring/table water gains momentum
  • Figure 5: UK retail volume sales of bottled water, by type of source, 2003-06
• Flavour -- a major focus for NPD
• Sugar versus sugar-free
• Still water flows more freely
  • Figure 6: UK retail volume sales of bottled water, by volume and value, by carbonation, 2003-06
• More products for children
• NPD adds value to still water sales
  • Figure 7: Bottled water volumes, by packaging type, 2003-06
• Convenience factor favours plastic packaging
• On-the-go lifestyles favour sports cap bottles
• Popularity of multipacks a key source of growth
• On-trade -- different operating conditions
• Market Share
• Key points:
• Volume sales reflect benefit of brand owner investment
  • Figure 8: Estimated brand shares in the bottled water off-trade, by volume*, 2004-06
• And the winner is...Danone
• Niche players battle with big brands
• Own-label share declines
• Value sales favour key brands
  • Figure 9: Estimated brand shares in the bottled water off-trade, by value*, 2006
• Volvic and Evian command significant premium
• Niche players achieve value growth
• On-trade boost value for specialists
• Companies and Brands
• Key points:
• Britvic Soft Drinks -- tighter focus on better-for-you drinks
• Coca-Cola dips its toe in UK waters again
• Greencore invests in vertical integration
• Highland Spring invests in promoting hydration benefits
• Matthew Clark -- new joint venture signals expansion
• Nestle Waters revitalises Buxton and VittelPrinces invests heavily in Aqua-Pura brand
• Ty Nant cultivates arty image
• Niche companies intensify focus on bottled water
• Ethical concerns -- charting new waters
• Own-brands -- premiumisation trends
• Brand Communication and Promotion
• Key points:
  • Figure 10: Main monitored media advertising expenditure on bottled water, 2002-07
• Brands drive market
  • Figure 11: Main monitored media advertising expenditure on bottled water, by key brand, 2002-06
• Evian -- hey big spender
• Volvic -- it' s a taste eruption
• Buxton -- nothing touches it
• Highland Spring -- a long journey
• TV loses to press and outdoor advertising
  • Figure 12: Main monitored media advertising expenditure on bottled water, by media, 2002-07
• Spending reveals seasonal nature of market
  • Figure 13: Main monitored media advertising expenditure on bottled water, by channel, by quarter, 2006
• Preparing for summer
• Brand Elements
• Brand map
  • Figure 14: Attitudes and usage of bottled water brands, May 2007
• Evian
  • Figure 15: Words associated with danone water' s Evian brand, May 2007
• Brand qualities
• Evian preferred choice. Excellent, but why?
• San Pellegrino
  • Figure 16: Words associated with Nestlé' s San Pellegrino brand, May 2007Brand qualities
• San Pellegrino -- The Jewel of the Italian Alps has untapped magic
• Volvic/Volvic Touch of Fruit
  • Figure 17: Words associated with Danone' s Volvic and Volvic Touch of Fruit brands, May 2007
• Brand qualities
• Full of volcanicity for all ages
• Vittel
  • Figure 18: Words associated with Nestlé' s Vittel brand, May 2007Brand qualities
• Vittel needs re-vittelising right enough
• Perrier
  • Figure 19: Words associated with Nestlé' s Perrier brand, May 2007Brand qualities
• Perrier losing its fizz, pride and UK ratings
• Brand qualities
  • Figure 20: Consumer usage of various bottled water brands, May 2007
• Rugged Highland Spring and boring Buxton are the most ethical brands
• Usage of brands
• Evian, Volvic and Highland Spring lead the way
  • Figure 21: Consumer usage of various bottled water brands, May 2007
• Attitudes towards brands
  • Figure 22: Attitudes towards bottled water brands, May 2007
• Brand satisfaction and performance
• Evian tops excellence. Perrier rates poorest
  • Figure 23: Customer rating of users of bottled water brands, May 2007
• Brand commitment
  • Figure 24: Degree of customer commitment to bottled water brands, June 2007
• Round up
• Channels to Market
• Key points:
• Stronger on-trade growth in 2006
  • Figure 25: UK retail sales of bottled water, by outlet type, 2004-06
• Health issues influence on-trade market
  • Figure 26: UK retail sales of bottled water, by outlet type, 2004-06
• Grocery multiples driving growth
• Other impulse favours vending
• Wider availability in leisure and catering outlets
• Pubs and clubs clean up their act
• The Consumer -- Consumption Trends
• Key points:
• Bottled water consumption declines with age
  • Figure 27: Consumption of selected soft drinks -- 7-14-year-olds, by age, 2002-06
  • Figure 28: Consumption of bottled water -- 7-19-year-olds, 2006
• Drinking preferences
  • Figure 29: Flavoured or unflavoured -- 7-14-year-olds, 2006
• Location, location, location
• Medium users -- fastest-growing adult group
  • Figure 30: Consumption of bottled mineral water (non-flavoured) in the last 12 months, 2002-06
• Medium users -- young, female and living in Greater London
• Non-users -- chart
  • Figure 31: Types drunk, 2002-06
• Still water gains further momentum
• Importance of branding for plain water
  • Figure 32: Consumption of branded and supermarket own-label bottled mineral water, 2006
  • Figure 33: Consumption of branded and supermarket own-label, flavoured water, herbal and premium soft drinks, 2006
• The Consumer -- Popularity of Different Types
• Key points:
• Come a long way
  • Figure 34: Types of water drunk, March 2007
• Offering potential for growth
• Competition from water filters in the home
• Incentives to drink bottled water
  • Figure 35: Main reasons for drinking bottled water, March 2007
• Health and fitness
• Eau naturel
• Cross-branding opportunities
• Understanding conscientious objectors
  • Figure 36: Reasons for not buying bottled water, March 2007
• Price -- the biggest obstacle to purchasing bottled water
• Just tap water for me please
• Hot drinks -- hindrance to bottled water
• Appendix
• Consumer research
• ACORN
• Advertising data
• Internal market environment
  • Figure 39: Body mass index cross-tabs, 2006
  • Figure 40: Agreement with selected attitudinal statements on health, 2002-06
  • Figure 41: Agreement with selected attitudinal statements on diet and health, by consumption of flavoured water, herbal and premium soft drink, 2006
• Broader market environment
• Forecast adult population trends
  • Figure 42: Forecast adult population trends, by socio-economic group, 2001-11
• Trends in age structure
  • Figure 43: Trends in the age structure of the UK population, by gender, 2001-11
• Household size
  • Figure 44: UK households and one-person households, 2000-10
• Competitive context
  • Figure 45: Penetration and frequency of consumption of soft drinks, by type, by country, 2005
• Who' s innovating?
• All in a good cause
• I' m a Celebrity -- get me a bottled water deal
• Market value and forecast
  • Figure 46: UK sales of bottled water*, by volume and average price, 2002-07
  • Figure 47: UK retail value sales of bottled water*, 2002-07
• Factors used in the forecast
• Consumer 1 -- Detailed demographics
  • Figure 48: Consumption of bottled water -- 11-14-year-olds, 2002-06
  • Figure 49: Still or sparkling -- 11-14-year-olds, 2002-06
  • Figure 50: Where bottled water is drunk -- 7-10-year-olds, 2006
  • Figure 51: Where bottled water is drunk -- 11-14-year-olds, 2002-06
  • Figure 52: Consumption of bottled water -- 7-14-year-olds, by gender, age, socio-economic group and region, 2006
  • Figure 53: Consumption of bottled mineral water (non-flavoured) in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
• Consumption of flavoured water, herbal and premium soft drinks
  • Figure 54: Consumption of flavoured water, herbal and premium soft drinks in the last 12 months, 2002-06
• Stagnation in flavoured water consumption
• Plain v flavoured water -- different demographics
• Functional water for the over-65s?
  • Figure 55: Consumption of flavoured water, herbal and premium soft drinks in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2006
• Consumer 2 -- Detailed demographics
  • Figure 56: Types of water drunk, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile phone provider, TV reception and smoker/non-smoker, March 2007
  • Figure 57: Main reasons for drinking water, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile phone provider, TV reception and smoker/non-smoker, March 2007
  • Figure 58: Important factors when choosing bottled water, March 2007
  • Figure 59: Important factors when choosing bottled water, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile phone provider, TV reception and smoker/non-smoker, March 2007
  • Figure 60: Important factors when choosing bottled water, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile phone provider, TV reception and smoker/non-smoker, March 2007
  • Figure 61: Reasons for not buying bottled water, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, daily Internet usage, supermarket usage, mobile phone provider, TV reception and smoker/non-smoker, March 2007
• Consumer 3 -- Detailed demographics
• Repertoires
  • Figure 62: Repertoire of influences when buying bottled water, by gender, age, socio-economic group, region, newspaper readership, household income, presence of children, supermarket usage, mobile phone provider, satellite TV and smoker/non-smoker, March 2007
  • Figure 63: Repertoire of influences when buying bottled water, March 2007
  • Figure 64: Repertoire of influences when buying bottled water, by reasons for drinking bottled water, March 2007
  • Figure 65: Repertoire of influences when buying bottled water, by influences when buying bottled water, March 2007
  • Figure 66: Tap versus bottled water nets, by gender, age, socio-economic group, region, newspaper readership, household income, presence of children, daily internet usage, supermarket usage, mobile phone provider, satellite TV and smoker/non-smoker, March 2007
  • Figure 67: Tap versus bottled water nets, March 2007
  • Figure 68: Tap versus bottled water nets, by reasons for drinking bottled water, March 2007
  • Figure 69: Tap versus bottled water nets, by influences when buying bottled water, March 2007
  • Figure 70: Tap versus bottled water nets, by reasons for not drinking bottled water, March 2007
  • Figure 71: Tap versus bottled water nets, by gender, age, socio-economic group, region, newspaper readership, household income, presence of children, supermarket usage, mobile phone provider, satellite TV and smoker/non-smoker, March 2007
  • Figure 72: Tap versus bottled water nets, March 2007
  • Figure 73: Tap versus bottled water nets, by reasons for drinking bottled water, March 2007
  • Figure 74: Tap versus bottled water nets, by influences when buying bottled water, March 2007