uk bottled water 2013 report

Zenith Report on

UK Bottled Water

April 2013

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Zenith Report on

UK Bottled Water

April 2013

© Zenith International Ltd 2013

2013 ZENITH REPORT ON UK BOTTLED WATER

CONTENTS

UK BOTTLED WATER MARKET COMMENTARY Introduction 1 Brief Summary 2 Research overview 4 2012 UK bottled water market 5 Market overview 5 Economy 5 Weather 7 Media 7 Sector performance 9 UK packaged water 11 UK bottled water packaging 12 UK bottled water distribution 12 UK bottled water companies 13 UK bottled water groups 14 UK bottled water producers 14 Bottled water exports 15 Bottled water imports 16 Still water consumption 17 Packaged still water brands 17 Carbonated water brands 18 Retailer own label 19 Mineral water consumption 20 Spring water consumption 20 Glass packaged bottled water 21 Plastic packaged bottled water 21 Plain vs flavoured water 22 UK water coolers 23 Bottled water consumer 24 Bottled water value 25 Ethical waters / Ethical initiatives 26 Ongoing challenges 29

Environmental 29 Carbon footprint 30 Water footprint 30 Lightweighting 30 Recycling 30 Tap water 30 Industry consolidation 31 Portfolio diversity 31 Consumer confidence and education 32 Retailer perception 33 Stock control 34


Price pressures 34 Legislation 35 Forecast to 2017 36 APPENDICES APPENDIX 1 – CHARTS 38 Market overview 1 UK mean temperature, 2007-2012 38 2 UK sunshine hours, 2010-2012 39 3 UK rainfall, 2010-2012 40 4 UK packaged water vs water coolers, 2007-2012 41 5 UK bottled water packaging, 2012 42 6 UK bottled water distribution, 2012 43 Industry structure 7 UK bottled water industry consolidation, 2007-2012 44 8 Top 5 bottled water companies, 2007 & 2012 45 9 Top 5 bottled water groups, 2012 46 10 Leading UK bottled water producers, 2012 47 Imports and exports 11 UK bottled water exports, 2007-2012 48 12 UK bottled water imports, 2007-2012 49 13 Leading UK imported waters, 2012 50 Market segments 14 UK still water consumption share, 2007-2012 51 15 Leading UK packaged still water brands, 2012 52 16 Leading UK packaged sparkling water brands, 2012 53 17 UK own label water consumption share, 2007-2012 54 18 UK own label water producers, 2012 55 19 UK natural mineral water consumption share, 2007-2012 56 20 Leading UK mineral water brands, 2012 57 21 Leading UK spring water brands, 2012 58 22 Leading UK companies in glass, 2012 59 23 Leading UK companies in plastic, 2012 60 Bottled water market in context 24 UK plain vs flavoured water, 2007-2012 61 25 UK still vs sparkling flavoured water, 2007-2012 62 26 UK water cooler market, 2007-2012 63 27 GB bottled water consumer, 2007-2012 64 Value 28 UK bottled water market value, 2007-2012 65 Forecasts 29 UK bottled water market forecast, 2007-2017 66


APPENDIX 2 – TABLES Market overview 1 UK bottled water market, 2006-2012 67 2 UK bottled water types, 2006-2012 67 3 UK bottled water: small pack vs cooler, 2006-2012 68 4 Total UK bottled water: Per capita consumption, 2006-2012 69 5 UK bottled water packaging, 2010-2012 70 6 UK bottled water distribution, 2010-2012 70 7 UK bottled water packaging, 2012 71 Industry structure 8 Top 25 companies in UK bottled water market, 2011-2012 72 9 Next 25 companies in UK bottled water market, 2011-2012 73 10 Top 25 brands in UK bottled water market, 2011-2012 74 11 Next 25 brands in UK bottled water market, 2011-2012 75 Market segments 12 UK top 10 carbonated water brands, 2011-2012 76 13 UK top 10 packaged still water brands, 2011-2012 76 14 UK top 20 mineral water brands, 2011-2012 77 15 UK top 20 spring water brands, 2011-2012 78 16 UK top 10 own label water producers, 2011-2012 79 17 UK top 10 water cooler companies, 2007-2012 79 18 UK top 10 companies in glass packaging, 2011-2012 80 19 UK top 10 companies in plastic packaging, 2011-2012 80 Production, bottled water consumer, imports and exports 20 Top 10 UK bottled water producers, 2011-2012 81 21 Top 10 UK produced brands, 2011-2012 81 22 GB Bottled Water Consumer, 2007-2012 82 23 UK top 10 water export brands, 2007-2012 82 24 UK bottled water exports by country, 2007-2012 83 25 UK bottled water imports by country, 2007-2012 83 26 UK bottled water import sales by brand, 2007-2012 84 Value 27 UK Bottled Water Value, 2010-2012 85 28 UK bottled water value per litre by pack size, 2011-2012 85 29 Premium vs private label retail value per litre, 2011-2012 86 30 International premium vs private label value per litre comparison, 2012 86 Ethical Waters 31 UK Ethical Waters, 2009-2012 87 Forecasts 32 UK bottled water consumption by segment, 2012-2017 87 Bottled water market in context 33 UK bottled water in context, 2007-2012 88 34 International bottled water comparison, 2007-2017 88


APPENDIX 3 - LEADING COMPANY PROFILES AG Barr Plc 89 Angel Springs Holdings Ltd 92 Berrington Pure Spring Water 94 Best Water Technology 96 Black Mountain Mineral Water Company 98 Blue Keld Spring Water 100 Brecon Mineral Water 102 Britvic Plc 104 Coca-Cola Enterprises 106 Coca-Cola HBC Northern Ireland 108 Cott Beverages Ltd 110 Danone Waters (UK & Ireland) Ltd 113 Decantae Natural Mineral Water 115 Eden Springs UK 117 Fonthill Pure English Spring Water 119 Godlingston Manor Springs Ltd 121 Highland Spring Ltd 123 Hildon Ltd 127 Iceni 129 Isabelle 131 Isklar 133 Kingshill Mineral Water Ltd 135 Montgomery Spring Water Company 137 Navson Drinks 139 Nestlé Waters UK Ltd 141 Norbev 144 Prince’s Gate Spring Water 146 Princes Soft Drinks 148 Radnor Hills Mineral Water Company 150 Roxane 153 Shepley Spring Ltd 155 Swithland Spring Water 157 Waterbrands Ltd 159 Water Coolers (Scotland) Ltd 162 Water for work and home 164 APPENDIX 4 - UK BOTTLED WATER MARKET IN PERSPECTIVE 167 APPENDIX 5 - LEGISLATION 174 APPENDIX 6 - DEFINITIONS AND SYMBOLS 177 APPENDIX 7 - TARGET GROUP INDEX (TGI) 180

Zenith Report: April 2013


UK bottled water

2013

Introduction

This is the twenty-second Zenith Report on the UK Bottled Water Market, and there is now a diverse range of

other emerging markets covered by the Zenith Report series. With each our aim is to make contact with every

significant company active in the relevant sector and to produce as complete a picture as possible at a price

accessible to any business with a serious commercial interest.

We are particularly grateful for the help we receive from the bottled water companies we profile. The 2013

Report contains up to date profiles of the industry’s leading bottled water companies, while text, charts and

tables analyse recent developments in the UK market. An historical perspective is provided in Appendix 4.

The report represents exceptional coverage of the UK bottled water market and we hope that you find it useful

in your business planning. As our research is updated on a regular basis, we always welcome any comments or

suggestions about possible improvements.

Cecilia Martinez

Regional Research Co-ordinator - Americas

Zenith International

1

4: UK PACKAGED WATER VS WATER COOLERS, 2007-12

2007 2008 2009 2010 2011 2012

Packaged Water Cooler

million litres

41

5: UK BOTTLED WATER PACKAGING, 2012

NR PET

NR Glass

R Polycarb Others

Total consumption: million litres

% share

42

6: UK BOTTLED WATER DISTRIBUTION, 2012

Modern Retail

Convenience,

Impulse

Horeca; pubs,

clubs

Offices Others

Total consumption: million litres

% share

43

7: UK BOTTLED WATER INDUSTRY CONSOLIDATION,

2007-12

2007 2008 2009 2010 2011 2012

Top 5 Top 10

Percentage Share

44

10: LEADING UK BOTTLED WATER PRODUCERS, 2012

Company 1

Company 2Company 3

Company 4

Company 5

Company 6

Nos. 7 to 10

Others

Total UK bottled water production: million litres

% share

47

13: LEADING UK IMPORTED BRANDS, 2012

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Others

Total UK bottled water imports: million litres

% share

Source: UK Government figures 50

18: UK OWN LABEL WATER PRODUCERS, 2012

Company 1

Company 2

Company 3

Company 4

Company 5

Company 6 Others

Total UK own label sales: million litres

% share

55

22: LEADING UK COMPANIES IN GLASS, 2012

Company 1

Company 2

Company 3

Company 4Company 5

Nos 6 to 10

Others

Total UK packaged water in glass: million litres

% share

59

23: LEADING UK COMPANIES IN PLASTIC, 2012

Company 1

Company 2

Company 3Company 4

Company 5

Nos 6 to 10

Others

Total UK packaged water in plastic: million litres

% share

60

28: UK BOTTLED WATER MARKET VALUE, 2007-12

0.76

0.78

0.80

0.82

0.84

0

200

400

600

800

1000

1200

1400

1600

2007 2008 2009 2010 2011 2012

market value (£ mln) value per litre (£)

65



UK bottled water

2013

APPENDIX 6 - DEFINITIONS AND SYMBOLS

DEFINITIONS

Natural Mineral Water

The basic requirements of the UK regulations are:

Must come from a recognised groundwater source. Recognition is granted by local authorities to

meet EU standards and requires a lengthy testing process to ensure freedom from pollution and a

consistent mineral composition.

Must be bottled at source unless the practise was to tanker to the bottling plan on or before 17th

July 1980.

Cannot undergo treatment except for filtration of particles, except in exceptional circumstances.

Nothing can be added to water except carbon dioxide for carbonation.

The water can only be bottled under a single name, described as natural mineral water.

The water must meet strict requirements for microbiological and chemical purity.

Spring Water


Must come from a groundwater source.

Must be bottled at source (unless the practise was to tanker to the bottling plant on or before 23rd

November 1996).

In the UK, spring water can currently undergo some forms of treatment.

The water can only be bottled under a single named Spring Water. However, additional Bottled

Drinking Waters can be produced from the same source.

The water must meet requirements for microbiological and chemical purity based on the

requirements for tap water.

Bottled Drinking Water


‘bottled drinking water‘ is a legal category of water and should not be confused with the general use

of the term ‘bottled water’.

Can come from any source – groundwater, surface water (e.g. a lake or river), tap water or other

(e.g. glacier, iceberg, rainwater)

Need not be bottled at source.

Can undergo any form of water treatment.

Water from a single source can be bottled under different names.

Can be bottled under any description except one that is misleading to consumers. Use of the

description natural mineral water, spring water or mineral water is not permitted. Some commonly

used descriptions are ‘Table Water’ and ‘Purified Water’.

The water must meet requirements for microbiological and chemical purity based on the

requirements for tap water.

177



UK bottled water

2013

These definitions are a simple description of the requirements of the UK bottled water regulations. For a

detailed definition please consult the Natural Mineral Water, Spring Water and Bottled Drinking Water

Regulations, 1999 and any subsequent amendments. For a detailed review of the implications of the regulations,

consult Zenith’s ‘Plain Language Guide to the UK Bottled Water Regulations’. Further information can be

found at www.zenithinternational.com and search for Plain Language Guide.

Distribution channels

Retail

Supermarkets

Multiples and other grocers – Tesco, Sainsbury, Asda, Waitrose, Morrisons, Somerfield, Co-op, Marks

& Spencer, Boots, Budgens, Iceland

Aldi, Lidl and other discounters

Smaller local supermarkets (e.g. Booths, Harry Tuffins)

Supermarket forecourts and smaller formats of the major multiples (e.g. Tesco Metro)

Independent, others

Confectioneries, tobacconists and newsagents (CTNs)

Convenience stores (e.g. Londis)

Small independent grocers

Other forecourts

Off licences

Other retail stockists/cash & carry

Door-to-door

Dairy deliveries

Direct mail orders

Door-to-door deliveries of water for coolers

Away From Home

Offices

Water supplied in places of work such as offices, factories etc.

Horeca, pubs and clubs

Horeca – hotel, restaurant and catering channels

Cafés, bars, pubs

Nightclubs

Food service

Vending machines

Others

All other away from home outlets

178



UK bottled water

2013

SYMBOLS

... Negligible, less than 0.05

e Estimate

Foodservice Distribution to on-premise or horeca outlets

Horeca Hotels, restaurants and catering

na Not available, not applicable

NR Non returnable packaging

HDPE High Density Polyethylene

HOD Home and Office Delivery

PET Polyethylene terephthalate

PLA Polylactide or polylactic acid

POU Point of use (mains water) cooler

PVC Polyvinyl chloride

R Returnable packaging

VPL Value per litre

179



UK bottled water

2013

APPENDIX 7 - TARGET GROUP INDEX (TGI)

Target Group Index (TGI) syndicated surveys provide actionable single-source data on consumer behaviour,

purchasing habits, attitudes and motivations.

Established in 1969 and originally focused on the British market, TGI has since expanded to cover more than

65 countries.

In Britain TGI is representative of all adults aged 15+ and is used by over 300 companies, including brand

owners, media owners and advertising agencies.

TGI enables

Awareness of market trends and dynamics

Identification of opportunities for new and existing brand development

Accurate description of target groups Improved marketing strategies and advertising campaigns

TGI is

Insightful and actionable

Information on usage of over 4,000 brand across 500 product areas

Updated four times a year

Single source and independent of vested interest

www.kantarmedia-tgigb.com

TGI’s consulting offer, TGI Insights and Integration, enables the breaking of new ground in consumer insight

through the provision of the most suitable skills, tools, analysts and thinking. With genuine global reach (we are

part of Kantar, WPP’s insights and consultancy arm) and unique access to raw TGI data in 65 countries we are

a strategic partner to the world’s most demanding consumer-facing industries.

Anne Benoist - Director

+44 (0)20 8433 4227

[email protected]

www.tgi-insights.com

180

http://www.kantarmedia-tgigb.com/

mailto:[email protected]

http://www.tgi-insights.com/

uk bottled water 2013 report

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