Bottled Water
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38 CATEGORY FOCUS Bottled Water
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Wonderful water! Leading players within the bottled water sector have worked hard to improve their sustainability credentials, writes Gillian Hamill
F
or a number of years, environmental concerns within the bottled water sector have been a major consumer focus. As Euromonitor Ireland stated in a report on ‘Bottled Water in Ireland’ published in December 2021, “the theme of sustainability is growing in Ireland with local consumers becoming increasingly aware of the environmental impact of plastic bottles and cans. The trend is expected to continue to gain momentum amongst the population, encouraging players to make substantial investments to address public concerns.” Indeed, leading manufacturers have worked hard to address these concerns and improve the sustainability of their packaging, including the key players outlined here; Deep RiverRock, Tipperary Water, Ishka Irish Spring Water and Ballygowan. Another development which is an important marker of Ireland’s progress on the sustainability front is the fact that Minister Eamon Ryan last year signed the legislative regulations for a Deposit Return Scheme
(DRS) in Ireland for plastic bottles and aluminium cans, which is expected to be operational by Q3 of this year. The introduction of a DRS scheme will assist in reducing single use plastics, help Ireland meet EU targets and promote a wider circular economy. In drafting the regulations, the Department of the Environment, Climate and Communications has worked closely with representatives from the beverage industry who will fund and operate the scheme. Euromonitor Ireland also found that emerging water variants are adding excitement to the category. “Innovation within bottled water is expected to drive greater demand for flavoured and functional options over the forecast period,” the analyst stated. “The fundamental growth driver for bottled water is therefore expected to be improved health consciousness of Irish consumers and the focus on preventative health.” Meanwhile, sourcing is important to six in ten people when buying bottled water.
Mintel has also reported on the importance of health, noting: “Health will continue to be at the forefront of consumers’ minds for some time to come, with many interested in various supplements and health benefits. 39% of people show an interest in branded supplements that add minerals to tap water, while 40% are interested in both immune health and skin health.” As Brian O’Connor, senior consumer analyst, states: “With Covid-19 impacting sales of drinks, particularly via the on-trade, the water and juice markets will respond by embracing the wellbeing trend more fully, potentially moving towards immunity boosting benefits to sustain consumer usage.” In positive news for the sector, NielsenIQ reports this month that soft drinks were the lead performer during Christmas 2021, with sales up +11% compared to Christmas the previous year*. *(Source: NielsenIQ Total Store Read (Multiples excl. Dunnes/ Discounters + Forecourts + Symbol Groups + Specialist Off Licences) 4 weeks ending Sunday 26 December 2021)
Nice one!
Every three seconds in Ireland, an impulse Deep RiverRock product is sold
ShelfLife January 2022 | www.shelflife.ie
Introduced to the market in 1994, Deep RiverRock is a quality water sourced from deep beneath the glacial hill of Co. Antrim. It is rich in minerals such as calcium, magnesium, potassium and sodium, all naturally occurring within the source. Deep RiverRock was the first water range on the island of Ireland to move to 100% recycled bottles in 2019 and continues to innovate to eliminate unnecessary plastic from its packaging. In 2018, Deep RiverRock introduced smaller bottle caps, reducing plastic use by 10%. The bottle is also one of the lightest on the market, using 34% less plastic than in 2016. The brand says it has evolved to reflect changing Irish society, becoming a more modern and sustainable brand, but retaining its uniquely playful tone of voice. The new strategic direction and brand platform - Nice One! – reclaims the popular Irish phrase as a pure expression of happiness.
