Zenith Insight report
March 2018
UK bottled water report An in-depth analysis of the UK plain bottled water sector
Zenith report on UK plain bottled water March 2018 27th edition
Copyright All copyright in this document is reserved. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith Global Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith Global Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith Global Ltd from any liability related to the report distribution. Such readers however will not be considered “users� of this report.
Zenith UK plain bottled water report 2018
introduction This is the twenty-seventh Zenith Report on the UK Bottled Water Market. As the UK bottled water market continues to grow and evolve so does our report. This year, we have produced three reports on the sector in order to provide a complete review of this dynamic market.
The UK Plain Bottled Water Market Report The UK Water Plus Market Report The UK Bottled Water Drinks Market Report
As always, 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 2018 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. The report represents exceptional coverage of the UK bottled water drinks 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.
Simon Johnson Principal Consultant Zenith Global
© Zenith Global Ltd 2018
Zenith UK plain bottled water report 2018
contents brief summary------------------------------------------------------------------------------------------- 8 research overview ------------------------------------------------------------------------------------- 9 1
market overview ------------------------------------------------------------------------------ 10 1.1 economy ----------------------------------------------------------------------------------------- 11 1.2 weather ------------------------------------------------------------------------------------------ 12 1.3 media --------------------------------------------------------------------------------------------- 14
2
sector performance-------------------------------------------------------------------------- 14
3
UK plain packaged water ------------------------------------------------------------------ 18
4
UK plain bottled water packaging ----------------------------------------------------- 19
5
UK plain bottled water distribution --------------------------------------------------- 22
6
UK plain bottled water companies and brands ----------------------------------- 24
7
UK plain bottled water producers ----------------------------------------------------- 31
8
UK plain bottled water exports --------------------------------------------------------- 33
9
UK plain bottled water imports --------------------------------------------------------- 36
10
UK still and sparkling plain water consumption ---------------------------------- 40
11
UK packaged still water brands --------------------------------------------------------- 42
12
UK packaged sparkling water brands ------------------------------------------------- 44
13
retailer own label ----------------------------------------------------------------------------- 46
14
UK mineral water consumption --------------------------------------------------------- 48
15
UK spring water consumption ----------------------------------------------------------- 51
16
UK glass packaged plain bottled water ---------------------------------------------- 54
17
UK plastic packaged plain bottled water -------------------------------------------- 56
18
UK plain vs water plus ---------------------------------------------------------------------- 58
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Zenith UK plain bottled water report 2018
19
UK water coolers------------------------------------------------------------------------------ 62
20
UK plain bottled water consumer ------------------------------------------------------ 64
21
UK plain bottled water value ------------------------------------------------------------ 68
22
ongoing challenges -------------------------------------------------------------------------- 71 22.1 environmental --------------------------------------------------------------------------------- 71 22.1.1 22.1.2
key challenges ------------------------------------------------------------------------------ 71 future trends -------------------------------------------------------------------------------- 72
22.2 carbon footprint ------------------------------------------------------------------------------ 72 22.2.1 22.2.2
key challenges ------------------------------------------------------------------------------ 72 future trends -------------------------------------------------------------------------------- 72
22.3 water footprint -------------------------------------------------------------------------------- 73 22.3.1 22.3.2
key challenges ------------------------------------------------------------------------------ 73 future trends -------------------------------------------------------------------------------- 73
22.4 lightweighting --------------------------------------------------------------------------------- 73 22.4.1 22.4.2
key challenges ------------------------------------------------------------------------------ 73 future trends -------------------------------------------------------------------------------- 73
22.5 recycling ----------------------------------------------------------------------------------------- 74 22.5.1 22.5.2
key challenges ------------------------------------------------------------------------------ 74 future trends -------------------------------------------------------------------------------- 74
22.6 tap water ---------------------------------------------------------------------------------------- 74 22.6.1 22.6.2
key challenges ------------------------------------------------------------------------------ 74 future trends -------------------------------------------------------------------------------- 74
22.7 industry consolidation ---------------------------------------------------------------------- 75 22.7.1 22.7.2
key challenges ------------------------------------------------------------------------------ 75 future trends -------------------------------------------------------------------------------- 75
22.8 portfolio diversity ---------------------------------------------------------------------------- 75 22.8.1 22.8.2
key challenges ------------------------------------------------------------------------------ 75 future trends -------------------------------------------------------------------------------- 75
22.9 consumer confidence and education -------------------------------------------------- 76 22.9.1 22.9.2
22.10
retailer perception ------------------------------------------------------------------- 76
22.10.1 22.10.2
22.11
key challenges ------------------------------------------------------------------------------ 76 future trends -------------------------------------------------------------------------------- 76
stock control and supply ----------------------------------------------------------- 76
22.11.1 22.11.2
22.12
key challenges ------------------------------------------------------------------------------ 76 future trends -------------------------------------------------------------------------------- 76
key challenges ------------------------------------------------------------------------------ 76 future trends -------------------------------------------------------------------------------- 77
price pressures ------------------------------------------------------------------------- 77
22.12.1 22.12.2
key challenges ------------------------------------------------------------------------------ 77 future trends -------------------------------------------------------------------------------- 77
23
water stewardship --------------------------------------------------------------------------- 78
24
legislation --------------------------------------------------------------------------------------- 79
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Zenith UK plain bottled water report 2018
25
forecast to 2022 ------------------------------------------------------------------------------ 81
appendix 1- legislation ---------------------------------------------------------------------------- 84 appendix 2 – definitions and symbols ------------------------------------------------------- 87 definitions ---------------------------------------------------------------------------------------------- 87 Natural Mineral Water ----------------------------------------------------------------------------------- 87 Spring Water-------------------------------------------------------------------------------------------------- 87 Bottled Drinking Water ---------------------------------------------------------------------------------- 87 Flavoured Water -------------------------------------------------------------------------------------------- 88 Functional Water ------------------------------------------------------------------------------------------- 88 Juicy Water ---------------------------------------------------------------------------------------------------- 88 Water Plus ----------------------------------------------------------------------------------------------------- 88 Distribution channels ------------------------------------------------------------------------------------- 88 Retail ------------------------------------------------------------------------------------------------------------- 88 Supermarkets ------------------------------------------------------------------------------------------------- 88 Independent, others --------------------------------------------------------------------------------------- 89 Door-to-door -------------------------------------------------------------------------------------------------- 89
Away From Home------------------------------------------------------------------------------------------- 89 Offices ----------------------------------------------------------------------------------------------------------- 89 Horeca, pubs and clubs ----------------------------------------------------------------------------------- 89 Others ----------------------------------------------------------------------------------------------------------- 89
symbols -------------------------------------------------------------------------------------------------- 90
appendix 3- Target Group Index (TGI) ------------------------------------------------------- 91 appendix 4- leading company profiles------------------------------------------------------- 92 AG Barr Plc ------------------------------------------------------------------------------------------------Berrington Pure Spring Water Company ------------------------------------------------------Black Mountain Mineral Water Company --------------------------------------------------- 92 Brecon Mineral Water --------------------------------------------------------------------------------Britvic Plc--------------------------------------------------------------------------------------------------Coca-Cola European Partners ---------------------------------------------------------------------Coca-Cola HBC Northern Ireland -----------------------------------------------------------------Cooleraid --------------------------------------------------------------------------------------------------Cott Beverages Ltd ------------------------------------------------------------------------------------Danone Waters (UK & Ireland) --------------------------------------------------------------------Decantae Natural Mineral Water -----------------------------------------------------------------Eden Springs UK Ltd ----------------------------------------------------------------------------------Edgar’s Water--------------------------------------------------------------------------------------------Fonthill Pure English Spring Water --------------------------------------------------------------Harrogate Water Brands Ltd -----------------------------------------------------------------------Highland Spring Group -------------------------------------------------------------------------------Hildon Ltd -------------------------------------------------------------------------------------------------Kingshill Mineral Water Ltd ------------------------------------------------------------------------Montgomery Natural Spring Water Company ------------------------------------------------
© Zenith Global Ltd 2018
Zenith UK plain bottled water report 2018
Nestlé Waters UK Ltd ---------------------------------------------------------------------------------One Water ------------------------------------------------------------------------------------------------Radnor Hills Mineral Water Company Ltd -----------------------------------------------------Roxane UK Ltd-------------------------------------------------------------------------------------------Prince’s Gate Spring Water -------------------------------------------------------------------------Princes Soft Drinks ------------------------------------------------------------------------------------Shepley Springs Ltd -----------------------------------------------------------------------------------Swithland Spring Water ------------------------------------------------------------------------------Waterlogic -------------------------------------------------------------------------------------------------
© Zenith Global Ltd 2018
Zenith UK plain bottled water report 2018
tables table 2.1 table 2.2 table 4.1 table 5.1 table 6.1 table 6.2 table 6.3 table 6.4 table 7.1 table 7.2 table 8.1 table 8.2 table 9.1 table 9.2 table 10.1 table 11.1 table 12.1 table 13.1 table 14.1 table 15.1 table 16.1 table 17.1 table 19.1 table 20.1 table 20.2 table 20.3 table 21.1 table 21.2 table 21.3 table 21.4 table 24.1
Š Zenith Global Ltd 2018
UK plain bottled water market, 2012-2017 --------------------------------- 16 UK plain bottled water types, 2012-2017 ------------------------------------ 16 UK plain bottled water packaging, 2015-17 --------------------------------- 19 UK plain bottled water distribution, 2015-2017 --------------------------- 23 top 25 companies in UK bottled water market, 2016-2017 ----------- 25 next 25 companies in UK bottled water market, 2016-2017 ---------- 26 top 25 brands in UK bottled water market, 2016-2017 ----------------- 29 next 25 brands in UK bottled water market, 2016-2017 --------------- 30 top 10 UK domestic plain bottled water producers, 2016-2017 ----- 32 top 10 UK plain produced brands, 2016-2017 ------------------------------ 32 UK plain bottled water exports by country, 2012-2017 ---------------- 34 top 10 UK plain water export brands, 2012-2017 ------------------------- 34 UK plain bottled water imports by country, 2012-2017 ---------------- 37 UK plain bottled water imports by brand, 2012-2017 ------------------- 38 UK bottled water consumption by type 2012-2017 ---------------------- 41 UK top 10 plain packaged still water brands, 2016-2017--------------- 43 UK top 10 plain packaged sparkling water brands, 2016-2017 ------ 45 UK top 5 own label plain water producers, 2016-2017------------------ 46 top UK plain mineral water brands, 2016-2017 ---------------------------- 49 top UK plain spring water brands, 2016-2017 ------------------------------ 52 top UK plain water companies in glass packaging, 2016-2017 ------- 55 top UK plain water companies in plastic packaging, 2016-2017 ----- 57 top 10 UK water cooler companies, 2012-2017---------------------------- 61 GB plain bottled water consumer, 2012-2017------------------------------ 63 UK plain bottled water per capita consumption, 2012-2017 --------- 64 international plain bottled water comparison, 2012-2022f ----------- 65 UK plain bottled water value, 2015-2017 ------------------------------------ 67 UK plain bottled water value per litre by pack size, 2016-2017 ----- 68 UK plain premium vs private label value per litre, 2016-2017 -------- 68 international premium vs private label value per litre comparison, 2017---------------------------------------------------------------------------------------- 68 UK forecast plain bottled water consumption by segment, 20172022f -------------------------------------------------------------------------------------- 74
Zenith UK plain bottled water report 2018
figures figure 1.1 figure 1.2 figure 2.1 figure 4.1 figure 5.1 figure 6.1 figure 6.2 figure 6.3 figure 7.1 figure 8.1 figure 8.2 figure 9.1 figure 9.2 figure 10.1 figure 11.1 figure 12.1 figure 13.1 figure 13.2 figure 14.1 figure 14.2 figure 15.1 figure 15.2 figure 16.1 figure 17.1 figure 18.1 figure 18.2 figure 19.1 figure 20.1 figure 21.1 figure 24.1
Š Zenith Global Ltd 2018
UK mean temperature, 2012-17 ------------------------------------------------- 13 UK sunshine hours, 2015-17 ------------------------------------------------------ 13 UK plain packaged water vs coolers, 2012-2017 -------------------------- 17 UK plain bottled water packaging, 2017 ------------------------------------- 20 UK plain water distribution, 2017 ----------------------------------------------- 23 UK plain bottled water industry consolidation, 2012-2017 ----------- 27 top 5 plain bottled water companies, 2012 and 2017 ------------------- 27 top UK plain bottled water companies, 2017 ------------------------------- 28 UK bottled water producers, 2017 --------------------------------------------- 31 UK plain bottled water exports, 2012-2017 --------------------------------- 35 leading plain UK exported water brands, 2017 ---------------------------- 35 UK plain bottled water imports, 2012-2017 -------------------------------- 37 leading plain UK imported water brands, 2017 ---------------------------- 39 UK plain still water consumption share, 2012-2017 ---------------------- 40 leading UK still plain water brands, 2017 ------------------------------------ 43 leading UK sparkling plain water brands, 2017 ---------------------------- 45 UK own label plain water consumption share, 2012-2017 ------------- 47 leading UK own label plain water producers, 2017 ----------------------- 47 UK natural mineral water consumption share, 2012-2017------------- 50 leading UK plain mineral water brands, 2017 ------------------------------ 50 UK natural spring water consumption share, 2012-2017--------------- 53 leading UK plain mineral water brands, 2017 ------------------------------ 53 leading UK plain water companies in glass, 2017 ------------------------- 55 leading UK plain water companies in plastic, 2017 ----------------------- 57 UK plain vs flavoured water, 2012-2017 -------------------------------------- 59 UK still/sparkling flavoured water, 2015-2017 ----------------------------- 59 UK water cooler market, 2012-2017 ------------------------------------------- 61 GB plain bottled water consumption 2012-2017-------------------------- 63 UK packaged bottled water market value, 2012-2017 ------------------ 67 UK plain bottled water market forecast, 2012-2022f ------------------- 74
Zenith UK plain bottled water report 2018
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UK bottled water report brief summary 1. Commentary 2. Commentary 3. Commentary
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Zenith UK plain bottled water report 2018
research overview
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In compiling its research, Zenith relies on the goodwill and co-operation of companies active in the marketplace. All information is cross-checked with other sources, such as trade associations and suppliers, to ensure as complete a picture as possible. Although we strive to provide data as accurate as possible, some figures presented are Zenith’s estimates.
Based on individual producer volumes for the year, market, sector and segment totals are calculated from the ‘bottom up’. At a sector and segment level, adjustments are then made for any double counting of contract and licensed bottling. Estimates for any unauthorised soft drink imports sold through the ‘grey market’ are also included. However, this is more pronounced in categories such as energy drinks rather than bottled water.
A complete picture of the UK bottled water drinks market is thus produced through Zenith’s extensive study of the largest importers and bottlers, alongside small to medium sized operators and own label specialists. The market figures presented therefore encompass all aspects of bottled water drinks including: take home, impulse and on-premise/foodservice; water cooler volumes for the office; and a small amount of home delivery water.
To this end, a considerable amount of time and effort is spent contacting industry players and striving to analyse the complexities of the UK bottled water drinks arena. We believe Zenith’s coverage of the total UK bottled water drinks market to be without equal and to have attained a consistently high level of accuracy. Zenith would like to express its sincere gratitude to the entire UK bottled water drinks industry for its continued help and assistance during the research process. Our gratitude also extends to UK industry associations for their support, including: BSDA (British Soft Drinks Association), BWCA (British Water Cooler Association), NHC (Natural Hydration Council) and BBWP (British Bottled Water Producers).
© Zenith Global Ltd 2018
Zenith UK plain bottled water report 2018
1
market overview
Commentary
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1.1
economy
Commentary
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1.2
weather
Commentary
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figure 1.1
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UK mean temperature, 2012-17
5.5 5 5
degrees centigrade
4.5
5
5
5
5
5
4 3.5 3 2.5 2 1.5 1 0.5 0
figure 1.2
UK sunshine hours, 2015-17
60
sunshine hours
50 40 30 20 10 0 Jan
Feb
Mar
Apr
May
Year 1
figure 1.3
Jun
Jul
Year 2
Aug
Sep
Oct
Nov
Dec
Year 3
UK rainfall, 2015-17
60 50
rainfall
40 30 20 10 0 Jan
Feb
Mar
Apr Year 1
source: Met Office
Š Zenith Global Ltd 2018
May
Jun Year 2
Jul
Aug
Sep
Year 3
Oct
Nov
Dec
Zenith UK plain bottled water report 2018
1.3
media
Commentary
Commentary
Commentary
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2
sector performance
Commentary
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table 2.1
Million litres Production Exports Imports Consumption
UK plain bottled water market, 2012-2017
2012
2013
2014
2015
2016
2017
2016
2017
Production % change Exports as % of production Imports as % consumption Consumption % change Litres per person source: Zenith Global table 2.2
Million litres Total market Sparkling Still Sparkling % share Still % share Mineral Spring Others Mineral % share Spring % share Water cooler Water cooler % share Water cooler % change Packaged Packaged % change source: Zenith Global
Š Zenith Global Ltd 2018
UK plain bottled water types, 2012-2017
2012
2013
2014
2015
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Zenith UK plain bottled water report 2018
figure 2.1
UK plain packaged water vs coolers, 2012-2017
80 70
million litres
60 50 40 30 20 10 0 Packaged source: Zenith Global
Š Zenith Global Ltd 2018
Water Cooler
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3
UK plain packaged water
Commentary
Commentary
Commentary
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4
UK plain bottled water packaging
Commentary
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table 4.1
UK plain bottled water packaging, 2015-17
Million litres Can/Box NR Glass PET NR PVC R Polycarb PLA NR HDPE Total market
2015
2016
2017
% share Can/Carton NR Glass PET NR PVC R Polycarb PLA NR HDPE
2015
2016
2017
source: Zenith Global
figure 4.1
UK plain bottled water packaging, 2017
25% 25.0%
PET NR Glass NR Polycarb Others 25%
25%
total consumption: X million litres
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Zenith UK plain bottled water report 2018
table 4.2
Pack type Can
Bag in a Box NR Glass
PET
NR PVC
Refillable Polycarbonate
PLA Total market source: Zenith Global
Š Zenith Global Ltd 2018
UK plain bottled water packaging, 2017
Sizes in litres Total 0.20/0.25 0.33/0.5 Total Total 0.20/0.25 0.33/0.375 0.5 0.75 1.00 1.50 Total 0.085/0.2/0.25 0.3/0.33/0.37 0.5 0.7/0.75 1.0 1.25 1.5 2.00 3.00 5.00 7.50 15 19 Total 0.5 2.00 5.0 Total 10.0/11.0/11.3/11.4/11.5/12 13.00 18.5/18.9/19.0 22.0/22.7 Total 0.70
Million litres
% share
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Zenith UK plain bottled water report 2018
5
UK plain bottled water distribution
Commentary
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Zenith UK plain bottled water report 2018
table 5.1
UK plain bottled water distribution, 2015-2017
2015 volume
Million litres
2015 % share
2016 volume
2016 % share
2017 volume
Modern retail (includes discounters) Convenience / Impulse Door to door Retail Horeca; pubs, clubs Offices Others Away from home Total market source: Zenith Global
figure 5.1
UK plain water distribution, 2017
20%
20.0%
Modern retail Convenience 20%
20%
Horeca Offices Others
20%
total consumption: X million litres
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Zenith UK plain bottled water report 2018
6
UK plain bottled water companies and brands
Commentary
Commentary
Commentary
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Zenith UK plain bottled water report 2018
table 6.1
Million litres
Top 25 Others Total market Top 5 Top 10 source: Zenith Global
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top 25 companies in UK bottled water market, 2016-2017
2016 volume
2016 % share
2017 volume
2017 % share
2017 Packaged
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Total
Zenith UK plain bottled water report 2018
table 6.2
Million litres
Top 25 Next 25 Others Total market source: Zenith Global
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next 25 companies in UK bottled water market, 2016-2017
2016 volume
2016 % share
2017 volume
2017 % share
2017 Packaged
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Total
Zenith UK plain bottled water report 2018
figure 6.1
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UK plain bottled water industry consolidation, 2012-2017
25.0
20.0
20.0
20.0
20.0
20.0
20.0
20.0
% share
15.0
10.0
10.0
10.0
10.0
10.0
10.0
10.0
5.0
0.0 Top 5
Top 10
source: Zenith Global
figure 6.2
top 5 plain bottled water companies, 2012 and 2017
10.0
Company
5.0 10.0
Company
5.0 10.0
Company
5.0 10.0
Company
5.0 10.0
Company
5.0 0
2
4
6 2016
source: Zenith Global
Š Zenith Global Ltd 2018
8 2011
10
12 million litres
Zenith UK plain bottled water report 2018
figure 6.3
top UK plain bottled water companies, 2017
10%
Company 10%
50%
10%
Company Company Company
10% 10%
total consumption: X million litres
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Company Others
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Zenith UK plain bottled water report 2018
table 6.3
Million litres (1)
top 25 brands in UK bottled water market, 2016-2017
2016 volume
2016 % share
2017 volume
2017 % share
Top 25 Others Total market Top 5 Top 10 (1) Branded water volumes only, including both retail and water cooler volumes source: Zenith Global
Š Zenith Global Ltd 2018
Brand rank
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Zenith UK plain bottled water report 2018
table 6.4
Million litres (1)
next 25 brands in UK bottled water market, 2016-2017
2016 volume
2016 % share
2017 volume
2017 % share
Top 25 Next 25 Others Total market (1) Branded water volumes only, including both retail and water cooler volumes source: Zenith Global
Š Zenith Global Ltd 2018
Brand rank
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Zenith UK plain bottled water report 2018
7
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UK plain bottled water producers
Commentary
Commentary
Commentary
figure 7.1
UK bottled water producers, 2017
10% 30%
Company 10%
Company Company
10%
Company Company
10%
Others
20% 10%
total UK bottled water production: X million litres
© Zenith Global Ltd 2018
Company
Zenith UK plain bottled water report 2018
table 7.1
top 10 UK domestic plain bottled water producers, 2016-2017
2016 volume
Million litres
2016 % share
2017 volume
2017 % share
Top 10 Others Total UK production source: Zenith Global
table 7.2
top 10 UK plain produced brands, 2016-2017
Million litres
Top 10 Others (1) Total UK sales (1) (1) Includes both retail and water cooler volumes source: Zenith Global
Š Zenith Global Ltd 2018
2016 volume
2016 % share
2017 volume
2017 % share
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Zenith UK plain bottled water report 2018
8
UK plain bottled water exports
Commentary
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Zenith UK plain bottled water report 2018
table 8.1
Million litres
UK plain bottled water exports by country, 2012-2017
2012
2013
2014
2015
2016
2017
Others Total exports % change source: Global Trade Information Services
table 8.2
Million litres
top 10 UK plain water export brands, 2012-2017
2012
2013
2014
Total exports (1) Brands Others/stock adjustment Total export sales (2) (1) UK Government figures (2) Zenith export figures calculated from brand export totals by country source: Zenith Global
Š Zenith Global Ltd 2018
2015
2016
2017
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figure 8.1
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UK plain bottled water exports, 2012-2017
12
10
10
10
10
10
10
10
million litres
8
6
4
2
0
source: Zenith Global
figure 8.2
leading plain UK exported water brands, 2017
10% 10%
50%
10%
10%
Brand
Brand
Brand
Brand
Brand
Others
10%
total UK bottled water exports: X million litres
Š Zenith Global Ltd 2018
Zenith UK plain bottled water report 2018
9
UK plain bottled water imports
Commentary
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Zenith UK plain bottled water report 2018
table 9.1
UK plain bottled water imports by country, 2012-2017
Million litres
2012
2013
2014
2015
2016
2017
Others Total imports % change source: Global Trade Information Services
figure 9.1
UK plain bottled water imports, 2012-2017
12
10
10
10
million litres
8
6
4
2
0
source: Global Trade Information Services
Š Zenith Global Ltd 2018
10
10
10
10
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table 9.2
UK plain bottled water imports by brand, 2012-2017
Million litres Country (1)
Others/stock adjustment/misrecording Country (1)
Others/stock adjustment/misrecording Country (1)
Others/stock adjustment/misrecording Country (1)
Others/stock adjustment/misrecording Total imports Brands Others/stock adjustment/misrecording Total import sales (1) UK Government figures source: Zenith Global
Š Zenith Global Ltd 2018
2012
2013
2014
2015
2016
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figure 9.2
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leading plain UK imported water brands, 2017
10% 10%
50%
10%
10%
Brand
Brand
Brand
Brand
Brand
Others
10%
total UK bottled water imports: X million litres
Š Zenith Global Ltd 2018
Zenith UK plain bottled water report 2018
10
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UK still and sparkling plain water consumption
Commentary
Commentary
Commentary
figure 10.1
UK plain still water consumption share, 2012-2017
55 50 45
50.0
40
% share
35 30 25 20 15 10 5 0
source: Zenith Global
© Zenith Global Ltd 2018
50.0
50.0
50.0
50.0
50.0
Zenith UK plain bottled water report 2018
table 10.1
Million litres Total consumption Sparkling Still
UK bottled water consumption by type 2012-2017
2012
2013
2014
2015
2016
2017
2012
2013
2014
2015
2016
2017
2012
2013
2014
2015
2016
2017
Total consumption Small pack Water cooler Total small pack water Packaged sparkling Packaged still
% change Total consumption Sparkling Still Total consumption Small pack Water cooler Total small pack water Packaged sparkling Packaged still
% share Total consumption Sparkling Still Total consumption Small pack Water cooler Total small pack water Packaged sparkling Packaged still source: Zenith Global
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Zenith UK plain bottled water report 2018
11
UK packaged still water brands
Commentary
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Zenith UK plain bottled water report 2018
table 11.1
UK top 10 plain packaged still water brands, 2016-2017
Million litres
2016 volume
2016 % share
2017 volume
2017 % share
Brand rank
Top 10 Others (1) Total still water (2) (1) Includes retailer own labels (2) Excludes water for coolers source: Zenith Global
figure 11.1
leading UK still plain water brands, 2017
10% 10%
50%
10%
10%
Brand
Brand
Brand
Brand
Brand
Others
10%
total UK packaged still water: X million litres
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12
UK packaged sparkling water brands
Commentary
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Commentary
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table 12.1
UK top 10 plain packaged sparkling water brands, 2016-2017
2016 volume
Million litres
2016 % share
2017 volume
2017 % share
Top 10 Others (1) Total sparkling water (1) Includes retailer own labels source: Zenith Global
figure 12.1
leading UK sparkling plain water brands, 2017
10% 10%
50%
10%
10%
Brand
Brand
Brand
Brand
Brand
Others
10%
total UK packaged still water: X million litres
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13
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retailer own label
Commentary
Commentary
Commentary
table 13.1
Million litres
Top 5 Others Total own label water source: Zenith Global
© Zenith Global Ltd 2018
UK top 5 own label plain water producers, 2016-2017
2016 volume
2016 % share
2017 volume
2017 % share
Rank
Top 50 Rank
Zenith UK plain bottled water report 2018
figure 13.1
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UK own label plain water consumption share, 2012-2017
60
50 % share of packaged water
50.0
50.0
50.0
50.0
50.0
40
30
20
10
0
source: Zenith Global
figure 13.2
leading UK own label plain water producers, 2017
10% 10%
50%
10%
10%
Company
Company
Company
Company
Company
Others
10%
total UK own label production: X million litres
Š Zenith Global Ltd 2018
50.0
Zenith UK plain bottled water report 2018
14
UK mineral water consumption
Commentary
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Zenith UK plain bottled water report 2018
table 14.1
Million litres (1)
top UK plain mineral water brands, 2016-2017
2016 volume
2016 % share
2017 volume
Top 20 Others (1) Total mineral water (1) Includes retail, water cooler and retailer own label volumes source: Zenith Global
Š Zenith Global Ltd 2018
2017 % share
Brand rank
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Zenith UK plain bottled water report 2018
figure 14.1
UK natural mineral water consumption share, 2012-2017
55 50 50.2
50.2
50.2
50.2
50.2
50.2
2011
2012
2013
2014
2015
2016
% share of bottled water
45 40 35 30 25 20 15 10 5 0
source: Zenith Global
figure 14.2
leading UK plain mineral water brands, 2017
10% 10%
50%
10%
10% 10%
total UK mineral water: X million litres
Š Zenith Global Ltd 2018
Brand
Brand
Brand
Brand
Brand
Others
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Zenith UK plain bottled water report 2018
15
UK spring water consumption
Commentary
Commentary
Commentary
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Zenith UK plain bottled water report 2018
table 15.1
Million litres (1)
top UK plain spring water brands, 2016-2017
2016 volume
2016 % share
2017 volume
Top 20 Others (1) Total spring water (1) Includes retail, water cooler and retailer own label volumes source: Zenith Global
Š Zenith Global Ltd 2018
2017 % share
Brand rank
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Zenith UK plain bottled water report 2018
figure 15.1
UK natural spring water consumption share, 2012-2017
55 50 50.0
50.0
50.0
50.0
50.0
50.0
% share of bottled water
45 40 35 30 25 20 15 10 5 0
source: Zenith Global
figure 15.2
leading UK plain mineral water brands, 2017
10% 10%
50%
10%
10% 10%
total UK mineral water: X million litres
Š Zenith Global Ltd 2018
Brand
Brand
Brand
Brand
Brand
Others
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Zenith UK plain bottled water report 2018
16
UK glass packaged plain bottled water
Commentary
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Commentary
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Zenith UK plain bottled water report 2018
table 16.1
top UK plain water companies in glass packaging, 2016-2017
Million litres
2016 volume
2016 % share
2017 volume
2017 % share
Top 10 Others Total in glass source: Zenith Global
figure 16.1
leading UK plain water companies in glass, 2017
10% 10%
50%
10%
10%
Company
Company
Company
Company
Company
Others
10%
total UK packaged water in glass: X million litres
Š Zenith Global Ltd 2018
Top 50 rank
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Zenith UK plain bottled water report 2018
17
UK plastic packaged plain bottled water
Commentary
Commentary
Commentary
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Zenith UK plain bottled water report 2018
table 17.1
top UK plain water companies in plastic packaging, 2016-2017
Million litres
2016 volume
2016 % share
2017 volume
2017 % share
Top 10 Others Total in plastic (1) (1) Packaged water in PET/recycled PET only source: Zenith Global
figure 17.1
leading UK plain water companies in plastic, 2017
10% 10%
50%
10%
10%
Company
Company
Company
Company
Company
Others
10%
total UK packaged water in glass: X million litres
Š Zenith Global Ltd 2018
Top 50 rank
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Zenith UK plain bottled water report 2018
18
UK plain vs water plus
Commentary
Commentary
Commentary
© Zenith Global Ltd 2018
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Zenith UK plain bottled water report 2018
figure 18.1
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UK plain vs flavoured water, 2012-2017
12
10 10
10
10
10
10
10
million litres
8
6
4
5
5
5
5
5
5
2
0
source: Zenith Global
figure 18.2
UK still/sparkling flavoured water, 2015-2017
120
100 50
50
50
50
50
50
million litres
80
60
40
20
0 still source: Zenith Global
Š Zenith Global Ltd 2018
sparkling
Zenith UK plain bottled water report 2018
19
UK water coolers
Commentary
Commentary
Commentary
© Zenith Global Ltd 2018
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Zenith UK plain bottled water report 2018
table 19.1
top 10 UK water cooler companies, 2012-2017
Million litres
2012
2013
2014
2015
2016
Top 10 Others Total water cooler % change source: Zenith Global
figure 19.1
UK water cooler market, 2012-2017
60
50 50.0
million litres
40
30
20
10
0
source: Zenith Global
Š Zenith Global Ltd 2018
50.0
50.0
50.0
50.0
50.0
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Zenith UK plain bottled water report 2018
20
UK plain bottled water consumer
Commentary
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Zenith UK plain bottled water report 2018
table 20.1
GB plain bottled water consumer, 2012-2017
% of GB population (1) Bottled water consumers
2012
2013
2014
2015
2016
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'Regular' bottled water consumers (consume more than once a week) % of age group who 'ever drink' 15-24 25-34 35-44 45-54 55-64 65+ Index of bottled water consumers (100 = average) Male Female (1) For fieldwork period July 2016- June 2017 source: Target Group Index (TGI)- GB adults aged 15 and above
figure 20.1
GB plain bottled water consumption 2012-2017
12
10
% of GB population
10
10
10
10
10
8
6
4
5
5
5
5
2
0
source: Target Group Index (TGI)- GB adults aged 15 and above
Š Zenith Global Ltd 2018
10
5
5
Zenith UK plain bottled water report 2018
table 20.2
UK plain bottled water per capita consumption, 2012-2017
Litres Per capita consumption Sparkling Still
2012
2013
2014
2015
2016
2017
2012
2013
2014
2015
2016
2017
Per capita consumption Small pack Water cooler Per capita small pack water Packaged sparkling Packaged still % change Per capita consumption Sparkling Still Per capita consumption Small pack Water cooler Per capita small pack water Packaged sparkling Packaged still source: Zenith Global
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Zenith UK plain bottled water report 2018
table 20.3
international plain bottled water comparison, 2012-2022f
Litres per person
2012
Global source: Zenith Global- globaldrinks.com
Š Zenith Global Ltd 2018
2017
2022f
CAGR (12-17) (17-22f)
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21
UK plain bottled water value
Commentary
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Commentary
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Zenith UK plain bottled water report 2018
table 21.1
UK plain bottled water value, 2015-2017
2015 Volume
£ VPL
2015 £m Value
Volume
2017 £m Value
£ VPL
Volume
£ VPL
1 5 / 0 3 / 2 0 £m 1 Value 8
Packaged Packaged % increase Modern retail (inc discounters) Convenience / Impulse, others Horeca; pubs, clubs Others Water cooler Water cooler % increase Total market (1) Total market % change (1) retail sales value, including restated water cooler values - numbers may vary due to rounding source: Zenith Global
figure 21.1
UK packaged bottled water market value, 2012-2017
120
6
100
5 100
100
100
100
100
80
4
60
3
40
2
20
1
0
0 market value (£ mln)
source: Zenith Global
© Zenith Global Ltd 2018
value per litre (£)
vpl £
Market value £ mln
100
Zenith UK plain bottled water report 2018
table 21.2
UK plain bottled water value per litre by pack size, 2016-2017
Pack size Spark to 2 l Still to 2 l Still 2.1- 10 l Still > 10.1 l Total
2016
2017
Growth
source: Zenith Global
table 21.3
UK plain premium vs private label value per litre, 2016-2017
2016
2017
Premium Private label Plain water total (1) (1) excludes water for coolers source: Zenith Global
table 21.4
Country
international premium vs private label value per litre comparison, 2017
Plain (1)
(1) excludes water for coolers source: Zenith Global
Š Zenith Global Ltd 2018
Premium (1)
Private label (1)
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22
ongoing challenges
22.1
environmental
22.1.1 key challenges
Commentary
Commentary
22.1.2 future trends
22.2
Commentary
Commentary
carbon footprint
22.2.1 key challenges 22.2.2 future trends
22.3
water footprint
22.3.1 key challenges 22.3.2 future trends
22.4
lightweighting
22.4.1 key challenges 22.4.2 future trends
22.5
recycling
22.5.1 key challenges 22.5.2 future trends
22.6
tap water
22.6.1 key challenges 22.6.2 future trends
© Zenith Global Ltd 2018
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22.7
industry consolidation
22.7.1 key challenges 22.7.2 future trends
22.8
portfolio diversity
22.8.1 key challenges 22.8.2 future trends
22.9
consumer confidence and education
22.9.1 key challenges 22.9.2 future trends
22.10 retailer perception 22.10.1 key challenges 22.10.2 future trends
22.11 stock control and supply 22.11.1 key challenges 22.11.2 future trends
22.12 price pressures 22.12.1 key challenges 22.12.2 future trends
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Zenith UK plain bottled water report 2018
23
water stewardship
Commentary
Commentary
Commentary
© Zenith Global Ltd 2018
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24
legislation
Commentary
Commentary
Commentary
© Zenith Global Ltd 2018
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25
forecast to 2022
Commentary
Commentary
Commentary
© Zenith Global Ltd 2018
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Zenith UK plain bottled water report 2018
figure 24.1
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UK plain bottled water market forecast, 2012-2022f
120
100 100
100
100
100
100
100
100
100
100
100
100
million litres
80
60
40
20
0
source: Zenith Global
table 24.1
UK forecast plain bottled water consumption by segment, 2017-2022f
Million litres Carbonated Still Carbonated % share Still % share Water cooler Water cooler % share Water cooler % change Packaged Packaged % share Packaged % change Total market Total market % change source: Zenith Global
Š Zenith Global Ltd 2018
2017
2018f
2019f
2020f
2021f
2022f
Zenith UK plain bottled water report 2018
appendix
Š Zenith Global Ltd 2018
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COMPANY Address: Tel: Website:
Fax: Email:
Company Structure Ownership: Senior management:
Employees: Subsiduaries: Related activities:
Non-related activities:
Company Finances ÂŁ Million, year to Sales Profit before tax
Water Production Location: Source: Lines: Investment:
Advertising
Commentary
2011
2012
2013
2014
2015
2016
2017
COMPANY - Plain Water Product Range Brand name Brand A
Water type Still
Pack type
Spring
NR PET
Sizes available (litre) 0.5 0.75 (SC)
0.5 1.5
0.33
0.75
Glass
x10
Production & Sales Volume Million litres Production Exports UK Sales - still - sparkling - cooler Brand - still - sparkling - cooler
2011
2012
2013
2014
2015
2016
2017
2011
2012
2013
2014
2015
2016
2017
Cooler Analysis Unit Numbers Own POU units
Packaging Split NR GLASS 0.33 0.75 NR PET 0.5 0.75 1
10.0% 5.0% 5.0% 90.0% 50.0% 20.0% 20.0%
Channel Split (by brand / type) Brand Brand
Retail 100.0%
OOH 0.0%
HOD 0.0%
Total 100%
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