UK Water Drinks Summary Report 2021
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UK Water Drinks Summary Report 2021 Executive summary •
Commentary
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Commentary
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UK Water Drinks Summary Report 2021
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The leading players in the total water drinks market for 2020 are calculated to be: Top selling company Top selling brand
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The biggest selling names in the plain water market for 2020 are calculated to be: Top Top Top Top Top Top Top
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% of water drinks market % of water drinks market
selling company selling brand sparkling brand still brand mineral water spring water own label company producer
% % % % % % %
of plain market of plain market of plain sparkling of plain still of plain mineral of plain spring of own label
Top UK producer Top UK produced brand
% of UK output % of UK brands
Top packaged glass company Top packaged plastic company
% of glass sales % of packaged plastic
The biggest selling names in the water plus market for 2020 are calculated to be: Top water plus company Top water plus brand
% of water plus market % of water plus market
Top flavoured water brand Top functional water brand Top juicy water brand
% of flavoured water % of functional water % of juicy water
UK Water Drinks Summary Report 2021
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Research overview •
In compiling its research, Zenith Global relies on the goodwill and cooperation 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.
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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 water drinks.
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A complete picture of the UK water drinks market is thus produced through Zenith Global’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 packaged water drinks including take home, impulse and on-premise/foodservice and a small amount of home delivery water.
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To this end, a considerable amount of time and effort is spent contacting industry players and striving to analyse the complexities of the UK water drinks arena. We believe Zenith’s coverage of the total UK water drinks market to be without equal and to have attained a consistently high level of accuracy. Zenith Global would like to express its sincere gratitude to the entire UK 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 the BSDA (British Soft Drinks Association) and the NSWA (Natural Source Waters Association, formerly Natural Hydration Council).
UK Water Drinks Summary Report 2021
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UK water drinks market •
Commentary
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UK Water Drinks Summary Report 2021
Table 1.1 Million litres
2015
UK water drinks market, 2015-20 2016 2017 2018
2019
Sparkling Still Sparkling % share Still % share Plain Flavoured Functional Juicy Plain % share Flavoured % share Functional % share Juicy % share Plain % change Flavoured % change Functional % change Juicy % change Total market Total market % change Source: Zenith Glob al
Figure 1.1
UK water drinks market, 2015-20
120
100
Million litres
80
60
40
20
0 2015 Source: Zenith Glob al
2016
2017 Plain water
2018 Water plus
2019
2020
2020
UK Water Drinks Summary Report 2021
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UK water drinks companies and brands •
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UK Water Drinks Summary Report 2021
Table 2.1 Million litres
Top 25 companies in UK water drinks market, 2019-20 2019 2020 2019 2020 volume % share volume % share
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Top 25 Others Total market Top 5 Top 10 Source: Zenith Glob al
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UK Water Drinks Summary Report 2021
Table 2.2 Million litres
Top 25 brands in UK water drinks market, 2019-20 2019 2020 2019 2020 volume % share volume % share
Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 =20 =20
22 23 24 25 Top 25 Others Total market Top 5 Top 10 * *
Branded water volumes only Brands listed include volumes of sub-brands (plain, flavoured, functional and juicy waters)
Source: Zenith Glob al
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UK Water Drinks Summary Report 2021
Figure 2.1
Leading UK water drinks companies, 2020
Company 1
Company 2 Company 3 Company 4 Company 5 Others
Total consumption: XX million litres
Figure 2.2
Leading UK water drinks brands, 2020
Brand 1
Brand 2 Brand 3 Brand 4 Brand 5 Next top 5
Others Total consumption: XX million litres
UK Water Drinks Summary Report 2021
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UK water drinks forecast to 2025 •
Commentary
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UK Water Drinks Summary Report 2021
Table 3.1 Million litres
UK water drinks consumption by segment forecast, 2020-25f 2020 2021f 2022f 2023f 2024f
2025f
Sparkling Still Sparkling % share Still % share Plain Flavoured Functional Juicy Plain % share Flavoured % share Functional % share Juicy % share Plain % change Flavoured % change Functional % change Juicy % change Total market Total market % change Source: Zenith Glob al
Figure 3.1
UK water drinks market forecast, 2015-25f
120
100
Million litres
80
60
40
20
0 2015
2016
Source: Zenith Glob al
2017
2018
2019
2020
2021f
2022f
2023f
2024f
2025f
UK Water Drinks Summary Report 2021
Appendix
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UK Water Drinks Summary Report 2021
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Appendix 1 - Definitions and symbols Water 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.
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Must be bottled at source unless the practise was to tanker to the bottling plan on or before 17th July 1980.
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Cannot undergo treatment except permitted treatment for filtration of particles.
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Nothing can be added to water except carbon dioxide for carbonation.
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The water can only be bottled under a single name, described as natural mineral water.
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The water must meet strict requirements for microbiological and chemical purity.
Spring water The basic requirements of the UK regulations are: •
Must come from a groundwater source.
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Must be bottled at source (unless the practise was to tanker to the bottling plant on or before 23rd November 1996).
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In the UK, spring water can currently undergo certain forms of permitted treatment.
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The water can only be bottled under a single named Spring Water. However, additional Bottled Drinking Waters can be produced from the same source.
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The water must meet requirements for microbiological and chemical quality.
Bottled drinking water The basic requirements of the UK regulations are: •
‘Bottled drinking water ‘is a legal category of water and should not be confused with the general use of the term ‘bottled water’.
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Can come from any source - groundwater, surface water (e.g. a lake or river), tap water or other (e.g. glacier, iceberg, rainwater)
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Need not be bottled at source.
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Can undergo any form of water treatment.
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Water from a single source can be bottled under different names.
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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’.
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The water must meet requirements for microbiological and chemical quality.
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These definitions are a simple description of the requirements of the UK bottled water regulations. The Legislation section which appears in both the Plain Water and Water Plus reports details the relevant regulations for England, Scotland, Wales and Northern Ireland and any subsequent amendments.
Flavoured water Sweetened with sugar, sweetener or unsweetened with added fruit essence; sparkling and still natural mineral, spring or bottled drinking water with added flavourings. Includes: • •
Flavoured unsweetened bottled waters Flavoured bottled waters with added sugar and/or sweetener
Excludes: • • •
‘Schorle’ (sparkling water and fruit juice) and other soft drinks ‘Limonaden’ (water-based, flavoured carbonated soft drinks popular in Germany) Pressé drinks (ready-to-drink cordial drinks)
Functional water Functional waters have added functional ingredients, such as botanicals, vitamins, minerals, oxygen or others. Functional waters can be still or sparkling and can be flavoured or unflavoured. Such waters are marketed as having a functional positioning.
Juicy water Defined as water with added juice, juice content ranges from 5% to 25-30%. However, the key attribute is consumer perception of such products as being water plus juice as opposed to a juice drink. These drinks are perceived by consumers to be closer to flavoured waters than juices/nectars. Includes: • • •
Volvic Juicy Drench Juicy This Juicy Water
Excludes: • • •
San Pellegrino Aranciata, Limonata etc. Capri Sun Vimto
Water plus Water plus includes flavoured waters, functional waters and juicy waters as defined above.
UK Water Drinks Summary Report 2021
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Distribution channel definitions Retail Supermarkets •
Multiples and other grocers - Tesco, Sainsbury, Asda, Waitrose, Morrisons, Co-op, Marks & Spencer, Boots, Budgens, Iceland
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Aldi, Lidl and other discounters
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Smaller local supermarkets (e.g. Booths, Harry Tuffins)
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Supermarket forecourts and smaller formats of the major multiples (e.g. Tesco Metro)
Independent, others •
Confectioneries, tobacconists and newsagents (CTNs)
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Convenience stores (e.g. Londis)
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Small independent grocers
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Other forecourts
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Off licences
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Other retail stockists/cash & carry
Door- to-door •
Dairy deliveries
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Direct mail orders
Away from home Offices •
Water supplied in places of work such as offices, factories etc.
HoReCa; pubs and clubs •
HoReCa - hotel, restaurant and cafés
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Bars, pubs and nightclubs
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Food service catering channels
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Vending machines
Others •
All other away from home outlets
UK Water Drinks Summary Report 2021
Symbols ...
Negligible, less than 0.05
AFH
Away from home
e
Estimate
f
Forecast
Foodservice Distribution to on-premise or HoReCa outlets PET
Polyethylene terephthalate
rPET
Recycled polyethylene terephthalate
R
Returnable packaging
SC
Sports cap
VPL
Value per litre
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