Bottle it!

Volvic Juiced combines Volvic Natural Mineral Water with fruit juice

January is typically the month when consumers are keen to detox by hitting the gym or pounding the pavements, with on-the-go water options front of mind. Increased innovation in terms of flavours and packaging formats has regenerated interest in this category

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Brand Central

AT A GLANCE: BOTTLED WATER

• Volvic is the number one branded bottled water brand, with a share of 19.7%* in Ireland (Source: Combined sales of Volvic plain and Volvic Touch of Fruit, Nielsen Scantrack ROI data to 03/11/2013)
• Ireland’s original water brand, Ballygowan Natural Mineral Water, is celebrating its 30th birthday this year
• Deep RiverRock remains the number one bottled water on the island of Ireland (Source: Nielsen, NI and ROI Value share S/O 2013 MAT)
• Tipperary Kidz water is teaming up with the ISPCC Blue shield campaign to protect children from bullying, and will donate directly to the ISPCC for every pack sold throughout the year

Despite consumers cutting back in recent years, increased awareness of the health benefits of staying hydrated throughout the day, has worked in bottled water’s favour. According to Amy Lloyd, senior food and drink analyst at Mintel: "Awareness of the importance of staying hydrated has grown, with more than half of consumers saying that this is an influencing factor when drinking bottled water, either in or out of the home, but there remains a need to remind consumers to increase their consumption."

What’s more, while innovation of flavour has played a key role in terms of regenerating category interest, it’s nevertheless important not to ‘throw the baby out with the bath water’ when creating new options. "Features such as purity, low calorie content and sourcing/origins are all strengths for the bottled water market and operators should not marginalise these in their efforts to make water a more exciting and adventurous market," says Chris Wisson, senior drinks analyst, Mintel. 

Surprisingly robust

Mintel has also reported on how the bottled water market fared following its fall from grace from 2007 – 2009. The analyst found that while the market may never reach the heights of 2006, it is surprisingly robust given the economic context, with many perceived advantages over its main competitor tap water.

Purity positioning is still a powerful proposition for water brands to use. Mintel’s research shows that 26 million UK adults think that bottled water has less impurities than tap water. Manufacturers have also been successful by focusing on the substantial consumer demand for smaller, easily portable bottles as well as innovations such as packaging which keeps the water chilled longer. This success is not surprising given that Mintel’s research shows buying water for travelling is the most popular occasion to purchase for, with 64% of UK bottled water drinkers doing so.

Vibrant Volvic

Volvic is the number one branded bottled water brand, with a share of 19.7%* in Ireland. It plays a key role in the development of the bottled water category.

Volvic Natural Mineral Water is sourced in the French Auvergne region, where it is filtered through six layers of volcanic rock which gives it a unique volcanic mineral composition.

Volvic is sold in more than 60 countries and includes Volvic Natural Mineral Water, Volvic Touch of Fruit and Volvic Juiced.

Volvic Natural Mineral Water is also available now in a 1.5L sparkling format.

Volvic Juiced is a new addition to the Volvic motherbrand that combines Volvic Natural Mineral Water with fruit juice and is available in 50cl and 1.5L bottles in Berry Medley, Cloudy Lemon and Orchard Apple flavours.

Volvic Juiced contains fruit juice from concentrate and also contains sugar; see pack for full ingredients.

Volvic Touch of Fruit is available in 50cl and 1.5L bottles in Strawberry, Lemon & Lime, Summer Fruits and Orange and Peach flavours.

Volvic Touch of Fruit also comes in sugar-free Strawberry and Lemon & Lime flavours as well as a new Tropical Fruit Flavour.

*(Combined sales of Volvic plain and Volvic Touch of Fruit, Nielsen Scantrack ROI data to 03/11/2013)

Live young with Evian

Evian Natural Mineral Water has a well-known purity proposition

Each drop of Evian Natural Mineral Water falls as rain or snow high on the pristine peaks of the French Alps. It then travels through a vast mineral aquifer deep within the mountains before emerging at the spring in Evian-Les-Bains. This journey is the secret to evian’s purity and it takes over 15 years.

Tipperary Kidz teams up with ISPCC

This year, Tipperary Kidz water is teaming up with the ISPCC Blue shield campaign to protect children from bullying. Tipperary Kidz is delighted to get involved and support this year’s blue shield campaign because its call to ‘stand together against bullying’, chimes with Tipperary’s core values; ‘stronger together’. The partnership will strive to create awareness through high profile campaigning including celebrity ambassadors and an anti-bullying week in March. 

To support these efforts, the government recently launched a new action plan to protect children from bullying. The proposed actions build on the excellent work that is already underway in schools to prevent and tackle bullying.

Stocked in all major retailers, Tipperary Kidz will donate directly to the ISPCC for every pack sold throughout the year.

According to Tipperary Kidz, together we can tackle this problem, because "we’re stronger together".

For more information on the partnership, visit www.tipperarywater.ie.

Ireland’s clear favourite celebrates 30 years

Ballygowan Natural Mineral Water, which states it is Ireland’s original and most popular water brand, celebrates its 30th birthday this year. A commitment to quality and an innovative approach to engaging consumers has kept the brand at the top of the market throughout the decades.

Ballygowan is bottled in a dedicated bottling facility in Newcastlewest, drawing on an exclusive source. The brand boasts an extensive range of pack formats and sizes which means that quality, Irish water is always close to hand throughout the day.

Ballygowan claims that stocking the full Ballygowan on-the-go range (50cl Still and Sparkling, 75cl and 1L Sports bottle) delivers a higher cash rate of sale than competitor ranges. The brand therefore advises putting the full range of Ballygowan on your shelves and looking forward to the results.

Ballygowan states it was the only major brand showing sustained sales growth throughout 2013, driven by investment in the ‘Drink it in’ advertising campaign and a ‘Weekend Adventures’ on-pack promotion. With further exciting initiatives planned for the Irish market and the recently announced launch into GB, 2014 is shaping up to be another big year for Ballygowan.

(Sources: Millward Brown and Nielsen Scantrack) 

When you can’t think straight…hydrate 

Deep RiverRock remains the number one bottled water on the island of Ireland* and the plans in place for the year ahead will help to maintain this position, offering retailers exciting platforms with which to fully engage consumers.

The year kicks off with in-store activation of its Leinster, Connacht, Ulster and Munster Rugby partnerships. The Belfast City Marathon title sponsorship in May will be followed by Dublin GAA activation across the senior football championship season. All activity will be underpinned by the ‘When you can’t think straight, hydrate’ campaign encompassing TV, outdoor and digital advertising. In 2014 Deep RiverRock will leverage the strong campaign results and sponsorship partnerships to bring the brand to its next stage of growth.

*(Source: Nielsen, NI and ROI Value share S/O 2013 MAT)

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