The message for bottled water in Ireland is positive – it leads the Irish soft drinks category in volume sales, and according to a recent Euromonitor report, ‘retains huge potential for further development’.
18 August 2008 | 0
AT A GLANCE: BOTTLED WATER
- Global consumption of bottled water is expected to grow to 251bn litres by 2011 from 187bn litres in 2006 (Zenith International)
- In Western Europe, functional water consumption rose to an estimated 273m litres in 2006 from just 30m litres in 2000 (Zenith International)
- Bottled water sales are set to outgrow the once dominant carbonated beverage segment within two years in the UK (Zenith International)
- Added-value waters that claim to offer nutritional or cosmetic benefits are driving growth
- Volvic brands have a 22.7% value share of the bottled water category
- Volvic Touch of Fruit is the number one flavoured water with a 33.8% value share of the flavoured water market, (AC Nielsen Scan Track June 15 2008)
- Ballygowan has been Ireland’s number one bottled water for 27 years
- Deep RiverRock is a brand leader in Ireland, continuing to drive the water category in both volume and value (Canadean 2008; ACNielsen April 2008)
- H2OH! shot to a strong number three position only six months after its launch in summer 2007.
BOTTLED WATER SALES are growing as a result of rising health awareness not only attracting new consumers but encouraging existing drinkers to increase their bottled water consumption. Such is the scale of the current market growth, according to recent research by analyst Zenith International, that if it continues, global consumption of bottled water is set to reach 251 billion litres by 2011 from 187 billion litres in 2006.
This impressive growth, which in Western Europe alone saw functional water consumption rise to an estimated 273 million litres in 2006 from just 30 million litres in 2000, is being driven by product innovation within the market. New developments, particularly added-value waters that claim to offer nutritional or cosmetic benefits are having a significant impact on bottled water’s growth potential.
In fact Zenith have found that in the UK, bottled water sales are set to outgrow the once dominant carbonated beverage segment within two years. In a similar vein, Euromonitor research found that while Irish consumption levels still lag behind the rest of Europe, Irish consumers look set to increasingly switch to bottled water from “less healthy soft drinks options” in the coming years.
Convenience was another “major driver” of growth in the sector according to Euromonitor, with ‘grab and go’ bottled water proving popular with time-pressed consumers.
Style on shelves
The poster child of the dynamic water market, H2OH! was launched in Summer 2007 and shot to fame with a strong number three position only six months after its launch. Basking in the success of this popular and expanding category, the brand is now the number two flavoured water bought on impulse.
This lightly sparkling fruit flavoured water is a very popular convenience and on-the-go choice, favoured by health conscious consumers looking to top up on water without compromising on taste. H2OH!’s sugar-free and no calorie features make it a popular choice among the body-conscious and it is a combination of these qualities that inspired a partnership with WeightWatchers this summer.
Perfect inside and out, H2OH!s modern, colourful and ergonomically designed bottle looks good in the hands of any young fashionista and continues to add a touch of style to the shelves.
Strategic sports sponsorships
Bottled at source in Newcastlewest, Ballygowan, Ireland’s number one bottled water for 27 years, has become one of the most dynamic companies in the drinks category – producing 60 million litres of bottled water, each year.
Ballygowan’s success stems from a continued commitment to the brand’s investment, marketing and innovation. The company’s strong presence in the sports’ sponsorship arena has strengthened its position and strategic sponsorships such as The Ryder Cup; Munster Rugby; The Dublin City Marathon and The FAI have helped it become the preferred bottled water for thousands of athletes all over Ireland.
Recent innovations from the brand include new packs and product variants including the fruity flavoured range of Ballygowan waters – introduced in line with consumer demand for Ballygowan ‘with a twist’.
The range, featuring flavours Orange & Mango; Strawberry & Cherry and Cranberry & Lime is proving particularly popular with those who want to drink more water as part of a healthy lifestyle, but with a hint of fruit.
Ballygowan’s flavoured waters contain no added sugar, no artificial colour, sweeteners or flavourings and are available in handy 500ml packs or larger 1.5litre family packs, appealing to both adults and children alike.
The environment has always been central to Ballygowan’s corporate policy and one of the company’s key missions is to be the most environmentally conscious company of its kind in Ireland.
“Ballygowan is produced in the Irish market for the Irish market and buying Irish helps to minimise environmental impacts. Ballygowan is registered to ISO 14001 and has a number of recycling schemes on site at its plant in Newcastlewest,” said Gary Osborne, Marketing Manager of Ballygowan.
Ballygowan bottles are 100% recyclable and over the past decade the company has taken significant steps to reduce the weight of its bottles, managing a 30% reduction, which is an important contribution towards environmental conservation. Ballygowan is committed to the ongoing development of the brand and is looking forward to making some exciting announcements over the coming months with a strong focus on the health and impulse purchase markets.
The Choice of Champions
Evian is purified through a natural filtration process that spans over 15 years, deep within the French Alps. It’s not surprising therefore that Evian has been chosen as the Official Bottled Water of The Championships at Wimbledon. While many people say “you are what you eat”, Evian believes that what you drink is just as important.
In keeping with its established image as a chic, on-trend French brand, this is the third year that Evian will sponsor Ladies Day at the Failte Ireland Dublin Horse Show — an event synonymous with style and glamour. Evian Ladies Day on Thursday August 7th will be judged this year by fashion follower Caroline Morahan and couturier Synan O’Mahony.
Evian is currently available in a variety of different formats such as 50cl, 75cl and 1.5L so there is a bottle size to suit every consumer and every occasion, whether they are drinking Evian on-the-go or at home as part of a health-conscious lifestyle.
Natural Source of profits
Volvic brands play a key role in the development of the bottled water category with a value share of 22.7%. The company recently announced it is delighted to once again sponsor the Volvic Tag leagues. With over 5,000 matches being played in this tournament, hydration is of key importance throughout the Volvic Tag games.
Volvic Touch of Fruit which is available in three mouth-watering sugar free flavours, including Lemon & Lime, Strawberry, and Orange & Peach, is the Number one flavoured water with an impressive 33.8% value share of the flavoured water market, according to AC Nielsen Scan Track, published June 15 2008. Volvic Revive is a delicious and stimulating fruit flavoured water drink that’s designed to give an invigorating lift. Volvic is also available in delicious Berry Blast flavour in a 50cl format with a sports cap.
Driving growth rocks!
As a brand leader in Ireland, Deep RiverRock continues to drive the water category in both volume and value (Canadean 2008; ACNielsen April 2008) continuously innovating and meeting consumer demands by constantly evolving. This summer sees the first ever Deep RiverRock On-Pack Promotion. Part of the Summer Festival Campaign, the offer will be featured on Deep RiverRock Still 500ml and 750ml promotional label bottles.
The Festival Kits giveaway includes an 80GB iPod, Two-Man Tent, Sleeping Bag, Inflatable Chair with Speakers and a Torch, with an estimated retail value of ?300 per kit. A new 6×1.5lt Deep RiverRock pack has been in stores since July 1st. Research has shown that the 1.5L size has surpassed the 2 litre and is now the second biggest pack size segment within grocery. CCBI has redesigned the branding on this pack to boost product visibility in stores.
Appealing to festival fans
Deep River Rock is appealing to Ireland’s many festival fans with the Summer Festival campaign. As part of the campaign, in which festival kits with an estimated retail value of €300 can be won, the company developed an innovative marketing strategy.
Deep RiverRock polled Ireland’s festival fans to find out who they’d like to share their tent with when the last band leave the stage. Channel 6 presenter, Michelle Doherty emerged with 68% of the vote in Deep RiverRock’s poll for favourite female tent buddy, ahead of Lily Allen, Beth Ditto and Amy Winehouse.
Taking 48% of the vote, ahead of Irish stars such as Niall Breslin, Duke Special and party animal Shane McGowan, Deep RiverRock reveals that The Corona’s frontman and Irish hottie Danny O’Reilly is top of the tents. Festival essentials such as water- Deep RiverRock naturally- toilet paper and sleeping bags were listed as the ultimate ‘tent essentials’.
Vittel pedals ahead
Vittel recently announced its partnership with the Tour of Ireland cycling event taking place throughout Ireland later this summer.
Vittel is a leading global mineral water brand, sourced from the Voges region of France. Vittel has a long-standing association with sporting events, and cycling in particular, having previously been offered to spectators at the Tour De France in the 1960’s.
In Ireland, Vittel has been undergoing a nationwide re-launch as part of a pan-European “ReVITTELisez Vous” programme, and is now established as one of the country’s premium mineral water brands, appealing to the discerning consumer wanting sophisticated high-quality water.
Speaking at the announcement, Tara O’Rourke, Vittel Senior Brand Manager for Ireland said: “We are delighted that Vittel is supporting the Tour of Ireland cycling competition, a perfect synergy given Vittel’s recent announcement as a key partner to the Tour de France. The Tour of Ireland cycling competition is a world-class competition and one of the summer’s most high profile sporting events in Ireland, taking in key locations throughout the country. We are very much looking forward to working closely with the race organising committee as partners to the event.
Given its background with strong links to sport, its international reputation and its commercial strength, the Vittel brand adds a new dimension to the partnership that has joined Vittel and the Tour of Ireland.”
Scientifically proven benefits
Lakeland Willow Water, a natural, soft tasting spring water from the Lake District Area in England, is fast gaining popularity with Irish water drinkers. What’s more, Laura Woods, radio, television presenter and host of RTE’s new National Lottery game show “The Big Money Game”, is to become their Irish Ambassador.
Laura decided to try drinking the recommended one litre of Willow Water a day and has since noticed an improvement to her complexion and energy levels. “I have certainly felt the benefits in terms of my energy levels and the extra glow to my skin,” she says.
Willow Water is a great tasting natural spring water with a fascinating story to tell about its source, its unique properties and its long history. Lakeland Willow Water’s mineral content is a unique blueprint that reflects the geology of the English Lake District. Willow Water is drawn from a deep underground lake that is fed by rainwater that filters through layers of White Willow bark sediment, laid down over centuries by vast willow forests.
Willow Water is scientifically proven to contain Salicin, the active micro nutrient found in the bark of the white willow tree which is said to help with recovery from a variety of skin conditions. Drinking the recommended one litre of Willow Water daily, also provides well over a quarter of the recommended daily allowance of calcium in a healthy diet.
Lakeland Willow Water is distributed in Ireland by Batchelors and is currently stocked by multiple, symbol and independent retailer’s stores nationwide, including Dunnes Stores, Superquinn, Supervalu and Spar and leading health stores.
Tipperary Natural Mineral Water is one of the key players in the Irish bottled water market. Bottled by the Gleeson Group in Co. Tipperary, the range is available in 2 Litre, 1.5 Litre, 1 Litre and 500ml in PET, as well as 25cl and 75cl glass bottles. Tipperary Kidz was launched in 2003 to appeal to children and health-conscious parents. Available in a 250ml sports cap bottle, featuring Tropical and Apple & Blackcurrant flavours, the Kidz range continues to lead the way in the kids’ water category.
Following strong growth in 2006 and 2007, Tipperary Natural Mineral Water has undergone a complete re-brand of the Active range. The newly named Tipp Active bottles are available in 500ml, 1 Litre and the brand new 750ml size. The new look design is sporty and modern, and features ambidextrous grooves, making it easier to hold while on the go. The 2L range has also been re-branded to enhance its consumer appeal.
With these re-brands and significant activity planned,
2008 promises to be a successful year for the Irish brand.