Crystal clear sales!

With bottled water expected to see positive total volume and off-trade value growth over the next forecast five-year period, according to Euromonitor Ireland, it’s important to not lose out on potential sales by failing to stock a full range of the country’s most popular brands, formats and flavours, writes Gillian Hamill

Brand Central

22 January 2024

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Irish consumers are favouring bottled water as a healthier hydration choice, driven by the ongoing health trend and increased awareness of obesity rates. A recent Euromonitor Ireland report highlights growing demand across both the on and off-trade channels, with the government actively promoting water consumption over traditional soft drinks.

Indeed, a new report by Euromonitor International entitled ‘Bottled Water in Ireland’ which was published in December 2023, reported continuous growth is on the horizon for bottled water. According to Euromonitor, bottled water is expected to see positive total volume and off-trade value (constant 2023 prices) growth over the forecast five-year period. Alongside public awareness of the obesity problem in the country, the health trend continues to push Irish consumers to drink more water over other soft drinks, at home and out-of-home.

Another key trend reported by Euromonitor is that flavoured and functional bottled waters to continue to develop apace. “Flavoured bottled water is set to continue to expand as a category in Ireland during the forecast period,” Euromonitor reported. “In line with the health trend, consumers are increasingly looking for alternatives to soft drinks for hydration purposes.”

In keeping with this, a Mintel report also recently found a 49% surge in flavoured water launches in Europe, responding to consumers’ desire for nutritious and affordable options during economic challenges.

Leading bottled water brands have worked to improve their sustainability across a number of fronts and not just in packaging, although this of course a hugely important area. Of course, on the topic of sustainability, you, our readers will of course be gearing up for the imminent implementation of Ireland’s Deposit Return Scheme (DRS). Organised by Re-turn, Ireland’s new national DRS has been established to help Ireland achieve EU recycling targets for the estimated 2 billion drinks bottles and cans that are consumed here each year.

The DRS hopes to achieve higher drink container collection rates and contribute to the ongoing fight against single-use plastics. More than 40 countries and regions have successfully introduced this type of scheme, with recycling rates exceeding 90% in many countries. According to the EU’s Directive on single-use plastics, Ireland must ensure a collection of 77% of plastic beverage bottles placed on the market by 2025, rising to 90% in 2029.

Sustainability at its heart

An extensive new marketing plan for Ballygowan Hint of Fruit has kicked off for 2024

2024 is set to be another significant year for Ireland’s number one bottled water brand. The year kicks off with a burst of activity in January with Ballygowan Hint of Fruit.

This flavoured water variant which is always sugar free continues to gain momentum and is great for a January health kick. Peach was added to the existing range of flavours in 2023 along with Strawberry, Summer Fruits and Mango & Passionfruit. Given the continued success of these flavours, keep an eye out for more innovation coming down the line. The Hint of Fruit January activity plan includes video on demand, radio, social and digital and will also be brought to life in stores throughout Ireland with vibrant point-of-sale.

In February, the Rugby Six Nations kicks off and so does Ballygowan’s continued official water partnership with the IRFU. In addition to a comprehensive above-the-line campaign which will include out-of-home, social and digital, there will be an exciting special on-pack across the Ballygowan 750ml, 1L and 1.5L SKUs. These packs will feature IRFU players such as Bundee Aki, James Lowe, Garry Ringrose, Tadhg Furlong, Josh van der Flier and Jack Crowley. Consumers will also have the chance to scan a QR code on pack to win hundreds of rugby prizes including match tickets, rugby balls and hats.

Sustainability continues to be at the heart of the Ballygowan brand and 2024 will see increased investment in Newcastle West, the home and source of Ballygowan as the brand continues to strive towards being Ireland’s most sustainable water brand.

On-the-go hero!

After 32 consecutive months of growth, Deep RiverRock is the number one impulse water brand in both value and volume across the total island of Ireland*

Celebrating 30 years in the market this year and after 32 consecutive months of growth, Deep RiverRock is the number one impulse water brand in both value and volume. *(Source: NielsenIQ Total Island of Ireland Value Sales, four weeks sales to 17/11/23).

Deep RiverRock is rich in minerals such as calcium, magnesium, potassium and sodium all naturally occurring within the source, deep beneath the glacial hill of County Antrim.

Innovation is at the core of the brand’s success and Deep RiverRock has invested hugely in understanding what consumers want, to create exciting products that fit their needs and lifestyles.

The brand offers a full range of products including Still and Sparkling water but since 2022, has developed a full suite of innovations including the launch of Deep RiverRock ViTAL and the Deep RiverRock 750ml Flavour range. ViTAL gives consumers a refreshing new vitamin enhanced water and juice drink packed full of deliciousness to support the mind and body and our Flavours range offers unique and gorgeous flavours with added vitamins to improve consumer’s immune system.

The brand is confident 2024 will present another exciting year for Deep RiverRock with a lot more to come.

Pure and natural

Distributed by Noreast Beers, Kilbroney pure water is drawn from a natural source deep within the beautiful Glens of Antrim. A healthy level of rainfall and the ever-present ground water in the glens, trickle down the volcanic bedrock and natural limestone filtration to reach an ancient aquafer which traverses beneath this historic and mineral-rich landscape.

At the well-head in Magheramorne, water is drawn from 180 feet beneath the surface and this depth allows the water to maintain a constant year-round temperature and composition creating the perfect conditions for Kilbroney’s pure and natural water.

Ireland’s freshest spring water

Ishka Irish Spring Water, the Limerick-based bottled spring water company, is constantly looking for new ways to innovate and stay one step ahead of a rapidly changing retail environment.

Ishka is committed to protecting the surrounding environment, the home of its natural-source water, and ensuring that everything the team does is helping to build a sustainable future. Ishka Spring Water filters naturally through the Ballyneety landscape at a pace that only nature can set. It is as refreshing and invigorating for the mind, body and soul as spending time in the wild outdoors of County Limerick itself.

As well as the water itself, Ishka also puts just as much care and consideration into its packaging and the ways in which consumers can purchase and enjoy it. All plastic bottles are 100% recyclable and Ishka’s EcoBottles are made from 100% recycled plastic. Ishka has also been a pioneer in introducing tamper-proof tethered caps, three years ahead of an EU deadline, becoming the first bottled water company in Ireland to implement such a measure. It is one of several ways in which the company argues that a strong business model can co-exist with environmental responsibility.

Now a strong, recognisable brand on the retail landscape, family-run Ishka continues to increase its market share, largely because it can lay claim to being Ireland’s freshest spring water – bottled from five, 200m-deep certified wells, untouched by human contact and not stored prior to bottling. With growth of 32% year on year, Ishka is gearing up for more growth. The brand is working towards commissioning a new glass bottle line so it can move into the foodservice and on-trade market from this year. The company is also exploring flavoured water product this year, as well as a new water energy drink.

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