Message in a bottle
With thoughts of getting fit after the typical festive excesses a top priority for consumers of all ages, January is the ideal time to take a look at the bottled water market and the sponsorships and marketing initiatives that the leading brands have planned for the year ahead
14 January 2019
The rise in healthy options across the board within convenience is an ongoing trend, with bottled water fitting the current zeitgeist perfectly by offering on-the-go rehydration for all ages.
Indeed, Euromonitor Ireland’s latest 2018 report on bottled water points out that the sector has benefited “from the explosion in fitness-related activities fuelled by government public health campaigns, especially among the older generation. In 2008, Sport Ireland estimated that only 25% of the 50+ age bracket practised sport every day, whereas in 2017 it was estimated to be 50%.”
Manufacturers have widened the appeal of the sector moreover by innovating with different flavours and formats, with specific on-the-go pack sizes to fit both adults and kids’ needs. With ‘go to the gym’ featuring heavily on the lists of New Year’s resolutions by consumers across the country, January is a fitting month to take stock of the bestselling brands within the category and their latest developments. It’s certainly a category worth paying attention to. According to Euromonitor’s 2017 report entitled ‘Bottled Water in Ireland’, an estimated 152m water bottles were sold in the republic between July 2015 and July 2016. This report also forecast that value sales were expected to reach €192m by 2021.
Ireland’s clear favourite
Ballygowan is Ireland’s number one water brand and is tapping into growing consumer demand for healthier options.
The brand states the key to success for Ireland’s original and most popular water brand is a commitment to product quality, a strong consumer engagement plan and product innovation. With 750 years of heritage and purity in its filtering process, Ballygowan is hydrating the nation, helping consumers look and feel their best inside and out.
With sustainability being of increasing consumer concern, Ballygowan has excellent sustainability credentials and is proud to be a member of Origin Green. All Ballygowan bottles are 100% recyclable while the bottling plant in Newcastle West is 100% powered by renewable energy sources and has a zero-waste-to-landfill policy.
Ballygowan leads the market with the broadest pack offering in the water sector. Available in Still and Sparkling across a variety of pack sizes and in both PET and glass, there is a pure water pack in every size plus an exciting range of flavoured waters under the Ballygowan Sparklingly Fruity brand.
Enriched for goodness
Ishka Irish Spring Water, founded in 1978, is a 40-year success story built on the purity and clarity of the spring water. Flowing from an exclusive on-site natural spring and bottled on-site in Ballyneety, Co. Limerick, Ishka Irish Spring Water is unprocessed and untreated, thus retaining maximum health and wellness benefits – just as Mother Nature intended. The natural filtration through local bedrock gives Ishka its exceptional pureness with an unrivalled fresh and rejuvenating, invigorating taste.
At the Ishka facility – one of the most modern of its kind in Europe – innovation is a constant. There are a number of highly sophisticated, high-speed and full automated bottling lines, meaning the entire process is completed on-site, from the springs to shipment. Furthermore, Ishka bottles are now blown from recycled PET.
Ishka Irish Spring Water is available in a wide range of sizes and formats from 250ml to 5L. The sports cap 1L is great to sip all day long, while 750ml and 500ml bottles are ideal to quench a thirst when active or on-the-go. The 250ml sports cap is perfect for small hands and staying hydrated at school.
Meanwhile, consumers can also enjoy the benefits of Ishka’s flavour range. These include Red Apple, Strawberry & Raspberry and Lemon & Lime. These new flavoured waters contain zero sugar and only five calories per 500ml sports cap bottle.
Guaranteed Irish Ishka Spring Water is available nationwide; to learn more, visit www.irishspringwater.com.
Celtic Pure Irish Spring Water and the McEneaney family are proud to introduce their range of flavoured waters, A Hint of Fruit. Specifically developed for the whole family, A Hint of Fruit has no sugars or artificial sweeteners, only uses natural flavours and benefits from the addition of vitamins; B6, B12 and Biotin. This makes Celtic Pure’s A Hint of Fruit unique in the Irish market.
The Hint of Fruit range includes a 500ml bottle available in four varieties:
- Lemon & Lime
- Apple & Elderflower
- Strawberry & Watermelon
- Orange & Raspberry
Each flavour is sold individually as well as multipacks of six for convenience.
It also features a 250ml kids range, with three flavours specifically developed with children in mind: Apple & Blackcurrant; Strawberry & Watermelon and Lemon & Lime. Sold in convenient 10-packs, the 250ml bottles feature resealable sports caps to suit lunch-boxes as a refreshing sugar free treat.
The new range will meet the Irish consumer’s desire for healthier soft drinks and will feature newly designed labels and vibrant packaging, reflecting the brand values more closely.
The range which was recently launched is available nationwide in Dunnes Stores, Spar, Eurospar, SuperValu, Centra, Mace, Londis, Gala and Applegreen, highlighting the gap in the market for a healthier Irish flavoured water.
Through brand partnerships that are true to the brand’s core values and some exciting innovation, Tipperary Water wants to take the brand to the heart of communities across Ireland in 2019.
Tipperary Water is proud to announce that the brand will continue its partnership with the Irish Touch Rugby Association this year. “This partnership is very important to us as the values of the Irish Touch Rugby Team are aligned with Tipperary Water,” says Sarah Leahy of Tipperary Water. “We believe that all of us are #StrongerTogether and so to be aligned with a team that is built on trust, friendship and sportsmanship is very important to us.
“We will also be using this partnership to give back to our consumers this year,” she adds. “Through our social media pages and planned events, we will be offering lots of healthy eating recipes and workout guides to help make 2019 your best year yet.”
Tipperary Kidz will also continue its partnership with the ISPCC this year. The brand is working closely with the ISPCC to ensure that the ISPCC messaging and contact information reaches children across the country. “We want to get behind the turning on of the ISPCC’s digital platform this year and show children in need that it is now easier than ever to contact the ISPCC,” says Leahy. “To increase visibility of the ISPCC messaging we will be making it more prominent on our Kidz range this year.”