Message in a bottle
The growing consumer trend for ‘clean eating’ – avoiding processed foods in favour of fresh alternatives – shows no signs of slowing down. The trend extends to drinks too. Consumers are swapping sugary concoctions for natural options, and what could be more natural than water? Gillian Hamill reports on the category’s bestsellers and new innovations
15 January 2015
AT A GLANCE: BOTTLED WATER
- Ballygowan Natural Mineral Water is Ireland’s original and most popular water brand (Source: Canadean 2014)
- Deep RiverRock is the number one value brand on the island of Ireland(IOI)*
- Deep RiverRock 750ml is the number one impulse water SKU and Deep RiverRock 500ml is the number one branded SKU in this pack size in the Republic of Ireland*
- With the combined sales of Volvic and Volvic Touch of Fruit,Volvic is the number one branded bottled water brand in Ireland with a share of 19.4%**
*(Source:Nielsen IOI Grocery Market Track Value Sales MAT SO 2014)
**(Source:Nielsen Scantrack ROI data to 05/10/14)
Recent data from market analyst Mintel shows good weather saw bottled water outperform the wider soft drinks market by a clear margin, with usage boosted by the widespread perception that these products offer superior hydration to other drinks. The bottled water market also benefits from favourable comparisons to rival categories in terms of health. According to Mintel, this is particularly the case given that the high sugar content of food and drink is a hot topic in both the media and political spheres at the moment, with carbonated soft drinks often singled out as among the worst offenders. Packaging innovation continues to be an important factor within the bottled water market, particularly in terms of reinforcing convenience within segments such as ‘kids on-the-go’.
Plus more benefits
Vit Plus is a brand new juicy vitamin water from C&C Gleeson. Vit Plus offers consumers a healthy, tasty alternative to plain bottled water or carbonated soft drinks. According to Mintel’s ‘Bottled Water’ report* there are three touch points in particular which can be utilised to encourage water consumers to trade up to more juice based water beverages: high quality ingredients, high level of fruit content and naturalness. Vit Plus is a juicy vitamin water which ticks all these boxes. It is low in calories, contains 100% of an individual’s RI (recommended intake) of seven essential vitamins and has added functional ingredients that provide antioxidants and boost your energy levels and metabolism. It is also gluten free and suitable for vegans and vegetarians.
Vit Plus is available in two flavours, Orange + Mandarin and Mixed Berries in a wide necked, resealable 500ml bottle. According to Canadean**, Berry and Orange based flavours are the top performing flavours within still flavoured beverages. Both variants have a juice content of 12% and 8% respectively, contain natural flavours, no preservatives and no added sugar. Some of the ‘healthier’ beverages on the market can be surprisingly high in calories. However, Vit Plus combines a tasty, healthy, functional beverage with a low calorie content. Mixed Berry contains only 25 calories and Orange + Mandarin only 30 calories.
Vit Plus offers healthy margins to retailers and the launch will be supported with consumer advertising, social media, sampling and in-store visibility kits.
*(Source: Mintel’s Bottled Water – UK, March,2013
**(Source:Canadean Soft Drinks Market Insight report May 2013)
A clear favourite
Ballygowan Natural Mineral Water is Ireland’s original and most popular water brand*. A commitment to quality and an innovative approach to engaging consumers has kept the brand at the top of the market throughout the decades.
Known as St David’s Well, the source of Ballygowan was discovered by the Knights Templar in the 12th century. All Ballygowan is bottled on site in a dedicated bottling facility in Newcastlewest drawing on an exclusive source deep underground which has been filtered by nature through mineral-rich limestone for 750 years. This remarkable journey gives Ballygowan its unique mineral composition and pure fresh taste.
Ballygowan Sparkling is gently carbonated before bottling and is naturally low in sodium with a special effervescence which gives it a particularly refreshing lift. It is an ideal partner to food and drink, enhancing the dining experience.
Ballygowan is a proud founding member of Love Irish Food and strong supporter of Irish jobs with 44 people employed in Newcastlewest and a further 400 plus employed by brand owner Britvic Ireland.
The Ballygowan brand boasts an extensive range of pack formats and sizes, in both still and sparkling variants so great-quality Irish water is always close to hand throughout the day.
*(Source: Canadean 2014)
Hydrate yourself to a new you!
Deep RiverRock is the number one value brand on the island of Ireland(IOI)*. The brand embodies hydration and the associated benefits for your consumers. With the New Year upon us hydration will be at the top of every consumer’s mind as they detox themselves from their Christmas over indulgence. Key packs to have in your cooler are Deep RiverRock 750ml – the number one impulse water SKU in the ROI* and Deep RiverRock 500ml – the number one branded SKU in this pack size in the ROI*. The 500ml multipack and 2L are also key lines to have on shelf.
Deep RiverRock’s highly successful ad campaign ‘When You Can’t Think Straight…Hydrate’ will be aired again in 2015. The ads highlight that hydration and peak physical and mental performance go hand in hand; you need to be hydrated to be at the top of your game. The hydration message is also supported through key sponsorship platforms – Deep RiverRock is the Official Hydration Partner for all four Rugby Provinces – Ulster, Munster, Leinster and Connacht – as well as Tyrone GAA and Title Sponsor of Belfast City Marathon. Joining with these highly successful sporting partners shows the dedication Deep RiverRock has to promoting the importance of hydration across the island.
With a pack for every occasion Deep RiverRock is on hand to keep your consumers hydrated at all times.
*(Source:Nielsen IOI Grocery Market Track Value Sales MAT SO 2014)
Teaming up with the FAI
Tipperary Natural Mineral Water will be activating its partnership with the FAI in February by offering consumers the chance to win ‘Hat Trick’ tickets to the hotly anticipated matches against Poland, Scotland and England in 2015. With the recent successes of the Irish soccer team, tickets will be in high demand. The promotion will be supported by radio, digital, consumer press and in-store visibility kits. This will be the first in a series of promotions and sponsorships behind Tipperary. Tipperary will continue to leverage its water partnership with the Dublin City Marathon and will repeat its successful ‘Family Season Ticket’ promotion with the FAI again in August to drive further growth for this much loved Irish brand.
Volvic is the number one branded bottled water brand in Ireland with a share of 19.4%*. Volvic Natural Mineral Water is sourced in the French Auvergne region where it is filtered through six layers of volcanic rock which gives it its unique volcanic mineral composition.
Volvic is sold in more than 60 countries and includes Volvic Natural Mineral Water, Volvic Sparkling, Volvic Touch of Fruit and Volvic Juiced. In late 2014 Volvic launched its new packaging across its range.
Volvic Touch of Fruit adds a touch of flavour to Volvic Natural Mineral water and is available in 50cl, 75cl and 1.5L in Lemon and Lime Original and Sugar Free, Strawberry Original and Sugar Free, Orange and Peach. Tropical for the Volvic Touch of Fruit core brand will also be available in 50cl and 1.5L.
Volvic Juiced which launched last year combines Volvic Natural Mineral Water with fruit juice and is available in 50cl and 1L bottles in Berry and Apple and now introducing Orange and Lemonade to the portfolio as well.
In 2014 Volvic teamed up with Tough Mudder, one of the most well-known endurance events in the world. This is a three year partnership and is going to be even bigger and better this year with an on pack competition to win unstoppable adventures such as white water rafting in Croatia.
Volvic will also see the introduction of Volvic Kids 33cl bottles. Keep an eye out for the enhancement to Volvic kids in the summer of this year.
*(Source: Combined sales of Volvic and Volvic Touch of Fruit, Nielsen Scantrack ROI data to 05/10/14)
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.
Evian now has a kids 33cl sports cap bottle and look out for stickers on the nine x 33cl packs.