Bottled water is considered a main footfall driver in stores across the globe and continues to be the most popular soft drink in Ireland. Here, Fionnuala Carolan looks at the products making a splash in this lucrative category at present
23 January 2023 | 0
Innovation in the bottled water is constant and there is an ever-growing appetite from consumers for new variations of water especially those fortified with vitamins, infused with energy boosting ingredients and flavour variations. Ballygowan’s fruity flavoured water, Hint of Fruit was the number one new innovation across all of soft drinks in 2022 (Source: Nielsen, total Scantrack ROI – Still flavoured data value data by brand, MAT to 06 Nov 22).
Bottled water has a traffic driver role which means it drives footfall in-store and in turn encourages additional impulse buys. Shoppers are tempted to try new brands and flavours once they get into store.
According to Shopper Intelligence, bottled water drives considerable shopper engagement. “While at a glance bottled water seems like a low engagement category, when you dig deeper, there are nuances by segment that give us clear direction of levers to engage shoppers – and hopefully, have a halo effect on the overall category. Sparkling Water provides the “in” to drive category engagement. Shoppers can be triggered in-store to buy into this segment when display and in-store messaging create a craving, and they want to try innovation here, especially in flavours.”
Speaking of the halo effect, some of the most prominent bottled water companies are keen to prove their sustainability credentials by introducing fully recyclable plastic with the likes of Ishka’s EcoBottles which are made from 100% recycled plastic. Ballygowan’s range of still and sparkling water also come in 100% recycled plastic bottles. In addition to this, its packaging has been light weighted, removing 200 tonnes of virgin plastic. With strong marketing campaigns focusing on nature and health, it is important that this idea of purity is carried through in the packaging and production of bottled water products and many brands are aiming to become carbon neutral in the near future.
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 environment around it, the home of its natural-source water, and ensuring that everything it 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 its water, Ishka also puts just as much care and consideration into its packaging and the ways in which consumers can purchase and enjoy Ishka. All plastic bottles are 100% recyclable and its EcoBottles are made from 100% recycled plastic. Ishka also has 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 Ishka 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 team are working towards commissioning a new glass bottle line so they 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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Number one bottled water brand
Ballygowan as Ireland’s number one bottled water brand has a mission to harness the power of wild water from the south-west of Ireland, for healthier living, delivering it to consumers in a way that won’t cost the planet.
Ballygowan is bottled at source in Newcastle West, Co. Limerick, on a site of over 40 acres of protected land where the team are passionate about protecting biodiversity. The home of Ballygowan is powered by 100% renewable electricity. Direct carbon emissions have been reduced by over 90% and Ballygowan is committed to getting to carbon neutral. Ballygowan’s range of still and sparkling water is in 100% recycled plastic bottles. In addition to this, the packaging has been light weighted, removing 200 tonnes of virgin plastic.
Ballygowan’s growth in the past year has been further fuelled by the launch of Hint of Fruit, a refreshing fruity flavoured water with no added sugar and just three calories per serving. Hint of Fruit, which comes in a range of three flavours, was the number one new innovation across all of soft drinks in 2022 (Source: Nielsen, total Scantrack ROI – Still flavoured data value data by brand, MAT to 06 Nov 22.)
Ballygowan has a legacy of fuelling Ireland’s athletes, from GAA to Irish Rugby and the Irish Open Golf tournament. Ballygowan is proud to fuel passion and greatness in every form. The brand is rooted in Irishness, but it meets the needs of today’s consumers.
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