Water result!
With the numerous health benefits of water being so well known, it's little wonder that consumers are attracted to the convenience offered by bottled water
Print16 January 2013
Over the past ten years, sales of bottled water in Ireland have grown by a staggering 46% (Source: The Beverage Council of Ireland). The convenience and taste of bottled water has ensured that the category has retained and attracted customers in spite of the recession. Manufacturers have further tapped into this trend by providing a growing number of sizes and formats, to suit all occasions and events, including new on-the-go products for the kids segment and the sports sector. NPD and innovation in different flavours and variants with added nutritional benefits as well as engaging advertisements, promotions and high-profile sponsorships, have all resulted in the bottled water category remaining a highly profitable area for retailers.
Ireland’s award-winning water
Tipperary Water had a highly successful 2012, on the back of a rebrand and a range of new pack introductions. The year ahead is also set to be an exciting one for the brand. It will be the ‘Official Water to the FAI’ over the course of the World Cup qualifying campaign. As part of this association the brand has released a must-stock six x 500ml FAI Team Pack.
The Team Pack pictured, is available in a convenient self-merchandising box, which will allow for attractive displays in-store. In addition to this the FAI logo is displayed on all Tipperary Water 500ml flat cap, 1.5L and 2L bottles.
Look out for a range of marketing activities including in-store promotions to support Tipperary Water’s proud sponsorship of the FAI.
Produced by nature – Bottled by Crystal Springs
Crystal Springs, Gleeson’s 5L water also had a prominent association in 2012, teaming up with Roly’s Bistro, Ballsbridge.
Naturally filtered for over 50 years, through 100 metres of sandstone, Crystal Springs is the trusted market leader in the five litre water category. This winter, Crystal Springs will continue to offer consumers value for money and a new on-pack promotion.
The five litre bottle is ideal for busy households and the Crystal Springs twin-pack flashed at €4 has proved highly popular and a must stock item.
Crystal Springs is currently offering consumers a free Roly’s Bistro cookbook and in December ran a very successful radio burst around the promotion, ensuring the brand is at the forefront of consumers’ minds.
Crystal Springs comes from one of the purest water sources in Ireland and is bottled in Co. Tipperary making it a 100% Irish product.
Ballygowan brilliance
Ballygowan Natural Mineral Water is Ireland’s original and most popular water brand. All Ballygowan is bottled in a dedicated bottling facility in Newcastlewest, drawing on an exclusive source. The brand boasts an extensive range of pack formats and sizes which means that great quality, Irish water is always close to hand throughout the day. It’s not surprising therefore that Ballygowan is always topmost in consumers’ minds with higher purchase intent than any other water brand*.
In 2012 Ballygowan was relaunched with a modern bottle design, new 75cl PET bottle and advertising campaign celebrating the ‘Power and brilliance of water’. The relaunch has been enthusiastically welcomed by consumers and Ballygowan has seen significant share growth, which the brand says consolidates its number one market share position**.
Market data** shows that stocking the full Ballygowan on-the-go range (50cl Still and Sparkling, 75cl and 1L sports bottle) delivers a higher cash rate of sale than competitor ranges. The brand therefore advises putting the full range of Ballygowan brilliance on your shelves in order to look forward to strong results.
*(Source: Millward Brown)
**(Source: AC Nielsen Scantrack)
Rock on
Deep RiverRock has continued its successful reign as one of Ireland’s best-selling water brands throughout 2012 by retaining the number one value* share position across the island of Ireland. To top off a great year, Deep RiverRock was also the only water brand to be nominated for Product of the Year at the recent 2012 C-Store Awards.
Deep RiverRock would like to thank all retailers who have supported this quality, local Irish brand over the past year and looks forward to working together in the year ahead.
2013 is set to be an exciting year for the Deep RiverRock brand when it will benefit from ongoing above and below the line investment to support its number one value share position.
*(Source: AC Nielsen MAT NI SO 2012 & MAT ROI SO 2012 – Total Island of Ireland)
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