Leading players within the bottled water sector have worked hard to improve their sustainability credentials, writes Gillian Hamill
21 January 2022 | 0
For a number of years, environmental concerns within the bottled water sector have been a major consumer focus. As Euromonitor Ireland stated in a report on ‘Bottled Water in Ireland’ published in December 2021, “the theme of sustainability is growing in Ireland with local consumers becoming increasingly aware of the environmental impact of plastic bottles and cans. The trend is expected to continue to gain momentum amongst the population, encouraging players to make substantial investments to address public concerns.”
Indeed, leading manufacturers have worked hard to address these concerns and improve the sustainability of their packaging, including the key players outlined here; Deep RiverRock, Tipperary Water and Ishka Irish Spring Water and Ballygowan.
Another development which is an important marker of Ireland’s progress on the sustainability front is the fact that Minister Eamon Ryan last year signed the legislative regulations for a Deposit Return Scheme (DRS) in Ireland for plastic bottles and aluminium cans, which is expected to be operational by Q3 of this year.
The introduction of a DRS scheme will assist in reducing single use plastics, help Ireland meet EU targets and promote a wider circular economy. In drafting the regulations, the Department of the Environment, Climate and Communications has worked closely with representatives from the beverage industry who will fund and operate the scheme.
Euromonitor Ireland also found that emerging water variants are adding excitement to the category. “Innovation within bottled water is expected to drive greater demand for flavoured and functional options over the forecast period,” the analyst stated. “The fundamental growth driver for bottled water is therefore expected to be improved health consciousness of Irish consumers and the focus on preventative health.” Meanwhile, sourcing is important to six in ten people when buying bottled water.
Mintel has also reported on the importance of health, noting: “Health will continue to be at the forefront of consumer’s minds for some time to come, with many interested in various supplements and health benefits. 39% of people show an interest in branded supplements that add minerals to tap water, while 40% are interested in both immune health and skin health.”
As Brian O’Connor, senior consumer analyst, states: “With Covid-19 impacting sales of drinks, particularly via the on-trade, the water and juice markets will respond by embracing the wellbeing trend more fully, potentially moving towards immunity boosting benefits to sustain consumer usage.”
In positive news for the sector, NielsenIQ reports this month that soft drinks were the lead performer during Christmas 2021, with sales up +11% compared to Christmas the previous year*.
*(Source: NielsenIQ Total Store Read (Multiples excl. Dunnes/Discounters + Forecourts + Symbol Groups + Specialist Off Licences) 4 weeks ending Sunday 26 December 2021)
Introduced to the market in 1994, Deep RiverRock is a quality water sourced from deep beneath the glacial hill of Co. Antrim. It is rich in minerals such as calcium, magnesium, potassium and sodium, all naturally occurring within the source.
Deep RiverRock was the first water range on the island of Ireland to move to 100% recycled bottles in 2019 and continues to innovate to eliminate unnecessary plastic from its packaging. In 2018, Deep RiverRock introduced smaller bottle caps, reducing plastic use by 10%. The bottle is also one of the lightest on the market, using 34% less plastic than in 2016.
The brand says it has evolved to reflect changing Irish society, becoming a more modern and sustainable brand, but retaining its uniquely playful tone of voice. The new strategic direction and brand platform – Nice One! – reclaims the popular Irish phrase as a pure expression of happiness.
Deep RiverRock is the number two impulse water brand in Ireland and every three seconds an impulse Deep RiverRock product is sold. Deep RiverRock offers a full range of products including still water, sparkling water and flavoured water, made with natural ingredients, which contribute to the normal function of the immune system.
Twist the cap to change the world
With growing concern worldwide on the use of single use plastic, Tipperary Water is on an eco-friendly journey, providing an alternative to the traditional plastic drinks bottle. Made from 88% plant-based materials and 100% recyclable in Ireland, Tipperary Water is encouraging customers to stay hydrated on-the-go and ‘Twist the Cap to Change the World’. This highlights how by making small changes each day, such as choosing Tipperary Water’s eco-friendly carton water, they can help to make a big difference to the environment in the long-term.
“Tipperary Water has been listening to customers and consumers who are looking for an alternative to single-use plastic,” says Gareth Davey, brand manager non-alcoholic beverages, Bulmers Ireland. “Our new eco-friendly carton is the perfect solution, and we are excited to bring consumers on this journey with us to becoming a more eco-friendly brand.”
Tipperary Water carton water is available across Ireland, stocked at SuperValu, Londis, Centra, Spar, Maxol, Tesco, Mace and Dunnes.
Follow Tipperary Water’s eco-friendly journey on Instagram – @tipperarywater_.
Deliciously fresh spring water
Ishka Irish Spring Water is one of the few ‘certified spring water’ brands in Ireland.
The 40-year success story of Ishka Irish Spring Water, since 1978, has been due to the brand’s relentless drive for perfection in production and service to its valued customers – retail, wholesale, food service and vending. Flowing from its exclusive on-site natural springs and bottled on-site, in Ballyneety, County Limerick, Ishka Irish Spring Water certified spring water is unprocessed and untreated for maximum health and wellness benefits – just as Mother Nature intended.
Pure, authentic goodness bottled at source; the range includes the following choices:
Ishka Still Irish Spring Water is naturally pure and low in sodium, rich in calcium, magnesium and potassium. With a naturally balanced pH of 7.3, Ishka Spring Water is naturally pure, crisp, healthy and delicious, with nothing added for taste or enhanced with extras. The team simply bottle it and preserve its natural quality and taste. Guaranteed Irish Ishka Spring Water is now available in all main nationwide wholesalers and retailers from 250ml to 5L, in flat and sports cap.
Ishka Sparkling Irish Spring Water is a refreshing treat to enjoy any time of day or night. Characterised by an exceptionally clean and delicate taste, the tiny bubbles are on hand to give consumers some extra feel-good vibes whenever they need them.
Ishka multi-packs – Ishka stocks a wide range of easy-to-store spring water multi-packs, making it convenient for shoppers to stay hydrated across a whole range of occasions, catering for the increase in staycations and a ‘one big shop’ mentality.
Ishka is licenced by the HSE, FSAI, Guaranteed Irish and is a member of Repak.
For further information on any of Ishka’s product ranges, contact the brand at firstname.lastname@example.org or telephone 061- 450705.
Ireland’s original and number one
Ballygowan is Ireland’s number one water brand. The brand relaunched in 2021 and in 2022 Ballygowan is continuing its drive to remain as Ireland’s most sustainable water brand. All Ballygowan’s plastic bottles are now made from 100% recycled plastic and continue to be 100% recyclable.
The shift to recycled bottles removes 51 million virgin PET bottles (non-recycled) annually which is 1,288 tonnes and replaces it with 100% recycled and 100% recyclable rPET bottles. When recycled correctly, the new rPET bottles can be reused over and over again, becoming a contributor to the circular economy, and resulting in a positive impact on the planet.
Ballygowan’s home at Newcastle West, now operates on 95% renewable energy and 100% renewable electricity. That is the highest level of renewables use by any Britvic factory worldwide. The facility at Newcastle West has also achieved zero waste to landfill.
Ballygowan offers Irish consumers the opportunity to buy a locally produced brand, bottled at source in Ireland. Not only does this support Irish jobs, it also reduces the environmental impact of transporting bottles of other water brands from factories across Europe.
Ballygowan’s new Bottled Wild brand campaign leverages the brand’s localness and its leading sustainability credentials. It is a celebration of Ballygowan’s unique wild provenance coupled with its sustainability journey. The team at Ballygowan firmly believe that localism and the importance of embracing their heritage and nationality as part of their storytelling and connection with our Irish consumers, is key to unlocking continued new growth.