UK bottled water sales are experiencing the fastest growth in Europe due to health associations.

Sales of bottled water in the UK have increased at the fastest rate in Europe over the past five years. The association between drinking plenty of water and a healthy lifestyle is driving demand as consumers choose it over other soft drinks because it does not contain calories, caffeine, or artificial colours. However, environmental concerns may hinder growth going forward.

Per capita consumption of bottled water is currently highest in Italy (234 liters per person per year), France (142.5) and Spain (143.2), all of which have an established market for the product. However, countries with traditionally lower sales, such as the UK, are experiencing extraordinary growth. British consumers drank, on average, 41 liters of bottled water per person in 2007. In the UK, per capita volume grew at a CAGR of 8% between 2002 and 2007, the fastest growth in Europe, and is expected to achieve a CAGR of around 7% between 2007 and 2012. This would result in the average UK consumer drinking 57.8 liters of bottled water per year in 2012.

A 2006 consumer survey found that 88% of UK consumers believe that drinking plenty of water is an important or very important dietary approach. Hydration is important to peoples’ mental and physical performance, with regard to their work and leisure pursuits, while dehydration is the number one cause of daytime fatigue and can adversely affect mental performance. Symptoms of mild dehydration include light-headedness, dizziness, headaches and tiredness, as well as reduced alertness and ability to concentrate.

However, ethical and environmental consumption is a hot topic and a growing trend across Europe and the US. Consumers are increasingly using their product choices as a means of expressing their beliefs, and products that do not match these values may struggle in the future. Indeed, campaigns, such as the Evening Standard’s ‘Water on Tap’ in London, have increasingly targeted bottled water due to its poor ethical image and association with waste.

Packaging and carbon footprints will be seen as key environmental performance indicators as people begin to monitor their own contribution to climate change. Manufacturers and marketers will increasingly demonstrate their commitment to sustainability by minimizing packaging and carbon emissions, in order to be seen as making credible steps towards sustainability. This will allow them to maintain and build on the British public’s strong relationship with bottled water.

For further information see Innovations In Bottled Water: Npd Opportunities In Flavored, Functional, Natural And Premium Waters