The bottled water market is one that is experiencing 8% growth, but it’s not easy for retailers to get the range right, with a lot of brands vying for a little space. Here we examine the plans of some of the big brands.
It’s safe to assume that a lot of water will be consumed in Scotland this summer. And Strathmore, the Official Water of Glasgow 2014 Commonwealth Games, has launched a range of special packs to celebrate the brand’s association with the Games. Adrian Troy, Head of Marketing at AG Barr says: “Water is currently the fastest growing soft drinks category in the Scottish impulse market at +8% and AG Barr will be helping retailers maximise this growth by taking Strathmore’s profile to a new level.” All packs in the range feature specially developed Glasgow 2014 graphics which reflect the visual theme of the game. The packs also feature the ‘Do More with Strathmore’ campaign strapline which will be launched in the run up to the Games, and will focus on inspiring people to get involved in physical activity. Provenance and product benefits are becoming increasingly important to consumers, particularly in relation to water, and this is something retailers should be aware of.
“People are not only looking for water brands they know and trust, they are also increasingly conscious about the source of the water which reinforces the provenance message,” says Troy. AG Barr recommends stocking a variety of formats to suit different occasions; from on the go packs for children and adults, sports cap packs for active consumers to large take home packs and premium glass formats. While Coca-Cola may be a dominant force in many areas of the soft drinks category, but less so in water. However investment in its Schweppes Abbey Wells and Glaceau vitaminwater brands is helping change this. Dave Turner, Trade Communications Manager at Coca-Cola Enterprises, says: “Bottled water was a strong seller for independent retailers throughout last year and as the third largest sector within the soft drinks category, bottled water offers retailers an opportunity for growth during the upcoming summer months.”
Turner says that product innovation is vital to sector growth, and it is important that when brands bring new products to the market, they meet shoppers’ needs. “Coca-Cola Enterprises offers a range of water brands to help retailers capitalise in the growing consumer trend of healthy hydration, including Schweppes Abbey Well and our low calorie naturally flavoured, vitamin enhanced Glaceau vitaminwater,” he says, adding that 2014 is set to be a big year for both brands. Ammad Durrani, Category Development Manager at Nestlé Waters UK comments: “There should be an optimum balance of Value and Premium Brands.
Shoppers are in consistent search of ‘Good Value for Money’, therefore a quality brand with good value can make the range attractive. Nestlé Waters UK is offering Nestlé Pure Life in the convenience sector with its attractive impulse range (50cl and one litre Sports Cap).” The company also produces Buxton Natural Mineral Water and to drive availability, visibility and impulse purchases, it recommends positioning secondary display stands or dumpbins by the newspapers and front of store, pointing out that 45% of convenience shoppers make an unplanned purchase because they have noticed an item in store, vs. 39% who made an unplanned purchase because it was on promotion.
Durrani adds: “Depending on space, we would also recommend positioning dumpbins by confectionary and incorporating check-out stacks to drive unintended purchases, especially on the ‘shoulders of the season’, when bottled water may not be top of mind for consumers.”
