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Top Report-Bottled Water - UK - March 2014-Market Key Trends and Forecast

There is a lot of scope for packaging innovation, to increase the convenience of these products for users, make them more visually appealing and give them standout. Importantly, this would help position the company as being more innovative and forward-thinking than its competitors.

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Table of Content

Introduction

Natural mineral water

Spring water

Table water

Abbreviations

Executive Summary

The market

Figure 1: Forecast of UK value sales of bottled water, 2008-18

Market factors

Sales soar during July 2013 heat wave

Figure 2: Mean temperature, rainfall and sunshine hours over summer (June, July and August), 2008-13

The ageing population presents a challenge

Return to consumer spending bodes well for the market

Companies, brands and innovation

Danone extends its lead in value sales

Figure 3: Leading brands’ shares in the UK bottled water off-trade market, by value, 2013*

An uptick in new launches in 2013

Figure 4: Share of NPD in the UK bottled water market as a percentage of all launches in the drinks market, 2009-13

Adspend at a five-year low

Figure 5: Main monitored media advertising spend on bottled water, 2009-13

The consumer

Unflavoured still water remains the nation’s favourite

Figure 6: Frequency of drinking bottled water, by sub-category, November 2013

Bottled water consumption is highest at home

Figure 7: Occasions for usage of bottled water, by gender, November 2013

Hydration is all-important

Figure 8: Reasons for drinking bottled water, November 2013

Portable hydration

Figure 9: Attitudes towards bottled water, November 2013

Health concerns work both for and against the flavoured water market

Figure 10: Attitudes towards flavoured water, November 2013

What we think

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Issues and Insights

Companies can help overcome bottled water’s reliance on hot summer weather through flavour innovation and new marketing themes

The facts

The implications

Packaging innovation grow the appeal of bottled water?

The facts

The implications

Flavoured bottled water could compete more effectively with other soft drinks

The facts

The implications

Trend Application

Trend: Play Ethic

Trend: Make it Mine

Mintel futures: Access Anything Anywhere

Market Drivers

Key points

2013 July heat wave created a major boost in the peak summer season

Figure 11: Mean temperature, rainfall and sunshine hours over summer (June, July and August), UK, 2008-13

Healthy attitudes benefit the bottled water market

Ageing population presents a challenge

Figure 12: Trends in the age structure of the UK population, 2008-18

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Strengths and Weaknesses

Strengths

Weaknesses

Who’s Innovating?

Key points

Unflavoured water matches flavoured in NPD

Figure 13: Share of NPD in the UK bottled water market as a percentage of all launches in the drinks market, 2009-13

Figure 14: Share of NPD in the UK bottled water market, by sub-category, 2009-13

Brands continues to dominate NPD

Figure 15: Share of NPD in the UK bottled water market, branded vs own-label, 2009-13

Morrisons snatches the lead in NPD

Figure 16: Share of NPD in the UK bottled water market, top 10 companies in 2013, 2009-13

Figure 17: Share of NPD in the UK bottled water market, top 10 brands in 2013, 2009-13

Stevia reformulations saw Coca-Cola lead the branded charge in 2013

The prominence of “green” packaging reaches a peak in 2013

Figure 18: Top ten claims in the UK bottled water market, 2009-13

An uptick in new launches of fortified water

New flavour enhancers enter the UK market

 

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