Zenith Global UK Plain Bottled Water Report 2019

Zenith Global Report

UK Bottled Water Report An in-depth analysis of the UK plain bottled water sector

Zenith report on UK plain bottled water March / August 2018 27th edition

2019

Zenith Global report on UK plain bottled water March 2019 28th edition

Copyright All copyright in this document is reserved.

Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith Global Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information.

Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith Global Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith Global Ltd from any liability related to the report distribution. Such readers however will not be considered “users� of this report.

Zenith UK plain bottled water report 2019

Introduction This is the twenty-eighth Zenith Report on the UK Bottled Water Market. As the UK bottled water market continues to grow and evolve so does our report. This year, we have again produced three reports on the sector in order to provide a complete review of this dynamic market.   

The UK Plain Bottled Water Market Report The UK Water Plus Market Report The UK Bottled Water Drinks Market Report

As always, our aim is to make contact with every significant company active in the relevant sector and to produce as complete a picture as possible at a price accessible to any business with a serious commercial interest.

We are particularly grateful for the help we receive from the bottled water companies we profile. The 2019 report contains up to date profiles of the industry’s leading bottled water companies, while text, charts and tables analyse recent developments in the UK market.

The report represents exceptional coverage of the UK bottled water drinks market and we hope that you find it useful in your business planning. As our research is updated on a regular basis, we always welcome any comments or suggestions about possible improvements.

Robin Bell Senior Consultant Zenith Global

© Zenith Global Ltd 2019

Zenith UK plain bottled water report 2019

Contents Brief summary ------------------------------------------------------------------------------------------ 8 Research overview ------------------------------------------------------------------------------------ 9 1

Market overview ------------------------------------------------------------------------------ 10 1.1 Economy ----------------------------------------------------------------------------------------- 11 1.2 Weather ------------------------------------------------------------------------------------------ 12 1.3 Media --------------------------------------------------------------------------------------------- 14

2

Sector performance ------------------------------------------------------------------------- 15

3

UK plain packaged water ------------------------------------------------------------------ 18

4

UK plain bottled water packaging ----------------------------------------------------- 19

5

UK plain bottled water distribution --------------------------------------------------- 22

6

UK plain bottled water companies and brands ----------------------------------- 24

7

UK plain bottled water producers ----------------------------------------------------- 31

8

UK plain bottled water exports --------------------------------------------------------- 34

9

UK plain bottled water imports --------------------------------------------------------- 37

10

UK still and sparkling plain water consumption ---------------------------------- 41

11

UK packaged still water brands --------------------------------------------------------- 44

12

UK packaged sparkling water brands ------------------------------------------------- 46

13

Retailer own label ---------------------------------------------------------------------------- 48

14

UK mineral water consumption --------------------------------------------------------- 51

15

UK spring water consumption ----------------------------------------------------------- 54

16

UK glass packaged plain bottled water ---------------------------------------------- 57

17

UK plastic packaged plain bottled water -------------------------------------------- 59

18

UK plain vs water plus ---------------------------------------------------------------------- 61

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Zenith UK plain bottled water report 2019

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UK water coolers------------------------------------------------------------------------------ 63

20

UK plain bottled water consumer ------------------------------------------------------ 65

21

UK plain bottled water value ------------------------------------------------------------ 68

22

Ongoing challenges ------------------------------------------------------------------------- 71 22.1 Environmental --------------------------------------------------------------------------------- 71 22.1.1 22.1.2

Key challenges ----------------------------------------------------------------------------- 71 Future trends ------------------------------------------------------------------------------- 71

22.2 Carbon footprint ------------------------------------------------------------------------------ 71 22.2.1 22.2.2

Key challenges ----------------------------------------------------------------------------- 71 Future trends ------------------------------------------------------------------------------- 71

22.3 Water footprint ------------------------------------------------------------------------------- 71 22.3.1 22.3.2

Key challenges ----------------------------------------------------------------------------- 71 Future trends ------------------------------------------------------------------------------- 71

22.4 Lightweighting -------------------------------------------------------------------------------- 71 22.4.1 22.4.2

Key challenges ----------------------------------------------------------------------------- 71 Future trends ------------------------------------------------------------------------------- 71

22.5 Recycling----------------------------------------------------------------------------------------- 71 22.5.1 22.5.2

Key challenges ----------------------------------------------------------------------------- 71 Future trends ------------------------------------------------------------------------------- 71

22.6 Deposit Return Scheme -------------------------------------------------------------------- 71 22.6.1 22.6.2

Key Challenges ----------------------------------------------------------------------------- 71 Future Trends------------------------------------------------------------------------------- 72

22.7 Tap water ---------------------------------------------------------------------------------------- 72 22.7.1 22.7.2

Key challenges ----------------------------------------------------------------------------- 72 Future trends ------------------------------------------------------------------------------- 72

22.8 Industry consolidation ---------------------------------------------------------------------- 72 22.8.1 22.8.2

Key challenges ----------------------------------------------------------------------------- 72 Future trends ------------------------------------------------------------------------------- 72

22.9 Portfolio diversity ---------------------------------------------------------------------------- 72 22.9.1 22.9.2

22.10

Consumer confidence and education ----------------------------------------- 72

22.10.1 22.10.2

22.11

Key challenges ----------------------------------------------------------------------------- 73 Future trends ------------------------------------------------------------------------------- 73

Price pressures------------------------------------------------------------------------- 73

22.13.1 22.13.2

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Key challenges ----------------------------------------------------------------------------- 72 Future trends ------------------------------------------------------------------------------- 73

Stock control and supply ----------------------------------------------------------- 73

22.12.1 22.12.2

22.13

Key challenges ----------------------------------------------------------------------------- 72 Future trends ------------------------------------------------------------------------------- 72

Retailer perception ------------------------------------------------------------------ 72

22.11.1 22.11.2

22.12

Key challenges ----------------------------------------------------------------------------- 72 Future trends ------------------------------------------------------------------------------- 72

Key challenges ----------------------------------------------------------------------------- 73 Future trends ------------------------------------------------------------------------------- 73

Zenith UK plain bottled water report 2019

23

Water stewardship --------------------------------------------------------------------------- 74

24

Legislation --------------------------------------------------------------------------------------- 75

25

Forecast to 2023 ------------------------------------------------------------------------------ 76

Appendix 1- legislation ---------------------------------------------------------------------------- 79 Appendix 2 – definitions and symbols ------------------------------------------------------- 80 Definitions ---------------------------------------------------------------------------------------------- 80 Natural Mineral Water ----------------------------------------------------------------------------------- 80 Spring Water-------------------------------------------------------------------------------------------------- 80 Bottled Drinking Water ---------------------------------------------------------------------------------- 80 Flavoured Water -------------------------------------------------------------------------------------------- 81 Functional Water ------------------------------------------------------------------------------------------- 81 Juicy Water ---------------------------------------------------------------------------------------------------- 81 Water Plus ----------------------------------------------------------------------------------------------------- 81 Distribution channels ------------------------------------------------------------------------------------- 81 Retail ------------------------------------------------------------------------------------------------------------- 81 Supermarkets ------------------------------------------------------------------------------------------------- 81 Independent, others --------------------------------------------------------------------------------------- 82 Door-to-door -------------------------------------------------------------------------------------------------- 82

Away From Home------------------------------------------------------------------------------------------- 82 Offices ----------------------------------------------------------------------------------------------------------- 82 Horeca, pubs and clubs ----------------------------------------------------------------------------------- 82 Others ----------------------------------------------------------------------------------------------------------- 82

Symbols -------------------------------------------------------------------------------------------------- 83

Appendix 3- Target Group Index (TGI) ------------------------------------------------------- 84 Appendix 4- leading company profiles ------------------------------------------------------ 85 AG Barr Plc ---------------------------------------------------------------------------------------------- 85 Berrington Pure Spring Water Company ---------------------------------------------------- 85 Black Mountain Mineral Water Company --------------------------------------------------- 85 Brecon Mineral Water ------------------------------------------------------------------------------ 85 Britvic Plc------------------------------------------------------------------------------------------------ 85 Coca-Cola European Partners ------------------------------------------------------------------- 85 Coca-Cola HBC Northern Ireland --------------------------------------------------------------- 85 Cooleraid ------------------------------------------------------------------------------------------------ 85 Cott Beverages Ltd ---------------------------------------------------------------------------------- 85 Danone Waters (UK & Ireland) ------------------------------------------------------------------ 85 Decantae Natural Mineral Water --------------------------------------------------------------- 85 Eden Springs UK Ltd -------------------------------------------------------------------------------- 85 Edgar’s Water------------------------------------------------------------------------------------------ 85 Fonthill Pure English Spring Water ------------------------------------------------------------ 85 Harrogate Water Brands Ltd --------------------------------------------------------------------- 85 Highland Spring Group ----------------------------------------------------------------------------- 85

© Zenith Global Ltd 2019

Zenith UK plain bottled water report 2019

Hildon Ltd ----------------------------------------------------------------------------------------------- 85 Kingshill Mineral Water Ltd ---------------------------------------------------------------------- 85 Montgomery Natural Spring Water Company --------------------------------------------- 85 Nestlé Waters UK Ltd ------------------------------------------------------------------------------- 85 One Water ---------------------------------------------------------------------------------------------- 85 Radnor Hills Mineral Water Company Ltd --------------------------------------------------- 85 Roxane UK Ltd----------------------------------------------------------------------------------------- 85 Prince’s Gate Spring Water ----------------------------------------------------------------------- 85 Princes Soft Drinks ---------------------------------------------------------------------------------- 85 Shepley Springs Ltd --------------------------------------------------------------------------------- 85 Swithland Spring Water ---------------------------------------------------------------------------- 85 Waterlogic ---------------------------------------------------------------------------------------------- 85

© Zenith Global Ltd 2019

Zenith UK plain bottled water report 2019

Tables Table 2.1 Table 2.2 Table 4.1 Table 5.1 Table 6.1 Table 6.2 Table 6.3 Table 6.4 Table 7.1 Table 7.2 Table 8.1 Table 8.2 Table 9.1 Table 9.2 Table 10.1 Table 11.1 Table 12.1 Table 13.1 Table 14.1 Table 15.1 Table 16.1 Table 17.1 Table 19.1 Table 20.1 Table 20.2 Table 20.3 Table 21.1 Table 21.2 Table 21.3 Table 21.4 Table 24.1

Š Zenith Global Ltd 2019

UK plain bottled water market, 2013-2018 --------------------------------- 16 UK plain bottled water types, 2013-2018 ------------------------------------ 16 UK plain bottled water packaging, 2016-18 --------------------------------- 20 UK plain bottled water distribution, 2016-2018 --------------------------- 23 Top 25 companies in UK bottled water market, 2017-2018 ----------- 25 Next 25 companies in UK bottled water market, 2017-2018 --------- 26 Top 25 brands in UK bottled water market, 2017-2018 ---------------- 29 Next 25 brands in UK bottled water market, 2017-2018 --------------- 30 Top 10 UK domestic plain bottled water producers, 2017-2018 ---- 33 Top 10 UK plain produced brands, 2017-2018 ----------------------------- 33 UK plain bottled water exports by country, 2013-2018 ---------------- 35 Top 10 UK plain water export brands, 2013-2018 ------------------------ 35 UK plain bottled water imports by country, 2013-2018 ---------------- 38 UK plain bottled water imports by brand, 2013-2018 ------------------- 39 UK bottled water consumption by type 2013-2018 ---------------------- 43 UK top 10 plain packaged still water brands, 2017-2018--------------- 45 UK top 10 plain packaged sparkling water brands, 2017-2018 ------ 47 UK top 5 own label plain water producers, 2017-2018------------------ 49 Top UK plain mineral water brands, 2017-2018 --------------------------- 52 Top UK plain spring water brands, 2017-2018 ----------------------------- 55 Top UK plain water companies in glass packaging, 2017-2018 ------ 58 Top UK plain water companies in plastic packaging, 2017-2018 ---- 60 Top 10 UK water cooler companies, 2013-2018 --------------------------- 64 GB plain bottled water consumer, 2013-2018------------------------------ 66 UK plain bottled water per capita consumption, 2013-2018 --------- 67 International plain bottled water comparison, 2013-2023f ----------- 67 UK plain bottled water value, 2016-2018 ------------------------------------ 69 UK plain bottled water value per litre by pack size, 2017-2018 ----- 70 UK plain premium vs private label value per litre, 2017-2018 -------- 70 International premium vs private label value per litre comparison, 2018---------------------------------------------------------------------------------------- 70 UK forecast plain bottled water consumption by segment, 20182023f -------------------------------------------------------------------------------------- 77

Zenith UK plain bottled water report 2019

Figures Figure 1.1 Figure 1.2 Figure 2.1 Figure 4.1 Figure 5.1 Figure 6.1 Figure 6.2 Figure 6.3 Figure 7.1 Figure 8.1 Figure 8.2 Figure 9.1 Figure 9.2 Figure 10.1 Figure 11.1 Figure 12.1 Figure 13.1 Figure 13.2 Figure 14.1 Figure 14.2 Figure 15.1 Figure 15.2 Figure 16.1 Figure 17.1 Figure 18.1 Figure 18.2 Figure 19.1 Figure 20.1 Figure 21.1 Figure 24.1

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UK mean temperature, 2013-18 ------------------------------------------------- 13 UK sunshine hours, 2016-18 ------------------------------------------------------ 13 UK plain packaged water vs coolers, 2013-2018 -------------------------- 17 UK plain bottled water packaging, 2018 ------------------------------------- 20 UK plain water distribution, 2018 ----------------------------------------------- 23 UK plain bottled water industry consolidation, 2013-2018 ----------- 27 Top 5 plain bottled water companies, 2013 and 2018 ------------------ 27 Top UK plain bottled water companies, 2018 ------------------------------ 28 UK bottled water producers, 2018 --------------------------------------------- 32 UK plain bottled water exports, 2013-2018 --------------------------------- 36 Leading plain UK exported water brands, 2018 --------------------------- 36 UK plain bottled water imports, 2013-2018 -------------------------------- 38 Leading plain UK imported water brands, 2018 --------------------------- 40 UK plain still water consumption share, 2013-2018 ---------------------- 42 Leading UK still plain water brands, 2018 ----------------------------------- 45 Leading UK sparkling plain water brands, 2018 --------------------------- 47 UK own label plain water consumption share, 2013-2018 ------------- 49 Leading UK own label plain water producers, 2018 ---------------------- 50 UK natural mineral water consumption share, 2013-2018------------- 53 Leading UK plain mineral water brands, 2018 ------------------------------ 53 UK natural spring water consumption share, 2013-2018--------------- 55 Leading UK plain mineral water brands, 2018 ------------------------------ 56 Leading UK plain water companies in glass, 2018 ------------------------ 58 Leading UK plain water companies in plastic, 2018 ---------------------- 60 UK plain vs flavoured water, 2013-2018 -------------------------------------- 62 UK still/sparkling flavoured water, 2016-2018 ----------------------------- 62 UK water cooler market, 2013-2018 ------------------------------------------- 64 GB plain bottled water consumption 2013-2018-------------------------- 66 UK packaged bottled water market value, 2013-2018 ------------------ 69 UK plain bottled water market forecast, 2013-2023f ------------------- 77

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UK bottled water report Brief summary Commentary Commentary Commentary

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Research overview

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

In compiling its research, Zenith relies on the goodwill and co-operation of companies active in the marketplace. All information is cross-checked with other sources, such as trade associations and suppliers, to ensure as complete a picture as possible. Although we strive to provide data as accurate as possible, some figures presented are Zenith’s estimates.



Based on individual producer volumes for the year, market, sector and segment totals are calculated from the ‘bottom up’. At a sector and segment level, adjustments are then made for any double counting of contract and licensed bottling. Estimates for any unauthorised soft drink imports sold through the ‘grey market’ are also included. However, this is more pronounced in categories such as energy drinks rather than bottled water.



A complete picture of the UK bottled water drinks market is thus produced through Zenith’s extensive study of the largest importers and bottlers, alongside small to medium sized operators and own label specialists. The market figures presented therefore encompass all aspects of bottled water drinks including: take home, impulse and on-premise/foodservice; water cooler volumes for the office; and a small amount of home delivery water.



To this end, a considerable amount of time and effort is spent contacting industry players and striving to analyse the complexities of the UK bottled water drinks arena. We believe Zenith’s coverage of the total UK bottled water drinks market to be without equal and to have attained a consistently high level of accuracy. Zenith would like to express its sincere gratitude to the entire UK bottled water drinks industry for its continued help and assistance during the research process. Our gratitude also extends to UK industry associations for their support, including: BSDA (British Soft Drinks Association), BWCA (British Water Cooler Association), NHC (Natural Hydration Council) and BBWP (British Bottled Water Producers).

© Zenith Global Ltd 2019

Zenith UK plain bottled water report 2019

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Market overview 

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1.1

Economy Commentary Commentary Commentary

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1.2

Weather

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Figure 1.1

UK mean temperature, 2013-18

5.5 5 5

5

5

5

5

5

2013

2014

2015

2016

2017

2018

degrees centigrade

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Figure 1.2

UK sunshine hours, 2016-18

25

sunshine hours

20

15

10

5

0 Jan

Feb

Mar

Apr

May

2016

Figure 1.3

Jun

Jul

2017

Aug

Sep

Oct

Nov

2018

UK rainfall, 2016-18

25

rainfall

20 15 10 5 0 Jan

Feb

Mar

Apr

May

2016 Source: Met Office

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Jun 2017

Jul

Aug 2018

Sep

Oct

Nov

Dec

Dec

Zenith UK plain bottled water report 2019

1.3

Media 

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Sector performance 

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Zenith UK plain bottled water report 2019

Table 2.1 Million litres

2013

UK plain bottled water market, 2013-2018 2014 2015 2016 2017

2018

2013

UK plain bottled water types, 2013-2018 2014 2015 2016 2017

2018

Production Exports Imports Consumption Production % change Exports as % of production Imports as % consumption Consumption % change Litres per person Source: Zenith Global Table 2.2 Million litres Total market Sparkling Still Sparkling % share Still % share Mineral Spring Others Mineral % share Spring % share Water cooler Water cooler % share Water cooler % change Packaged Packaged % change Source: Zenith Global

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Figure 2.1

UK plain packaged water vs coolers, 2013-2018

230 225 220

million litres

215

25

25

25

25

25

25

200

200

200

200

200

200

2013

2014

2015

2016

2017

2018

210 205 200 195 190 185 Packaged

Source: Zenith Global

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Water Cooler

Zenith UK plain bottled water report 2019

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UK plain packaged water 

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UK plain bottled water packaging 

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Table 4.1 Million litres

UK plain bottled water packaging, 2016-18 2016 2017 2018

Can/Box NR Glass PET NR PVC R Polycarb PLA NR HDPE Total market

% share

2016

2017

2018

Can/Carton NR Glass PET NR PVC R Polycarb PLA NR HDPE Source: Zenith Global

Figure 4.1

UK plain bottled water packaging, 2018

25% 25.0%

PET NR Glass R Polycarb Others 25%

25%

Total consumption: X million litres

© Zenith Global Ltd 2019

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Table 4.2 Pack type Can

Bag in a Box NR Glass

PET

NR PVC

Refillable Polycarbonate

PLA Total market Source: Zenith Global

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UK plain bottled water packaging, 2018 Sizes in litres Million litres

% share

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UK plain bottled water distribution 

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Table 5.1

UK plain bottled water distribution, 2016-2018 2016 2016 2017 2017 2018 volume % share volume % share volume

Million litres Modern retail (includes discounters) Convenience / Impulse Door to door Retail Horeca; pubs, clubs Offices Others Away from home Total market Source: Zenith Global

Figure 5.1

UK plain water distribution, 2018

20%

20.0%

Modern retail Convenience 20%

20%

Horeca Offices Others

20%

Total consumption: X million litres

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UK plain bottled water companies and brands 

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Table 6.1 Million litres

Top 25 Others Total market Top 5 Top 10 Source: Zenith Global

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Top 25 companies in UK bottled water market, 2017-2018 2018 ranking 2017 2017 % 2018 2018 % volume share volume share Packaged Cooler

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Total

1 26 Page 4 / 0 3 Next 25 companies in UK bottled water market, 2017-2018 / 2018 ranking 2 2017 2017 % 2018 2017 % volume share volume share Packaged Cooler 0 Total 1 9 Zenith UK plain bottled water report 2019

Table 6.2 Million litres

Top 25 Next 25 Others Total market

(1) The Norfolk Water Company acquired East Anglian Coolers in 2017 Source: Zenith Global

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Figure 6.1

UK plain bottled water industry consolidation, 2013-2018

100.0 90.0 80.0 70.0 % share

60.0 50.0 40.0

40.0

40.0

40.0

40.0

40.0

40.0

30.0

30.0

30.0

30.0

30.0

30.0

30.0

20.0 10.0 0.0 2013

2014

2015 Top 5

2016

2017

2018

Top 10

Source: Zenith Global

Figure 6.2

Top 5 plain bottled water companies, 2013 and 2018

220.0

Company

150.0 220.0

Company

150.0 220.0

Company

150.0 220.0

Company

150.0 220.0

Company

150.0 0

100 2018

Source: Zenith Global

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200 2013

300 million litres

Zenith UK plain bottled water report 2019

Figure 6.3

Top UK plain bottled water companies, 2018

15%

20%

Company Company 15%

Company

20% 15% 15%

Total consumption: X million litres

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Company

Company Company

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Table 6.3 Million litres (1)

Top 25 Others Total market Top 5 Source: Zenith Global

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Top 25 brands in UK bottled water market, 2017-2018 2017 volume

2017 % share

2018 volume

2018 % share

Brand rank

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Zenith UK plain bottled water report 2019

Table 6.4 Million litres (1)

Next 25 brands in UK bottled water market, 2017-2018 2017 2017 % 2018 2018 % volume share volume share

Top 25 Next 25 Others Total market

(1) Branded water volumes only, including both retail and water cooler volumes Source: Zenith Global

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Brand rank

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UK plain bottled water producers Commentary Commentary Commentary

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Figure 7.1

UK bottled water producers, 2018

10% 25%

Company 10%

Company Company

10%

Company Company

10%

25% 10%

Total UK bottled water production: X million litres

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Company Company

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Table 7.1 Million litres

Top 10 UK domestic plain bottled water producers, 2017-2018 2017 2017 % 2018 2018 % volume share volume share

Top 10 Others Total UK production Source: Zenith Global

Table 7.2 Million litres

Top 10 UK plain produced brands, 2017-2018 2017 2017 % 2018 volume share volume

Top 10 Others (1) Total UK sales (1) (1) Includes both retail and water cooler volumes Source: Zenith Global

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2018 % share

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UK plain bottled water exports 

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Table 8.1 Million litres

UK plain bottled water exports by country, 2013-2018 2013 2014 2015 2016 2017

2018

Ireland China Netherlands France Belgium Hong Kong Germany UAE (Dubai & Sharjah etc.)

USA Saudi Arabia Others Total exports % change Source: Global Trade Information Services

Table 8.2 Million litres

Top 10 UK plain water export brands, 2013-2018 2013 2014 2015 2016 2017

Total exports (1) Brands Others/stock adjustment Total export sales (2) (1) UK Government figures (2) Zenith export figures calculated from brand export totals by country Source: Zenith Global

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2018

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Figure 8.1

UK plain bottled water exports, 2013-2018

25.0

million litres

20.0

20

20

20

20

20

20

2013

2014

2015

2016

2017

2018

15.0

10.0

5.0

0.0

Source: Zenith Global

Figure 8.2

Leading plain UK exported water brands, 2018

15%

20%

15% 20%

15%

Company

Company

Company

Company

Company

Company

15%

Total UK bottled water exports: X million litres

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UK plain bottled water imports 

Commentary

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Table 9.1 Million litres

UK plain bottled water imports by country, 2013-2018 2013 2014 2015 2016 2017

2018

Others Total imports % change Source: Global Trade Information Services

Figure 9.1

UK plain bottled water imports, 2013-2018

12

10

10

10

10

10

10

10

2013

2014

2015

2016

2017

2018

million litres

8

6

4

2

0

Source: Global Trade Information Services

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Table 9.2 Million litres Country (1)

Others/stock adjustment/misrecording Country (1)

Others/stock adjustment/misrecording Country(1)

Other countries (1)

Total imports Brands Others/stock adjustment/misrecording Total import sales (1) UK Government figures Source: Zenith Global

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UK plain bottled water imports by brand, 2013-2018 2013 2014 2015 2016 2017

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Figure 9.2

Leading plain UK imported water brands, 2018

15%

20%

15%

Company

Company

Company

Company

Company

Company

20% 15% 15%

Total UK bottled water imports: X million litres

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UK still and sparkling plain water consumption 

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% share

Figure 10.1 92 87 82 77 72 67 62 57 52 47 42 37 32 27 22 17 12 7 2 -3

20.0

20.0

20.0

20.0

20.0

20.0

2013

2014

2015

2016

2017

2018

Source: Zenith Global

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UK plain still water consumption share, 2013-2018

Zenith UK plain bottled water report 2019

Table 10.1 Million litres Total consumption

UK bottled water consumption by type 2013-2018 2013 2014 2015 2016 2017

2018

2013

2014

2015

2016

2017

2018

2013

2014

2015

2016

2017

2018

Sparkling Still Total consumption Small pack Water cooler Total small pack water Packaged sparkling Packaged still

% change Total consumption Sparkling Still Total consumption Small pack Water cooler Total small pack water Packaged sparkling Packaged still

% share Total consumption Sparkling Still Total consumption Small pack Water cooler Total small pack water Packaged sparkling Packaged still Source: Zenith Global

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UK packaged still water brands 

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Table 11.1 Million litres

UK top 10 plain packaged still water brands, 2017-2018 2017 2017 % 2018 2018 % volume share volume share

Brand rank

Top 10 Others (1) Total still water (2) (1) Includes retailer own labels (2) Excludes water for coolers Source: Zenith Global

Figure 11.1

Leading UK still plain water brands, 2018

15%

20%

15%

Company

Company

Company

Company

Company

Company

20% 15% 15%

Total UK packaged still water: X million litres

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UK packaged sparkling water brands 

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Table 12.1 Million litres

UK top 10 plain packaged sparkling water brands, 2017-2018 2017 2017 % 2018 2018 % volume share volume share

Top 10 Others (1) Total sparkling water Source: Zenith Global

Figure 12.1

Leading UK sparkling plain water brands, 2018

15%

20%

15%

Company

Company

Company

Company

Company

Company

20% 15% 15%

Total UK packaged sparkling water: X million litres

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Retailer own label 

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Table 13.1

UK top 5 own label plain water producers, 2017-2018 2017 2017 % 2018 2018 % volume share volume share

Million litres

Rank

Top 5 Others Total own label water Source: Zenith Global

Figure 13.1

UK own label plain water consumption share, 2013-2018

45 40

% share of packaged water

35 30 25 20 20.0

20.0

20.0

20.0

20.0

20.0

2013

2014

2015

2016

2017

2018

15 10 5 0

Source: Zenith Global

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Figure 13.2

Leading UK own label plain water producers, 2018 5%

5%

25%

Company

Company

Company

Company

Company

Company

20%

25%

20%

Total UK own label production: X million litres

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UK mineral water consumption 

Commentary



Commentary



Commentary

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Table 14.1 Million litres (1)

Top UK plain mineral water brands, 2017-2018 2017 2017 % 2018 2018 % volume share volume share

Top 20 Others (1) Total mineral water (1) Includes retail, water cooler and retailer own label volumes Source: Zenith Global

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Brand rank

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Figure 14.1

UK natural mineral water consumption share, 2013-2018

35

% share of bottled water

30 30.0

30.0

30.0

30.0

30.0

30.0

2013

2014

2015

2016

2017

2018

25 20 15 10 5 0

Source: Zenith Global

Figure 14.2

Leading UK plain mineral water brands, 2018

10% 20% 10%

20%

Company

Company

Company

Company

Company

20%

20%

Total UK mineral water: X million litres

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Company

Zenith UK plain bottled water report 2019

15

UK spring water consumption Commentary Commentary Commentary

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Table 15.1 Million litres (1)

Top UK plain spring water brands, 2017-2018 2017 2017 % 2018 2018 % volume share volume share

Brand rank

Top 20 Others (1) Total spring water Includes retail, water cooler and retailer own label volumes Source: Zenith Global

Figure 15.1

UK natural spring water consumption share, 2013-2018

20

% share of bottled water

15 15.0

15.0

15.0

15.0

15.0

15.0

2013

2014

2015

2016

2017

2018

10

5

0

Source: Zenith Global

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Figure 15.2

Leading UK plain mineral water brands, 2018

15%

15%

15%

Company

Company

Company

Company

Company

Company

25%

15% 15%

Total UK spring water: X million litres

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16

UK glass packaged plain bottled water 

Commentary



Commentary



Commentary

© Zenith Global Ltd 2019

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Table 16.1 Million litres

Top UK plain water companies in glass packaging, 2017-2018 2017 2017 % 2018 2018 % Top 50 volume share volume share rank

Top 10 Others Total in glass

Source: Zenith Global Figure 16.1

Leading UK plain water companies in glass, 2018

10% 25%

10%

Company

Company

Company

Company

Company

Company

20% 25% 10%

Total UK packaged water in glass: X million litres

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17

UK plastic packaged plain bottled water 

Commentary



Commentary



Commentary

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Table 17.1 Million litres

Top UK plain water companies in plastic packaging, 2017-2018 2017 2017 % 2018 2018 % Top 50 volume share volume share rank

Top 10 Others Total in plastic (1) (1) Packaged water in PET/recycled PET only Source: Zenith Global

Figure 17.1

Leading UK plain water companies in plastic, 2018

15%

45%

15%

15%

Company

Company

Company

Company

Company

Company

5% 5%

Total UK packaged water in plastic: X million litres

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18

UK plain vs water plus 

Commentary



Commentary



Commentary

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Figure 18.1

UK plain vs flavoured water, 2013-2018

1200

1000 1,000

1,000

1,000

1,000

1,000

1,000

million litres

800

600

400

200

300

300

300

300

300

300

0 2013

2014



2015 Packaged

2016 Flavoured

2017

2018

Source: Zenith Global

 Figure 18.2

UK still/sparkling flavoured water, 2016-2018

400 350 150

150

150

200

200

200

2016

2017

2018

million litres

300 250 200 150 100 50 0 still

 Source: Zenith Global



© Zenith Global Ltd 2019

sparkling

Zenith UK plain bottled water report 2019

19

UK water coolers 

Commentary



Commentary



Commentary

© Zenith Global Ltd 2019

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Table 19.1 Million litres

Top 10 UK water cooler companies, 2013-2018 2013 2014 2015 2016 2017

2018

Top 10 Others Total water cooler Source: Zenith Global

Figure 19.1

UK water cooler market, 2013-2018

120.0

100.0 100.0

100.0

100.0

100.0

100.0

100.0

2013

2014

2015

2016

2017

2018

million litres

80.0

60.0

40.0

20.0

0.0

Source: Zenith Global

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20

UK plain bottled water consumer 

Commentary



Commentary



Commentary

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Table 20.1 % of GB population (1)

GB plain bottled water consumer, 2013-2018 2013 2014 2015 2016

2017

2018

Bottled water consumers 'Regular' bottled water consumers (consume more than once a week) % of age group who 'ever drink' 15-24 25-34 35-44 45-54 55-64 65+ Index of bottled water consumers (100 = average) Male Female (1) For fieldwork period July 2017- June 2018 Source: Target Group Index (TGI) - GB adults aged 15 and above

Figure 20.1

GB plain bottled water consumption 2013-2018

35 30 30

30

30

30

30

30

% of GB population

25 20 15 15

15

15

15

15

15

10 5 0 2013



2014 2015 Regular consumers

2016 2017 All consumers

Source: Target Group Index (TGI) - GB adults aged 15 and above

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2018

Zenith UK plain bottled water report 2019

Table 20.2 Litres Per capita consumption

UK plain bottled water per capita consumption, 2013-2018 2013 2014 2015 2016 2017

2018

Sparkling Still Per capita consumption Small pack Water cooler Per capita small pack water Packaged sparkling Packaged still % change Per capita consumption

2013

2014

2015

2016

2017

2018

Sparkling Still Per capita consumption Small pack Water cooler Per capita small pack water Packaged sparkling Packaged still Source: Zenith Global

Table 20.3 Litres per person

International plain bottled water comparison, 2013-2023f CAGR 2013 2018 2023f (13-18) (18-23f)

Global Source: Zenith Global- Globaldrinks.com

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21

UK plain bottled water value Commentary Commentary Commentary

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Table 21.1 2016 Volume

UK plain bottled water value, 2016-2018 2017 2018

£ VPL

£m Value

Volume

£ VPL

£m Value

Volume

£ VPL

Packaged Packaged % increase Modern retail (inc discounters) Convenience / Impulse, others Horeca; pubs, clubs Others Water cooler Water cooler % increase Total market (1) Total market % change (1) retail sales value, including restated water cooler values - Numbers may vary due to rounding Source: Zenith Global

Figure 21.1

UK packaged bottled water market value, 2013-2018

1200

25

1000 1000

1000

1000

1000

1000

20

800 15 600 10 400 5

200

0

0 2013

2014

2015

Market value (£ mln)

 Source: Zenith Global

© Zenith Global Ltd 2019

2016

2017

Value per litre (£)

2018

vpl £

Market value £ ml.n

1000

Zenith UK plain bottled water report 2019

Table 21.2

UK plain bottled water value per litre by pack size, 2017-2018

Pack size Spark to 2 l Still to 2 l Still 2.1- 10 l Still > 10.1 l Total Source: Zenith Global

Table 21.3

2017

2018

Growth

UK plain premium vs private label value per litre, 2017-2018

2017

2018

Premium Private label Plain water total (1) (1) excludes water for coolers Source: Zenith Global

Table 21.4

Country

International premium vs private label value per litre comparison, 2018

Plain (1)

(1) excludes water for coolers Source: Zenith Global

Š Zenith Global Ltd 2019

Premium (1)

Private label (1)

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22

Ongoing challenges

22.1

Environmental

22.1.1 Key challenges Commentary

22.1.2 Future trends Commentary

22.2

Carbon footprint

22.2.1 Key challenges Commentary

22.2.2 Future trends Commentary

22.3

Water footprint

22.3.1 Key challenges Commentary

22.3.2 Future trends Commentary

22.4

Lightweighting

22.4.1 Key challenges Commentary

22.4.2 Future trends Commentary

22.5

Recycling

22.5.1 Key challenges Commentary

22.5.2 Future trends Commentary

22.6

Deposit Return Scheme

22.6.1 Key Challenges 

Commentary



Commentary



Commentary

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22.6.2 Future Trends

22.7



Commentary



Commentary

Tap water

22.7.1 Key challenges Commentary

22.7.2 Future trends Commentary Commentary

22.8

Industry consolidation

22.8.1 Key challenges Commentary Commentary

22.8.2 Future trends Commentary Commentary

22.9

Portfolio diversity

22.9.1 Key challenges Commentary

22.9.2 Future trends Commentary

22.10 Consumer confidence and education 22.10.1 Key challenges Commentary Commentary

22.10.2 Future trends Commentary Commentary Commentary

22.11 Retailer perception 22.11.1 Key challenges Commentary Commentary Commentary

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22.11.2 Future trends Commentary Commentary

22.12 Stock control and supply 22.12.1 Key challenges Commentary Commentary

22.12.2 Future trends Commentary Commentary

22.13 Price pressures 22.13.1 Key challenges Commentary Commentary

22.13.2 Future trends Commentary Commentary

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23

Water stewardship 

Commentary



Commentary



Commentary

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24

Legislation Commentary Commentary Commentary

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25

Forecast to 2023 

Commentary



Commentary



Commentary

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Figure 24.1

UK plain bottled water market forecast, 2013-2023f

1,600 1,400

million litres

1,200 1,000 800 600 400 200 0 2013

2014

2015

2016

2017

2018

2019f

2020f

2021f

2022f

2023f

Source: Zenith Global

Table 24.1 Million litres Carbonated Still Carbonated % share Still % share Water cooler Water cooler % share Water cooler % change Packaged Packaged % share Packaged % change Total market Total market % change Source: Zenith Global

Š Zenith Global Ltd 2019

UK forecast plain bottled water consumption by segment, 2018-2023f 2018 2019f 2020f 2021f 2022f 2023f

Zenith UK plain bottled water report 2019

Appendix

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Appendix 1- legislation 

Commentary



Commentary



Commentary

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Appendix 2 – definitions and symbols

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Definitions Natural Mineral Water 

The basic requirements of the UK regulations are:



Must come from a recognised groundwater source. Recognition is granted by local authorities to meet EU standards and requires a lengthy testing process to ensure freedom from pollution and a consistent mineral composition.



Must be bottled at source unless the practise was to tanker to the bottling plan on or before 17th July 1980.



Cannot undergo treatment except permitted treatment for filtration of particles.



Nothing can be added to water except carbon dioxide for carbonation.



The water can only be bottled under a single name, described as natural mineral water.



The water must meet strict requirements for microbiological and chemical purity.

Spring Water 

The basic requirements of the UK regulations are:



Must come from a groundwater source.



Must be bottled at source (unless the practise was to tanker to the bottling plant on or before 23rd November 1996).



In the UK, spring water can currently undergo certain forms of permitted treatment.



The water can only be bottled under a single named Spring Water. However, additional Bottled Drinking Waters can be produced from the same source.



The water must meet requirements for microbiological and chemical quality.

Bottled Drinking Water 

The basic requirements of the UK regulations are:



‘Bottled drinking water ‘is a legal category of water and should not be confused with the general use of the term ‘bottled water’.



Can come from any source – groundwater, surface water (e.g. a lake or river), tap water or other (e.g. glacier, iceberg, rainwater)



Need not be bottled at source.



Can undergo any form of water treatment.



Water from a single source can be bottled under different names.



Can be bottled under any description except one that is misleading to consumers. Use of the description natural mineral water, spring water or mineral water is not permitted. Some commonly used descriptions are ‘Table Water’ and ‘Purified Water’.



The water must meet requirements for microbiological and chemical quality.



These definitions are a simple description of the requirements of the UK bottled water regulations. Appendix 1 details the relevant regulations for England, Scotland, Wales and Northern Ireland and any subsequent amendments.

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Zenith UK plain bottled water report 2019

Flavoured Water Sweetened with sugar, sweetener or unsweetened with added fruit essence; sparkling natural mineral, spring or bottled drinking water with added flavourings.

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Includes: 

Flavoured unsweetened bottled waters



Flavoured bottled waters with added sugar and/or sweetener Not included are:



‘Schorle’ (sparkling water and fruit juice) and other soft drinks



‘Limonaden’ (water-based, flavoured carbonated soft drinks popular in Germany)



Pressé drinks (ready-to-drink cordial drinks)

Functional Water 

Functional waters have added functional ingredients, such as botanicals, vitamins, minerals, oxygen or others. Functional waters can be still or sparkling and can be flavoured or unflavoured. Such waters are marketed as having a functional positioning.

Juicy Water 

Defined as water with added juice, juice content ranges from 5% to 25-30%. However, the key attribute is consumer perception of such products as being water plus juice as opposed to a juice drink. These drinks are perceived by consumers to be closer to flavoured waters than juices/nectars.

Includes:



Volvic Juiced



Drench Juicy



This Juicy Water Excludes:



Sanpellegrino Aranciata/ Limonata



Capri Sun



Vimto

Water Plus 

Water plus includes flavoured waters, functional waters and juicy waters as defined above.

Distribution channels Retail Supermarkets 

Multiples and other grocers – Tesco, Sainsbury, Asda, Waitrose, Morrisons, Somerfield, Co-op, Marks & Spencer, Boots, Budgens, Iceland



Aldi, Lidl and other discounters

© Zenith Global Ltd 2019

Zenith UK plain bottled water report 2019



Smaller local supermarkets (e.g. Booths, Harry Tuffins)



Supermarket forecourts and smaller formats of the major multiples (e.g. Tesco Metro)

Independent, others 

Confectioneries, tobacconists and newsagents (CTNs)



Convenience stores (e.g. Londis)



Small independent grocers



Other forecourts



Off licences



Other retail stockists/cash & carry

Door-to-door 

Dairy deliveries



Direct mail orders



Door-to-door deliveries of water for coolers

Away From Home Offices 

Water supplied in places of work such as offices, factories etc.

Horeca, pubs and clubs 

HoReCa – hotel, restaurant and catering channels



Cafés, bars, pubs



Nightclubs



Food service



Vending machines

Others 

All other away from home outlets

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Symbols ...

Negligible, less than 0.05

e

Estimate

Foodservice Distribution to on-premise or horeca outlets Horeca

Hotels, restaurants and catering

na

Not available, not applicable

NR

Non returnable packaging

HDPE High Density Polyethylene HOD Home and Office Delivery PET

Polyethylene terephthalate

rPET Recycled Polyethylene terephthalate PLA Polylactide or polylactic acid POU Point of use (mains water) cooler PVC Polyvinyl chloride R

Returnable packaging

SC

Sports cap

VPL

Value per litre

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Appendix 3- Target Group Index (TGI)

Zenith uses Target Group Index (TGI) syndicated surveys to provide actionable on consumer behaviour, purchasing habits, attitudes and motivations. This compliments Zenith’s own data and research in this report.

Established in 1969 and originally focused on the British market, TGI has since expanded to cover more than 65 countries.

In Britain TGI is representative of all adults aged 15+ and is used by over 300 companies, including brand owners, media owners and advertising agencies.



TGI enables



Awareness of market trends and dynamics



Identification of opportunities for new and existing brand development



Accurate description of target groups



Improved marketing strategies and advertising campaigns



TGI is



Insightful and actionable



Information on usage of over 4,000 brand across 500 product areas



Updated four times a year



Single source and independent of vested interest

www.kantarmedia.co.uk TGI’s consulting offer, TGI Insights and Integration, enables the breaking of new ground in consumer insight through the provision of the most suitable skills, tools, analysts and thinking. With genuine global reach (we are part of Kantar, WPP’s insights and consultancy arm) and unique access to raw TGI data in 65 countries we are a strategic partner to the world’s most demanding consumer-facing industries.

Anne Benoist- Director +44 (0)20 8433 4227 anne.benoist@kantarmedia.com www.tgi-insights.com

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Zenith UK plain bottled water report 2019

Appendix 4- Leading company profiles AG Barr Plc Berrington Pure Spring Water Company Black Mountain Mineral Water Company Brecon Mineral Water Britvic Plc Coca-Cola European Partners Coca-Cola HBC Northern Ireland Cooleraid Cott Beverages Ltd Danone Waters (UK & Ireland) Decantae Natural Mineral Water Eden Springs UK Ltd Edgar’s Water Fonthill Pure English Spring Water Harrogate Water Brands Ltd Highland Spring Group Hildon Ltd Kingshill Mineral Water Ltd Montgomery Natural Spring Water Company Nestlé Waters UK Ltd One Water Radnor Hills Mineral Water Company Ltd Roxane UK Ltd Prince’s Gate Spring Water Princes Soft Drinks Shepley Springs Ltd Swithland Spring Water Waterlogic

© Zenith Global Ltd 2019

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