Bottled water & squash 2024: health trend pushes up water sales

Brits are splashing out on bottled water. The sector has shifted an extra 200.7 million litres – a 7.1% increase in volume.

“This growth is driven by UK consumers prioritising healthier alternatives,” says Wardah Khan, NIQ research executive.

The point is backed up by Jonathan Fish, Danone head of category & commercial planning for beverages. “Healthy, good-tasting water is still in high demand,” he says. “Indeed, 57% of UK consumers are taking steps to limit or reduce the amount of sugar in their diet.”

In this health-conscious environment, cheaper own label water has benefited most. It’s up 8.2% in volume, while brands are up 5.9%, “as households remain cautious due to cost of living crisis”, Khan says.

Not that shoppers are unwilling to fork out for brands. Take Volvic and Highland Spring. They’ve added a combined £41.6m – driven in part by flavoured NPD. In March, Volvic launched Touch of Fruit Sparkling Sugar Free in three canned variants, while Highland Spring added a sugar-free trio in bottles.

The brands are just two of many success stories in a category that’s added £197.4m. That’s a massive gain compared with squash & cordial, which is up a meagre £11.5m. The sector’s shifted four million fewer litres after being hampered by rising prices and patchy summer weather.

Nine of the top 20 brands are in volume decline – including Robinsons, the market leader. But owner Britvic remains optimistic about the market’s relevance.

“Squash’s budget-friendly price point appeals to cost-conscious consumers and is a convenient choice for many shoppers when on-the-go or at home,” says Ben Parker, the supplier’s commercial director.

“Another key driver in the squash category is health. It’s top of mind for many shoppers, and 57% of consumers recognise squash as a great way to increase their water intake.”

One of the biggest players to stand out in a year of mediocre sales is third-placed Ribena. The Suntory Beverage & Food brand’s value is up 7.4% on volumes up 7%.

It attributes part of that success to marketing initiatives. Ribena’s popular berries characters returned to screens this year as part of a multimillion-pound investment, while it also ran an on-pack promotion offering the chance to win “memorable family experiences”.

“The promotion was hugely successful, with penetration and volume per trip growing ahead of the juice drink and squash categories during the campaign period,” says Alpesh Mistry, sales director at Suntory Beverage & Food.

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