FLAVOURED WATER BESTSELLERS | ||||
---|---|---|---|---|
IRI: 52 w/e 31 December 2016 | ||||
VALUE | VOLUME | |||
£m | y-o-y% | litres (m) | y-o-y% | |
Volvic | £117.7 | -1.1 | 112.0 | -2.3 |
Robinsons | £10.1 | 20.9 | 8.0 | 17.7 |
Mac B | £8.8 | 5.3 | 10.5 | 2.8 |
Trederwen Essence | £5.0 | 16.3 | 14.9 | 24.8 |
Rubicon | £3.5 | n/a | 1.6 | n/a |
· Evian remains the best-selling plain water brand with 5.5% value sales growth, accelerating from 3.3% the previous year.
· Danone Waters also launched Volvic’s biggest campaign to date, Find Your Volcano, backed by an investment of over £2m.
· Nestlé Waters has invested significantly in San Pellegrino over the past three years, driving growth to 20.8%.
· Nestlé Waters will continue to drive awareness of the Buxton brand in 2017 with sponsored events including the Virgin Money London Marathon.
· Highland Spring ran its Anywhere for Tennis campaign, The Grocer’s Top Campaign 2016 winner.
PLAIN WATER BESTSELLERS | ||||||
---|---|---|---|---|---|---|
IRI: 52 w/e 31 December 2016 | ||||||
VALUE | VOLUME | AVERAGE PRICE | ||||
£m | y-o-y% | litres (m) | y-o-y% | £/ltr | y-o-y% | |
Evian | £153.3 | 5.5 | 206.2 | 3.1 | £0.74 | 2.4 |
Buxton | £110.2 | 7.0 | 181.3 | 6.2 | £0.61 | 0.8 |
Highland Spring | £95.6 | 2.2 | 165.5 | 4.9 | £0.58 | -2.6 |
Volvic | £65.0 | -2.1 | 80.7 | -11.8 | £0.81 | 11.1 |
Pure Life | £63.1 | 43.6 | 175.1 | 49.6 | £0.36 | -4.0 |
Glaceau Smartwater | £38.9 | 93.8 | 39.9 | 102.0 | £0.98 | -4.1 |
San Pellegrino | £30.5 | 20.8 | 25.9 | 19.3 | £1.17 | 1.3 |
TAKE HOME SHARE | ||||
---|---|---|---|---|
Kantar Worldpanel: 52 w/e 6 November 2016 | ||||
VALUE | VOLUME | |||
£m | y-o-y% | ltrs (m) | y-o-y% | |
Plain - Still | 218.1 | 12.2 | 700.3 | 13.5 |
Plain - Sparkling | 64.8 | 14.5 | 239.7 | 17.7 |
Flavoured - Still | 110.7 | -1.0 | 184.8 | 6.3 |
Flavoured - Sparkling | 79.4 | 0.1 | 166.6 | 1.1 |
Total Bottled Water | 473.0 | 7.0 | 1,291.5 | 11.4 |
· Take-home bottled water has outperformed the stagnant overall grocery market, achieving 7% year-on-year growth. This is a slight slowdown compared with previous years, which averaged 11% to 12%.
· Water’s growth is being driven by additional shoppers buying into bottled water and more regularly, and bigger trips from shoppers already purchasing.
· 72% of UK households have bought bottled water in the last year, with shoppers making nearly 15 trips per year on average (up 5.8% vs the previous year) and buying 65.1 litres across the year on average.
· Branded waters still hold the majority of market share (53%). However, own-label waters are growing faster (11% year on year vs 4% branded growth). This is largely a result of Tesco’s own-label performance. In all three growing own-label categories (plain still, plain carbonated and flavoured still) Tesco is the number one private label.
Adam Dobson, Kantar Worldpanel
BRANDS VS OWN LABEL | ||||
---|---|---|---|---|
Kantar Worldpanel: 52 w/e 6 November 2016 | ||||
VALUE | VOLUME | |||
£m | y-o-y% | ltrs (m) | y-o-y% | |
Branded | 252.3 | 3.89 | 483.3 | 7.81 |
Private Label | 220.8 | 10.83 | 808.2 | 13.68 |
RETAIL SHARE | ||||
---|---|---|---|---|
Kantar Worldpanel: 52 w/e 6 November 2016 | ||||
TRADING | VALUE | |||
retailers | grocery | category | index | y-o-y% |
Bargain Stores | 2.1 | 2.8 | 133 | -5.2 |
Aldi | 5.2 | 6.2 | 119 | 28.2 |
Waitrose | 5 | 5.9 | 118 | 2.6 |
Tesco | 25.2 | 28.9 | 115 | -1.2 |
Asda | 13.4 | 14.7 | 110 | -4.1 |
Morrisons | 10 | 10.0 | 100 | -10.5 |
Lidl | 3.9 | 3.9 | 100 | 14.9 |
Independents & Symbols | 1.1 | 1.1 | 100 | 14.5 |
Sainsburys | 14.3 | 13.9 | 97 | -6.3 |
Co-op | 5.2 | 4.2 | 81 | 4.7 |
M&S | 3.5 | 0.8 | 23 | -4.4 |