Flavoured water bestsellers
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
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
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
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
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