Plain bottled water has been one of the fastest growing beverage categories over the last 10 years, and now accounts for around 5% of all drinks purchased. The popularity of bottled water has been driven by consumer demand for a natural, consistent and convenient alternative to other drinks options, as well as a move to drink more to remain better hydrated. Health and wellbeing, together with refreshment on the move, are the driving forces within this buoyant drinks category.  

Natural bottled water is the people’s choice. They don’t choose it all the time – the British drink far more tap water, tea, coffee, milk, carbonated soft drinks, squashes, and, indeed, beer. However, when the occasion is right, UK citizens, from all walks of life, often turn to natural water.  

Boosting hydration levels

Recent research from the US looked at why people buy bottled water. First and foremost, it found that 44% of people switching to bottled water were doing so to replace carbonated soft drinks, the rationale of which would be to consume a healthier beverage option in bottled water.  

Secondly, it found that bottled water was being consumed in addition to all other drinks, including tap water. In today’s society, where people are far more informed about the health benefits of remaining hydrated and maintaining sufficient intake of water, the widespread availability of natural water in a convenient and often chilled format is driving the consumption of water generally, helping people achieve both short-term hydration and longer-term health benefits.  

Filling in for tap on the move

The same research found that bottled water only replaces tap water in 16% of instances. Most people continue to drink tap water, supplementing it when out and about, on special occasions, or if a personal choice is made to drink a natural product, rather than tap water, perhaps due to local taste issues. Where 2 or more litres of tap water is used each day for drinking (including for hot drinks), the average consumer in the UK drinks around 10cl of bottled water each day.  

In the UK, about one third of bottled water sales can be attributed to on the move consumption – people buying chilled water from stores and shops, often rather than alternative higher-calorie beverages, where tap water is simply not readily available.  

Some consumers prefer bottled water

In a consumer survey by GfK NOP (May 2008), consumers were asked about their drinking water preferences. 30% said they preferred bottled water. Of those, 36% choose bottled water because of its taste; a further 23% were choosing it because it is not chemically treated; 18% for its convenience and 13% because it is “better for you”.  

When asked about the occasions they turned to bottled water, the popular choices were “when travelling”, “when it’s hot”, and “during exercise” – all occasions where the availability, consistency and portability of chilled natural water makes it a favourite option.