WATER is one of the winners whenever the sun comes out. According to Scott Dickson, senior brand manager at Highland Spring Group: “Summer is always a crucial sales period for soft drinks producers, and it is especially important for the bottled water category.
“In the summer of 2013, plain water sales increased by 17.5% (according to IRI), with Highland Spring selling 5.3m packs.” He claims that represents growth of 31.7% compared to the previous summer.
“Bottled water is a truly incremental category; when the sun comes out, shoppers will often choose it in addition to their original planned purchase in order to keep cool and hydrate properly. However, with a scorching summer never guaranteed, the health driver of consuming water during these months is a key selling point for retailers.”
Dickson advises retailers to stock core brands and allocate sufficient space to popular lines such as Highland Spring 750ml sportscap.
• British flavoured-water brand Perfectly Clear has added a Blackcurrant variety to its range. It’s the first new flavour for three years. Brand owner CBL Drinks plans further new varieties and packaging formats later in 2014.
Maurice Newton, sales and marketing director at CBL Drinks, said: “Flavoured water as a category has seen nearly 10% sales growth in the last year, so it’s the perfect time to be extending our choice offering.”
It comes in 500ml and 1.5-litre bottles.
• Perrier, which owner Nestlé Waters claims is the only UK sparkling water available in a can, is adding a new slimline version to the range.
The new 33cl can replaces the traditional 33cl can in a bid to increase appeal to the brand’s target market, which the firm says is style-conscious 18-35 year-olds looking for zero-calorie refreshment.
The company claims consumers prefer slim cans to the standard shape.
Emma Lewis, assistant brand manager, said: “Perrier is in a unique position to drive packaging innovation, which in turn offers us new ways to engage consumers and ensure stand-out on shelf. Slim cans are part of a wider strategy to drive brand relevancy and recognition amongst our target market of 25-35 year-olds as they seek convenient sources of healthy hydration on the go.”
