UK shoppers bought 1.77 billion litres of water, pictured, across the retail market in the year to 15 July 2017 – overtaking cola at 1.72 billion litres
Soaring numbers of Britons are switching from fizzy drinks to bottled water when they are thirsty, according to a new report yesterday.
For the latest research shows that sales of bottled water are now bigger than cola for the first time as consumers continue to turn their backs on sugary soft drinks.
Data from analysts IRI shows that UK shoppers bought 1.77 billion litres of plain water across the retail market in the year to 15 July 2017 – overtaking cola at 1.72 billion litres.
Simon Oldham, group commercial director for Highland Spring Group, said that to outperform cola, a leading sub-sector of the soft drinks market, was a “huge milestone” for the bottled water category, with plain water expected to hit 4.7 billion litres by 2021.
He told trade magazine The Grocer that the shift marked “an ever-increasing focus on health, as people looked for better ways to keep hydrated.
“Plus, there is the sugar debate. Combined, these factors are changing the shape of the category,” said Mr Oldham.
But he said there is still a huge opportunity for further category growth as only 25per cent of people drink plain bottled water once a week.
“We need to keep encouraging healthy hydration habits among younger generations and, in particular, makes bottled water the drink of choice for all kids.”
According to Harrogate Spring’s Martin Crowson, while health was “ definitely a key feature “ in plain water’s success, there was also “a growing recognition of the virtue of naturally sourced water over and above zero-calorie fizzy drinks.”
A focus on health has likely marked the shift away from sugary soft drinks, pictured. But Coca-Cola still maintains the largest segment of the market in terms of value, generating £1.69 billion in the same period
He told The Grocer: “Its wide availability in the chiller cabinet, along with more recognisable brands, provides real choice.”
Action on Sugar said it was “encouraging that consumers were increasingly making healthier soft drink choices.”
“Sugar-sweetened drinks such as cola are the biggest contributor of sugar in the diets of children and teenagers,” said AOS nutritionist Kawther Hashem.
The Grocer said that Pepsi declined to comment but a spokesman for Coca-Cola European Partners told the magazine that it was “important to remember that the total cola segment is by far the largest in terms of value.”
Cola generated £1.69 billion in value sales – almost twice that of plain water in the same period.