Bottled Water Sales Rocket But For How Long?

New research by market analyst, Datamonitor, reveals that, although consumption of bottled water is currently highest in Italy, France and Spain, countries with traditionally lower sales, such as the UK, are seeing extraordinary growth. “Bottled water is a safe and easily accessible drink that consumers choose to stay refreshed and hydrated. And, it is growing in popularity as people prefer it over soft drinks,” says Nick Beevors, consumer markets analyst at Datamonitor.

However, ethical and environmental consumption is a hot topic. The market researcher explains that consumers are increasingly using their purchase decisions as a way to express their beliefs. Products that don’t match these values may become threatened in the future and bottled water has increasingly been a target of different campaigns including the Evening Standard’s Water on Tap.

Datamonitor believes that manufacturers and marketers will increasingly minimise packaging to be seen as making credible steps towards sustainability. This could maintain the demand for bottled water.