Water is a fundamental part of daily life, and according to Mintel, bottled water has come to represent either a daily must-have or a treat to consumers.
The market research expert revealed that in the UK, many consumers have opted to drink more free water to curb spending on bottled water. Less than one-third of American consumers drink bottled water, showcasing the changes in consumer purchasing decisions during tighter economic conditions.
The growing trend towards sustainability is coupled with economic and financial strain, significantly impacting consumers' purchasing decisions.
Between men and women in the UK, the consumption of bottled water is relatively even among those who typically drink bottled water. However, a closer look unveils that younger consumers are more likely to drink bottled water, with three-quarters of consumers aged between 16-19 drinking bottled water, compared to less than a third of those 65 and over. This is a figure that has persevered through 2022 and 2023.
This is primarily driven by the perception of safety, which Mintel stated could be a contributing factor as young consumers are three times more likely to think bottled water is safer than tap water.
Furthermore, two-thirds of consumers stated that filtered and bottled water taste equally good, with many emphasising hygiene and the preferred taste of filtered water.
This is something that brands can leverage, driving interest towards water filter products and providing consumers with hygiene and taste preferences, convenience, and sustainability.
While sustainability is a leading concern, younger consumers are more concerned about packaging than reusable water bottles, as Mintel has noted a decline in consumption of these with each increase in age group.
Globally, a major trend taking precedence is sustainable and climate-conscious packaging. This means many bottled water products move away from bottles and towards cans to capture a sustainable market.
Sixty percent of consumers in the UK agreed that plastic bottles were the least environmentally friendly drink packaging, with a third stating that non-plastic packaging was more sustainable. Approximately half of British consumers consider sustainable packaging essential to drink packaging design.
