WATER


Water market


set for boost as offices reopen


The UK water drinks market took a big hit from the coronavirus outbreak last year, but is set to recover quickly, according to the latest UK Water Drinks Market reports from Zenith Global, the global food and drink experts.


U


K consumption of plain water fell by 9% in 2020 to 3.2 billion litres. Volumes of flavoured and functional water drinks


were down by 12% to 450 million litres. Sales values dropped even further, by 25% for both plain and flavoured/functional waters. “This is hardly surprising,” commented Zenith Global


Chairman Richard Hall. “Bottled water is especially popular in restaurants, which were closed for large parts of the year. The convenience of portable hydration is a key priority for people at work and on the move, which became curtailed by requirements to stay at home. The absence of tourism was another factor.” Despite this, the number of people


consuming water drinks has remained strong and the popularity of natural source waters was


reflected by increased consumption at home. Among other insights presented at the UK


Water Drinks Conference online last month were the following: • Sparkling water volumes grew by 4% to 560 million litres in 2020, as people sought its extra attraction with meals at home.


• E-commerce advanced strongly, as did sales of larger family packs for still water.


• Supermarket brand sales increased to 50% of plain water volume.


Zenith forecasts that 2021 will bring some relief,


but not completely, with the market recovering half way this year and more fully in 2022. “We expect renewed volume growth this year,


amounting to 4% for all water drinks. Value growth will be higher as offices and restaurants re-open and 2022 will be the year to look for full rehydration of the nation,” Mr Hall added. “As to the longer-term future, it’s clear that


proper hydration is important for people’s health. The trend is for greater frequency, greater choice and greater extension of water drinks into other benefits such as flavour and function. Greater concerns over calories and obesity add to the positives for water.


14 | vendinginternational-online.com “COVID-19 has also made people even more


conscious of the environment. We expect pressure to continue growing for recycling and recycled content as well as dispense and refill solutions,” he concluded. Meanwhile in anticipation of the return to the


office as lockdown comes to an end, the Water Dispenser and Hydration Association has revealed that its members are primed to support their customers in the journey back to the workplace with high hopes for a repeat of the 2020 hot summer. General manager Phillipa Atkinson-Clow said:


“Naturally times have been hard, but the industry is beginning to see green shoots of prosperity.” Next month Zenith Global will be releasing its


report on the water dispenser market in 2020 and giving its 2021 and beyond projection.


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