HEALTHY UPDATE
Hydrating the nation
Bottled water consumption is due to overtake all other soft drinks this year with health being a key factor. VI looks at what this means for vending and what other healthy trends are growing in the industry
The staggering growth in bottled water consumption was revealed last month by Zenith Global chairman Richard Hall speaking at the 15th Global Bottled Water Congress in Evian. Richard revealed that bottled water consumption had increased
by 92 per cent in the past decade with the total consumed in 2017 reaching 418 billion litres. With all other soft drinks totalling 438 billion litres, Zenith predicts 2018 to be the year when bottled water takes the lead. Richard said: “This is all the more
remarkable because other soft drinks include carbonates, juices, energy, sports, concentrates, ready-to-drink teas and coffees, some of which are also growing strongly.” All the data comes from Zenith’s
new online database which covers 24 non-alcoholic beverage categories and segments across 86 countries in both volume and value. Figures go back to 2006 and forecasts up to 2022. Richard said the data “shows that the
vast majority of bottled water is not only healthy, convenient and local, it is also very affordably priced with virtually no increase in average prices during the past 10 years.”
TRANSFORMATIVE In vending the bottled water trend and its potential to revolutionise the industry has not gone unnoticed. Nicky Cain of Harrogate Water said:
“The growth of bottled water has been exceptional and transformative in the soft drinks category. The availability of bottled water as a healthy alternative to
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sugary drinks and juices with a wider degree of brand choice, has been a key factor in this development. Reaching for a bottle of water in preference to a sugary drink has become normal, especially for younger consumers. Nicky further revealed that Harrogate Water had “successfully outstripped market growth in recent years” and was currently growing at 10 per cent above the category.
JUST RIGHT FOR VENDING Wenlock Spring director Matthew Orme agrees that consumers are choosing water because it is the healthiest alternative to sugary soft drinks. He explained: “More people understand the need to keep hydrated and water is the best choice with no calories, no additives, no sugar.” But Matthew argues that size counts, especially in vending. “Vending operators need to ensure that they meet demand by stocking the right size bottle for both on site and on the go. Offer a choice and make it convenient.” The choice is between a 250ml sports
cap (ideal for younger children and for adults to pop into their pocket or handbag) and the standard 500ml and 750ml.
A CUPPA FOR ME Just before we get carried away though, water isn’t for everyone and there are a massive number of consumers who still prefer a vended hot beverage of either coffee, tea or hot chocolate. Importantly, the calorie count is relevant nowadays, as workers try to make
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