Britvic-SDR-Licensed-v12 Final - Flipbook - Page 42
Welcome
STEP
3
Sustainability
Up your game in healthier hydration
Britain is on a health kick. according to a
recent poll, 94% of people “make e昀昀orts
to be healthy” and nearly a quarter (23%)
“put a lot of e昀昀ort into being healthy”.12
as we’ve seen, this is driving many people
to drink less alcohol (60% either don’t
drink at all or are cutting back12); it also
means that more people are looking for
drinks with functional health bene昀椀ts.
Hence the growing number of soft drinks containing
functional ingredients such as CBD and adaptogens13 on
the market. Granted, these are still niche, but drinks with
botanicals and natural vitamin sources have been reshaping
the mainstream for some time. Purdey’s Natural Energy and
Plenish are an example of this, attracting the 17% of people
who say added health bene昀椀ts such as vitamins, minerals
and probiotics encourage them to buy more soft drinks.12
Demand for healthier drinks is combining with the growing
number of daytime visits to pubs and restaurants to fuel an
uplift in sales of water in licensed venues. While still a relatively
small sub-category in pubs, bars and restaurants, plain water
sales have grown by 11%, with volumes up 6%14, and we’re
predicting continued growth for sustainably packaged plain,
sparkling and infused water over the coming year.
The fact that one in four adults still chooses tap water when
not drinking alcohol in pubs and restaurants – representing
£800m in lost annual revenue15 – illustrates the scale of the
opportunity for licensed operators. By serving sustainably
packaged water, operators can not only raise top line sales but
also elevate customer perceptions in terms of quality vs tap
water, with almost half of bottled water drinkers (46%) worrying
that tap water might be contaminated (e.g. with toxins,
bacteria), rising to 58% of those aged under 35.16 If the water is
UK-sourced, all the better: 45% of people believe water from the
UK is more sustainable.17
12 Mintel – Pub Visiting UK 2023 - Source: Kantar Pro昀椀les/Mintel, August 2023
13 Adaptogens are natural agents that reportedly helps the body cope with stress
14 CGA by Nielsen IQ, Total Licensed, Plain Water Britvic de昀椀ned, MAT data to 30.12.23
15 KAM – Low & No 2023: The Consumer Perspective
16 Kantar Pro昀椀les/Mintel, March 2022
17 Mintel Bottled Water Report 2023
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