Sparkling Water provides opportunity for festive growth with new eco bottle™
With Christmas fast approaching, Highland Spring is helping convenience retailers give their sales a little lift, by showcasing the opportunity that natural source Sparkling water presents for this key occasion, whilst maintaining sustainability commitments.
Christmas is a time when shoppers are likely to trade-up, opting for more premium options fit for celebrations, and with continued local restrictions leading to less eating-out occasions, consumers will be looking to recreate a more premium experience at home. As well delivering superior hydration as a stand-alone refreshment, Sparkling Water can be added to mocktails, providing the perfect alternative to sugary fizzy drinks, and many consumers also choose to add it to alcoholic drinks as a mixer instead of soda water. This means there has never been a better time for retailers to capitalise on the eat, treat and celebrate occasion that Sparkling water caters for.
Sustainability and environmental concerns have remained high on the agenda for shoppers throughout 2020 and continue to be top of mind throughout the indulgence of the festive period. Providing healthy hydration in an environmentally sustainable way is a core purpose of Highland Spring, which rolled out its Sparkling water in a 500ml Eco Bottle™ earlier this year, following the initial launch of its first 100% recycled and recyclable Eco Bottle[1] in 2019.
COVID-19 has had a significant impact on the overall bottled water category. However, Sparkling is continuing to perform well, experiencing a growth of +1% in the last 12 weeks[2]. As the category leader in convenience, Highland Spring Sparkling has added £5.6m[3] in value to the overall category, which is worth +£14.8m in total impulse[4].
Carol Saunders, Head of Marketing at Highland Spring Group, comments: “It’s apparent that during what has been a challenging year for all, Sparkling water has emerged as a star performer with continued growth. Christmas is a time to treat yourself and Sparkling water is perceived by consumers as a more exciting way to hydrate. Highlighting the Sparkling offer is a must for convenience retailers this season, as shoppers look to top-up their big shop and cater for those long-awaited extended family visits.
“It’s important to us that we continue our commitment to a sustainable future, with the introduction of our 500ml eco bottle™ to Sparkling consumers. Whilst all existing bottles in the Highland Spring range are 100% recyclable to give them another life, our evolving eco bottle range underpins our promise to remain at the forefront of environmentally sustainable innovation.
“Our sustainability commitments are also much broader than packaging alone, and we were the first natural source water brand in the UK to have its catchment area certified as organic by the Soil Association. We have recently been named by the Good Shopping Guide as the Top Ethical Brand for the 13th year running.
“This Christmas, shoppers can therefore be assured that every drop of Highland Spring water, including those with added ‘sparkle’, delivers all-natural, sustainable refreshment..”
Available in convenient 500ml bottles for uplifting refreshment on the go, as well as 1litre and 1.5litre formats for shoppers stocking up for those special occasions, Highland Spring Sparkling is a must-stock for convenience retailers looking to drive incremental sales over the festive period.
[1] The Bottle is made from 100% recycled plastic. Label and cap are not made from recycled plastic. Bottle, label and cap are 100% recyclable
[2] Nielsen Total Coverage vs YA 31.10.20
[3] Nielsen Total Impulse MAT YA 31.10.20
[4] Nielsen Total Impulse MAT YA 31.10.20
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