Insight of the week: The rise of the frequent bottled water drinker
The popularity of bottled water is hardly a new phenomenon. According to latest 2017 data from Kantar Media’s TGI study of consumer behaviour and characteristics, almost two-thirds of adults in the Republic of Ireland claim to drink bottled water today. This is broadly similar to the proportion doing so five years ago.
However, the proportion of adults who drink bottled water particularly frequently (more than once a day) has seen an ongoing rise in recent years, up from 15% of adults in 2013, to 18% in 2015 and 22% today (over 800,000 individuals).
Amongst these heavy consumers, 84% drink still water and 27% sparkling. The most popular sized bottles consumed are 1.5 or 2-litre, drunk by 38%, followed by 0.75 or 1 litre bottles, consumed by 30%.
We can get a better understanding of who these heavy water drinkers are by looking at their age and the stage of life they are at. TGI reveals that heavy bottled water drinkers are 23% more likely to be in the 35-44 year old age bracket and are 32% more likely to be in the TGI Lifestage group ‘Primary School Parents’ (live with son/daughter and youngest child is aged 5-9).
Of particular interest to those involved in marketing bottled water and related products is that heavy bottled water drinkers are not afraid to part with their money. They are 29% more likely than the average adult to admit they have expensive tastes, 29% more likely to agree they often wear valuable jewellery and 25% more likely say that if they trust a brand they buy it without looking at the price.
The kinds of media that best engage these frequent water drinkers include online pop up ads, which they are 34% more likely to say help them find interesting things on the internet. Things they have seen on posters are also engaging to this group, with them 26% more likely to say they often talk about these. TV advertising is also of interest and they are 21% more likely to say they find it interesting and that it gives them something to talk about.