Friday, August 19th, 2011 - Roy Morgan Research
The latest Roy Morgan Single Source research on bottled water including Cool Ridge, Frantelle, Mount Franklin, Pump, You’ll Love Coles and other brands, showed consumption of bottled water is on the decline. In the year to March 2011, 15% of the Australian population consumed bottled water in an average week compared to 19% in March 2006.

Over the same period the average number of glasses of bottled water consumed in a weekly period by bottled water drinkers has also declined from 8.2 to 5.9. This combination of fewer drinkers and lighter consumption amongst Bottled Water drinkers has resulted in a 37% decline in the total volume of bottled water consumed in an average week.


Consumption and Volume of Bottled Water

Purchase detailed Roy Morgan Bottled Water Buyer Customer Profiles
Source: Roy Morgan Single Source, Apr 2005 – March - 2011, n= 125,400.

This decline in bottled water consumption has coincided with a shift in attitudes related to water consumption. According to Roy Morgan Single Source, the proportion of Australians who agree with the statement ‘Bottled water is better to drink than tap water’ has declined from 29% to 19% in the five years to March 2011. Over the same period the number of Australians who say they regularly fill bottles or glasses with tap water whilst at work has increased from 50% to 53%.


Water Consumption Attitudes

Purchase detailed Roy Morgan Bottled Water Buyer Customer Profiles
Source: Roy Morgan Single Source, Apr 2005 – March - 2011, n= 125,400.


Compared to the population, bottled water consumers are more likely to be women (58% of bottled water consumers are female compared to 51% of the Australian population), aged 14-24 (28% compared to 17%) and live in a young singles household (17% compared to 10%).

Trends in attitudes relating to water consumption in the Australian population are also reflected amongst those who consume bottled water. The percentage of bottled water drinkers who believe bottled water is better to drink than tap water declined from 51% in the year to March 2006 to 39% in the year to March 2011 and the proportion that regularly fill a bottle or glass with tap water whilst at work increased from 63% to 66%.

The leading brands of bottled water in Australia are Mount Franklin, Pump and Cool Ridge. In the year to March 2011 12% of the Australian population consumed Mount Franklin in an average week, 4% consumed Pump and 3% Cool Ridge.

The demographics of the consumers of these leading brands largely reflect that of bottled water consumers in general. However Pump attracts a higher proportion of female buyers aged 14-24 (23%) when compared to Mount Franklin (17%) and Cool Ridge (17%) and Mount Franklin and Cool Ridge consumers are more likely to belong to the high AB socio-economic quintile (24% and 26% respectively) when compared to Pump consumers (19%).


Norman Morris, Industry Communications Director at Roy Morgan Research, says:

“With the image of bottled water as a superior alternative to tap water waning, marketers are under increasing pressure to convince consumers they are getting something extra when they purchase bottled water.

“This may explain the number of new vitamin and nutrient enriched products on the market as well as products that support charity organisations, such as Mount Franklin with its pink capped bottles in support of the Breast Cancer Foundation. Brands are also relying on packaging and brand image to differentiate themselves, such as Fiji water with its unique squared bottle and the cheeky Another Bloody Water.”


Purchase the latest detailed Roy Morgan's Bottled Water Buyer Customer Profiles. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia. We have profiles for buyers of the following brands of bottled water, Cool Ridge, Frantelle, Mount Franklin, Pump, You’ll Love Coles, and many more.

Purchase from an extensive range of Roy Morgan non-alcoholic drinks buyer profiles including flavoured bottled water, energy drinks, fruit juices and drinks, iced tea, mixers, soft drinks, sparkling mineral water and sports and health drinks.

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

Bottled water, Cool Ridge, Frantelle, Mount Franklin, Pump, You’ll Love Coles , bottled water consumption

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