With summer just around the corner, retailers should make sure their water range is ready for increased demand.
That was the advice from Julia Holbrook, category development lead at Nestlé Waters, who said that water is driving the soft drinks category, thanks to health-conscious shoppers.
“Summer is a great opportunity that retailers can make the most of with free-standing display units or meal deals,” she said.
Retailers limited on space should make sure they have still, sparkling and flavoured water in place and have two prices so that shoppers can choose between value or trading up.
Stores that have more room should introduce three price levels: entry-level, local and international.
“You need international brands like San Pellegrino to drive premium, local brands that promote provenance and heritage and then entry-level brands like Nestlé Pure Life to recruit new shoppers into the category,” Holbrook said.