Pricewatch: 25 January, 2019 – Bottled water
Find out how your store compares on the pricing of bottled water
Water is one of the best examples of cashing in on convenience there is. Despite it coming out of a tap for (almost) free, consumers are still willing to pay up to £1.49 a bottle in the nation’s independent convenience stores.
One thing that stands out about the multiples’ ranging is its simplicity. There’s a tight number of brands, with clear price differences between them, communicating the value of trading up from products such as Ice Valley, to more premium options, such as Glaceau Smartwater. Depending on your area, you could stretch this even further, with local lines.
Where multiples are driving down the value of water with multipacks, independent retailers can stretch prices by making sure they are chilled and readily available when shoppers need them the most.
With health trends continuing to dominate the soft drinks agenda, it will become even more crucial to get water right in months to come.
|PRODUCT||AVERAGE||BOOKER RRP||OFF LICENCE AND SHOP IN LEEDS SUBURB||SEAFRONT NEWSAGENT AND GENERAL STORE IB DEVON RESORT||HIGH STREET NEWSAGENT AND SHOP IN SCOTTISH BORDER TOWN||SMALL NEWSAGENT ON BUSY MAIN ROAD IN EAST LONDON||SMALL HIGH STREET NEWSAGENT IN SUSSEX COASTAL TOWN||SUBURBAN BIRMINGHAM C-STORE ANG NEWSAGENT|
|VOLVIC MINERAL WATER 1.5LT||£1.11||£0.99||£0.99||£1.49||–||£0.99||£0.99||£1.29|
|VOLVIC MINERAL WATER SPORTS CAP 1LT||£1.00||£0.95||£0.99||£1.40||£1.00||£0.99||£1.00||£0.99|
|VOLVIC MINERAL WATER 500ML||£0.66||£0.65||£0.59||£0.69||£0.40||£0.69||£0.65||£0.69|
|GLACEAU SMARTWATER 600ML||£0.71||£0.60||–||£0.69||£0.60||–||£0.60||–|
|VOLVIC TOUCH OF FRUIT STRAWBERRY 500ML||£0.92||£0.95||£0.95||£1.14||£0.89||£0.99||£0.89||–|
|VOLVIC TOUCH OF FRUIT STRAWBERRY 1.5LT||£1.40||£1.35||£1.35||£1.35||£1.35||£1.39||–||£1.39|
|EVIAN ACTION STILL WATER SPORTS CAP 750ML||£1.04||£0.99||£1.05||£1.39||£0.89||£0.99||£0.99||£1.09|
|HIGHLAND SPRING MINERAL WATER 1.5LT||£1.05||£0.85||£0.99||–||£0.84||£0.99||–||£0.99|
|EVIAN MINERAL WATER 500ML||£0.71||£0.69||£0.70||–||£0.57||£0.75||£0.69||£0.69|
|HIGHLAND SPRING MINERAL WATER SPORTS CAP 750ML||£0.97||£0.95||£0.75||£1.39||£0.95||£0.99||£0.79||£0.89|
|ICE VALLEY STILL WATER 500ML||£0.58||£0.50||–||–||£0.45||£0.50||–||£0.49|
EDFM is a specialist in helping leading suppliers to the UK’s independent convenience channel get value, insights and business benefits from EPoS data. To find out how they could help you call 07976 295094
Location: Hillingdon, West London
Size: 800sq ft
Type: residential Top Tip Dedicate a large space to water; if a brand offers a variety of formats, get all of them in We stock a lot of bottled water, and always stick to RRP. The most popular brand is Volvic; we stock the whole range from Volvic, Evian and Highland Spring. We buy 50cl, 1l and 1.5l formats across all these brands. Ten or 20 years ago, when water was just ‘water’, we only sold Evian, but customer trends are changing, and now shoppers are looking at pH levels and what benefits water offers, such as being alkaline-heavy, or having electrolytes. During the summer, we tend to favour budget lines and keep multipacks on offer.
Location: County Athlone, Ireland
Size: 4,000sq ft
Type: forecourt Top Tip Try to bulk-buy water to get better value on prices We normally set our own water prices just above RRP. We stock a variety of brands, such as Celtic Vale Natural Mineral Water and Londis own brand, which offers good margins. Evian sells quite well, and is always on offer from Londis, or on promotion. With the water category being so saturated, every brand is trying to get a share of the market, so you get better value for them as they compete for sales. We stock a lot of 5l bottles because there have been quite a few water outages recently, so people are stocking up.
Corfe Castle Stores
Location: Corfe Castle, Dorset
Size: 1,000sq ft
Type: village Top Tip Offer branded and non-branded varieties to ensure you cater to all shoppers If we stock any Co-op lines, we are obliged to stick to the RRP on all their ranges, including water. We normally stick to RRP across our range, depending on the brand. Overall, the category offers good margins, but if we are able to price slightly over, then we do so. We’re based on a walking path and in the summer, when a lot of people pass our store, they don’t really pick up sparkling water, but tend to favour non-branded waters because they are cheaper. For those planning camping trips, we stock 5l varieties.
Premier Eldred Drive Stores
Location: Orpington, Kent
Size: 1,200sq ft
Type: residential Top Tip Stock water at eye level and make sure it is in a high-footfall area In flavoured water, Volvic dominates the sector and we stick to that brand. As we are in a residential area with a lot of schoolchildren passing by, they tend to go for the cheaper water lines, such as Ice Water, which we sell at 39p. Plus, they are only allowed to take water to school. The older students normally go for Volvic 1l. Being a Premier store, we mainly buy our water from Booker because it is the cheapest, and it always has ongoing promotions. We tend to stick to RRP across our range.
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