Published: The Irish Times 18/06/19 Written by Rose Costello.
Water must surely be every marketers’ dream. The basic product costs little and we are repeatedly being told we need to drink more. Up to two litres a day is considered advisable for the average person, according to the World Health Organisation (WHO).
Where that water comes from is up to you. Most of Ireland has access to tap water that is believed to be clean and safe, though it does not always taste great.
All of us also have access to a variety of bottled waters from places as far away as Fiji. What distinguishes one from the other generally comes down to marketing budget.
Take Smartwater, which was launched on to the Irish market last year with a campaign fronted by Jennifer Aniston, its brand ambassador since 2007. There are no published figures as to how much she is paid by Coca-Cola, which owns the brand, but it won’t be peanuts.
Smartwater is described as “vapour distilled spring water with added electrolytes”. So it is creating by boiling water and adding minerals to “create a crisp, clean taste”.
In other words it tastes like water.
According to the label it is “bottled in Northumberland” in England. A green logo on the front identifies this as a “plant bottle”. According to Coca-Cola, this means that some of the plastic is made from polyethylene terephthalate (PET), which comes from fossil fuels, but some of it is from plants.
It doesn’t say how much, which plants, or how that works when it comes to recycling. It’s hard to see how such a bottle could be put with the plastic recycling, but Coca-Cola is not giving away its secrets. That’s the science bit.
Evian, the “natural mineral water”, lists the composition of its product rather than ingredients. That’s because it is bottled at source in the French town of Evian for its owner Danone. If the bottle looks a bit hazy that’s because it is made from 50 per cent recycled plastic. Compare the labels on Volvic, another mineral water brand owned by Danone and bottled in France, to see how the mineral content varies depending on the source. This will affect the taste.
It’s surprising how many water brands are owned by food and beverage behemoths. San Pellegrino, the sparkling mineral water bottled in Italy, does not mention on the label that the brand is owned by Nestlé.
This bottle also lists minerals on the front because the water comes replete with those picked up on its subterranean journey through Alpine rocks. It has some natural carbonation but carbon-dioxide is added to make the spa water more palatable. That’s the difference between still and sparkling water.
It’s hard to know how to categorise Ballygowan. Ever since the brand was launched in the 1980s, the water has been bottled at source in Newcastle West.
The owners claim it has gone through a 750-year journey through mineral-rich limestone and into the aquifer before being captured in Limerick. The business is owned by Britvic, a soft drinks company, with operations in Britain, France and Brazil as well as Ireland.
The bottle has what looks like an eye symbol over the words NSAI certified. This indicates that National Standards Authority of Ireland gave its stamp of approval to the process.
The green heart logo stamped with Love Irish food seems appropriate given that this has come out of the earth here.
Dunnes Stores Irish Spring water does not have that symbol even though it is bottled at source in Monaghan.
Deep River Rock, which is bottled by Coca-Cola, does not get to use the Love Irish Food symbol either, though its plant is on the island of Ireland in Co Antrim. Its label has “PET” inside a circle with two arrows, which is to indicate the plastic is recyclable. A set of simpler symbols could really help shoppers.
Bottled water is expensive, but sometimes that is the point as with the Spanish brand Solan de Cabras Natural Mineral Water, which comes in a blue glass bottle and costs twice the price of many others.
At other times health is a concern. Many Irish households are still living with “boil water” notices, and unsafe levels of lead have been found in supplies around the country. The answer may not lie in bottled water, however, given that an analysis of some of the most popular brands showed some contained tiny pieces of plastic. The WHO is to conduct a review into the potential risks of plastics in drinking water.
The Smartwater bottle says it best: “Sometimes the answer is right under your nose, and other times it’s floating above your head.”
Grocery spend on Irish brands has increased by 25% during the lockdown, according to new data released by Nielsen.
It finds that shoppers are spending an additional €35 million on local products compared to the same period in 2019.
The data also shows that alcohol is the fastest growing overall category.
With pubs, bars and restaurants remaining closed, the report reveals that alcohol sales increased by over 66% in the four weeks ending 17th of May 2020, reaching €140 million.
That equates to 22 million litres sold, which is still far below the 38 million litres sold at this time last year both in store and across the hospitality sector.
There was significant growth for stout which accounted for €6 million in sales, as well as cider and gin across both local and non-local brands.
Irish consumers are also opting for local options when choosing their baking ingredients, with sales of Irish produced flour brands up over 217% in the last four weeks, and Irish produced sugar increasing by 65%, both significantly outperforming non local alternatives.
The Nielsen data shows that in the four weeks ending 17th of May, grocery sales in Ireland totalled €1 billion – a growth of 17% compared to the same period in 2019.
Large supermarkets experienced the biggest growth, with value sales up 24% compared to the same period last year, whilst value sales at convenience stores were up by 10%.
As well as alcohol, popular categories over this four week period included frozen food, where sales increased by 35% to reach €19m, as well as shelf-stable food which experienced a 30% surge in demand, reaching €71m.
Karen Mooney, Ireland market leader at Nielsen has said that local shops will continue to play an important role during this pandemic.
“With shoppers less willing to travel further than absolutely necessary, many are turning to the closest local shops to meet their needs. Many shoppers are also actively seeking out local products both for convenience, as the relatively less complex supply chains has meant a wider availability of local products, but also because of greater trust in the safety of local products and the desire to support local producers and businesses,” she said.+