Market Trends of Europe Functional Water Industry
Supermarkets/Hypermarkets are the Most Preferred Channel for Distribution
Strategic product positioning on dedicated shelves for products, including functional water bottles, influences impulse purchase behavior among potential consumers. The significant factors behind this popularity are attractive discount offers, loyalty program schemes, and cashback schemes. Business expansion and the proliferation of supermarkets and hypermarkets bolster sales of functional water further. Supermarkets/hypermarkets increase shelf visibility through display and assortment strategies. Additionally, they feature various brands' availability to cater to consumers' diverse needs. Thus, the sales of functional water through these channels have increased in the past few years. Intense competition exists among prominent manufacturers, inducing strong competition among brands to differentiate products on their shelves, reposition their products, cater to particular consumer needs, and target audiences effectively.
Functional Water is Popular in the United Kingdom
Due to the hectic lifestyle and the rise in the number of working people, there is an increase in the consumption of functional water as it is a convenient way to incorporate vitamins and minerals into the diet. As a substantial number of people residing in the United Kingdom have diabetes, these customers tend to avoid sugary drinks in beverages. According to Public Health England, in 2021/22, around 3.3 million people in England were registered with Type 2 diabetes. Moreover, with the increasing health consciousness, consumers are opting for healthy alternatives for sodas, juices, and other sugary beverages, thereby propelling market growth.
