UK is fastest growing bottled-water market

British consumers have been drinking bottled water at a faster rate than any other European country over the past five years, according to a report by independent market analyst Datamonitor. However, the UK lags behind Italy, France and Spain in terms of overall volume.

On average, British people drank 41 litres per person in 2007, which represents a compound annual growth rate of 8% between 2002 and 2007 – the fastest in Europe. Datamonitor predicts this will rise to 57.8 litres by 2012.

Per capita consumption is highest in countries where the drinking of bottled water is more established, such as Italy, at 234 litres per person per year, France (142.5 litres) and Spain (143.2 litres).

The increase comes despite environmental concerns associated with bottled water, and high-profile campaigns such as The Evening Standard’s Water on Tap scheme to make tap water freely available in London restaurants and bars.

Datamonitor consumer markets analyst Nick Beevors says bottled water is chosen in favour of soft drinks, rather than tap water. He says: “It is growing in popularity as people choose it over other soft drinks because it does not contain calories, caffeine, or artificial colours.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here