November 9th, 2018

// Reusable water bottle sales driven by 51.7% of consumers wanting to reduce their plastic usage, says GlobalData 

Reusable water bottle sales driven by 51.7% of consumers wanting to reduce their plastic usage, says GlobalData 

Purchases of reusable water bottles and travel mugs are on the rise as consumers seek to reduce plastic waste, save money and stay hydrated, says GlobalData, a leading data and analytics company.

The company’s kitchen storage survey of 2000 UK shoppers revealed that Amazon and the grocers have benefited most from increased demand, with 14.9% of reusable water bottle shoppers purchasing from Amazon, and 13.6% and 8.8% of shoppers buying from Tesco and Asda respectively.

Amy Higginbotham, Retail Analyst at GlobalData, commented, “Almost one in five consumers purchased a reusable water bottle in the past 12 months, and over a quarter of those were 16 to 24 years old; this demographic is more exposed to, and influenced by, online media messages relating to plastic waste.”

Sales of travel mugs were less marked, with 8.4% of shoppers buying one in the last 12 months, but consumers were driven by the same environmental reasons.


IMAGE FOR PUBLICATION: Please Click Here: ‘The reasons why customers purchased reusable water bottles in the last 12 months (%)

Higginbotham continues, “Over half of those who purchased a reusable water bottle did so to reduce the amount of plastic they use – with David Attenborough’s widely-watched Blue Planet series having a major impact on attitudes to the effects the material is having on the environment.”

This reason was followed by a desire to save money, with over a third wanting to spend less on disposable bottles of water. Consumers also wanted to increase their water intake, as campaigns and health experts continue to stress the importance of staying hydrated.

Higginbotham concludes, “Amazon and the grocers are benefitting most as price and convenience attract kitchen storage shoppers. 78.8% of those who shopped at Amazon were attracted by the competitive prices while convenience was the biggest driver at the grocers, with 67.3% of Tesco customers choosing the retailer because it is easy to get to the store.”

About GlobalData

4,000 of the world’s largest companies, including over 70% of FTSE 100 and 60% of Fortune 100 companies, make more timely and better business decisions thanks to GlobalData’s unique data, expert analysis and innovative solutions, all in one platform. GlobalData’s mission is to help our clients decode the future to be more successful and innovative across a range of industries, including the healthcare, consumer, retail, financial, technology and professional services sectors.


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