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Water trends
"Heat drives consumption"
by Bettina Rees

From returnable glass to regionality and vitamin supplements: Manuel Danischus, Senior Category Buyer at REWE and responsible for purchasing non-alcoholic drinks, knows all about current water trends and drinking habits.

one: Mr Danischus, how has water developed over the past few years? What has gone particularly well?

Manuel Danischus: In terms of container type, the trend has been towards returnable glass for a few years now, whereas returnable PET bottles have been in decline over the last three years. Interestingly, there has also been less entry-level pricing, especially for our own brands.

During Corona, the trend then turned towards sparkling water. We sold more cartridges, and syrup for fizzy drinks was a big topic. As a result, the consumption of tap water also increased.

one: How are things looking now after corona?

Manuel Danischus: Things are now turning in favour of our own brands, which are growing significantly again.

one: What factors play a role in water consumption?

Manuel Danischus: Water is a year-round product with seasonal peaks. One of the most important drivers of water consumption is the weather. When it's 30 degrees, people turn to water more often. Conversely, less water was drunk last year during a bad summer.

„Other trends? A delicate but interesting plant is certainly functional water.“
Manuel Danischus

one: Who buys water?

Manuel Danischus: Everyone buys water. However, sparkling water is more in demand in urban areas, by younger people or families, nobody wants to lug crates or PET up to the fifth floor.

one: Does regionality play a role when it comes to water?

Manuel Danischus: It plays a huge role! It's very pronounced, every region has its own water. Hassia is drunk in Hesse, Rheinfels in the west, Ensinger in the south-west, Hella in the north, Adelholzener in southern Bavaria, to name just a few. Water is regional; apart from Gerolsteiner, there are virtually no German national brands. The French brand Volvic is of course national, Vittel was too, but has withdrawn from the German market.

one: Flavoured water is becoming increasingly common. Does this have a future?

Manuel Danischus: I've seen the topic gaining momentum over the last year or two. Hella is doing very well, Adelholzener too, of course. In addition, regional fountains are gradually picking up on this on a smaller scale. The line extensions are doing well, the strongest flavours are the classics cherry, apple and peach. With Vilsa, a producer has now introduced flavoured water in organic quality. I don't think the trend will disappear in the medium term.

one: Do you see any other trends...?

Manuel Danischus: Functional water is certainly a delicate but interesting plant. These are sugar-free or low-sugar mineral waters with additional benefits, i.e. with added vitamins. This is currently doing quite well, following the current zeitgeist of sport, nutrition and fitness.

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