Retailers are missing out on the opportunity to sell more bottled water in the run-up to Christmas, according to latest independent research commissioned by Nestlé Waters.

The findings revealed that nearly half of shoppers surveyed (44%) intend to have plain sparkling bottled water on the table for celebratory meals this Christmas yet, but 69% of retailers do not stock premium glass sparkling bottled water in the run-up to the occasion.

Silika Shellie, head of category and shopper development at Nestlé Waters, says: “We know that 55% of retailers are looking for more help and advice on how to make the most of the evolving soft drinks category. Bottled water in particular is an exciting area at the moment and we are committed to taking our retail partners on the journey with us to maximise the growth potential and drive sales. Understanding what shoppers want and responding to demand is key, which is why we invested in this latest research to uncover the seasonal sales opportunities for retailers.

“It is clear from our retailer and shopper research that there is a gap between supply and demand for bottled water during the festive period. As a premium sparkling mineral water with a sophisticated taste, S. Pellegrino is perfect for special occasions such as Christmas and presents retailers with a really strong opportunity to drive sales at this time of year.”