Ignorance over mineral water

Recent research suggests that consumer awareness of mineral water brands is lower than in other drinks sectors. The independent research undertaken by advertising agency DMB&B shows that nearly a third of consumers are unable to name a leading brand of mineral water.

Sixty-nine per cent of the sample group could name a perceived brand leader. But that compares with 80% who could name a canned lager brand, and 87% a whisky brand.

Of the main brands of water, Evian and Perrier were joint favourites, with 17% each being named. Other top brands in the survey were Buxton Spring (4%), Highland Spring (3%), Volvic (3%) and Spa (2%).

Replies to endurance-related questions showed Perrier ahead. Eighty-four per cent saw Perrier as "the original", 78% saw it as of the highest quality and 69% as trusted. Evian, however, earned a score of 75% on the trust question, 70% on the quality question and 66% on the test-of-time question.

The survey was conducted in September 1994 by Gordon Simmons on behalf of DMB&B. The sample was 375 consumers aged from 15 to over 65. More information from DMB&B on 0171-839 3422.