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Why premium water is having a moment at the dining table

The role of water on the dining table has changed, and the idea that it is a sidekick to a bottle of wine couldn’t be further from the truth.

Guests may be drinking less alcohol, but they’re not compromising on experience. In fact, they’re raising the bar, and premium water is stepping into the spotlight.

For many guests, an elevated dining experience goes beyond a crisp chardonnay or spicy margarita. Over a third of today’s consumers are now likely to choose a non-alcoholic drink when dining in a restaurant – which is more than any other hospitality setting.¹

This preference is not unique. It speaks to a broader movement towards healthier more wellbeing-conscious lifestyles. With one in three opting for non-alcoholic beverages to focus on health and wellness specifically.²

At the forefront of this evolution is a greater awareness of the importance of hydration. 64% of regular restaurant-goers say they’re now more likely to choose bottled water over a traditional soft drink when dining out.¹ In this new era of health and wellness, consumers are no longer looking for refreshment that simply tastes good, they’re prioritising drinks that support their wellbeing.³

For younger adults in particular, it’s a way to stay hydrated without added ingredients – a small but meaningful change that aligns with their preference for drinks with pure and simple qualities.

Yet a focus on health and hydration doesn’t mean compromise. Just like a well-made cocktail, premium water adds to a premium experience. In fact, 69% of diners say they choose bottled still or sparkling water in a restaurant over tap water because it tastes better, is more refreshing, and looks more premium on the table – elevating their experience.⁴

A new era for dining

Despite this growing demand, many feel restaurants aren’t keeping up. Although the restaurant industry is one where appealing non-alcoholic drinks should be able to thrive, around one quarter of consumers feel underwhelmed by them when dining.⁵ It’s clear society is evolving – and restaurants must meet the moment.

Whilst consumers feel far less social pressure to drink alcohol, one quarter identify price as the greatest obstacle to choosing non-alcoholic drinks.⁶⁻⁷ This signals a clear disconnect – demand for alcohol-free options is rising, yet many consumers perceive these drinks as poor value for money, especially when priced similarly to their alcoholic counterparts.

For restaurants to be truly inclusive, it’s not just about offering more choices – it’s about ensuring those choices feel exciting and elevated but still worth the money. Research from Harrogate Spring Water suggests they need to carefully consider both the breadth of their beverage portfolio, and the value drinks offer – not just on taste, but on story, presentation and impact.

Premium experience: Hydration meets sophistication

With this evolution comes a heightened awareness of the importance of hydration. Research reveals 65% of regular restaurant-goers now see premium water as an essential part of the hospitality experience. However, quality alone isn’t enough – regular restaurant-goers increasingly expect the brands they support to reflect their values.

We’ve all heard of farm to fork, but there is also a growing number of consumers that value locally sourced water.⁸ Additionally, with 71% of regular restaurant goers conscious of sustainable packaging materials – more than the average consumer –sustainability is also now a key consideration for hospitality providers when reviewing their product offerings.⁹

Harrogate Spring Water delivers on all fronts. As the leading out-of-home water brand, rooted in 400 years of spa town heritage in beautiful Yorkshire, it delivers exceptional hydration to guests.¹⁰ As a certified B Corp, bottled in 100% locally sourced recyclable plastic, Harrogate Spring Water is uniquely positioned to deliver on both quality and conscience.¹¹

A partner for the future

In today’s fast paced world, certain moments deserve to be refined, elevated and enjoyed. From casual to fine dining, premium hydration is no longer a luxury – it’s central to delivering inclusive, elevated and memorable guest experiences.

With 60% of young adults saying their demand for non-alcoholic alternatives has increased in the past year, and 43% likely to choose one in a restaurant, this more mindful approach to drinking is here to stay.

It’s safe to say there’s an exciting future ahead for premium water. Visit Harrogate Spring Water to find out more about what makes it the perfect partner for today’s wellness-focused lifestyles.

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Author: Victoria Pham, Head of Category and Commercial Strategy UK&I - Beverages at Danone

References

1. 36%. Consumer research of 3,000 adults aged 18+ commissioned by Harrogate Spring Water research with Censuswide [15.09.25 – 18.05.25]. All statistics provided by this source, unless otherwise stated.

2. 37% said their demand for non-alcoholic alternatives has increased over the past year.

3. 22% of adults aged 25-34-years-old chose bottled water of a traditional soft drink to focus on health and wellness and to stay hydrated without added ingredients.

4. It tastes better (48%), is more refreshing (43%), looks nicer on the table (30%) and because it feels more premium and sophisticated (29%).

5. 28%.

6. 18% of consumers feel social pressure to drink alcohol.

7. 25%.

8. 62%.

9. 61% of consumers consider a brand’s environmental credentials in their decision-making vs 67% of regular restaurant goers. 65% of consumers are conscious of sustainable packaging vs 71% of regular restaurant goers.

10. CGA L13W brand £ Share. OPM Data to P06 2025 (14/06/2025); CGA Foodservice Data to Month 5 (end of May 2025). Circana wholesale data w/e 20.07.2025. Plain Water. Foodservice. 2024.

11. Sourced within 90 miles of Harrogate Spring Water’s bottling site, with the exception of aluminium caps on glass bottles.