Not solely does it appear everybody is ingesting glowing water nowadays, however most share a robust opinion.
Of these taking part in drink after drink of glowing water, we determined to ask the query: What model is successful the glowing water wars? And, why?
A number of elements go into what makes trending drinks — canned or bottled, single or bulk, flavored or not. 1,000 actual consumers answered definitive questions on their glowing water preferences, and why they might be prepared to modify manufacturers.
*All survey respondents had been U.S. adults not less than 18 years of age and smartphone house owners. The survey was executed via the Subject Agent platform, July 12, 2024, with a random pattern of consumers. Demos: Gender – Feminine (76.2%), Male (22.6%), Favor To not Say (0.11%), Age – 18-29 (13.2%), 30-39 (36.4%), 40-49 (28%), 50+ (22.4%); Family Earnings – < $35K (9.3%), $35-49K (12.3%), $50-74K (14.5%), $75-99K (14.7%), $100-125K (9.9%), $125K+ (24.3%), Favor To not Say (10.1%); Race/Ethnicity – Caucasian/White (62.1%), Latino/Hispanic (8.7%), African American/Black (7.5%), Asian American (7.8%), Native American (1%), Different (3.3%)
A New Line Merchandise on America’s Grocery Record
LaCroix has been in manufacturing since 1981, but it surely looks as if a more moderen phenomenon, doesn’t it? That’s as a result of in 2015, the corporate launched a advertising and marketing marketing campaign concentrating on health-conscious millennial shoppers — boosting its yearly income from $65 million to $226 million in the identical yr.
In accordance with Grand View Analysis, the glowing water trade generated $29.71 billion in income in 2020 and is projected to develop at a compound annual development price of 12.6% from 2021 to 2028.
Our survey respondents confirmed this: with half sharing that they buy glowing water not less than as soon as every week.
When consumers add seltzer to their procuring carts, 2 out of three say they gravitate in direction of the packaged — doubtless for the fee financial savings.
And, out of the handfuls of glowing waters, LaCroix has been deemed the main model in recognition.
Do not Decide a Seltzer by It is Cowl
There are many sayings to go round about how “it’s about what’s on the within reasonably than what’s on the skin”. However within the case of glowing waters, clients have sturdy preferences on packaging.
We requested survey respondents to take a look at the overall packaging choices and select which was most interesting to them.
Canned with taste imagery got here in first with over one-third of respondents saying this was their favourite — however surprisingly, canned with primary colours was on the backside of the record. We included LaCroix and Bubly cans on the “primary colours” record, but, they had been ranked individuals’s general favorites. How rather more bought would they be if they’d completely different packaging choices?
Nonetheless, with regards to the elements which might be most essential to selecting a glowing water — style comes first, even earlier than value. 71% of respondents stated that style is a very powerful determinant in selecting glowing water.
Style and Taste Take the Cake
The style could also be superior, however are there sufficient taste choices to maintain a shopper loyal to 1 model? We requested survey respondents to decide on their prime three glowing water manufacturers by way of style then taste choices to see if their loyalty caught.
LaCroix, Bubly, and Glowing Ice win in each classes, however that’s the place the similarities cease.
Whereas San Pelligrino, Perrier, and Topo Chico are available in subsequent by way of style, they drop considerably in taste choices. Taking their place is Waterloo, Polar Seltzer, and Spindrift.
However what flavors are hottest?
The bulk — two in three — of survey respondents stated they most popular berry flavored seltzer.
73% stated they most popular their glowing water with pure flavors, 25% stated they’d no desire, and the remaining 2% stated they most popular synthetic flavors.
4 in 5 say they often drink glowing water straight from the can or bottle. However after they don’t, it tends for use as a mixer for different drinks. Over 60% of individuals say they are going to greater than usually use glowing water as a mixer for different drinks.
Glowing Water Loyalties
With the majority of People selecting up their seltzer on their typical grocery runs — with the occasional on-line supply or comfort retailer — presence on shelf is essential.
Not solely that, however the main technique of discovering new glowing water manufacturers are from in-store shows.
And the cherry on prime of all of it is that almost 99% are doubtless to strive a brand new glowing water model. The glowing water shopper may be simply swayed with shiny packaging, new taste choices, and never pay a big distinction in value.
Key Takeaways
The glowing water market is booming, with vital shopper engagement and robust opinions about manufacturers and preferences. In our evaluation of the US market ingesting glowing water, listed below are our conclusions.
- High Manufacturers: LaCroix, Bubly, and Glowing Ice lead in each style and taste selection, whereas San Pellegrino, Perrier, and Topo Chico rank excessive in style however decrease in taste choices.
- Packaging Preferences: Canned glowing water with taste imagery is most popular, however prime manufacturers like LaCroix and Bubly have potential to spice up gross sales with extra interesting packaging.
- Taste Tendencies: Berry is the preferred taste, and there’s a sturdy desire for pure flavors.
- Retail Presence: In-store shows are essential for model discovery, with most purchases taking place throughout common grocery procuring.
- Willingness to Attempt New Manufacturers: Almost 99% of shoppers are open to making an attempt new glowing water manufacturers, influenced by packaging, taste choices, and value.
How Subject Agent Can Assist Glowing Water Manufacturers Succeed on Shelf
By steady retailer audits by actual consumers, Subject Agent ensures your model’s presence and visibility on cabinets — verifying that your glowing water merchandise are stocked, displayed appropriately, and obtainable to shoppers.
To remain aggressive, Subject Agent gives value test companies, providing real-time knowledge on how your merchandise are priced in comparison with opponents, enabling knowledgeable pricing choices.
Sustaining optimum shelf placement is essential, and our planogram execution and compliance companies assist verify that your merchandise are positioned in line with the agreed-upon planograms, maximizing visibility and gross sales potential. Collect direct suggestions from consumers, conduct surveys to grasp preferences, uncover new tendencies, and adapt to shopper calls for.
Glowing water manufacturers can improve their shelf presence, optimize pricing, collect invaluable shopper insights, and finally drive greater gross sales and buyer loyalty with Subject Agent insights.
