Not solely does it appear everyone seems to be consuming glowing water today, however most share a robust opinion.
Of these collaborating 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 buyers answered definitive questions on their glowing water preferences, and why they’d be keen to change manufacturers.
*All survey respondents have been U.S. adults at the least 18 years of age and smartphone house owners. The survey was executed by the Area Agent platform, July 12, 2024, with a random pattern of buyers. 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 Revenue – < $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 Listing
LaCroix has been in manufacturing since 1981, however it 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 customers — boosting its yearly income from $65 million to $226 million in the identical 12 months.
Based on Grand View Analysis, the glowing water business generated $29.71 billion in income in 2020 and is projected to develop at a compound annual progress charge of 12.6% from 2021 to 2028.
Our survey respondents confirmed this: with half sharing that they buy glowing water at the least as soon as per week.
When buyers add seltzer to their purchasing carts, 2 out of three say they gravitate in the 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 Choose a Seltzer by It is Cowl
There are many sayings to go round about how “it’s about what’s on the within quite 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 checklist. We included LaCroix and Bubly cans on the “primary colours” checklist, but, they have been ranked individuals’s general favorites. How far more bought would they be if that they had completely different packaging choices?
Nevertheless, relating to the elements which can be most vital to selecting a glowing water — style comes first, even earlier than price. 71% of respondents mentioned that style is crucial 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 at least one model? We requested survey respondents to decide on their prime three glowing water manufacturers when it comes to 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 subsequent when it comes to 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 mentioned they most popular berry flavored seltzer.
73% mentioned they most popular their glowing water with pure flavors, 25% mentioned that they had no choice, and the remaining 2% mentioned 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 may 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 major technique of discovering new glowing water manufacturers are from in-store shows.
And the cherry on prime of all of it is that just about 99% are doubtless to attempt a brand new glowing water model. The glowing water shopper will be simply swayed with vivid packaging, new taste choices, and never pay a big distinction in value.
Key Takeaways
The glowing water market is booming, with important shopper engagement and robust opinions about manufacturers and preferences. In our evaluation of the US market consuming glowing water, listed here are our conclusions.
Prime 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 choice for pure flavors.
Retail Presence: In-store shows are essential for model discovery, with most purchases taking place throughout common grocery purchasing.
Willingness to Attempt New Manufacturers: Practically 99% of customers are open to making an attempt new glowing water manufacturers, influenced by packaging, taste choices, and value.
How Area Agent Can Assist Glowing Water Manufacturers Succeed on Shelf
By steady retailer audits by actual buyers, Area Agent ensures your model’s presence and visibility on cabinets — verifying that your glowing water merchandise are stocked, displayed accurately, and obtainable to customers.
To remain aggressive, Area Agent gives value verify companies, providing real-time information 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 affirm that your merchandise are positioned in accordance with the agreed-upon planograms, maximizing visibility and gross sales potential. Collect direct suggestions from buyers, conduct surveys to know preferences, uncover new traits, and adapt to shopper calls for.
Glowing water manufacturers can improve their shelf presence, optimize pricing, collect useful shopper insights, and finally drive larger gross sales and buyer loyalty with Area Agent insights.
