Sparkling Water Surge in Popularity. Young consumers are more health-conscious than previous generations. Millennials, in particular, emphasize proactively managing health and long-term quality of life more than any age group before them.
This trend is creating a ripple effect that spans across multiple industries and companies, causing brands to extend their offerings, expand product lines, and change business models and promotional tactics.
A recent consumer insights report indicated that the health and wellness industry has arrived. It’s exploded and is on track to be the next trillion-dollar industry. It includes everything from wearable sports-tech that promotes and monitors physical activity, to bottled water and fresh food delivery services that encourage nutrition.
Beverage Industry Reacts
Take the beverage industry, for example. Consumers have drastically shifted their health concerns. Millennials are ditching sodas at unprecedented rates and adopting alternatives, namely sparkling water, to quench their thirst for carbonation.
Heavy-hitters like Coca-Cola Co., PepsiCo Inc., and Anheuser-Busch InBev are considering expanding their portfolio of sparkling water and health and wellness beverages.
In addition to shaping product portfolios, young consumers are at the heart of massive marketing budgets for consumer brands around the country. Millennials regularly invite fellow customers into their daily lives through social media (be it Snapchat or Instagram).
Millennial consumers are quickly making the transition from sodas to sparkling water. And they are sharing their experience far and wide for all their followers to see. And the effects of this new word-of-mouth feel almost immediate.
Sales of sparkling water have hit an exponential growth pattern. It has surged up 42 percent over the past five years. Therefore, it’s global growth is expected to increase between now and 2020. Therefore, those consuming sparkling water are more than repeat customers, they are super fans.
67 percent of sparkling water fans are drinking it on a daily or weekly basis. Americans consume nearly 170 million gallons of sparkling water a year.
Despite the popular sparkling water brands seeming to have appeared overnight, many are well-established corporations that have been in business for decades.
LaCroix’s success was recently sent into overdrive thanks to a social media strategy specifically targeting millennials. The company has been around for more than 30 years, with local popularity originating in the Midwest.
Sparkling Water Pioneer
Crystal Geyser Water Company, a sparkling water pioneer, first introduced sparkling flavored mineral water in 1981, and continues to see growth, despite the influx of competitors. Now in its 40th year, the company’s sparkling water category is up nearly 6 percent in sales since 2016.
Brands are finding success by riding the wave of health awareness and the impacting of social media on sales. Going-viral levels of achievement take actively and personally engaging with consumers and making everyone feel like a brand ambassador. Thus actually creating super fans and cult followings.
Millennial consumers prefer to interact with brands through emotion rather than function. Furthermore, LaCroix and Crystal Geyser are successfully promoting the lifestyle, feelings and individual moments associated with drinking sparkling water. Consumers are taking note of this trend.
The market changes in the sparkling water industry reflect generational differences, social media strategies, and wellness trends. It’s undeniable that the brands are flourishing in a time when the connection to consumers through health and emotion prevails.
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