Sparkling water is a popular alternative to sugary soft drinks and is often marketed as a healthy drink. It is also marketed as an alternative to sparkling wine so that people who cannot drink alcohol can at least have a glass of bubbly in their hands at a party.
The sparkling water target market generally includes adults, as it is seen as a more sophisticated beverage choice. However, sparkling water can also be enjoyed by children simply by adding fruit juice to the water.
There are two main types of sparkling water: sparkling mineral water and sparkling fruit water. Sparkling mineral water is water that has been naturally carbonated by being bottled at source. Sparkling fruit water is sparkling water that has fruit juice or flavoring added to it.
In this article, we will review the sparkling water target market and understand why people are attracted to this fizzy drink.
Who is the Sparkling Water Target Market?
To best understand the sparking sparkling target market we need to ask ourselves why people drink sparkling water when they can drink perfectly good tap water or even normal bottled water.
By understanding people’s need to drink sparkling water, we can divide the market into the following consumer segments:
- People who love the fizz of sparkling water
- People who order sparkling water as a substitute for sparkling wine
- People who like the taste of a specific brand of sparkling water
- People who like to add sparkling water to fruit juice
- People looking for a fresh drink on a hot summer day
- People looking for a healthier alternative to a sugary drink
Let’s now look closely at each of these consumer segments.
#1. People who love the fizz of sparkling water
One of the main reasons people drink sparkling water is because they love the fizz. This segment of the sparkling water target market is people who crave the fizz of sparkling water.
These sparkling water drinkers are often young adults or teenagers. They tend to be health conscious and are looking for sparkling water that is low in calories and sugar.
Many sparkling water drinkers in this segment are also sparkling wine lovers. They see sparkling water as a healthier alternative to sparkling wine and enjoy the fact that sparkling water does not give them a hangover.
#2. People who order sparkling water as a substitute for sparkling wine
Another consumer segment of the sparkling water target market includes people who order sparkling water as a substitute for sparkling wine.
These sparkling water drinkers are often adults who are looking to cut down on their alcohol intake. Or they cannot consume alcohol for medical reasons or because they are the designated driver. They still enjoy the taste of sparkling wine but prefer the health benefits of sparkling water.
Many sparkling water drinkers in this segment are also people who are trying to lead a healthier lifestyle. They see sparkling water as a way to stay hydrated without consuming any alcohol.
#3. People who like the taste of a specific brand of sparkling water
There are many people who enjoy the taste of sparkling water but only from a specific brand.
They may not always order sparkling water but when they have access to the brand they like – either at a grocery store or a restaurant – they will order it.
These sparkling water connoisseurs are also people who like to drink sparkling water with their meals. They see sparkling water as a refreshing and healthy alternative to soda.
#4. People who like to add sparkling water to fruit juice
In many countries, it’s not uncommon to drink apple juice with sparkling water. In Germany, this drink is called Apfelschorle. Many people who like fruit juices and sparkling water both, will add sparkling water to their fruit juice.
Many bottled drink companies have now caught on to this trend and are starting to sell sparkling fruit juices. This has made it easier for people who like this cocktail to get their fix right from a bottle.
And so people who like to add a bit of fizz to their fruit juices are also a sparkling water target market.
#5. People looking for a fresh drink on a hot summer day
Sparkling water can be a great refreshment on a hot summer day. The sparkling water target market segment is people who are looking for a fresh and healthy alternative to sugary drinks.
Many sparkling water drinkers in this segment are also people who are trying to lead a healthier lifestyle. They see sparkling water as a way to stay hydrated without consuming any sugar.
#6. People looking for a healthier alternative to a sugary drink
As mentioned earlier, sparkling water can be a great alternative to sugary drinks. People trying to get rid of their sugar addiction often turn to sparkling water as a way to wean themselves off of soda and other sugary drinks.
Many sparkling water drinkers in this segment are also people who are trying to lead a healthier lifestyle. Their switch to sparkling water as a healthy drink is often accompanied by other lifestyle changes, such as eating healthy food, going to the gym, and quitting smoking.
How does sparkling water fulfill these needs/desires and why do people love it so much?
There’s no doubt that sparkling water is having a moment. Whether you’re looking for a guilt-free alternative to sugary sodas or simply trying to stay hydrated, sparkling water is a refreshing and delicious option. But what is it about sparkling water that has everyone talking?
For starters, sparkling water is a great way to stay hydrated. It contains all the benefits of regular water, but with a little added effervescence. And while most people associate sparkling water with carbonation, there are also many sparkling waters that are naturally flavored with fruit or other essences. This makes them not only refreshing but also surprisingly satisfying.
Many people simply enjoy the taste of sparkling water. Whether you prefer the subtle bubbles of seltzer water or the more intense fizz of soda water, there’s no denying that sparkling water is an incredibly refreshing beverage. So next time you’re looking for something to quench your thirst, reach for a bottle of sparkling water and enjoy.
How do Sparkling Water makers market to their target market?
To market to the Sparkling Water Target Market, sparkling water companies tend to focus on the health benefits of their product and how it can help people stay hydrated. They highlight the sparkling water’s clean taste and its ability to improve digestion.
Sparkling water companies use social media, influencer marketing, and native advertising to reach the Sparkling Water Target Market. They create marketing campaigns that focus on the health benefits of sparkling water and how it can help people lead healthier lifestyles.
By focusing on the needs and desires of their market, sparkling water companies create marketing campaigns that will resonate with likely buyers and help to grow their business.
Conclusion
The Sparkling water target market includes people who love the fizz of sparkling water whether it be a specific brand of sparkling water or any brand.
Many people order sparkling water as a substitute for sparkling wine because they get the fizz without the alcohol. People who like to add sparkling water to fruit juice. It can be a refreshing drink on a hot summer day.
And finally, some people turn to sparkling water as a healthier alternative to a sugary drink.