Vitamin water is a type of bottled water that contains vitamins and minerals. It is marketed as a healthy alternative to sugary soft drinks.
The vitamin water target market is primarily health-conscious consumers. This includes people who are looking for a healthy alternative to sugary soft drinks, as well as those who are interested in getting their daily recommended intake of vitamins and minerals.
Vitamin water is also popular among athletes and fitness enthusiasts, as it is a convenient way to stay hydrated and replenish electrolytes.
In this article, we will explore the vitamin water target market and find out what drives their purchasing decisions.
Understanding the Vitamin Water Target Market?
To understand the vitamin water target market, we will analyze the reasons why people turn to healthy drinks like vitamin water when there is no shortage of alternatives that are less healthy but could be more satisfying or even plain tap water.
By classifying the market based on people’s need for healthy drinks, we get the following customer segments:
- People who are health-conscious
- People who want to lose weight or manage their weight
- Athletes or people who lead an active lifestyle
- Moms who want healthy food options for their families
- Kids and teens who are looking for healthy drinks that taste good
Let’s now look closely at each of these segments of the vitamin water target market.
1. People Who are Health Conscious
The most obvious segment of the vitamin water target market is people who are already conscious of their health and/or are looking to improve their overall well-being.
This could include people who are trying to eat healthier, people who want to feel more energetic, or people who are looking to improve some aspect of their bodies – like their skin tone or digestion.
There are a number of reasons why people in this category might turn to vitamin water or even just bottled water instead of tap water.
Most people are interested in the nutritional benefits that come from vitamin water, while others might be looking for an alternative to sugary drinks.
This customer segment is also a target market for health and wellness products in general and consuming healthy drinks like green tea can be a part of a broader healthy lifestyle that these individuals follow.
2. People Who Want to Lose Weight or Manage their Weight
A large portion of people who drink vitamin water do so as part of a diet to lose weight or manage their weight.
Vitamin water itself does not help reduce weight but it can be a helpful tool for people who are looking to cut down on sugary drinks or empty calories.
For people in this category, vitamin water can be a way to help them reach their goals while still enjoying a tasty and refreshing beverage.
Many people in this segment are also interested in using fitness products or going to a fitness center to lose weight, and they might use vitamin water as a way to supplement their diet and exercise routine.
This is one of the reasons why it is becoming common to find vitamin water in vending machines in fitness centers, gyms, and even in some schools.
3. Athletes or people who lead an active lifestyle
Athletes or people who lead an active lifestyle need to be careful about their electrolyte balance and they often turn to vitamin water.
They will also turn to it as a nutritional supplement and to avoid overeating during a meal.
People in this segment might also be interested in healthy energy drinks to help them perform better during their workouts or competitions or to recover from a workout or a race.
4. Moms Who Want Healthy Options for their Families
Many moms (parents, in general) are interested in healthy drinks for their families because they want to make sure that their kids are getting the nutrients they need. And vitamin water is often a go-to drink for this reason instead of a soda or a smoothie.
They also look for healthy snacks because together with a healthy drink, children will often ask for a snack that also needs to be healthy.
They might also be interested in vitamin water for themselves as a way to stay hydrated and have more energy.
Many companies that sell vitamin water target this customer segment by advertising their products as a healthy option for kids and families.
5. Kids and Teens Who are Looking for Healthy Drinks That Taste Good
Even though kids and teens are not the primary target market for most vitamin water companies, they are an important part of the target market for some companies.
Some companies sell vitamin water that is specifically designed to taste good to kids and teens in order to get them to consume healthy drinks.
As governments around the world, start to implement policies to get kids to consume more healthy drinks and drive awareness about the importance of a healthy diet, this customer segment is only going to grow.
Conclusion
The vitamin water target market includes those looking to lead healthy lifestyles and improve their overall well-being.
People trying to lose weight through diet and exercise also tend to swap their sugary drinks for healthy alternatives like vitamin water.
Athletes and active individuals who habitually turn to healthy drinks as an alternative way to stay hydrated and energized are also a vitamin water target market. They will also choose drinks to compensate for the loss of nutrients.
And of course, parents who want healthy options for their families will look for healthy drinks like vitamin water that also taste good.
Finally, a growing market includes kids and teens who make their own purchase decisions and who are increasingly becoming aware of the importance of healthy eating habits.