Bottled Water - China - March 2015
“The bottled water market has become increasingly polarised with a dominant low end, squeezed profit margins and a booming high-end market facing increasingly intense competition. As such, the low-end market is moving towards an oligopoly and smaller players are forced to withdraw from the market due to their inability to reach a sustainable level of scale.
Owing to the high margins and the rapid expansion, the high-end segment is attracting new entrants. Domestic brands are gaining momentum in both segments. With the huge influx of imported food and drink products in both online and offline channels, the imported products and international brands are facing pressure from consumers’ changing attitudes. With the competition intensifying and the aura surrounding international brands fading, the once solid competitive advantage has shown signs of disappearing.”
– David Zhang, Senior Drink Analyst
This report answers the following questions:
- Are at-home occasions the growth engine for bottled water in the future?
- How to appeal to young female consumers aged 20-24?
- Is it still too early to premiumise bottled water products using ethical claims?
In addition, when it comes to out-of-home occasions, targeting young female consumers aged 20-24 by highlighting the relaxing out-of-home occasion tends to offer brands the highest level of CLV. More importantly, the spill-over effect from female consumers to their male counterparts highlights the urgency for brands to maintain a solid user base among young female consumers.
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