Younger, Multicultural Consumers Most Likely to Drink Bottled Water
The unusual link between these customers and mobile marketing
Published in CSP Daily News
ROCKVILLE, Md. -- Over the past decade, American consumers have increasingly turned to bottled water as a substitute for carbonated soft drinks. During this period, the number of adults who drank five or more glasses of bottled still water grew 22%, and about 60 million American adults have consumed at least one glass of bottled still water daily over the past week, according to findings published in Bottled Water in the U.S. by market research firm Packaged Facts.
Frequent drinkers of bottled water tend to be younger than the adult population as a whole, with the 35- to 44-year-old age group exhibiting the highest likelihood of reaching for bottled water frequently. Those drinking high volumes of bottled water are more interested in staying physically fit and are also more likely to drink thirst quencher/activity drinks, said Packaged Facts research director David Sprinkle.
Adults who drink relatively large quantities of bottled still water are also more likely to be part of a multicultural population segment. They are 31% more likely than average to be Hispanic and 36% more likely to be African American. The multicultural character of those drinking large amounts of bottled water also means that they are more likely to live in a household with children under the age of 18. Subsequently, they are thus more likely to live in large households and be relatively big spenders in grocery stores.
Perhaps due to the generally younger ages of frequent bottle water drinkers, marketers must leverage social media and cellphones as effective avenues for advertisers. According to the report, consumers who drink relatively large quantities of bottled water have an above-average degree of receptivity to the advertising they see on their cellphones and social media. For example, compared to adults on average, they are far more likely to be interested in receiving advertisements on their cellphones and to purchase products they see advertised on their cellphones. They also are much more likely to purchase products they see advertised on social sharing/networking websites.
Rockville, Md.-based Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services.