The drinking water market ushered in new changes in mineral water growth, super drinking natural water

The "Trends of Mineral Water Consumption in JD Supermarket in 2022" released recently showed that mineral water growth was 8%super drinking natural water.

The reporter learned that for a long time, the two giants in the bottle water market, mineral water and drinking natural water, and the competition was fierce. In the early days of the development of the bottled water market in my country, the share of mineral water was high. Since then, drinking natural water surpasses mineral water, occupying more market share. However, the annual report of the above -mentioned mineral water revealed another signal that may be reversed online to surpass drinking natural water.

So, what factors affect consumers' choices?

"Health" and "Quality" become keywords

The reporter learned that the sales data and user questionnaires from JD Supermarket from July 2021 to June 2022 showed that in the past 12 months, the sales share of natural water was 15 percentage points higher than mineral water; The sales of mineral water have the highest year -on -year growth rate, reaching 43%. Drinking natural water and pure water year -on -year growth rates were 35%and 31%, respectively. Mineral water exceeded 8 percentage points of drinking natural water.

In addition, the data of the "Chinese Mineral Water Industry Market Demand and Investment Strategic Planning Analysis Report" data shows that in 2018, the import amount of mineral water in my country was US $ 68.06 million. The growth rate is about 20%, which is 2-3 times the growth rate of domestic bottled water.

In response, the water drink buyer in Jingdong Supermarket said in an interview with reporters that the growth of mineral water growth over drinking natural water is more important to consumers, and the consumption upgrade is not related. "Mineral water mining is from deep underground, without pollution, contains minerals and trace elements, which are relatively safer and healthier. In recent years, consumers have improved their awareness of health, and more consumers choose higher quality mineral water, mineral water, mineral water, mineral water, mineral water The market rises rapidly. "The above person analyzed.

Wang Xuegang, dean of the Vitality Forest Research Institute with the same view. "We launched bottled aquatic products because they felt the wave of domestic bottled water consumption upgrades, and the huge demand of ordinary people's existence of high -quality mineral water products." A few days ago, he first disclosed to the outside world the brand. Reasons for the field.

Wu Hai, deputy general manager of Kunlun Mountain Mineral Water Co., Ltd., told reporters that with the improvement of national living standards, people's requirements for drinking water have become higher and higher, and health, safety, and high quality have become the main pursuit. Therefore, mid -to -high -end mineral water water The market capacity is also increasing. "In 10 years, the mainstream water packaging has experienced consumer upgrades. The consumer price ranges from 1 yuan to 2 yuan water to the current 3 yuan water, and then it will quickly enter the 4 yuan water era. On the surface, the upgrade of packaging water prices will be upgraded to upgrade the price of packaging water prices In fact, it is the upgrade of consumer quality, from pure water to surface water, from ordinary mineral water to high -quality snow mountain mineral water upgrades. With the development of the times, consumers' demand for quality water is also continuously improved. "

"The continuous growth of the scale of the mineral water market reflects the value recognition of the market's value of natural mineral water 'natural and healthy' attributes." Zhang Zhaoyi told reporters, "Since the 1930s, the production of natural mineral water for natural mineral water has been developing at a high speed, with an average annual growth rate of 10%. From the perspective of water effects on health, mineral water is better than mountain spring water. Mountain spring water is better than pure water. This is why natural mineral water is increasingly valued and loved by people. "

However, even if consumers of mineral water such as Kunlun Mountain, 5100, Nongfu Spring, Evergrande Bingquan and other brands have long been familiar with it, in Zhang Zhaoshi, my country is still one of the countries with the lowest per capita mineral water in the world. "my country's per capita mineral water consumption is one of the lowest countries in the world, and the consumer market potential is huge. According to the current mineral water output, the per capita consumer mineral water is only 10 liters, which is equivalent to 6%of Italian consumption level. If the per capita consumption increases by 1 Ascension, the amount of mineral water production will increase by 10%. "He believes that the leapfrog development of the Internet industry has helped the mineral water industry's transformation from the traditional marketing model to the Internet marketing model. In the future New opportunities.

"Compared with Western developed countries, my country's bottled water market is still in a relatively primary stage. In the German consumer market, high -quality mineral water accounts for more than 90%of the bottle water market, and the proportion of surface water is very low. The formation of surface water, the market share of high -quality mineral water is less than 20%. "Wang Xuegang said.

The water source affects consumers' purchase decision -making

It is worth noting that in the "Trends of Mineral Water Consumption in JD Supermarket in 2022", the water source of mineral water has become the key to consumers' purchase decision -making, and more and more brands add the signs of water sources on the product.

"Factors such as water sources are becoming the key to consumer decision -making." Wang Xiaojun, general manager of the Ministry of Food Drinking Department of Jingdong Retail Food Food and Food Department, told reporters that product labeling water sources is also a trend. He believes that in the future, the quality of quality of high -quality water sources is huge. In order to help the industry's high -quality development, Jingdong will also make efforts from brand co -construction, technical cooperation, precision marketing, product planning, and market expansion in the next five years, and support 10 drinking water brands into the era of 1 billion yuan in revenue.

"The quality of water is upgraded, and everyone needs to pay special attention to the uniqueness of water quality." Zhang Zhaoyi said in an interview with reporters. He said that according to the 2012 National Development and Reform Commission's Public Nutrition and Development Center Drinking Aquatic Products Commission and other units, the "Chinese Residents' Guide to Drinking Water", the water sources are classified as the standard. The characteristics of the mineral content are balanced, with the double good water quality of safe and healthy, can meet the quality of life, and are recommended as the highest -level first -level drinking water. "Good water, what is really scarce is good water sources." Wu Hai said when talking about the characteristics of mineral water sources that it is recommended that consumers choose to cherish the water source when identifying mineral water. "Cherish the source of water is the endorsement of natural mineral water, especially the water source of the high -altitude glacier snow mountain in the west. They are often far away from modern industrial pollution."

In the opinion of Xiao Hui, deputy general manager of 5100 Tibetan water resources, consumers will choose water to choose water. "We see that the proportion of buying water and healthy foods is significantly increased in the disposable income of residents. At the same time, we also understand that drinking water is an instinct. Choosing water is the ability. question."

So, how do consumers choose high -quality mineral water?

Zhang Zhaoji told reporters that the water quality of high -quality mineral water usually has the following characteristics: First, it is natural, pure, and polluting. For example, Kunlun Mountain Mineral Water Source maintains the original ecological environment and the primitive plateau vegetation environment. The water source mainly comes from ice and snow melting water at the bottom of the snow mountain glacier at the plateau, and penetrates the groundwater along the cracks. After a deep cycle of more than fifty years, natural filtration Pure, it is a natural snow -raid mineral water, which has the characteristics of low ingots, which can activate human cells and functions and improve metabolism. Second, the mineral content is balanced, which contains mineral elements such as lithium, lithium, calcium, magnesium, potassium, sodium, and siliconic acid that is beneficial to the human body. Long -term drinking can play a role in supplementing the mineral nutrients needed by the human body. Third, it belongs to natural weak alkaline water, which is consistent with the pH value attribute of the human body fluid, which is conducive to regulating the normal pH balance of the human body and improving the health state of the body. Fourth, it belongs to the structure of small molecular clusters. According to expert research and public literature, water belongs to the structure of small molecular clusters. Its diffusion and penetration power is strong, which is conducive to entering the cell tissue, which is conducive to transporting oxygen and nutrients in the body. It can accelerate the metabolic process. Human health.

Text | Our reporter Wang Yang

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