When sparkling water can also improve immunity and calm down, would you buy it?
The National Health Insight Report 2019 released by Dr. Lilac shows that 90% of the public have purchased health products throughout 2019, and consumers’ health consumption of products such as nutritional supplements and fitness products has been increasing rapidly in recent years. During the epidemic, “improving immunity” has become a hot topic. In its “Consumer Behaviour Research During the Epidemic”, Ipsos directly pointed out: “During the epidemic, 52% of the respondents said they would look for options to enhance Constitution / Immunity Food. ” Under the call of experts to “timely supplement vitamins and improve immunity”, marketing health foods in the post-epidemic era is expected to usher in a “blowout” growth.
The emergence of new demand will always give birth to new consumer products. In foreign countries, many start-ups have started their attempts to rely on health products to “curve overtaking,” and the food consumption trend of “improving immune health” has also promoted the development of the food and beverage track. The sparkling water brand “Heywell”, founded in 2018, has added the “immunity boost” attribute to its products to make its products more suitable for the trend of healthy diet and functional beverage consumption.
“Heywell” sparkling water drink
Adding functional beverages with adaptogens
“Heywell” has a clear brand positioning, focusing on “GMO-free, gluten-free, dairy-free” and “suitable for vegetarians”. The main product ingredients are premium plant-based, including organic caffeine in allergens, herbs, super berries and green coffee beans. Heywell has launched three types of sparkling water on its website, including:
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Blackberry Ginge Sparkling Water (Calm + Restore Sparkling Blackberry Ginge), which contains calming and sedative Schisandra and lemon balm to help relieve tiredness, Suitable for consumers who have stress relief and sleep calmness. ;
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The strawberry and lemon-flavored sparkling water that mainly provides energy and concentration （T rue < span> Energy + Focus Sparkling Strawberry Lemon), The sparkling strawberry lemon contains only 10 calories and 1 gram of sugar, which is suitable for consumers who need extra energy and stress relief.
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Grapefruit-flavored sparkling water that mainly improves immunity and energy (Energy + Immunity Sparkling Grapefruit), add vitamin C-rich vinegar Chestnut and super berry Schisandra help to reduce stress, maintain energy and increase concentration, suitable for office workers who are busy with work, stressful life and increased stress.
As a functional type of sparkling water, what is worth mentioning in the “Heywell” product is its “ Adaptogens” ingredient. Adaptogens generally refer to a series of herbal extracts from Indian and Chinese traditional Chinese medicine, such as maca, curcumin, ginseng, moringa leaves, etc. This class of ingredients is believed to enhance brain cognitive function, regulate mood, and improve body resistance The ability to suppress stress and regulate the body’s immunity can meet the new functional needs of consumers in food and beverage: Decompression and calming and assist sleep.
This “mysterious force” from the East is well-known in the field of Western dietary supplements. The reason comes from the market’s pursuit of dietary health and the natural and sustainable requirements of food. Consumers’ demand for food is shifting from “good-looking and delicious” to “good health and good naturalness”, and requires foods to have certain dietary supplements and healthy physical functions. According to Grand View Research, the global dietary supplement market is expected to grow at a compound annual growth rate of 7.8% by 2025, and Innova Market Insights report In reality, the number of new product releases including adaptations has reached a compound annual growth rate of 25% in 2012-2016, and the market has great potential.
“Heywell” listed adaptor additives include: antioxidant super berries Schisandra, L-theanine, gooseberry and organic coffee beans Caffeine.
The popularity of adaptants also stems from their wide range of addability . Adaptogens can be widely added to tea and beverages (including refrigerated ready-to-drink and storage-resistant products). The herbal ingredients ginseng and licorice are more popular with beverage manufacturers and beverage consumers due to their naturalness and high awareness.
Sparkling water: more potential categories
If the functional characteristics of “Improving Immunity” and “Soothing Calming” of “Heywell” make it better able to adapt to the current trend of the beverage market, then its “bubble water” products The format has attracted more millennial consumers. Industry research company Beverage Marketing Corp. in Data from 2018 show that the sparkling water market in the United States can reach 822 million gallons (3.1 billion liters, that is, the United States On average, every 15 bottles of water consumption, 1 bottle is sparkling water.
Sparkling water is also a beverage product that is more in line with the current mainstream consumer—the consumption preferences of the Z era. “Sparkling water” is healthier, more trendy, and low in sugar. Accepters, the market acceptance of innovative products in their derivatives category is also higher . Although the market for bubble water is well-educated and the market is mature in foreign countries, its market potential is huge and the growth rate continues to remain high. The flavored bubble water, functional bubble water and Sparkling beverages are expanding the market boundary for sparkling water.
Three products from “Heywell”
Combining the trend of consumption of trendy beverages and functional beverages has also brought a higher premium for sparkling water beverage products. According to Nielsen data, the premium capacity of bubble water can reach 7.5 times. The price of “Heywell” sparkling water is about $ 4 (approximately RMB 28) per can, far exceeding the price of ordinary sparkling water.
36kr has previously reported herbal functional drink brands featuring adaptogens and super herbs. “Rebbl” , The company has achieved triple-digit growth since 2011 ; recently, The brand of spring water and sparkling water in aluminum cans “Liquid Death” won about 9 million USD A round of financing. In terms of industry giants, “Coca-Cola” also announced earlier that it will launch a new sparkling water brand AHA in March this year, which is also the first brand innovation attempt of “Coca-Cola” in years.
In the Chinese beverage market, there are also startups that follow the trend of functional beverages and create new consumer beverage brands, including “ Good night technology “, “ 必 乐 “and” PAPP’S TEA “.
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I’m Cheng Muge, a 36Kr analyst. If you are interested in the topics or contact items discussed, you are welcome to communicate, exchange and discuss with me. My WeChat is: ChengYGoo. Please note “Name + Position” when adding.
