The bottled water market is becoming increasingly segmented. As more Chinese consumers drink packaged water, brands face the common challenge of differentiating themselves from competitors, and market segmentation remains the overall trend. Unlike past labels such as glacier water, purified water, spring water, and oxygen-rich water, the segmented water market targets more precise groups, with products for maternal and infant, children, and women emerging. Children's Water According to a report by food and beverage consulting firm Zenith, the global population aged 0-14 accounts for 26%. This represents a 53 billion liter bottled water market. By 2021, the children's bottled water segment will grow at an annual rate of 7%. The Asia-Pacific region is particularly promising. Esther Renfrew, Director of Market Research at Zenith International, said: "Children's bottled water is a trend the entire industry is sensing." In the international market, Nestlé and Danone's Evian have both launched children's water. However, unlike Nongfu Spring, which emphasizes water source characteristics, Nestlé and Evian focus more on using packaging to attract children to develop drinking habits. David Sudan, Chairman and President of Nestlé Greater China Water Business, said: "Children's water is to make drinking water fun for children and to satisfy parents' desire to cultivate their children's drinking habits." Nestlé's water brand, Nestlé Pure Life, obtained Disney's authorization in mainland China and launched children's water featuring characters from the Disney animated film "Zootopia" in eight designs. There are many cases like Nestlé Pure Life leveraging IP films and animations. In 2016, Evian's limited edition children's water was also a collaboration with Disney. An Evian PR representative said: "We believe the demand for high-quality water from high-end mothers and babies is growing rapidly." In October 2019, Evian launched its new "Little Dreamers" series of children's bottles. In June 2017, Danone also partnered with Disney, using images from "Frozen" and "Star Wars" as main packaging design elements, not only showing a "high appearance" but also full of fun, making children unable to put it down. In addition, JD.com also entered the children's water market with the launch of Churan Zhiai natural mineral water. Originating from Bama, Guangxi, known as the "hometown of longevity," Churan Zhiai natural mineral water is naturally weakly alkaline, treated with low sodium and high calcium, and has advantages such as easy absorption and containing many nutritional elements. Elderly Water Data recently released by the China National Committee on Aging shows that from entering an aging society in 1999 to 2018, China's elderly population increased by 118 million, making it the only country in the world with an elderly population exceeding 200 million. It is expected that around 2035, the elderly population will account for more than 1/4 of the total population, and by 2050, it will exceed 1/3. The growing silver-haired generation is more concerned about healthy quality of life. Facing such a huge market, how can companies win the favor of the elderly? Recently, Nongfu Spring made another big move in bottled water by launching a natural mineral water containing lithium, "Lithium Water," which is one of the few packaged waters in the current Chinese drinking water market that features lithium as the main mineral element. Nongfu Spring positions it as mid-to-high-end drinking water, hoping to use "Lithium Water" to play the health card and expand the middle-aged and elderly drinking water market. It is understood that lithium can prevent cognitive decline. Currently, drinking water specifically for the elderly is rare in the market. Maternal and Infant Water There is a close correspondence between economic development and consumption trends. Consumption upgrading is moving from quantity consumption to quality and taste. This is also reflected in the maternal and infant drinking water consumption field. With the rapid growth of maternal and infant drinking water, this rising consumption trend is showing a development trend of categorization, quality, standardization, scientificity, and personalization. Unlike past labels such as glacier water, purified water, spring water, and oxygen-rich water, specialized packaged drinking water for pregnant women and infants will become an important rigid-demand subcategory in the drinking water industry. China will usher in an era of comprehensive prosperity for maternal and infant drinking water. In 2015, Nongfu Spring took the lead in launching targeted and subdivided infant water, sourced from Moya Spring in Changbai Mountain. The product is mainly for direct drinking by infants and young children or for preparing formula food, with low sodium and light mineralization. A highlight of the packaging is its humanized design, allowing both fathers and mothers to easily hold it with one hand. Nongfu Spring's natural drinking water became the first national water company to launch a maternal and infant drinking water segment, driving the gradual activation of the maternal and infant water market and attracting more companies to enter this field. The potential market space for maternal and infant specialized drinking water is large. As domestic and foreign water companies continue to enter this market, industry-related standards should be introduced one after another, gradually filling the gap in China's market. This way, China's maternal and infant specialized drinking water market will have great development potential and is a blue ocean. Flavored Bottled Water for Women Consumer needs are increasingly difficult to predict, and companies are looking for a segmented market that may explode. In recent years, young female consumers have been their target. In fact, this is not a new trend. Data from Mintel's Global New Products Database shows that since 2005, products aimed at women have increased significantly in the following three years. Japan dominated, with an increase of over 50%. China and South Korea followed, with 27% and 6% respectively. From new products launched by Chinese beverage companies to overseas beverage companies entering the Chinese market, all are targeting the female market. The light-flavored water that has been popular in the past two years is an example. Market research firm Mintel has data showing that 58% of Chinese women (aged 20-24) have drunk flavored bottled water. Women aged 30-39 also have a relatively high consumption rate of flavored water, at 64%. Watsons launched a light-flavored water, Flower Water, trying to attract young women with pink packaging. Women like to drink water containing metasilicic acid, which can beautify the skin. Currently, the bottled water market is becoming increasingly segmented. In the challenging era of bottled water segmentation, water products launched by major brands for different groups will become an important path for companies to compete in the water market. Source: Beverage Industry Network Reports will be paid 400-2000 yuan once adopted.