Click to read the original text for details. With the improvement of health awareness, consumers' requirements for drinking water quality are increasing day by day, and various segmented drinking water products have emerged. Category refinement and high-end positioning have become major trends in the drinking water industry. In the future, more drinking water products targeting specific groups such as infants, students, and women will appear on the market. Recently, Nongfu Spring, a leading enterprise in the drinking water industry, announced that it will launch a "lithium-containing natural mineral water," focusing on brain health and targeting the middle-aged and elderly consumer market. Focusing on segmented groups, New product to be launched nationwide in mid-July It is understood that Nongfu Spring's "lithium-containing natural mineral water" is a mid-to-high-end drinking water, sourced from Mohe in the Greater Khingan Mountains, a high-cold region above 50 degrees north latitude. The water source contains lithium content exceeding 0.2mg/L, which can supplement the lithium element needed by the human body. It also contains magnesium, calcium, metasilicic acid, and other natural mineral elements, suitable for daily drinking and especially for middle-aged and elderly people. In terms of packaging, the new product uses the bottle shape of Nongfu Spring's student water and a sports cap design, making it easier to open with one hand. At the same time, the special pressure design of the cap prevents water from spilling, making it suitable for various people to drink in different occasions. The new "lithium-containing natural mineral water" has a specification of 535ml per bottle, with a retail price of around 4 yuan, and is expected to be launched nationwide in mid-July. The product will be first released on the Tmall official flagship store, with distribution mainly through modern channels and e-commerce channels. Opening new fields, First to introduce the concept of "lithium-containing water" Nongfu Spring also revealed that this "lithium-containing natural mineral water" is a rare natural mineral water in the drinking water industry that features lithium as the main mineral element. It is reported that lithium is an "emotional element." When lithium intake is insufficient, people may experience low mood, irritability, or agitation. Therefore, for a long time, lithium has been used medically as an element for mental treatment. Lithium can also serve as a nutrient involved in the absorption of vitamin B12 and folic acid, and in neural regulation. In addition, lithium has anti-inflammatory and antioxidant effects and can be used to alleviate side effects of various drugs. It is worth mentioning that lithium may have more beneficial effects on middle-aged and elderly people. This is because in recent years, more and more studies have confirmed the relationship between lithium and cognition, especially its association with Alzheimer's disease, also known as senile dementia. Aging population intensifies, Huge consumption potential among middle-aged and elderly With the intensification of societal aging, the silver-haired group is growing larger. Currently, China's elderly population is close to 160 million. China will enter a peak in elderly population growth, with an average annual increase of 8 million silver-haired individuals. Furthermore, the 2019 variety show dark horse "Forget Me Not Cafe," sponsored by Nongfu Spring, with high praise and organic spread on social platforms, has gradually brought Alzheimer's disease, commonly known as senile dementia, into public attention. In China, at least 50 million elderly people suffer from different types and degrees of cognitive impairment, and the number of Alzheimer's patients is as high as 5 million. In addition to the rapidly growing elderly population, their rapidly increasing purchasing power cannot be ignored. According to PwC's forecast, by 2025, the food and beverage market for people over 60 is expected to reach 2.8 trillion yuan, and within this group, they will increasingly focus on healthier lifestyles. Improving product system, Entering the middle-aged and elderly consumer market In fact, this is not the first time Nongfu Spring has entered the natural mineral water segment. In addition to the well-known classic product with red packaging, Nongfu Spring launched three new products in 2015, all sourced from Changbai Mountain, namely high-end water, baby water, and student water, targeting high-end consumers, maternal and infant groups, and students. However, in the current natural drinking water market, there are few lithium-containing water products, which is determined by the characteristics of lithium. Because lithium is difficult to enrich in groundwater, lithium-containing water is rare in nature. After years of exploration and searching, Nongfu Spring finally achieved results and launched lithium-containing natural mineral water at the right time, quickly targeting the promising middle-aged and elderly market while filling the gap in the lithium-containing water category and the middle-aged and elderly segment. Whether this drinking water, featuring lithium and focusing on brain health, can quickly win the favor of segmented groups like other products, let's wait and see! Food Business will also continue to pay attention to the product's performance after launch and bring you first-hand reports. Source: Food Business