---
title: "Why Sparkling Water Is Poised to Be the Next Big Trend?"
description: "Last Friday, New Distribution published an article about sparkling water, sparking interest among many. Today, I will analyze why sparkling water is set to become the next big trend. First, ask yourself: do consumers truly seek 'scarcity' or 'efficacy'? My comprehensive analysis of the market reveals that most brands emphasize 'source scarcity,' influenced by the perception that rare is precious, leading consumers to subconsciously view sparkling water as scarce and expensive, rather than recognizing its unique 'efficacy'—a key reason for its current small market size."
author: "龙小龙"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-06-02"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/wU0WbtKH-NbHH2kTLkS3Gg"
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# Why Sparkling Water Is Poised to Be the Next Big Trend?

> Last Friday, New Distribution published an article about sparkling water, sparking interest among many. Today, I will analyze why sparkling water is set to become the next big trend. First, ask yourself: do consumers truly seek 'scarcity' or 'efficacy'? My comprehensive analysis of the market reveals that most brands emphasize 'source scarcity,' influenced by the perception that rare is precious, leading consumers to subconsciously view sparkling water as scarce and expensive, rather than recognizing its unique 'efficacy'—a key reason for its current small market size.

Last Friday, New Distribution published an article about sparkling water, sparking interest among many. Today, I will analyze why sparkling water is set to become the next big trend.
**First, ask yourself: do consumers truly seek 'scarcity' or 'efficacy'?**
My comprehensive analysis of all sparkling water products on the market reveals that most brands emphasize 'source scarcity.' Influenced by the perception that rarity drives value, most consumers subconsciously view sparkling water as scarce and expensive, rather than recognizing any 'efficacy' that other waters lack. This is one of the fundamental reasons for the current small market size of sparkling water.
So why do I agree that sparkling water will become the next big trend?
**1**
**It Aligns with This Consumer Consciousness Upgrade**
1. Consumer consciousness upgrade stems from the 'national knowledge reserve' upgrade
China has begun to popularize 12-year compulsory education, meaning that the consumers you will face in the future will have at least a junior high school diploma. I call this generation 'knowledge-based consumers.' As the 'national knowledge reserve' continues to increase, consumers will become more rational, and brands lacking sincerity will find it hard to win hearts.
GDK (Gross Domestic Knowledge), or the overall national knowledge reserve, is rising as education becomes more widespread and the population becomes more educated. This directly leads to an overall upgrade in public consciousness, so brands should show more sincerity and less trickery! Compared to 'scarcity,' the public is more likely to be moved by efficacy.
For example, Evergrande Spring initially emphasized the scarcity of its water source, but it overlooked what practical 'efficacy' this scarcity could bring to consumers, and the public lacked the motivation to pay for such scarcity.
2. Lifestyle upgrade
Lifestyle upgrade is closely related to the 'national knowledge reserve' upgrade. The corresponding increase in knowledge enhances our understanding of certain things, and our daily behaviors are controlled by the cognition stored in our brains.
This upgrade may be different; it seems harder to find what consumers want. Even if potential needs are identified, it is harder to move consumers. What exactly is different about this upcoming upgrade?
**Keyword One: From 'Fear of Death' to 'Desire to Extend Lifespan'**
It is not hard to understand: fear of death means you realize that doing something might shorten your life, so you hope to prevent it by changing a behavior. This is based on health concerns.
For example, when you realize that regularly drinking hormone-added energy drinks or cola may harm your health, you try to change that behavior and find alternative products that are similar but harmless, thereby achieving health needs.
Another example is Nongfu Spring, which uses natural water as a selling point to make people realize that drinking purified water regularly is unhealthy. Through an elementary school student's flower-watering experiment (watering flowers with purified water and natural water separately, the flowers with purified water gradually withered), Nongfu Spring, which promotes natural water, won people's hearts.
The desire to extend lifespan rises to a true health-preservation level, where consumers add a behavior to achieve longevity or prevent something harmful to health, such as obesity or indigestion.
**Keyword Two: Enjoying and Savoring Life**
It is a reward for hard work, hoping to give oneself the best life experience in leisure time. To improve quality of life, one buys something to experience a certain lifestyle. For example, a white-collar worker makes a milk tea at home on a weekend morning, instantly feeling as if they have experienced Western life.
Another example: drinking a bottle of sparkling water before a meal helps digestion and opens the palate. It effectively harmonizes the relationship between customers, food, and the maker, without worrying about obesity or indigestion that could hinder indulgent enjoyment.
**2**
**Consumption Capacity**
The proportion of middle- and high-income people in the population is increasing, and this group generally has high expectations for quality of life. They fully have the ability to pay for high quality. (I won't elaborate here.)
**3**
**Market Opportunities**
1. Cost-performance opportunity
Readers who have read Xiao Long's previous viewpoints may remember the theory I proposed earlier. Due to the upgrade in ideology, consumers will increasingly focus on cost-performance. The cost-performance of sparkling water is mainly reflected in its 'performance'; sparkling water is known as the standard soft drink for high-IQ people.
Sparkling water generally comes from mineral water in volcanic remains. These underground mineral waters flowing through basalt carry many fine bubbles (free carbon dioxide), and the bubbles help the water absorb more minerals. Generally, sparkling water has high mineral content. Drinking sparkling water aids digestion and stimulates appetite, making it undoubtedly the best accompaniment to meals.
Looking at the 'price' advantage, most sparkling water available on the market is imported. Sparkling water, which is commonly consumed in its source country, has become a high-end product in our country, a product that distinguishes social classes. We lack a sparkling water that the vast majority of people can drink daily.
2. Consumer awareness of sparkling water is generally not yet formed
For the public to transition from buying purified water or natural water to buying sparkling water, the behavioral change and motivation required are considerable. In the current market, sparkling water is still in the ideal product stage.
Most people's awareness of sparkling water is still blank; many still confuse it with soda water. Like the elderly learning to use WeChat, or the early promotion of typewriters, early promotion will be relatively difficult, but once consumers form a consensus on drinking sparkling water, the market prospects are immeasurable.
**What Makes Sparkling Water Difficult?**
We do not lack water sources or mass production technology. What do we lack? Why do many beverage industry 'big names' shy away? Is it that they haven't discovered this business opportunity? No!
The difficulty lies in the fact that consumer behavioral change and motivation are too great; for consumers, awareness of sparkling water is blank.
In today's media and information explosion, it is difficult to change consumer behavior in the short term, and few dare to bet on sparkling water or spend time on it.
Even if a small number of consumers know about sparkling water, they are likely misled by soda water. The first step to doing well in sparkling water is to input awareness about sparkling water into consumers.
Sparkling water will definitely become the next big trend and will become as popular as natural water. But for frontline marketing personnel, this will be a protracted war and a battle of wits. Whoever wins hearts first will be the next 'Nongfu Spring' in the beverage industry.
Welcome to leave your comments below. Friends interested in sparkling water who want to learn more can add the editor's WeChat to join the group and interact with industry experts. Please note 'sparkling water' when adding.
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