How did soda come about?
Regarding soda, there are various introductions on the Internet, such as "aqueous solution of sodium bicarbonate", "weak alkaline", "antidote", "disinfection and sterilization", "containing a variety of trace elements", "health drinks"... Various labels not only make the many effects of soda famous, but also make soda a mysterious veil in people's hearts.
When the health awareness and consumption concept of the Chinese people continue to improve, when more and more consumers only recognize health "not bad money", in the "how to drink water" after the hot topic of tea and dinner, green, healthy, less additive, original ecology, and even more high-end, healthier and other words have become the basic requirements and consensus of a large number of consumers. In this consumption background, soda water, which seems to be born with healthy attributes, has gradually begun to slowly open the door of the domestic market and enter thousands of households.
The era of great health is coming, the soda market is becoming popular, and all kinds of soda aquatic products have become regular customers on the supermarket shelves, from three or five brands, to the entire shelves, and even in many supermarket entrances, sodas have also been placed in the most eye-catching places, and there is a trend of chasing mineral water and fruity drinks.
In this regard, a supermarket sales staff told Na Food that the biggest change is that there have been more and more brands and products of soda in recent years. Soda seems to be like herbal tea and juice, which is gradually changing the category pattern of domestic drinks.
Giants have laid out
Soda water or into a new industry outlet?
In recent years, the soda market has shown a phenomenon of "a hundred flowers blooming and a hundred schools of thought contending", the more common of which are Watsons, Mingren, Wahaha, Yue Power, Nongfu Spring and the new brand Yuanqi Forest. Affected by the popularity of the concept of weak alkaline health, Watsons once occupied most of the mainland soda market at a price of 4 yuan.
In addition, after searching through Taobao, it was found that in addition to the above brands, there are also many brands such as Yi Neng, Luo Xiaoxi, Zhongwo, etc., and the monthly sales of kellyone are even as high as 20,000. In terms of price, the price of soda water is generally higher than that of general mineral water, mainly concentrated in the range of 4 yuan -8 yuan / bottle.
However, through visits to Na Food, it was found that although old brands such as Watsons and Wahaha occupy a first-mover advantage in the field, from the performance of the terminal market, their products are only more common in large supermarkets, and in some community stores or mom-and-pop stores, most of them are the main battlefield of young brands such as Yuanqi Forest and Mingren.
New brands are attacking strongly, old brands are actively pushing new, potential brands are coming, cross-border brands continue to enter the game, in addition to the competition between the above peers, before, BUD InBev, Tsingtao Beer, Carlsberg and other beer giants are competing to get a piece of the soda business, expanding the brand territory at the same time, but also further promote the development of the soda category.
Do you really "know" soda?
Although some big brands in the domestic market have initially completed education on the soda market, and the concept of health has become an important driver to drive the rapid development of soda, we cannot deny that many consumers are still "a question mark" regarding the cognition of soda.
From the current point of view, the popular soda on the market is roughly divided into two categories, one is natural soda, it is not much different from mineral water in taste, rich in trace elements, the taste is peaceful, natural weak alkaline; the other is soda drink, most of the soda drinks currently on the market are generally added carbon dioxide, sweeteners, etc., that is, synthetic soda, which makes the product contrary to the original concept of "health", but its taste is popular with many consumers.
It is reported that the products in the forefront of sales are mostly soda drinks, such as Watsons, Wahaha and other brand products mostly belong to this category, there are a variety of taste choices, monthly sales can reach tens of thousands of dollars. Curiously, even though a large number of brands have marked "soda drinks", they still use slogans such as "weak alkalinity" that only natural sodas have, and even more deliberately do not mark the word "drink", which is quite misleading to consumers.
In fact, the emergence of the above situations and the development of China's soda market is not unrelated, although in recent years many companies have launched soda aquatic products are optimistic about the growth trend of the soda market, but the category of soda in the market consumption has not formed an unshakable situation and word of mouth, is not mature, market competition is also relatively scattered.
Who will be the next industry leader?
The emergence of soda is different from other beverages, because other beverages are "leaders" to take the lead in entering the market, setting industry benchmarks, other brands take advantage of the trend, forming a "pyramid" industry structure, while the soda market is many brands going hand in hand, it is difficult to open the gap, the entire market is leaderless, competition is chaotic.
However, if we look at this situation from another perspective, it is not difficult to find that there is no industry leader brand with obvious advantages in the field of soda, which means that emerging brands will have excellent growth space and development opportunities, and soda as an emerging category, standing at the outlet of the healthy trend, its industrial prospects will be unlimited.
From: Food, public information