As the generation Z consumer group catches up, significant changes have taken place in the consume-main body and consumer demand of China's FMCG market. Young people nowadays carves for healthy products, but they are picky eaters and refuse to stretch themselves thin; They want something tasty, but they never give up their preference for good-looking appearance. Sparking water featuring zero calorie, zero sugar and zero fat, which addresses the consumption pain points of generation Z and meets the consumers' demand for delicacy and health, becomes hugely popular among generation Z and emerges as next booming sector in the beverage industry. Sparkling water has a later start in China, but it shows a strong momentum. The increase of national sales has nearly doubled in recent years. The scale of China's existing sparkling water market has exceeded 20 billion yuan, which grows much faster than expected.
In recent years, sparkling water has been developing rapidly driven by new spending power. It has emerged as the most promising category with market scale expanding to 20 billion yuan. Nongfu Spring, a leading giant in the domestic beverage industry, is unwilling to fall behind. On April 1, Nongfu Spring unveiled Soda Sparkling Water coming in three flavors: white peach, Hyūga summer orange and mojito, which represents a new entry for the brand into sparkling water aisle. The new launches take "soda with bubble makes your day refreshing and sparkling" as the product slogan and sign up Zhu Yilong, a popular Chinese actor, as the product endorser. It’s reported that Nongfu Spring Soda Sparkling Water features 0 sugar, 0 calorie and 0 fat and is available in three flavors, that is, Hyūga summer orange, white peach and mojito. Actually Nongfu Spring launched a fruit syrup product as early as 2019.
Nongfu Spring is no stranger to soda water and sparkling water, but it takes Nongfu Spring a few years to craft this sparkling water product. Take a drink of this sparkling water and feel the refreshing and stimulating taste as well as the pleasant mood of being light and energetic, which represents the product feature that can most stimulate people’s desire to repeat purchase. Nongfu Spring holds that each life can not be copied. Every interesting experience just like the gathering and blooming process of small bubbles of a soul. Every hiccup after drinking the sparkling water stands as the moment of a soul breaking the shackles. Interesting bubbles shape an interesting soul. From the porter of "natural water" to the shaper of "soul bubble", Nongfu Spring Soda Sparkling Water is determined to become the soul promoter of young people. For the product itself, a good water source is the soul of the product.
As for the packaging design, the illustration of Nongfu Spring sparkling water is very artistic. Upstream, a British sparkling water brand, does something similar on its light canned sparkling water product. It adopts the vague style of Impressionism on the bottle body design and tells three kinds of life experiences and attitudes through three different travel stories. On the package, the fruit is transformed into the distant sun, which is quite creative.
Exquisite combination of flavors and creative illustration design endow Nongfu Spring Soda Sparkling Water with extensive imagination space. A sparkling water product with thought and soul is unique in the whole industry. Nongfu Spring has strong ability in product R&D and packaging design, and abundant supplier resources accumulated in beverage development. All these will help Nongfu Spring to win the first chance in the fierce market competition and to develop better.