China Food

While we are still paying attention to Yuanqi forest, Pepsi is accelerating the penetration of bubble water into the family scene!

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The rise of Yuanqi forest makes us find out what kind of vitality “bubble water” will burst out under the continuous upgrading of innovation challenges?
 ”

Text: Camille Chen

Source: food daily (ID: food)


In the summer of 2020, the addictive bubble water will explode in the beverage industry! (read in detail: bubbles bring a new trend. Is the next vitality forest far away

 

From the perspective of brand, the most eye-catching thing is Yuanqi forest. With the healthy sugar free bubble soda water, this large single product series has grasped the pain points of young people. In the first half of 2020, the sales volume will reach 800 million yuan, exceeding the annual sales volume of 700 million yuan in 2019. At present, the market value of the company has reached 2 billion US dollars.

 

According to Euromonitor, the sales volume of bubble water in China is expected to reach 2.1 million liters in 2020, nearly three times higher than that in 2015! At present, there are hundreds of bubble water brands in the market.

 

In fact, this is not the first time bubble water has emerged. In 1983, Perrier, a French bubble water brand, sold four times as much in a year as before, covering 199 countries, with half of the sales exported to the United States. In the later development, the brand of “high-end line” labeled bubble water as “upper class”, which was not close to the people.

 

image source: Google

 

However, with the adjustment of people’s consumption habits in recent years The old bubble water led by Pellegrino and focusing on high-income consumers no longer has an advantage in market share. The new generation of popular bubble water has gradually become a market trend. Even Pepsi Cola and Coca Cola have launched more popular bubble water brands bubble and AHA. (read in detail: no bubble without summer, unveiling the “bubble century history” of many beverage Giants)

 

According to the global water bubble report, it is estimated that the global water bubble will reach US $59.7 billion by 2027, according to the latest global water market data of $59.7 billion. In addition, Nielsen data also shows that the premium capacity of bubble water can reach 7.5 times!

 

Many brand businesses have already set their eyes on this sweet cake. Looking at the global bubble water market, new brands are emerging, thus, the innovation challenges are constantly upgrading. In this context, what has Pepsi Cola, one of the carbonated beverage giants, been doing?

 

Penetrate into the family scene,

Sodastream, Pepsi’s bubble water machine manufacturer, has teamed up with bubly

 

In the face of health consumption upgrading, the traditional “fat house water” is declining day by day, and PepsiCo is also trying to minimize its dependence on sugary drinks. In the busy bubble water market, PepsiCo focuses on the family scene and provides a new bubble water experience for consumers.

 

On October 8, sodastream, PepsiCo’s home bubble water maker, announced that it would launch its first new product since joining PepsiCo. It is a bubble water seasoning created in cooperation with another new brand of bubble water under Pepsi, which is used to assist sodastream bubble water machine, so that consumers can make different flavor bubble water drinks at home.

 

Photo source: Foodbev

 

Bucky drops, which is free of calories and sweeteners, will introduce six refreshing flavors known and loved by bull fans, including grapefruit, blueberry, lemon, strawberry, mango and cherry.

 

For consumers who love bubble water, bubble drops are full of temptation: consumers can use sodastream and bubble drops at any time at home to enjoy the flavor of canned bubble water; the cost performance ratio is also higher, and the price of each homemade bubble water is definitely lower than that of a can of bubble water sold in the store.

 

In addition, this new product is also in line with the situation. As people’s time to go out during the epidemic period is reduced, people who need to drink bubble water will undoubtedly use bubble water machine more frequently. At the same time, it also expands new consumption scenarios with great potential for bubble water. At the same time, homemade bubble water is fresher and helps to reduce the use of aluminum cans or plastic bottles.

 

In this way, PepsiCo added to sodastream by using the popular bubble as an option, which not only gives consumers more choices, but also gives those who are on the sidelines to buy sodastream a final reason to buy. It is reported that bull drops will be officially launched in January 2021, but it will be part of the limited edition sodastream bubble water machine kit provided by sodastream and some online retailers from November 1, so that consumers can experience the product in advance.

 

From a market perspective, Bubly has also developed a considerable number of fans, coupled with the innovation of one family’s bubble water experience. Bubly drops is likely to make a new world in the future bubble water market.

 

“Bulky drops are a perfect extension of sodastream’s flavor products,” said Eyal Shohat, chief executive officer of sodastream For such a nearly perfect new product, the story behind it is also rich and colorful.

 

Behind the alliance,

It’s the fate of bubbly and sodastream from Pepsi

 

The story behind bubly drops is inseparable from the karma meeting between Bubby and sodastream.

 

PepsiCo’s healthy bubble water ace: 216% growth rate, US sales of $194 million

 

Let’s start with Bubby. Since 2017, 11 states in the United States began to implement the sugar water policy. With the increase of consumers’ demand for sugar free water and the popularity of Lacroix bubble water in the United States, PepsiCo smelled the crisis in the carbonation market and began to plan to enter the bubble water market.

Source: Bubly.com

 

At the end of 2017, there were media reports that PepsiCo had secretly registered and acquired a number of domain names related to bull. Then in February 2018, PepsiCo officially launched the brand of bubble sugar free bubble water. PepsiCo designed bright bottles, naughty slogans and a variety of flavors for it, and spent a lot of money on advertising at the Oscars, which successfully attracted consumers.

 

Prior to this, PepsiCo also pushed Aquafina and other brands to try to enter the bubble water field, but only with the emergence of bubbly did PepsiCo really seize a place in the bubble water market. According to the list of soda water brands in the U.S. market in 2019 released by IRI, the growth rate of Pepsi Cola bubble is 216%, and the sales volume of Pepsi Cola in the United States is US $194 million, ranking first.

 

PepsiCo takes sodastream from rivals to open the home drinks market

 

Despite such a powerful trump card, PepsiCo is also preparing for the future as its old rival, Coca Cola, is eyeing sodastream, the world’s largest bubble water company.

Source: SodaStream.com

 

When it comes to sodastream, it has a long history of grudges with Coca Cola. This century old bubble water company has made a public outcry with Coca Cola, planning a sensational “cage marketing” and criticizing the plastic bottles and cans used by beverage brands. As a result, it has successfully attracted public attention, improved its brand image, and made many former Coca Cola users switch to sodastream. This has forced Coca Cola to pay attention to sodastream. At first, it failed to sue, but later it wanted to switch to acquisition.

 

As Coca Cola’s biggest competitor, PepsiCo can’t let sodastream be acquired by its rivals. Therefore, the bidding among the three companies finally came to the conclusion in August 2018, and PepsiCo purchased sodastream with a huge sum of US $3.2 billion.

 

For PepsiCo, the acquisition of sodastream is equivalent to opening the door to the home beverage market, which PepsiCo has never been involved in before, and PepsiCo also provides sodastream with more resources and sales channels.

 

In fact, as early as 2015, PepsiCo had a plan to cooperate with sodastream, so that customers could buy the flavoring agent of Pepsi beverage and add it to their own bubble water. However, this was not consistent with the development plan of sodastream at that time, so the cooperation was aborted.

At the time of the acquisition of both sodably and sodablm, both of them are working together to develop a product related to the company. From this point of view, if the brand wants to stay ahead on the bubble water track, innovation, competition and timing are all factors influencing the success.

 

The bubble debate,

The two giants of carbonated drinks have different emphases

 

According to the data of beverage digest, a journal of American beverage industry, since 2005, the sales volume of carbonated drinks in the United States has been declining for 12 consecutive years. Pepsi Cola and Coca Cola, which account for more than 80% of the global market share of carbonated drinks, have also declined. The CEO of PepsiCo once said that the total sales of carbonated drinks in PepsiCo’s global market has been less than a quarter Health products, including sugar free bubble water, have risen to a quarter of total sales. The same is true of the two giants in China.

 

From this point of view, the carbonated beverage market is gradually weakening, and beverage giants are also well aware that sugar free drinks will become the main force in the future beverage market.

 

Source: bubly.com

 

Healthy bubble water market can not avoid becoming a “strategic place”. What bets have they made in the bubble water field?

 

Pepsi: bubble fruit vinegar, children bubble, family scene, plastic reduction sustainable

 

In 2018, PepsiCo launched its own brand bubble water and acquired sodastream, a bubble water company. In addition, PepsiCo also launched the “language of vinegar” fruit vinegar bubble beverage in China to create a new product of fruit vinegar bubble;

In 2019, in order to expand the production line of the baby series, PepsiCo launched a new mini mini product with four flavors and a price close to the people;

In early 2020, PepsiCo’s zevia brand launched a small canned sugar free bubble water for children, which caters to children’s needs in terms of packaging, taste and nutrition.

Children’s bubble water brand zevia Kidz, photo source: Zevia.com

 

In October, PepsiCo and sodastream announced that they would launch bubble drops into the home market; in the same year, PepsiCo also announced that it would launch sodastream professional outdoor drinking machine this autumn, which is suitable for workplace, university campus, airport and other similar places.

 

Source: pepsicopartners.com

 

It can be seen that in addition to the conventional sugar free flavor bubble water, PepsiCo has also arranged fruit vinegar drinks, children’s drinks, family scenes and outdoor plastic bubble free scenes. As a competitor for many years, Coca Cola has made great efforts in the field of bubble water.

 

Coca Cola: natural health, coffee + bubble, alcohol + bubble, juice + bubble

 

In 2014, Coca Cola added bubble water series to Dasani brand. In 2015, it also added bubble water version to pure water brand samrtwater, which mainly entered Hotel and restaurant channels. In 2017, Coca Cola acquired TOPO, a bubble mineral water brand with fans in Mexico and Texas Chico also acquired the Italian bubble water brand lurisia in 2019 to provide authentic coca cola drinks to local consumers.

At the beginning of 2020, Coca Cola launched aha, a long delayed brand of bubble water, and innovated four flavors containing caffeine. At the same time, Coca Cola introduced 99% high concentration bubble juice brand appletiser in the Chinese market, aiming to attract young consumers by combining high concentration juice and bubble elements into a healthy and fashionable combination.

 

Image source: common centers Finance

 

 

In addition, the chief executive of Coca Cola also revealed that Coca Cola hopes to release TOPO Chico’s first hard seltzer product in the first half of 2021 to capture the fast-growing category of alcohol bubble water.

 

Alcohol bubble water, source: Coca- cola.com

 

A careful comparison shows that although both of them have been focusing on the layout of bubble water market in recent years, their emphasis is still different.

 

From this point of view, it is possible to continue to expand the boundary of bubble water from the existing basis and create products with business alienation. For example, the definition of consumer groups and consumption scenarios can be large or small, and bubbles can collide with other water, drinks or some components that can be integrated into bubble water.

 

In the past few years, bubble water has become one of the fastest growing categories in the entire beverage industry, and its growth momentum is obvious to all. The more popular the market is, the more fierce the competition is. However, with the upgrading of consumption and the enhancement of people’s health awareness, more and more consumers pay attention to the relevance between drinking water and health. Consumers will only expect more and more diversified, convenient, functional ingredients, low calorie and low sugar products to appear. Therefore, the future of bubble water is still waiting for more new ideas.

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