Multicultural, Generation X consumers most likely to drink bottled water, Packaged Facts reports
Marketers should utilize social media, mobile devices to reach these consumers
Sixty million adults consumed an average of at least one glass of bottled still water in each of the past seven days, reports Packaged Facts, the Rockville, Md.-based division of MarketResearch.com. According to a new report titled “Bottled Water in the U.S.” by the market research firm, the majority of these consumers tend to be younger than the adult population as a whole. Consumers in the 35- to 44-year-old age group exhibit the highest likelihood of frequent bottled water consumption, it states in the report. These consumers also are interested in staying physically fit and also are more likely to drink thirst-quencher or activity drinks, it states.
In addition, members of the multicultural population segment tend to drink relatively large quantities of bottled still water as well, the market research firm reports. Frequent bottled water consumers are 31 percent more likely than average to be Hispanic and 36 percent more likely to be African American, according to the report. The multicultural character of those drinking large amounts of bottled water also means that they are more likely to live in a household with children under the age of 18, it notes. In addition, because multicultural consumers are more likely to live in large households, these groups also are relatively big spenders in grocery stores, it states.