Karin Bornett
A brand analysis of 104 mineral and table water brands available on the German market comes to astonishing results. The preferences of the different generations could hardly be more different. “In the list of the top 10 most relevant water brands of Generation Z there is not a single brand that is relevant for Baby Boomers,” according to the study authors from BrandTrust.
Quality and environmental awareness are important for baby boomers. The study describes representatives of Generation X as bargain hunters. Low prices and high quality are less important for Generation Y. For them, according to the study, water serves “as a source of strength and - very importantly - for self-optimization”.
Generation Z, also known as the Fridays for Future Generation, is particularly surprising: These vintages like it comfortable and, according to BrandTrust, put design and fun above sustainability. Neither the mineral content nor the quality have priority: “Instagrammability, which includes the design of the water bottles and the brand's coolness factor, are more important to Gen Z than the eco-footprint,” says Benedikt Streb, study author and Senior Brand Consultant at BrandTrust.
It has not been proven that the results can be transferred to other product groups and countries. Unfortunately, the idea is obvious ...
The complete analysis is available here for free Download (But you have to enter an email address).
Photo by rice ball on Unsplash
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