Target Consumer Of Sport drinks

According to ACNielsen's data analysis, sport drinks companies define the target consumer population mainly in the 15-34 age group, which accounts for 63.9% of the total population, especially for consumers aged 25-34. The higher the attention given is. More importantly, most of its consumers are characterized by mental work: mental workers account for 70% of the total proportion, and manual workers only account for 29.3%. As a result, companies typically focus their marketing efforts on professionals and students. Especially for the professionals, it is the most valuable consumer group for the enterprise, and it must also be the consumer group of the high-end brand.

At the same time, although the words “sports people” often appear in the description of the target consumers, the positioning is too broad and they have not become the main consumers of functional beverages. On the contrary, because some enterprises have explicitly proposed the “replenishment of water” after the exercise: “replenishing the salt”, “replenishing the electrolyte” and so on, and the function corresponding to the consumption timing is too strong, resulting in certain limitations of the target consumer audience.

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In my opinion, since sports drinks are not only prepared for sports people, the emphasis on the nutritional content of sports drinks and its more targeted role will attract more consumers. Thereby increasing market share.

Contemporary consumers always have a kind of curiosity and are eager for new things. Soft drinks have been in the market for a long time, whether it is carbonated drinks or juice, so consumers will not have more enthusiasm. On the contrary, sports drinks are emerging industries, and there is still a lot of room for development and progress. Innovation is also relatively easier, and it is more able to seize the consumer psychology and expand the market.

Jiali ZHU