Prepared for Erez H. | Delivered February 18, 2020
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To understand SodaStream's market landscape.
On social media, the sparkling water conversation is being led by
(65.3%) more than men (34.7%).
can have a slightly different demographic, however. For example, Perrier has about a 50/50 split on Twitter but skews heavily male on forums and YouTube.
Younger millennials and Gen
are driving sparkling water
. 47% of posts are from 35-34 year
, followed by 18-24 year
demographics reflect the same trend. Its consumers are most 25-34 years old.
follows the same pattern.
The snapshot for purchasers of
is similar, though these consumers are slightly older, more in the 35-44 years old demographic.
Social Media Platform
is leading the social media conversation about sparkling water, garnering 33% of posts. Next is Twitter with 21.5% of posts. Blogs make up 20.4% of buzz about sparkling water.
Bubly's consumers tend to be
's buyers skew fairly evenly Asian and Caucasian.
purchasers also tend to be Asian or Caucasian.
Bubly's biggest income group is those earning over
La Croix is the same, but they have a slightly higher margin of consumers in the
, possibly reflecting that the brand has been around longer at a slightly lower price point.
SodaStream has its largest segment of
also in the over-$125,000 HHI bracket, but it also has reasonable pull among those earning $100-125k and $60-80k.
Consumers of Bubly sparkling water are more likely to hold
The same is true for
, but even more heavily.
Similarly, SodaStream buyers tend also have advanced