To understand SodaStream's market landscape.
- On social media, the sparkling water conversation is being led by women (65.3%) more than men (34.7%).
- Individual brands 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 Zers are driving sparkling water conversation. 47% of posts are from 35-34 year olds, followed by 18-24 year olds (38.5%).
- Bubly's demographics reflect the same trend. Its consumers are most 25-34 years old. La Croix follows the same pattern.
- The snapshot for purchasers of SodaStream is similar, though these consumers are slightly older, more in the 35-44 years old demographic.
Social Media Platform
- Instagram 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 Caucasian.
- However, La Croix's buyers skew fairly evenly Asian and Caucasian.
- SodaStream purchasers also tend to be Asian or Caucasian.
- Bubly's biggest income group is those earning over $125,000.
- La Croix is the same, but they have a slightly higher margin of consumers in the $100-125k bracket, possibly reflecting that the brand has been around longer at a slightly lower price point.
- SodaStream has its largest segment of consumers 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 advanced degrees.
- The same is true for La Croix, but even more heavily.
- Similarly, SodaStream buyers tend also have advanced degrees.
Proposed next steps:
You need to be the project owner to select a next step.