At the end of last year, electrolyte water became an instant hit, and it was out of stock and the price was increased. The sales trend can be described as very hot. A year on, how is electrolyte water developing now?Is it as mediocre as those Internet celebrity categories that have plummeted in popularity after a while, or has the electrolyte water category had a good upward development after this year?It's worth thinking about. Therefore, the food board today presents the category pattern of electrolyte water to readers this year through the dimensions of consumption, brand and channel.
Consumers form a preliminary perception of the categoryIn November, electrolyte water ushered in a small peakIn the flu season since the beginning of winter this year, electrolyte water has once again ushered in a peak in sales. According to data from Jingdong Supermarket, since November, the sales of electrolyte drinks have increased by 150% year-on-year, achieving contrarian growth this winter, once exceeding the highest sales volume in August this summer. A dealer said: "Originally, winter was the off-season for sales, but now electrolyte water can allow dealers to maintain sales, so they will also increase stocking." Two days ago, another 3,000 boxes were stocked. He believes that electrolyte water is popular for two reasons: one is a sports drink, and the other is a sugar-free drink. The main consumer group of beverages is young people, who happen to have a lot of exercise and strong health awareness, and will deliberately choose sugar-free drinks, and electrolyte water just meets the above two needs. 
At the same time, on the social ** loved by young consumers, the number of spontaneous grass planting notes of consumers of electrolyte water is as high as 12w+, with "A flu", "cold" and "fever" as its main related words. In this regard, some dealers talked about, ".Consumers have formed a preliminary understanding of the electrolyte water category, and it has become the consensus of many people to supplement electrolytes when they have a cold. 
According to the data in the offline retail monitoring network of 2023, electrolyte products are still the hottest concept products in the sports drink category, and have grown significantly in the summer from April to August, reaching a peak market share of more than 6% in September. It is worth noting that from September to November, the share of new products did not decline significantly, which can be seenElectrolyte products are becoming more functional and less affected by the seasons than traditional summer ice drinks.
The development situation of the head brand is gratifyingWe are confident in our follow-up planningThe explosion of electrolyte water has attracted many brands to enter the game, and in 2023, many brands will increase the promotion of electrolyte water. In January this year, Dongpeng Beverage announced the launch of the electrolyte drink "Dongpeng Hydration", focusing on the concept of "low fat".In March, Jianlibao launched its latest single product, Jianlibao Isotonic Electrolyte Water, featuring "0 flavor, 0 sugar, 0 pigment and 0 preservative".In May, Pulse announced the launch of a new sports drink, "Pulsating Electrolyte+", which contains five electrolytes needed by the human body and has an electrolyte content of 455mg bottles. 
Judging from the known market data, these beverage giants that have entered the electrolyte water market seem to have tasted the "sweetness" this year. According to relevant data, in the market share,The top three electrolyte water categories are Alien, Pocari Water and Hydration. According to the Tiger Sniff APP, as of the beginning of December, Yuanqi Forest is under the umbrellaThe annual sales of alien electrolyte water have exceeded 3.5 billion yuan, compared with 12700 million yuan, a year-on-year increase of nearly three timesThe momentum is quite rapid. In addition, Aliens has also subdivided into multiple product forms such as electrolyte powder, hoping to meet the needs of different groups of people and scenarios, and Yuanqi Forest has been generous in its investment in Aliens. It is understood that at the end of last year, Yuanqi Forest and dealers "announced" that in 2023, it will develop sports venues on a large scale, including 5,000 additional freezers in this channel, strong display and strong stockpiling, and 5,000 purchases for new outlets, etc., with the goal of tripling the coverage of sports venues this year. 
It is worth noting that Dongpeng Hydration, as the key product of Dongpeng Beverage, lives up to expectations and performs well in the electrolyte water category. According to the interim report of Dongpeng Beverage, in the first half of this year, the sales of other beverages, including "Dongpeng Hydration", increased by 98% year-on-year42%；By the third quarter, Dongpeng Hydration had launched a new lime flavour, which the company described as a "good response" in the market. Driven by precise positioning and strong execution, Dongpeng Beverage has reached 50,000 pieces of daily sales during the peak period and nearly 300,000 outlets at the end of April. In addition,Dongpeng Hydration has set a strategic goal for the next three years, with a target of 3 billion yuan by 2026Establish itself as a leading brand of electrolyte drinks. In addition, Suntory, which focuses on its sugar-free tea series, also launched the "Water Ripple" electrolyte drink, and said that "the overall performance of the new products met the company's expectations". According to reports, "Water Force" is an innovative product in China, and the reason for its launch is to notice that "Chinese consumers' awareness of electrolyte drinks has been improved". 
Channels drive the development of new productsCost-effective products are more popularChannels are crucial in the FMCG industry, and brands with strong channels have more advantages, which helps to distribute new products more quickly. During the investigation, the mention rate of Dongpeng Hydration exceeded that of Alien Electrolyte Water, and many dealers shared that Hydration sold very well in the local area. The reason for this should be Dongpeng's strong channels and highly competitive hydration. It is understood that as of June 30 this year, Dongpeng Beverage has 2,796 distributors, covering 100% of the country's prefecture-level cities, and the number of active terminals has exceeded 3.3 million. 
A dealer in Kunming, Yunnan Province, said: "Dongpeng Hydration is the best seller in our local area, and I sell more than 5,000 pieces in a small county for half a year." I'm doing Yuanqi Forest Alien and Dongpeng hydration at the same time, but Alien is really not as large as Dongpeng Hydration, and 6 yuan still erases most of the group. A dealer in Chenzhou, Hunan Province also said: "Our local Dongpeng Hydration has the best sales, the most distributed goods, and I haven't seen many people come to redeem the prize to be able to sell." Of course, hydration is ** price 3The ** of 9 yuan a bottle is also relatively low. "It is reported that among the main electrolyte water brands, the retail price of Alien, Sports Gaibao Mineral Power and Panpan Leopard is 6 yuan, and the retail price of Gatorade, Pulse and Ordinary Baomineral Power is 5 yuanJianlibao isotonic electrolyte water, Dongpeng hydration retail**4$5. There are other growth brands of electrolyte water priced at 3-4 yuan, focusing on the offline market for layout. From the market feedback, it can be seen that the development of new products is indispensable to channels. 
According to the "2023 China Electrolyte Beverage Industry Market Insight Report" released by the Prospective Industry Research Institute, the scale of China's electrolyte beverage market will show a rapid growth trend from 2020 to 2022, increasing to about 2.7 billion yuan in 2022, with a growth rate of up to 50%. Compared with the single-digit market growth rate of energy drinks, soft drinks and sports drinks in the same period, the growth rate of the electrolyte water market reached 5010%, which can be described as the "dark horse of the year". The "Win Now" data also shows that in the first half of 2023, the market share growth rate of the sports drink category represented by electrolyte water will reach 3576%, ranking second among all categories. 
But the problem with the electrolyte water market is that the brands are fragmented, and there is no absolute strong brand. Neither Pocari nor Alien has formed a particularly strong position in the electrolyte water market, and it has not yet become a "necessity" in the hearts of consumers.
What do you think about the next development trend of electrolyte water, welcome to leave a message to discuss
* |Food board (tyjspb).