Nongfu Spring Vitamin Water is New： How Does a 13-Year-Old Brand Continue to Dialogue with Young People？

Since 2022, the big health trend has continued to be strong, and functional beverages have ushered in a dividend period. Nielsen data shows that in 2022, domestic functional beverage sales reached 46 billion yuan. Among them, nutritional supplements have become an important category driving the growth of the functional beverage market.

Recently, Nongfu Spring’s Vitamin Water has also launched two new flavors after seven years – prune peach flavor and grapefruit compound flavor. From the taste point of view, Vitamin Water uses the popular fruit prunes and fresh grapefruit as the fruity base in recent years, continuing the combination concept of vitamin C and vitamin B.

Industry insiders believe that it is not difficult to see from the two new flavors launched this time that Vitamin Water has been paying attention to the needs and taste trends of young people. In particular, the prune and peach flavor is very likely to lead to a new taste trend, so that near water drinks and functional drinks will be "rolled up" again.

In 2010, Nongfu Spring Power Emperor Vitamin Water was launched. Unlike later products such as charcoal and tea pi, "Vitamin Water" directly expresses the original intention of the product – hoping to help consumers meet their needs anytime and anywhere through Vitamin Water.

From today’s perspective, vitamin water is undoubtedly trendy and practical. More than a decade ago, the concept of big health was not deeply rooted in the hearts of the people, and vitamin water was still a trendy concept. However, consumers still accept and recognize the name. When it comes to "vitamin water", everyone subconsciously knows that it is a beverage under Nongfu Spring.

In 2017, Vitamin Water changed its packaging, and the bright color of the drink was matched with a capsule-like bottle design and a striking letter "V", which was very visual. The packaging style has always been based on the product itself, and the capital letter "V" represents both the product name "Vitamin" and the meaning of "Victory".

At the same time, the product concept of vitamin water has reached a consensus with consumers’ needs. Consumers can clearly know the flavors and formulas represented by different colored beverages at a glance, and quickly find what they need.

Some industry insiders have commented on the uniqueness of vitamin water. At present, functional drinks are no longer exclusive to sports and fitness enthusiasts, and this category is gradually becoming a daily lifestyle drink. And vitamin water, with its outspoken product name, bright and colorful appearance and rich taste, reduces the communication cost between functional supplement drinks and young consumer groups, and realizes personalized expression.

Vitamin Water has been named a "fashion trend" brand character by young consumers, not only because of its unique packaging design, but also because the brand has always maintained a close dialogue with young consumer groups. Since 2017, Vitamin Water has sponsored and supported a number of popular variety shows and music festivals, and has cooperated with popular movies on IP. Vitamin Water’s continuous brand cooperation is not only to take advantage of the opportunity to promote, but also to support shows or cultural products to help them realize their commercial value.

On the other hand, the continuous support of phenomenal cultural products has also made vitamin water the most trendy product under Nongfu Spring, and has also gained a large number of young fans. After 2017, vitamin water has become a super single product in the functional beverage category.

As a drink that has stood with young people since its birth, Vitamin Water not only cares about their preferences but also their needs. In recent years, "smooth intestines" has become the focus of young people’s attention, which is also the original intention of Vitamin Water to launch the first prune-flavored water drink on the market. For the industry, this is very likely to lead to a new taste trend. For consumers, this is another conversation between Vitamin Water and them.