The water quality industry should position quality water as the cornerstone of a quality life. To be successful, dealers should market that sentiment to the audience most likely to understand and believe it. That group is health-conscious consumers. Current trends are pointing to increased consumer awareness of health- and wellness-consciousness. This change is fueling the food and beverage industry—which includes water quality—to make shifts in the way it markets products.
Many factors have lead to this change. These factors are continuing to form new markets of consumer-focused healthcare products and needs. This includes consumer awareness of health issues, greater focus on fitness, higher personal incomes, and the visibility of 24/7 news. These continue to highlight contaminants, lead pipes and other problems with tap water quality.
Consumer healthcare is a $502 billion market. It is expected to grow nearly 50%, to $737 billion, over the next five years. Statistics show that this growth will primarily be driven by preventive health and wellness products that do not require a prescription. Health-focused consumer products and categories will see the biggest increase in sales. This includes vitamins, nutrition, weight management, and fortified foods and beverages.
According to a recent article by Store Brands, the baby boomer generation controls about 70% of U.S. disposable income. This cohort currently drives the demand for healthful food and beverage products. Although the pursuit of healthy living is not unique to boomers, it is the initiative taken by aging boomers. This group is creating a new way of living based on the pursuit of not just well-being, but also being well. Because of this, we have seen permanent changes in America food culture and healthy living.
- Marketing towards health-conscious individuals;
- Marketing “natural” products; and
- Marketing preventive solutions that do not need a prescription.
So, how do you position quality water as a consumer-focused better-for-you healthcare product?
The 2017 Water Quality Association (WQA) Consumer Opinion Study provided lots of information. Nearly 70% of buyers indicated that the reason they bought a water treatment system was healthy lifestyle. They also improving the quality of their family’s life and a concern about general well-being.
Consumers continue to be concerned about contaminants in water, food and air. The study also shows that consumers would be willing to pay for a water filtration system that removes contaminants. this includes lead, arsenic, pharmaceuticals and biological waste.
Bottom line, the basic, common-sense statement is that in order to live a better-quality life, people need to drink better-quality water. The same health-conscious consumer who is concerned about the vitamins they take and the food they eat, also is concerned about the water they drink. It’s all about marketing water filtration for health.
Because dealers cannot afford to market to everyone, they need to be as selective as they can and market to the top buyers of water filtration and softening systems. In 2018, the top buyers are the health-conscious consumers. These are individuals who lead a wellness-oriented lifestyle and are concerned with nutrition, fitness, stress, their environment, and the health and well-being of themselves and their families.
Dealers can buy direct mail lists of health-conscious consumers from many quality list providers. This data is compiled from surveys, websites, purchases and a variety of other sources. Telephone numbers, email address appending, social media advertising and digital display marketing options also are available. Above all, dealers need to market to using multiple marketing channels to break through the clutter. Reaching this group through more than one marketing channel is important for branding, impact and increased response.
Dealers can fine-tune their marketing and focus on narrower segments. This way they can break out sub-groups of the health-conscious consumer and reach out to them with messaging and offers specifically for them. As a result, by focusing on a smaller audience, Dealers can create more precise messaging. This way they can focus on their top media channels. They can also concentrate on building their brand and name recognition to that specific group.
When it comes to health-conscious consumers, the key sub-groups are:
- Baby boomers
- Families with children
- Parents of new babies
- Female decision makers
- Ailment sufferers
- Senior adults
Whichever segment you choose, the ultimate message is about health and wellness, stressing quality water as the cornerstone of a quality life.
These affluent homeowners are conscious of health and exercise. They are aware of the need for personal hydration and will spend the money to buy a system. WQA studies show that they also are very concerned about rust stains affecting the appearance of their homes.
Families with children
The 2015 WQA Consumer Opinion Study revealed that 32% of the buyers of water filtration systems were families with children. They are the dealer’s No. 1 group of prospective buyers. The message is about the future of their children’s health and well-being.
Parents of new babies
This is a small, identifiable market. All parents want to do the best they can to provide the healthiest environment for their new babies.
Female decision makers
The Chicago Tribune reported that 80% of home improvement decisions are made by women. Dealers can respond to this with a compelling message tailored for them. For example, deliver the message that great-looking skin and hair starts with great water. Read more here.
The 2017 WQA study pointed out that 37% of water softener buyers did so because they were concerned about eczema and skin irritants. Dealers in hard water markets should definitely reach out to eczema and psoriasis sufferers.
When you are marketing water filtration to health conscious consumers, look at senior adults. This is a great group. Educate and inform this cohort, providing healthy living tips for a quality life. Many dealers who are in senior community markets often share tips from AARP and partner with a local medical center.
They are conscious of their health, environment and social responsibility. They may not be your customer today. But, as they continue to buy homes and start families, they will be your customer tomorrow. Messaging is social. Think FOMO (Fear of Missing Out).
Consequently, by positioning quality water as the cornerstone of a quality life, dealers can stop marketing fear. This way they can focus on the most up-to-date trends of healthy lifestyles and hope for the future.