Multicultural, Gen X Shoppers Prefer Bottled Water

ROCKVILLE, Md. -- Young, multicultural and interested in staying physically fit are some of the characteristics shared by the most frequent drinkers of bottled water.

According to a new report from research firm Packaged Facts, the younger generation, particularly the 35- to 44-year-old age group, shows the highest likelihood of consuming bottled water.

Additionally, adults who drink large quantities of bottled water are more likely to be part of a multicultural population segment -- 31 percent more likely than average to be Hispanic and 36 percent more likely to be African-American. The multicultural makeup of those who drink bottled water also implies a larger household with children under the age of 18, according to Packaged Facts.

In terms of lifestyle, those who drink bottled water are more interested in staying physically fit and more likely to drink thirst quencher/activity drinks as well.

Because bottled water consumers fall within a younger age range and thus have above-average receptivity to advertising messages, the researcher urges manufacturers and retailers to leverage social media and cell phones as avenues to promote such products.

The study, Bottled Water in the U.S., was conducted among 60 million adults who consumed an average of one glass of bottled water per day within the past seven days.

Rockville-based Packaged Facts is a division of MarketResearch.com.