Gerolstein, June 20 2006. Thirst-quencher, continuous moisturizers, duty or experience drinkers. What type are you? The market research institute rheingold has been regularly conducting psychological studies on the drinking habits of the German people for the Gerolsteiner Brunnen GmbH & Co. KG since 1993. The most current results of the psychologists: there are four types of mineral water drinkers.
The thirst-quencher is a consumer of large amounts of mineral water. The thirst-quencher does not drink mineral water continuously but only when he is exceptionally thirsty. Drinking to him is a downright challenge, which is intensified by the fact that, as a matter of principle, he drinks in large gulps. His aim: overcoming the resistance presented by the amount of water and carbon dioxide when consumed in large amounts. A "water belly" or hefty belching is put up with and actually seen as a kind of triumphant success. For the thirst-quencher water is seen as something powerful. It is foremost a killer of thirst and a means to achieve a perceived performance ideal. The feeling of having a regional connection to one's own brand is especially strong in the thirst-quencher. The significance of the mineral water is also determined by the purity of the water and the brand's standing. According to the Gerolsteiner survey the thirst-quencher prefers a mineral water with a lot of carbon dioxide.
The continuous moisturizer
Continuous moisturizers are "elementary fetishists" and are often part of a younger generation. In this group there are many students and women who often have to deal with multiple burdens (e.g. working mothers, students who work on the side). Mineral water consumption is steady and regular. Thirst can thus not develop.
For continuous moisturizers it is important to keep themselves in a state of so called "balanced flow". There is no home connection to the mineral water of preference, no regional feeling of being bound to the mineral water brand. The continuous moisturizer is more tuned to his life attitude. The meaning of the brand is quite different to this type of consumer than it is for the thirst-quencher: here mineral water consumption is a symbol of personal individuality. Continuous moisturizers often drink non-carbonated mineral water such as Gerolsteiner Naturell.
The duty drinker
The duty drinker can be of any age or gender. Consumption of mineral water is to him neither pleasure nor experience, but rather a strenuous fulfillment of duty. Duty drinkers thus consume in a pointedly businesslike manner. The amount consumed in this group is fairly high. The reason: no other beverage puts this type of consumer's mind quite as much at ease. Besides mineral water the duty drinker also consumes other drinks, but experiences these outings into the world of beverage variety as minor sin. Mineral water provides the support needed during working hours every other beverage is consumed during time off.
Duty drinkers need carbon dioxide in order to "feel" the water. It may however not be too much. This is why they prefer medium types of water that are low on CO2 Result of the survey: Gerolsteiner Stille Quelle Medium is the duty drinkers' favorite water.
The experience drinker
The experience drinker tends to be a younger consumer - but not exclusively.
According to the survey he is distinctly fun oriented, likes to sample innovative beverages and drinks as much mineral water plus fruit combinations such as Gerolsteiner Fit and Gerolsteiner Apfelschorle as he does mineral water. For him things have got to be fizzy and bubbly for water to turn into an experience.
Typical of this group is an attitude towards life that is oriented away from performance society and towards a thirst for life and for continuously new and manifold experiences in taste.
These four types are to be seen as ideal types. There are of course mixed types and choices of mineral water specific to the situation.
General result of the survey: Regardless whether thirst-quencher, continuous moisturizer, whether to put one's mind at ease or for fun - mineral water has been safely established as a product of everyday life. With an average amount of 127 liters consumed per year and person it is the most important soft drink to the Germans.
Gerolsteiner stands for quality and trust. And not only because of this is the company based in the Volcanic Eifel market leader in the German mineral-water business: Product variety and suited to everyday life ? Gerolsteiner offers a natural beverage for every taste and every occasion. You can find further information on the company and the products on www.gerolsteiner.com.
Printing free of charge
Voucher copy requested
For further information and graphical material
Gerolsteiner Brunnen GmbH & Co. KG
Phone.: 06591 14-237
Fax: 06591 14-249