Consumers reveal loyalty determinants to table water brands
By Felicia Nwosu
Water, they say, is life and one of the most essential entities for human survival. According to medical experts, the body contains approximately 60 percent of water, and the brain 70 percent, while the lungs are nearly 90 percent water and so it requires 2.4 liters or about 2.5 quarts of water through ingested liquid and foods.
Water remains the most crucial resource that should be prioritised in terms of availability, safety, affordability, accessibility, and quality. Portable water is essential to life. This is why The United Nations and the World Health Organisation have made it one of the Millennium and Sustainable development goals MDGs/SDGs.
In Nigeria however, the water supply is sorely inadequate. It is this supply inadequacy that has led to the proliferation of both branded and unbranded bottled water across the length and breadth of the country. This situation was exploited by some unscrupulous people who were intent on making brisk business to introduce unsafe and unhygienic water products, especially sachet and table water into the market.
To stem this ugly development, some notable brands extended their product offerings to include table water in their product portfolios. These brands include Coca-Cola, 7Up, La Casera, Nestle, Rite Foods, Dana, Coscharis, and others.
Today, the table water sector has a semblance of sanity. Most of the brands are produced to specifications and certified by NAFDAC.
MARKETING EDGE in this special report went out to feel the pulse of consumers on how quality, availability, and packaging influence their choice of water brand.
Eva
Coming from the stable of Coca-Cola and backed by its reputation, distribution network, easy-to-open, and marketing strength Eva is easily the most popular and the leading table water brand in Nigeria. The brand has remained unbeaten for years when it comes to product distribution and availability because its distribution is built on the back of Coca-Cola’s so that wherever there is Coca-Cola there is also Eva.
Mr. Sylvanus, Cinematographer and production director, said he has tried so many brands, and out of all, he prefers Eva water for its crystal clear quality, noiseless bottle, and easy-to-open features.
“For me, Eva water is No.1. Its standard is very high, it has a class of its own because of its brand value and it is not common. It is rarely sold in the traffic market, even when you see it, you will be skeptical to buy it. If I don’t find Eva, I go for Cascade. I love their packaging in terms of its cover, unlike some brands like Viju milk water that the sealed cap pulls off as you try to open it. I have a big problem with that brand, the inconveniences associated with its cover. Please making a thirsty consumer go through hell before quenching his thirst is not a good way of assuring them of quality, there are other ways.”
Another consumer in a WhatsApp group chat also commended Eva water for its high-quality standard.
“I love Eva for its high-quality quality, but I won’t buy Eva in traffic because my mind has already told me that it might be counterfeited.”
CWAY
CWAY Water is the flagship of CWAYy Group, a Foods and Beverages company in Nigeria. As one of the earliest water brands, CWAY has a lot of loyal consumers who said they patronise it because of its quality availability, quality, and aesthetic packaging as seen in the bottle.
Miss Lucy, a culinary specialist, said she prefers CWAY and Eva. “I prefer CWAY because it is a premium brand. CWAY is water at its best. I also drink Eva and occasionally, I drink Mr. V because it is readily available, and you can hardly find Eva in traffic. What I look out for in buying my water is quality. it must be a leading brand. Price is not necessarily an issue because they fall within the same range except Nestle water and it is only sold in renowned shops.”
Nestle Pure Life
Pure Life is from the stable of Nestle, the health-conscious brand and one of the most preferred brands according to the consumers polled. The leading company introduced three varieties of table water all in the bid to fill a gap no local brand has been able to fill until now. These three variants are Nestlé Pure Life 60cl Regular, 60cl Nestlé Pure Life Protect (fortified with Zinc), and Nestlé Pure Life 150cl Regular. They come in different sizes as well.
The preponderance of consumers who interfaced with our reporters attested to the quality of the water. They described the product as having a satisfying taste and feel. This they said, is part of their determinants for water choice. they also commented on the bottle’s lightweight and ease of handling.
Mrs. Nwabuzo, a mother of two and a banker said: “When I had my first baby, my doctor suggested that to be sure of safety and purity, I should use Nestle Pure Life for her, and seriously, her life has been pure without any kind of infection. I trust Nestle Pure Life. It gives me this assurance of quality with its specifications well outlined on the bottle. I love everything about it, it is easy to open and its cap is well secured, unlike some brands, where once you open the caps, you can’t cover them again. Nestle has a lot of qualities that differentiate it from others. Its taste is unique, its packaging is endearing.”
Miss Mabel Enejo, a digital strategist similarly said: “For me, it is Nestle water or nothing, because it is a friendly brand. Those brands who make the packaging of their products difficult for consumers to use, to me, are not consumer-friendly. Imagine opening a bottle of water, and it looks like you are fighting with the bottle. I carry my water everywhere I go, since I know I can’t find it in the traffic. It is simply pure life, no contamination at all with its beautiful bottle which is as easy as the water itself. People complain that it is expensive which is true, but I love the fact that it is not sold in the traffic to avoid counterfeits.”
Cascade
This is a high-quality product from K RS and it is produced carefully for the rehydration and safety of consumers. Cascade water goes through a multistep process of filtration and purification. The leading water brand comes in handy and it offers numerous benefits such as acting as an insulator by regulating internal body temperature, especially during sweaty periods. Mr. Osoba, a civil servant, said he prefers Cascade and the determinants of his choice included quality assurance, the taste of purity, freshness, and convince in opening the cap.
“I consider a lot of things before buying my water. Cascade is very easy to open, and I love the uniqueness of the bottle shape. I am a physically challenged person and find it easy to open Cascade by putting it on my lap and unscrewing it with one hand.
Another consumer, Mrs. Shittu, named Cascade as her best choice and listed availability, safety, and convince as her determining factors.
Aquafina
This water brand is from the stale of 7Up bottling Company, makers of 7Up, Pepsi, Mirinda, and other carbonated drinks. The water brand is produced under the strictest level of quality control and hygiene. It is well-packaged with sealed cover which protects it against germs and dust and it comes in a safe plastic pet bottle.
A male consumer in his 50s who would rather remain anonymous attested to the quality of the water brand.
“Aquafina stands out as a quality water brand in all ramifications. The quality is superb, simple but quality packaging. The bottle is strong with easy- to- open cap, unlike some brands which require you to go through a strenuous process just to open the cap. And sincerely, this constitutes a put-off for me. Again, the fact that the brand comes from the stable of a leading company that is well accepted in Nigeria, gives the brand an edge over others. Aquafina has an immeasurable brand value because it is riding on 7UP Company just as Eva is doing with Coca-Cola and this makes its distribution channel very easy, and so, availability is never a problem.”
Bigi
BIGI is a brand known for carbonated drinks production and like Coca-Cola and 7Up, has extended its portfolio to include water bottling. BIGI Table Water is reputed for its quality, purity, freshness, and reliability.
Mr. Enuamaka, a communication expert said that the Bigi water bottle packaging thrills his imagination, and has made him fall in love with the brand.
“My reasons for going for BIGi Water may not make so much sense but I will tell you regardless. My favourite is BIGi because I love the shape of the bottle and I don’t think there may be too many counterfeits like some more popular brands.”
Mr. V.
Availability and affordability remain the mantra for this brand. It is very consistent in ensuring that it satisfies every consumer in quenching their thirst. AS a product from a leading beverage company, it has undergone several stages of filtration to ensure consumer safety. The major complaint about this brand is its cap which is reputedly too hard to open with the resultant effect of spilling the water on the consumer.
Mrs. Oyewole, a restaurant owner, who deals with a large number of consumers said she sells only Mr. V. because it is readily available.
“I sell only Mr. V. and my customers like it but the only complaint they have with the brand is its cap. They say it is very difficult to open, which I see as a seal of originality. To me, it is a kind of protection from being counterfeited by unscrupulous people.”
A young lady who described herself as Evergreen Queen revealed that Mr. V. has captured her heart with its cap.
“Mr. V has become my favourite for now, following the fact that the cap is well sealed and might not be easily imitated and might not be easily poisoned nor contaminated.”
Apart from the brands mentioned above, some known brands did not get mentioned by any of the consumers interviewed. These are Nirvana Table Water, Swan Bottled Water, Aquadana, and Aquarite.
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