1. ATTITUDE AND USAGE STUDY
U.S. CONSUMER INSIGHTS
ATTITUDE AND USAGE STUDY
November 2017
© Voss of Norway AS

2. NEW CONSUMER RESEARCH
Comprehensive Quantitative Study among Super Premium Bottled Water Drinkers in past 4 weeks
Premium brands: VOSS, Fiji, Evian, Smart Water, San Pellegrino, Perrier, Icelandic Glacial, Acqua Panna, Essentia, CORE, Resource Water, Volvic
Key learning:
Perceptions of Brand
Brand Awareness
Usage Occasions
Drivers of Purchase Intent
Consumer Segment Opportunities
Consumer Demographics & Psychographics

3. VOSS AWARENESS AND STRONG FUTURE PURCHASE CONSIDERATION COMPARATIVELY HIGH RELATIVE TO LARGER PEER BRANDS
Q8. Below is a list of brands of bottled water. Which of these brands have you ever heard of?
Q9. Of these brands which have your ever purchased?
Q11. Of these brands, which would you consider purchasing in the future?
Source: A&U with Consumer Segmentation Study by Incite, June 2017

4. VOSS STANDS OUT AMONG KEY ATTRIBUTES IMPORTANT TO SUPER PREMIUM WATER DRINKERS
BLUE = significantly lower than VOSS
Opportunity:
Retailer profit
Distribution
Expanded space
Target: SP, Evian
Q30. Please review this list of words and check the words you feel best describe the brand?
Source: A&U with Consumer Segmentation Study by Incite, June 2017

5. VOSS ADVANTAGE WIDENS WHEN COMPARED TO FUNCTIONAL WATERS
Opportunity:
Distribution
Expanded space
Occasions
Flavored Sparkling; Sparkling
BLUE = significantly lower than VOSS
Q30. Please review this list of words and check the words you feel best describe the brand?
Source: A&U with Consumer Segmentation Study by Incite, June 2017

6. VOSS STANDS OUT AMONG KEY MEASURES IMPORTANT TO SUPER PREMIUM WATER DRINKERS VOSS ADVANTAGE WIDENS WHEN COMPARED TO FUNCTIONAL WATERS
Opportunity:
Retailer profit
Distribution
Expanded space
Target: SP, Evian
BLUE = significantly lower than VOSS
Q30. Please review this list of words and check the words you feel best describe the brand?
Source: A&U with Consumer Segmentation Study by Incite, June 2017

7. ARTESIAN WATER IS VIEWED AS THE HIGHEST QUALITY AND DRIVES THE PERCEPTION OF PURITY
Opportunity:
Artesian offering in Super Premium
VOSS comprehensive product lineup
Q37. Based on your knowledge please rank each of the following four types of water with 1 being the highest quality?
Source: A&U with Consumer Segmentation Study by Incite, June 2017

8. VOSS OFFERS THE MOST COMPREHENSIVE PRODUCT LINE
Opportunity:
Expanded lineup
Multiple Occasions
Cross selling

9. VOSS MIRRORS ALL MAJOR SUPER PREMIUM OCCASIONS
Consumers are choosing VOSS for the same Occasions and % of time as Consumers choose Super Premium Water
Opportunity:
Multi-Channel
Distribution
Multiple SKU’s
65%
69%
Q26D. What occasion was it for?
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

10. FOR ALL KEY PRODUCT ATTRIBUTES RELATIVE TO FINE DINING, VOSS PERFORMANCE EXCELS
Key Product Attributes for Fine Dining
Opportunity:
Retailer profit
Distribution
Expanded space
Target: Evian, San Pellegrino, Perrier
BLUE = significantly lower than VOSS
Q30. Please review this list of words and check the words you feel best describe the brand?
Source: A&U with Consumer Segmentation Study by Incite, June 2017

11. TRUST IN THE PURE AND NATURAL
VOSS SUCCESSFULLY PENETRATES ALL FOUR SUPER PREMIUM BOTTLED WATER CONSUMER SEGMENTS, INDICATING BROAD OCCASIONS AND MULTI-DAY PARTS
NOTHING BUT
THE BEST
TRUST IN THE PURE AND NATURAL
GREAT TASTE,
BEST VALUE
AFFORDABLE
LUXURY
Traditional luxury consumers
Health conscious, on-the-go consumers
Occasionally indulgent consumers
Status conscious consumers
‘I have high standards and regularly demand the best, whether buying for personal or social occasions’
‘I want natural, trustworthy products, but will not sacrifice taste or quality’
‘I value a great tasting product, but want to know I am getting it for the best price’
‘I am sociable and I like to indulge in affordable luxury’
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

12. TRUST IN THE PURE AND NATURAL
VOSS SUCCESSFULLY PENETRATES ALL FOUR SUPER PREMIUM BOTTLED WATER CONSUMER SEGMENTS, INDICATING BROAD OCCASIONS AND MULTI-DAY PARTS
NOTHING BUT THE BEST
TRUST IN THE PURE AND NATURAL
GREAT TASTE, BEST VALUE
AFFORDABLE LUXURY
Top 3 Decision Criteria
Taste great
Trustworthy
Artesian
Is Purest
Good value
Can Use Everyday
Natural Spring
Top 3 Occasions
Blended (49%)
Social (29%)
Personal (21%)
Blended (47%)
Social (41%)
Personal (12%)
Blended (43%)
Social (43%)
Personal (15%)
Social (44%)
Blended (29%)
Personal (26%)
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

13. EACH GROUP BUYS MULTIPLE SUPER PREMIUM BRANDS BUT ALL PURCHASE VOSS
“NOTHING BUT THE BEST” CONSUMER GROUP IS THE LARGEST SUPER PREMIUM BOTTLED WATER SEGMENT 44% OF THEM ARE BUYING VOSS
EACH GROUP BUYS MULTIPLE SUPER PREMIUM BRANDS BUT ALL PURCHASE VOSS
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.
SOURCE: VOSS Water Attitude and Usage Study, August 2017

14. Multi-Pack Purchase Intent
SUPER PREMIUM BOTTLED WATER CONSUMERS SHOW HIGH INTEREST IN VOSS MULTI-PACKS
Multi-Pack Purchase Intent
Top 2 Box (Definitely Would/Probably Would Purchase)
Opportunity:
Flavored 4-Pack
330mL 6-Pack
500mL 4-Pack
12 Packs (for Club and e-commerce)
In #1 Grocery chain in the US, VOSS multiple unit sale on promotion showed a 33-55% increase in the number of units sold – supporting the appeal of multi-packs
Source: Kroger Sales Portal 2017
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

15. VOSS MULTI-PACKS WILL SATISFY SEVERAL IMPORTANT USAGE OCCASIONS
Top 3 Occasions for a VOSS Multi-Pack: Serving to Guests and for Use at Home
Opportunity:
Flavored 4-Pack
330mL 6-Pack
500mL 4-Pack
500ml 12-Packs (Club & E-Commerce)
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

16. VOSS LEADS OR IS EQUAL TO EVIAN, PERRIER, SAN PELLEGRINO, IN THE FOUR DOMINANT SUPER PREMIUM USAGE OCCASIONS
Opportunity:
Distribution
Full product line
Multi-packs
Target: Evian, Perrier, San Pellegrino
Q26C. What brand was it? Q26D What occasion was it for?
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

17. VOSS HAS A SIGIFICANT LEAD OVER PROCESSED MUNICIPAL WATERS IN THE FOUR LARGEST SUPER PREMIUM OCCASIONS
Opportunity:
Distribution
Alt. channels
Full product line (flavored, etc)
Multiple placement
Q26C. What brand was it? Q26D What occasion was it for?
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

18. Among Smartwater & Fiji drinkers, 34% or more also drink VOSS
MOST CONSUMERS CHOOSE FROM A VARIETY OF BRANDS - VOSS IS SELECTED MORE BY SMART WATER AND FIJI DRINKERS THAN ANY OTHER SUPER PREMIUM BRAND
Among Smartwater & Fiji drinkers, 34% or more also drink VOSS
Opportunity:
Distribution
Expanded product line (sparkling; flavored)
Display
Q10. Of these brands which have you purchased in the past 4 weeks.
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

19. SUPER PREMIUM WATER CONSUMERS EXPECT TO PAY A PREMIUM FOR VOSS
Premium Prepared to Pay for VOSS
Perrier 6%
San Pellegrino 13%
Evian 29%
Fiji 51%
Average 25%
Q36. Assuming a single bottle of Fiji were offered at the price noted below, how much would you be willing to pay for each of the other brands listed, assuming all were of comparable sizes?
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

20. Consumers Checking Multiple Times per Day (by Age Group)
SOCIAL MEDIA HAS BECOME A KEY PLATFORM IN THE BEVERAGE DISCOVERY PROCESS, PARTICULARLY AMONG YOUNGER USERS
Over 40% of Younger Millennials (18-25) agree Social Media helps them decide to try a new non-alcoholic beverage.
Automotive: 45% of Younger Millennials use mobile/social to research cars
Food/Restaurant: 53% of Frequent and 41% of Occasional Diners say their mobile/social is the first place they go to decide on a place to eat.
Beauty: 44% of consumers cited Social Media as a source to influence beauty product purchases – Beauty influencers are at the top for the beauty segment at 55%
Facebook IQ Team, 2016
Consumers Checking Multiple Times per Day (by Age Group)
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

21. ACKNOWLEDGING THE POSITIVE IMPACT A BRAND HAS ON THEIR LIFE IS A KEY TRIGGER FOR CONTENT ON SOCIAL MEDIA
When the brand is part of an experience or event they’ve had.
To promote their healthy lifestyle.
To share their thoughts and opinions about a brand (positive or negative).
To be a trendsetter and share about new brands they’ve discovered.
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

22. VOSS’S ORGANIC SUCCESS OF SOCIAL MEDIA INDICATES HIGH LEVEL OF BRAND & CONSUMER ENGAGEMENT
VOSS is the most followed bottled water brand on Instagram, demonstrating brand vitality and strength of lifestyle association
119K
102K
61.7K
35.5K
28.6K
25K
(+12%)
@VOSSWorld
(+18%)
(+12%)
19.4K

23. VOSS AND FIJI LEAD WITH INSTAGRAM FOLLOWERS AND ENGAGEMENT
VOSS FACEBOOK FOLLOWERS ARE SIGNIFICANTLY MORE ENGAGED DESPITE HAVING FEWER FOLLOWERS
VOSS AND FIJI LEAD WITH INSTAGRAM FOLLOWERS AND ENGAGEMENT
Source: Facebook followers as of 10/31/2017 and engagement rate calculated by last 20 posts (regardless if sponsored) ending 10/

24. ATTITUDE AND USAGE STUDY
U.S. CONSUMER INSIGHTS
ATTITUDE AND USAGE STUDY
November 2017
© Voss of Norway AS

25. Appendix

26. Brand Perceptions among Recent Brand Purchasers
VOSS HAS ESTABLISHED A CACHE AMONG PURCHASERS THAT NEITHER FIJI NOR SMARTWATER HAVE ACHIEVED
Brand Perceptions among Recent Brand Purchasers
Percent who say phrase describes brand
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

27. VOSS OUTPERFORMS SAN PELLEGRINO ON KEY DRIVER OF PURCHASE INTENT
Opportunity:
Distribution
Full product line
Multi-packs
Promotional Displays
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

28. VOSS OUTPERFORMS SAN PELLEGRINO ON AWARENESS, PURCHASE INTENT, KEY ATTRIBUTES AND OCCASIONS
Opportunity:
Distribution
Sparkling; Flavors
Multi-packs
Seasonal/Promo Displays
Shelf/Cold Placement
Q8. Below is a list of brands of bottled water. Which of these brands have you ever heard of?
Q11. Of these brands, which would you consider purchasing in the future?
Q30. Please review this list of words and check the words you feel best describe the brand?
Q26D. What occasion was it for?
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.

29. VOSS CONSUMERS MOST OFTEN CONSIDER FIJI OR SMARTWATER THAN ANY OTHER PREMIUM BRANDS
Q28 When you chose VOSS what other brands of bottled water did you consider?
Source: A&U with consumer segmentation Study among premium water consumers, by Incite June 2017.