먹는해양심층수에 대한 대국민 서베이 연구 : 구매층의 인식과 구매 기본 정보를 중심으로

A Study on Survey on Bottled Deep Sea Water : Focusing on Consumer Awareness and Basic Purchase Data

The deep-sea drinking water(DSDW) industry is a segment of the deep-sea water (DSW) utilization industry and currently boasts the highest sales among domestic DSW-related industries. In fact, sales of DSDW have been increasing annually. Furthermore, the favorable market environment, characterized by the spread of the well-being culture and the growth of the bottled water and premium water markets, is expected to positively influence the growth of the DSDW market. However, the market share of DSDW in the domestic bottled water market is estimated to be less than 2%, which is relatively insignificant. Consequently, a public survey on DSDW was conducted to gather essential data for developing strategies to increase the market share of DSDW. Based on the analysis of the survey results, this paper suggests the need to raise awareness of DSDW products, strengthen price competitiveness, and improve product accessibility by expanding the distribution network. Additionally, it proposes expanding consumer choices through the development of a variety of differentiated products, with ‘minerals’ and ‘cleanliness’ as key themes.