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Consumer Attitudes towards Functional Drinks - China - April 2017

“Not all consumers need an intense and immediate energy shot. Instead, some may just need a slight energy kick to enhance their mood. Therefore, a one-size-fit all approach in energy drinks could limit a brand’s consumer penetration. Lighter versions of energy drinks have good potential to increase usage, especially among female consumers and young people.”
–    Ching Yang, Senior Research Scientist

This report will cover the following areas:

  • Energy drinks for different levels
  • Sophisticated fermented drinks
  • Use plant-based ingredient to clean up the category

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
          • Figure 1: Definition of low/mid/high MHI groups, by city tier
      • Executive Summary

          • The market
            • Sports and energy drink market intensifies in China
              • Companies and brands
                • Monster enters China; Red Bull faces uncertainty
                  • ‘No Additives/Preservatives’ claim has increased the most
                    • Figure 2: Top 10 claims on sports drinks*, China 2014-16
                  • Room to diversify flavour
                    • Figure 3: Top 10 flavours of sports drinks, China 2014-16
                  • The consumer
                    • Gaining energy is the most popular need
                      • Figure 4: Health benefits in drinks that consumers are interested in buying, January 2017
                    • Sports drinks enjoy the heaviest consumption
                      • Figure 5: Consumption frequency of different functional drinks, January 2017
                    • Mizone outperforms Gatorade as a sports drink
                      • Figure 6: Correspondence Analysis – Perception of different types of drinks in the market, January 2016
                    • Looking for energy drinks designed for women
                      • Figure 7: Consumers’ usage and attitudes towards functional drinks, January 2017
                    • Concern about caffeine but not taurine
                      • Figure 8: Consumers' attitudes towards the functional ingredients, January 2017.
                    • Consumers want low-calorie energy drinks without artificial sweeteners
                      • Figure 9: Energy drink innovations consumers are interested in, January 2017
                    • Mintropolitans want cleaner functional drinks
                      • Figure 10: Highlighted consumers’ usage and attitudes towards energy drinks, January 2017
                    • What we think
                    • Issues and Insights

                      • Energy drinks for different levels
                        • The facts
                          • The implications
                            • Sophisticated fermented drinks
                              • The facts
                                • The implications
                                  • Figure 11: Kombucha product example, China, Taiwan, and US, 2016-17
                                  • Figure 12: Product example of probiotic drinks from Meiji, Japan, 2015-16
                                  • Figure 13: Product example of Farmhouse Culture chips, US 2016
                                • Use plant-based ingredient to clean up the category
                                  • The facts
                                    • The implications
                                      • Figure 14: Berri Pro’s fitness beverage, US 2016
                                      • Figure 15: Mr. Mak’s original dynasty ginbao, US 2016
                                  • The Market – What You Need to Know

                                    • Competition in the sports and energy drink market intensifies
                                      • Global beverage brands invest in probiotic drinks
                                        • Consumers’ growing demands and higher standards
                                        • Opportunities and Challenges

                                          • Competition in sports and energy drinks intensifies
                                            • Global beverage brands invest in probiotic drinks
                                              • Figure 16: Product example of fermented drink products, US 2016-17
                                            • Consumers’ growing demands and higher standards
                                              • The potentially stricter regulation on functional drinks
                                              • Key Players – What You Need to Know

                                                • Monster enters China; Red Bull faces uncertainty
                                                  • More clean sports drinks
                                                    • Room to diversify flavours
                                                    • Competitive Strategies

                                                      • Mizone launches taurine-infused drinks
                                                        • Figure 17: Mizone’s Mi Pro, China 2017
                                                      • Monster enters China
                                                        • Figure 18: Product example of Monster Beverages’ innovation in the global market, China, US and Turkey 2015-17
                                                      • Red Bull’s uncertainty in China
                                                        • Uni-President Food sells off Jianlibao
                                                        • Who’s Innovating?

                                                          • More clean and on-the-go sports drinks
                                                            • Figure 19: Top 10 claims on sports drinks*, China 2014-16
                                                            • Figure 20: Product example of sports drinks featuring plant-based ingredients, China 2016-17
                                                            • Figure 21: Product example of sports drinks designed for on-the-go, China and US 2016
                                                          • Room to diversify the flavour
                                                            • Figure 22: Top 10 flavours of sports drinks, China 2014-16
                                                            • Figure 23: Top 10 flavours of energy drinks*, China 2014-16
                                                            • Figure 24: Product example of acai-flavoured energy drinks
                                                          • Leading sports drink brands becoming organic
                                                            • Figure 25: Product example of organic sports drinks. US 2016-17
                                                          • Functional CSD (Carbonated Soft Drinks)
                                                            • Figure 26: Coca-Cola Plus and Monster’s Mutant, Japan and US 2016
                                                          • Red Bull’s VR pack
                                                            • Figure 27: Red Bull’s VR package, Brazil 2016
                                                        • The Consumer – What You Need to Know

                                                          • Gaining energy is the most popular need
                                                            • Looking for energy drinks designed for women
                                                              • Concern about caffeine but not taurine
                                                              • Interested Health Benefits

                                                                • Gaining energy is the most popular need
                                                                  • Figure 28: Health benefits in drinks that consumers are interested in buying, January 2017
                                                                • Consumers aged 25-39 have greater interest in stress relief
                                                                  • Figure 29: Product example of stress relief drink, US 2016
                                                                • Younger consumers have need for vision-aiding functions
                                                                  • Most consumers do not buy into the anti-haze claim
                                                                    • Figure 30: Jin Sang Zi foods’ herbal tea, China 2016
                                                                  • Males have more diverse range of needs; females focus on beauty
                                                                    • Figure 31: Health benefits in drinks that consumers are interested in buying, by gender, January 2017
                                                                • Consumption Frequency

                                                                  • Sports drinks enjoy the heaviest consumption
                                                                    • Figure 32: Consumption frequency of different functional drinks, January 2017
                                                                    • Figure 33: Product example of functional drinks in a more portable format
                                                                  • Functional RTD tea has good potential to grow
                                                                    • Figure 34: Product example of functional tea, US, Singapore, and Japan 2016-17
                                                                  • Vitamin water see opportunity among female consumers
                                                                    • Figure 35: Product example of flavoured water with probiotics in China, 2016-17
                                                                  • Room to increase penetration of enzyme drinks and vinegar drinks
                                                                    • Figure 36: Product example of enzyme drinks in China, 2016-17
                                                                • Perception of Different Types of Drinks

                                                                  • Mizone outperforms Gatorade as a sports drink
                                                                    • Figure 37: Correspondence Analysis – Perception of different types of drinks in the market, January 2016
                                                                    • Figure 38: Attributes associated with different types of drinks in the market, January 2017
                                                                  • Few are aware of Red Bull’s high vitamin content
                                                                    • Vitamin Water can be more ‘natural’; Hai Zhi Yan can improve its taste
                                                                      • Coconut water has not yet entered the exercise occasion
                                                                      • Usage and Attitudes

                                                                        • Looking for energy drinks designed for women
                                                                          • Figure 39: Consumers’ usage and attitudes towards energy drinks, January 2017
                                                                          • Figure 40: Product example of tea/coffee-infused energy drinks, US, 2016
                                                                        • Heavy users drink sports drinks even when not exercising
                                                                          • Figure 41: Consumers’ usage and attitudes towards sports drinks, January 2017
                                                                        • Sophisticated users want to know more about the ingredients
                                                                          • Figure 42: Consumers’ usage and attitudes towards functional drinks, January 2017
                                                                      • Attitudes towards Functional Ingredients

                                                                        • Concern about caffeine but not taurine
                                                                          • Figure 43: Consumers' attitudes towards the functional ingredients, January 2017.
                                                                        • Open to plant-based energy ingredients
                                                                          • Figure 44: Product example of energy drinks featuring plant-based active ingredients, China, UK, US
                                                                        • Explaining ingredient functions can make them more welcomed
                                                                          • Figure 45: Baby’s face and body cream from Pai Skincare, UK 2016
                                                                      • Interested in Energy Drink Innovations

                                                                        • Consumers want low-calorie energy drinks without artificial sweeteners
                                                                          • Figure 46: Energy drink innovations consumers are interested in, January 2017
                                                                          • Figure 47: Product example of energy drinks that use natural sweeteners other than sugar. US 2016-17
                                                                          • Figure 48: Product examples of energy drinks with fruit juice, US 2011-16
                                                                        • Organic energy drinks may be a missing opportunity in China
                                                                          • Figure 49: Percentage of organic energy drinks, Global 2014-16
                                                                        • Male consumers like TCM-based energy
                                                                          • Figure 50: Highlighted energy drink innovations consumers are interested in, by gender, January 2017
                                                                      • Meet the Mintropolitans

                                                                        • Greater consumption of functional drinks
                                                                          • Figure 51: Heavy users* of different functional drinks, by consumers classification, January 2017
                                                                        • Demand for cleaner functional drinks
                                                                          • Figure 52: Selected consumers’ usage and attitudes towards energy drinks, by consumer classification, January 2017
                                                                        • Higher interest in various ingredients
                                                                          • Figure 53: Consumers who would like to see the following ingredients in their drinks, by consumers classification, January 2017
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations

                                                                          Companies Covered

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                                                                          Consumer Attitudes towards Functional Drinks - China - April 2017

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