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Fruit Juices - China - June 2012

"China’s juice market is well established, but it is dominated by low-end varieties, such as juice drinks. Juice drinks’ market share has been increasing over the past six years due to a number of factors, including rising inflation, low prices, and the strong performance of several key brands, particularly Coca-Cola’s Minute Maid and Pepsi’s Tropicana. High prices caused by insufficient supply of raw fruit suitable for juicing, high production costs and the slow development of supply chain, have limited the development of the high concentration juice market. High-income earners with high health-consciousness and low price-sensitivity are the targets of high concentration juice, imported juice and not-from-concentrate juice alike. Private label can be a point of entry for less well off, price-sensitive consumers for them to move into the high concentration juice segment."

– Xing Huang – Senior Research Manager


In this report we answer the key questions:

  • How can manufacturers increase consumer intake of high concentration juice?
  • Why has the juice category’s natural health positioning not been fully exploited?
  • Which channels can help to drive the future growth of the market?
  • What are the key areas in which fruit juices can compete more effectively against other beverage categories?

 

Report Description

China’s juice market enjoyed double digital annual growth from 2006 to 2011; the slowdown in 2008 was due to the global financial crisis, and in 2011 resulted from high inflation rates. Despite strong growth, the per capita consumption of juice in China is still low at 17.6 litres compared to 53.6 litres in the United States and 24.4 litres in the United Kingdom.

China’s juice market is well established, but it is dominated by low-end varieties, such as juice drinks. Juice drinks’ market share has been increasing over the past six years due to a number of factors, including rising inflation, low prices, and the strong performance of several key brands, particularly Coca-Cola’s Minute Maid and Pepsi’s Tropicana. High prices caused by insufficient supply of raw fruit suitable for juicing, high production costs and the slow development of supply chain, have limited the development of the high concentration juice market. High-income earners with high health-consciousness and low price-sensitivity are the targets of high concentration juice, imported juice and not-from-concentrate juice alike. Private label can be a point of entry for less well off, price-sensitive consumers for them to move into the high concentration juice segment.

The strong level of desire to consume on the go, and the ability of the impulse market to meet the needs of an increasingly busy and mobile population, have yet to be exploited fully.

 

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Table of contents

  1. Introduction

      • Definition
        • Consumer research
          • Report structure
            • Abbreviations
            • Executive Summary

              • The market
                • Figure 1: Actual-volume sales of juice, 2006-11
                • Figure 2: Actual-value sales of juice, 2006-11
              • The forecast
                • Figure 3: Forecast – volume sales of juice in China, 2007-17
                • Figure 4: Forecast – value sales of juice in China, 2007-17
              • Market segmentation
                • Figure 5: Volume sales of juice (retail), by segmentation, 2006-11
                • Figure 6: Value sales of juice (retail), by segmentation, 2006-11
              • Companies
                • Figure 7: Juice company, by volume and value share, 2009-11
              • Issues in the market
                • High concentration juice segment has credentials to grow share of market
                  • Figure 8: Concentration of fruit/vegetable juices bought, February 2012
                • Market yet to fully exploit health benefits of juice
                  • Figure 9: Attitudes towards fruit and vegetable juice, February 2012
                • Market benefits from increasing number of sales channels
                  • Figure 10: Occasions for drinking fruit/vegetable juices, February 2012
                • Inter-category competition poses a major challenge for fruit and vegetable juice
                  • Figure 11: Frequency of drinking soft drinks, February 2012
              • High Concentration Juice Segment has Credentials to Grow Share of Market

                • Issues at a glance
                  • High concentration juice has small market share
                    • Figure 12: China juice segment shares, by volume, 2006-11
                    • Figure 13: China juice segment shares, by value, 2006-11
                  • Consumer misunderstanding hinders market growth
                    • Figure 14: Attitudes towards fruit/vegetable juice, February 2012
                  • Chinese consumers prefer high concentration juice to juice drinks
                    • Figure 15: Concentration of fruit/vegetable juices bought, February 2012
                    • Figure 16: Top five factors considered when buying fruit/vegetable juices, February 2012
                    • Figure 17: Attitudes towards fruit/vegetable juices, February 2012
                  • High income earners dominate high concentration juice segment
                    • Figure 18: Attitudes towards food and drink, by demographics, 2012
                    • Figure 19: Most highly ranked factors when buying fruit and vegetable juices, by demographics, February 2012
                    • Figure 20: Average spending per week and frequency of drinking fruit/vegetable juices, by demographics, February 2012
                  • Global financial crisis brings focus to the domestic market
                    • Effective supply chain essential to growth of premium market
                      • Supply chain issues hinder growth
                        • Figure 21: Main fruit production areas
                      • Private label to reach mid and low income groups
                        • Figure 22: Brands of fruit/vegetable juices bought, February 2012
                        • Figure 23: Percentage of branded and private label juice launches by country, 2008-11
                        • Figure 24: Top five private label juice brands, 2008-11
                      • Imported juices provide more exotic flavour varieties
                        • Figure 25: Market size of imported juice in value, 2009-11
                        • Figure 26: Attitudes towards fruit and vegetable juice, February 2012
                      • Juice bars can help facilitate growth of high quality juices in retail
                        • Figure 27: Attitudes toward fruit and vegetable juice, February 2012
                      • What does it mean?
                      • Market Yet to Fully Exploit Health Benefits of Juice

                        • Issues at a glance
                          • Chinese consumers are facing increasing problems with nutritional imbalance, sub-health and chronic diseases
                            • Fruit and vegetable juice a solution for a balanced diet
                              • Figure 28: Attitudes towards food and drink, January 2012
                              • Figure 29: Frequency of consumption of selected drinks
                              • Figure 30: Top two claims of new juice products, 2008-11
                            • Functional juice has limited presence
                              • Figure 31: Claims of new product launches 2009-11
                              • Figure 32: Top five companies launching new products with functional claims, 2008-11
                            • Functional juice can benefit from parental concern for children
                                • Figure 33: The person that fruit/vegetable juice is bought for, February 2012
                              • Super fruit juice has strong potential in the market
                                • Mixed juice has the benefits of nutritional balance and better tastes
                                    • Figure 34: Flavours of fruit/vegetable juices bought, February 2012
                                  • Juice with pulp and chilled juice are deemed ‘healthier’
                                    • Figure 35: Attitudes towards fruit/vegetable juices, February 2012
                                    • Figure 36: Attitudes towards fruit and vegetable juice, February 2012
                                  • What does it mean?
                                  • Market Benefits from Increasing Number of Sales Channels

                                    • Issues at a glance
                                      • Investment in coolers indicates new market development
                                        • Figure 37: Locations of buying fruit/vegetable juices, February 2012
                                      • Co-operating with convenience stores to catch lunchtime consumption
                                        • Figure 38: Attitudes towards fruit/vegetable juice, February 2012
                                      • Building online distribution can attract younger consumers’ interest
                                        • Figure 39: Online channels of buying fruit/vegetable juices, February 2012
                                      • On-trade is one of the most lucrative segments for the juice market
                                        • Figure 40: Types of restaurants eaten in/ordered take-away from in the last 12 months, March 2012
                                        • Figure 41: Drinks consumed in foreign vs domestic fast food restaurants, March 2012
                                        • Figure 42: Locations of drinking fruit/vegetable juices, February 2012
                                        • Figure 43: Occasions of drinking fruit/vegetable juices, February 2012
                                        • Figure 44: Time of drinking fruit/vegetable juice, February 2012
                                        • Figure 45: Attitudes towards fast food restaurants, 2012
                                      • Other outlets offer new consumption occasions
                                        • Figure 46: Leisure activities, April 2012
                                      • Railway network expansion can capture more sales from people on the move
                                        • Figure 47: Occasions of drinking fruit/vegetable juices, February 2012
                                      • What does it mean?
                                      • Inter-Category Competition Poses a Major Challenge for Fruit and Vegetable Juice

                                        • Issues at a glance
                                          • Figure 48: Frequency of drinking soft drinks, February 2012
                                        • Juice drinks compete with mineral water by promoting nutritional value
                                          • Dairy drinks and soya drinks provide breakfast competition
                                            • Figure 49: Time of drinking fruit/vegetable juice, February 2012
                                          • On-the-go juice consumption to compete with tea drinks and CSDs
                                            • Figure 50: Locations of drinking fruit/vegetable juices, tea beverages and CSDs, 2012
                                            • Figure 51: New products launched in juices in China, by pack size, 2008-11
                                            • Figure 52: Locations of purchasing fruit/vegetable juices, tea beverages and CSDs, 2012
                                            • Figure 53: Attitudes towards fruit/vegetable juice, February 2012
                                            • Figure 54: Sizes of fruit/vegetable juices, tea drinks and CSDs usually bought, 2012
                                          • Vending machines for people on-the-go
                                            • Figure 55: Locations of drinking fruit/vegetable juices and tea beverages, 2012
                                            • Figure 56: Time of drinking fruit/vegetable juices and tea beverages, 2012
                                          • Nutrition and health offer strongest competitive positioning
                                            • Figure 57: Attitudes towards fruit/vegetable juice and tea drinks, 2012
                                          • Juice manufacturers are competing in an ever more crowded market
                                            • What does it mean?
                                            • The Future of the Market

                                                • Figure 58: Forecast – volume sales of juice in China, 2007-17
                                                • Figure 59: Forecast – value sales of juice in China, 2007-17
                                            • Appendix – Market Size and Share

                                                • Figure 60: Juice volume sales, by subsector, 2006-11
                                                • Figure 61: Juice value sales, by subsector, 2006-11
                                                • Figure 62: Juice volume retail sales, by segment, 2006-11
                                                • Figure 63: Juice volume retail sales, by segment, 2006-11
                                                • Figure 64: Juice company volume share, 2009-11
                                                • Figure 65: Juice company value share, 2009-11
                                            • Appendix – Attitudes towards Fruit/Vegetable Juices

                                                • Figure 66: Agreement with the statements ‘I prefer mini size fruit/vegetable juice packages over regular size ones’ and ‘I believe 100% fruit juice has been added with sugar’, by demographics, February 2012
                                                • Figure 67: Agreement with the statements ‘I prefer fruit juice over carbonated fruit juice’ and ‘It is worth paying more for juices with fewer or no additives’, by demographics, February 2012
                                                • Figure 68: Agreement with the statements ‘Fruit juices are ideal companion for the lunchbox (either for myself, a partner or kids)’ and ‘Chilled/fresh juices are much healthier than non-chilled long-life juices’, by demographics, February 2012
                                                • Figure 69: Agreement with the statements ‘Besides drinking alcoholic drinks in a pub/bar, I might drink fruit/vegetable juices’ and ‘I have a taste for exotic flavours’, by demographics, February 2012
                                                • Figure 70: Agreement with the statements ‘I believe juices with pulp to be healthier than juices without pulp’ and ‘I find fruit/vegetable juice more suitable for females or kids’, by demographics, February 2012
                                                • Figure 71: Agreement with the statements ‘There is little difference in quality between own-label versions’ and ‘I believe drinking fruit/vegetable juices can meet my daily dietary requirements’, by demographics, February 2012
                                            • Appendix – Consumption Habits

                                              • Frequency of drinking soft drinks
                                                • Figure 72: Most popular frequency of drinking carbonated soft drinks, by demographics, February 2012
                                                • Figure 73: Next most popular frequency of drinking carbonated soft drinks, by demographics, February 2012
                                                • Figure 74: Most popular frequency of drinking concentrates/dilutables soft drinks, by demographics, February 2012
                                                • Figure 75: Next most popular frequency of drinking concentrates/dilutables soft drinks, by demographics, February 2012
                                                • Figure 76: Most popular frequency of drinking mineral water (still or sparkling), by demographics, February 2012
                                                • Figure 77: Next most popular frequency of drinking mineral water (still or sparkling), by demographics, February 2012
                                                • Figure 78: Most popular frequency of drinking sports/Isotonic drinks, by demographics, February 2012
                                                • Figure 79: Next most popular frequency of drinking sports/Isotonic drinks, by demographics, February 2012
                                                • Figure 80: Most popular frequency of drinking energy drinks, by demographics, February 2012
                                                • Figure 81: Next most popular frequency of drinking energy drinks, by demographics, February 2012
                                                • Figure 82: Most popular frequency of drinking soya drinks, by demographics, February 2012
                                                • Figure 83: Next most popular frequency of drinking soya drinks, by demographics, February 2012
                                                • Figure 84: Most popular frequency of drinking fruit juices and juice drinks (including fruit and vegetable juices, juice drinks), by demographics, February 2012
                                                • Figure 85: Next most popular frequency of drinking fruit juices and juice drinks (including fruit and vegetable juices, juice drinks), by demographics, February 2012
                                                • Figure 86: Most popular frequency of drinking dairy drinks, by demographics, February 2012
                                                • Figure 87: Next most popular frequency of drinking dairy drinks, by demographics, February 2012
                                                • Figure 88: Most popular frequency of drinking ready to drink tea/Iced tea, by demographics, February 2012
                                                • Figure 89: Next most popular frequency of drinking ready to drink tea/Iced tea, by demographics, February 2012
                                                • Figure 90: Most popular frequency of drinking ready to drink coffee, by demographics, February 2012
                                                • Figure 91: Next most popular frequency of drinking ready to drink coffee, by demographics, February 2012
                                                • Figure 92: Most popular frequency of drinking other soft drinks, by demographics, February 2012
                                                • Figure 93: Next most popular frequency of drinking other soft drinks, by demographics, February 2012
                                              • Time of drinking fruit/vegetable juices
                                                • Figure 94: Time of drinking fruit/vegetable juices, by demographics, February 2012
                                              • Locations of drinking fruit/vegetable juices
                                                • Figure 95: Most popular locations of drinking fruit/vegetable juices, by demographics, February 2012
                                                • Figure 96: Next most popular locations of drinking fruit/vegetable juices, by demographics, February 2012
                                              • Occasions of drinking fruit/vegetable juices
                                                • Figure 97: Most popular occasions of drinking fruit/vegetable juices, by demographics, February 2012
                                                • Figure 98: Next most popular occasions of drinking fruit/vegetable juices, by demographics, February 2012
                                            • Appendix – Consumer Purchasing Behaviour

                                              • The person that fruit/vegetable juices bought for
                                                • Figure 99: The person that fruit/vegetable juices bought for, by demographics, February 2012
                                              • Time of drinking fruit/vegetable juices for kids
                                                • Figure 100: Time of drinking fruit/vegetable juices for kids, by demographics, February 2012
                                              • Concentration of fruit/vegetable juices bought
                                                • Figure 101: Concentration of fruit/vegetable juices bought, by demographics, February 2012
                                              • Flavors of fruit/vegetable juices bought
                                                • Figure 102: Most popular flavors of fruit/vegetable juices bought, by demographics, February 2012
                                                • Figure 103: Next most popular flavors of fruit/vegetable juices bought, by demographics, February 2012
                                                • Figure 104: Popular flavors of fruit/vegetable juices bought, by demographics, February 2012
                                                • Figure 105: Other flavors of fruit/vegetable juices bought, by demographics, February 2012
                                                • Figure 106: Least popular flavors of fruit/vegetable juices bought, by demographics, February 2012
                                              • Locations of buying fruit/vegetable juices
                                                • Figure 107: Most popular locations of buying fruit/vegetable juices, by demographics, February 2012
                                                • Figure 108: Next most popular locations of buying fruit/vegetable juices, by demographics, February 2012
                                                • Figure 109: Other locations of buying fruit/vegetable juices, by demographics, February 2012
                                              • Average spending per week on fruit/vegetable juices
                                                • Figure 110: Most popular average spending per week on fruit/vegetable juices, by demographics, February 2012
                                                • Figure 111: Next most popular average spending per week on fruit/vegetable juices, by demographics, February 2012
                                                • Figure 112: Other average spending per week on fruit/vegetable juices, by demographics, February 2012
                                              • Sizes of fruit/vegetable juices usually bought
                                                • Figure 113: Can of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 114: Suction nozzle bag of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 115: Small pack (up to 250ml) of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 116: Medium pack (300ml-900ml) of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 117: Large pack (1L-1.5L) of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 118: Extra large pack (Over 1.5l) of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 119: Small bottles (350ml and below) of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 120: Medium bottles (400ml–750ml) of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 121: Large bottles (1l-1.5l) of fruit/vegetable juices usually bought, by demographics, February 2012
                                                • Figure 122: Extra-large bottles (Over 1.5l) of fruit/vegetable juices usually bought, by demographics, February 2012
                                              • Considering factors of buying fruit/vegetable juices
                                                • Figure 123: Most popular considering factors of buying fruit/vegetable juices top ranked, by demographics, February 2012
                                                • Figure 124: Next most popular considering factors of buying fruit/vegetable juices top ranked, by demographics, February 2012
                                                • Figure 125: Other considering factors of buying fruit/vegetable juices top ranked, by demographics, February 2012
                                                • Figure 126: Most popular considering factors of buying fruit/vegetable juices second ranked, by demographics, February 2012
                                                • Figure 127: Next most popular considering factors of buying fruit/vegetable juices second ranked, by demographics, February 2012
                                                • Figure 128: Other considering factors of buying fruit/vegetable juices second ranked, by demographics, February 2012
                                                • Figure 129: Most popular considering factors of buying fruit/vegetable juices third ranked, by demographics, February 2012
                                                • Figure 130: Next most popular considering factors of buying fruit/vegetable juices third ranked, by demographics, February 2012
                                                • Figure 131: Other considering factors of buying fruit/vegetable juices third ranked, by demographics, February 2012
                                              • Brands of fruit/vegetable juices bought in the last 3 months
                                                • Figure 132: Most popular brands of fruit/vegetable juices bought in the last 3 months, by demographics, February 2012
                                                • Figure 133: Next most popular brands of fruit/vegetable juices bought in the last 3 months, by demographics, February 2012
                                                • Figure 134: Popular brands of fruit/vegetable juices bought in the last 3 months, by demographics, February 2012
                                                • Figure 135: Other brands of fruit/vegetable juices bought in the last 3 months, by demographics, February 2012
                                                • Figure 136: Least popular brands of fruit/vegetable juices bought in the last 3 months, by demographics, February 2012
                                            • Appendix – Further Analysis

                                                • Figure 137: Repertoire of flavors of fruit/vegetable juices bought, by demographics, February 2012
                                            • Appendix – Repertoire Analysis

                                                • Figure 138: Repertoire of locations of buying fruit/vegetable juices, by demographics, February 2012
                                                • Figure 139: Repertoire of brands of fruit/vegetable juices bought in the last 3 months, by demographics, February 2012

                                            Companies Covered

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                                            Fruit Juices - China - June 2012

                                            £3,195.84 (Excl.Tax)