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Juice - China - November 2015

“The juice market has declined slightly driven by the poor performance of juice drink segment. Though the juice drink segment continues to dominate the retail market with an estimated 88.5% volume share in 2015, its share is expected to be taken by pure juice and nectar.”

- Ching Yang, Research Analyst

This report looks at the following areas:

  • How can 100% packaged juice compete with freshly squeezed juice?
  • Investing more in pure juice is a must for manufacturers to gain share
  • Large playground for juice-fusion products

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Figure 1: China’s juice retail market size, by volume sales, 2010-20
            • Figure 2: China’s juice retail market size, by value sales, 2010-20
            • Figure 3: Volume share of china’s juice retail market, by segment, 2010-20
          • Companies and brands
            • Figure 4: Value share of top ten companies in juice market, China 2013-14
          • The consumer
            • Consumers are drinking more freshly squeezed juice
              • Figure 5: Trends in juice consumption, August 2015
            • Functional health benefit and brand are strong purchase triggers
              • Figure 6: Top five juice purchase decision factors, August 2015
            • Increased usage occasion when eating out, when socializing, and before or after workout
              • Figure 7: Juice drinking occasions, August 2015
            • Consumers are looking for juice mixed with vegetables or plant protein drinks
              • Figure 8: Consumers’ attitudes towards health benefits of juice, August 2015
            • Still a sizable group of consumers prefer buying juice in-store
              • What we think
              • Issues and Insights

                • How can 100% packaged juice compete with freshly squeezed juice?
                  • The facts
                    • The implications
                      • Investing more in pure juice is a must for manufacturers to gain share
                        • The facts
                          • The implications
                            • Large playground for juice-fusion products
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Poor performance of juice drink drives down the total market
                                    • Juice drink segment is being taken by pure juice and nectar
                                      • Still room for pure juice to grow in China
                                      • Market Size and Forecast

                                        • Juice market struggles to grow in 2015
                                          • Figure 9: China’s juice market volume, by retail and non-retail, 2010-15
                                          • Figure 10: China’s juice retail market size, by volume sales, 2010-20
                                          • Figure 11: China’s juice retail market size, by value sales, 2010-20
                                      • Market Factors

                                        • Juice drink segment is being taken by pure juice and nectar
                                          • Figure 12: New juice products launched in china, by segments, 2012-15
                                        • Premiumising retail channels oppress juice drink segment
                                          • Still room for pure juice to grow
                                            • Figure 13: Juice products launched by segment, China, Japan, UK and US, 2015 (Jan-Nov)
                                          • Competition from other healthy drinks
                                            • Figure 14: new beverage products by category, china, 2014-15
                                          • Changing juice usage occasions
                                          • Market Segmentation

                                            • Juice drinks dominate the retail market but are shrinking
                                              • Figure 15: Volume share of china’s juice retail market, by segment, 2010-20
                                            • Pure juice segment grew fastest in volume
                                              • Nectar grew slower but future opportunities in blended juice
                                                • Decrease in juice drinks may slow down with new formats
                                                  • Figure 16: China’s juice retail market volume size, by segment, 2010-20
                                              • Key Players – What You Need to Know

                                                • Companies focusing on juice drinks or juice from concentrates are losing out
                                                  • Opportunities for juice drink – tapping into light-flavour soft drinks
                                                    • Increasing competition in coconut juice
                                                    • Market Share

                                                      • Companies focusing on juice drinks are losing out
                                                        • Figure 17: Volume and value share of top ten companies in juice market, China 2013-14
                                                      • New players elevate the definition of juice
                                                        • Figure 18: Examples of NFC 100% pure juice, China 2015
                                                      • Lack of star product in Traditional Chinese medicine (TCM) category
                                                        • Figure 19: Examples of juice products with TCM ingredients, China, 2014-15
                                                    • Competitive Strategies

                                                      • Raising product relevance to build daily usage habits
                                                        • Figure 20: examples of juice products with highlighted usage occasion, China, 2015
                                                      • Opportunities for juice drinks – Tapping into light-flavour soft drinks
                                                        • Figure 21: Examples of light-flavoured soft drinks, China, 2015
                                                      • Opportunities for nectar – Blend with vegetable juice or extra pulps
                                                        • Figure 22: Nectar product examples, China, 2014-15
                                                      • Is coconut water threatening the coconut juice business?
                                                        • Figure 23: Coconut water from vita coco, China 2015
                                                    • Who’s Innovating?

                                                      • Claims: No additives/preservatives still at the top. Social media emerging.
                                                        • Figure 24: Top ten claims used in juice new product launches, China, 2012-15
                                                      • Freshness innovation – The freshest fresh orange juice
                                                        • Freshness innovation – Transparency “from farm to table”
                                                          • Smaller unit pack size
                                                            • Figure 25: Pack size trends in juice new product launches, China, 2013-15
                                                            • Figure 26: Product example of small unit pack size juice, China 2015
                                                          • Juice for cold days
                                                            • Figure 27: Examples of juice products for winter
                                                        • The Consumer – What You Need to Know

                                                          • Freshly squeezed juice threatening packaged juice
                                                            • Before or after exercise an emerging occasion for juice consumption
                                                              • Consumers are looking for blended juice and juice mixed with vegetables or plant protein drinks
                                                              • Trends in Juice Consumption

                                                                • Consumers are drinking more freshly squeezed juice
                                                                  • Figure 28: Trends in juice consumption, August 2015
                                                                • Users of packaged 100% pure juice have higher income and more health awareness
                                                                  • Figure 29: Key driver analysis on 100% pure juice drinkers, August 2015
                                                                  • Figure 30: example product of plant protein drink blended with juice, China, 2015
                                                                • Top drinking barrier: competition from fresh fruits
                                                                  • Figure 31: Drinking barrier for 100% pure juice
                                                              • Purchase Decision Factors

                                                                • Functional health benefit and brand are strong purchase triggers
                                                                  • Figure 32: Juice purchase decision factors, August 2015
                                                                • Men rely on brands and are more interested in mixed nutrients
                                                                  • Figure 33: Selected juice purchase decision factors, by gender, August 2015
                                                                  • Figure 34: Examples of juice products with additional protein and energizing ingredients, USA, 2014-15
                                                                • Use “beauty from within” concept to appeal to women
                                                                  • Figure 35: Global launches of food and drink products with a “beauty” claim, by region, 2013-15 (till November)
                                                                  • Figure 36: Examples of beauty-positioning juice drinks, Netherlands and Spain, 2014
                                                                • Imported ingredients win consumers with children in household
                                                                  • Figure 37: Selected juice purchase decision factors, by family status, August 2015
                                                                • 20-24-year-olds are lured by people’s recommendation
                                                                  • Figure 38: Selected juice purchase decision factors, by age, August 2015
                                                                  • Figure 39: example of carbonated juice, USA, 2013
                                                              • Drinking Occasions

                                                                • Key trends vs 2012
                                                                  • Figure 40: Juice drinking occasions, August 2015
                                                                • Tapping into the breakfast opportunity
                                                                  • Juice as a drink for working out
                                                                    • Figure 41: example of juice designed for consuming before or after exercise, USA and Canada 2015
                                                                  • Regional and city tier analysis
                                                                    • Figure 42: Average number of juice consumption occasions, by city, August 2015
                                                                • Attitudes towards Health Benefits of Juice

                                                                  • Plant protein would add more value to juice
                                                                    • Sugar content and nutrition loss is less concerned
                                                                      • Figure 43: Consumers’ attitudes towards health benefits of juice, August 2015
                                                                  • General Attitudes towards Juice

                                                                    • Juice NFC and blended juice are preferred
                                                                      • Figure 44: Consumers’ attitudes towards juice, August 2015
                                                                      • Figure 45: Percentage of juice product launched with “not-from-concentrate” claim among total juice new products, 2013-15
                                                                      • Figure 46: Percentage of beverage products launched with at least two flavours in blend, China, 2011-15
                                                                    • No particular preference between local and international brands
                                                                      • Still a sizable group of consumers prefer buying juice in-store
                                                                      • Meet the Mintropolitans

                                                                        • Massively trading up to premium juice types
                                                                          • Strong interests in juice mixed with vegetables or plant protein drinks
                                                                            • Figure 47: Juice purchase decision factors, by consumer classification, August 2015
                                                                          • Value imported ingredients and international brands
                                                                            • Willing to try home delivery service
                                                                            • Appendix – Market Size and Forecast

                                                                                • Figure 48: China’s juice retail market size, by volume sales, 2010-20
                                                                                • Figure 49: China’s juice retail market volume size, 2010-20
                                                                                • Figure 50: China’s juice retail market value size, 2010-20
                                                                            • Appendix – Market Segmentation

                                                                                • Figure 51: Retail market volume size of juice drink, 2010-20
                                                                                • Figure 52: Retail market volume size of nectar, 2010-20
                                                                                • Figure 53: Retail market volume size of pure juice, 2010-20
                                                                                • Figure 54: China’s juice retail market value size, by segment, 2010-20
                                                                                • Figure 55: Retail value sales of juice drink, 2010-20
                                                                                • Figure 56: Retail value sales of nectar, 2010-20
                                                                                • Figure 57: Retail value sales of pure juice, 2010-20
                                                                            • Appendix – Methodology and Abbreviations

                                                                              • Methodology
                                                                                • Fan chart forecast
                                                                                  • Key driver analysis
                                                                                    • Interpretation of results
                                                                                      • Figure 58: Key drivers of uses who are drinking 100% pure juice – Key driver output, August 2015
                                                                                    • Mintropolitans
                                                                                      • Why Mintropolitans?
                                                                                        • Who are they?
                                                                                          • Figure 59: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                          • Figure 60: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                        • Abbreviations

                                                                                        Companies Covered

                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                        Juice - China - November 2015

                                                                                        £3,170.69 (Excl.Tax)