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Juice - China - October 2016

“In the shrinking juice market, packaged juice is not only facing competition from on-trade fresh juice but is also pressured by the decrease of juice drinks – the dominant segment in the category, which leaves limited scope for key players to convert non-users to drive sales, but poses an opportunity for packaged pure juice and functional juice as healthier options. The challenges for juice manufacturers in China tend to be how to continue building positive associations and added value to the category, in order to gain consumer trust to increase consumption and confidence for trading up. Variants featuring no added sugar and being all-natural could improve juice’s health perceptions and address consumers’ safety concerns.”
– Lei Li, Research Analyst

This report discusses the following key topics:

  • How to diversify juice with added values (eg vegetable blends, cold-pressed or superfruits) 
  • How to extend occasions and seasonal usage (eg gifting or limited editions) 
  • How to target children/young parents

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Table of contents

  1. Overview

    • What you need to know
      • Products/themes covered in this Report
        • Excluded
          • Consumer definition
          • Executive Summary

              • The market
                • Figure 1: China’s juice retail market size, by value sales, 2011-21
                • Figure 2: China’s juice retail market size, by volume sales, 2011-21
              • Key players
                • Figure 3: Juice market share, by value, China, 2015
                • Figure 4: Juice market share, by volume, China, 2015
              • The consumer
                • High earners enjoy packaged pure juice as well as freshly squeezed juice
                  • Figure 5: Drinking frequency, by monthly household income, May 2016
                • Tier one city residents consume more in different drinking occasions
                  • Figure 6: Drinking occasions, by city tier, May 2016
                • Households with children favour traditional retail channels
                  • Figure 7: Purchase channels, by children in household, May 2016
                • Men are more price-conscious than women
                  • Figure 8: Purchasing and drinking barriers, by gender, May 2016
                • What we think
                • Issues and Insights

                  • How to diversify juice with added values (eg vegetable blends, cold-pressed or superfruits)
                    • The facts
                      • The implications
                        • Figure 9: Selected international cold-pressed juice products, 2016
                        • Figure 10: Selected superfruit juice products, 2016
                      • How to extend occasions and seasonal usage (eg gifting or limited editions)
                        • The facts
                          • The implications
                            • Figure 11: Selected juice products for different occasions, 2016
                            • Figure 12: Selected seasonal/limited juice products for autumn and winter, 2016
                          • How to target children/young parents
                            • The facts
                              • The implications
                                • Figure 13: Selected packaged juice for children, 2015-16
                            • The Market – What You Need to Know

                              • A reduced current market with future potential in premiumisation
                                • Health awareness can drive consumption while sugar debate continues
                                • Market Size and Forecast

                                  • The juice market is tough while premiumisation is key
                                    • Figure 14: China’s juice market volume, by retail and non-retail, 2011-16
                                    • Figure 15: China’s juice retail market size, by value sales, 2011-21
                                    • Figure 16: China’s juice retail market size, by volume sales, 2011-21
                                • Market Drivers

                                  • Healthy lifestyles can encourage category consumption
                                    • Sugar content poses concerns
                                      • Competition from other soft drinks
                                      • Market Segmentation

                                          • Figure 17: Volume share of China’s juice retail market, by market segmentation, 2011-21
                                        • Pure juice grew strongly in volume
                                          • Nectar grew moderately and prospected in blended juice
                                            • Juice drinks are slowing down but still lead the market
                                              • Figure 18: China’s juice retail market volume size, by segment, 2011-21
                                          • Key Players – What You Need to Know

                                            • A fragmented juice market with stable market positions
                                              • Competitive edge in packaging, uniqueness and marketing
                                                • Healthy and functional innovations are the current trends
                                                • Market Share

                                                  • Players focusing on juice drinks are losing slight share
                                                    • Figure 19: Selected Coca-Cola’s juice drinks range (Qoo and Minute Maid), China, 2016
                                                  • Nectars could be a gap in the market and entail star products
                                                    • Figure 20: Huiyuan’s innovations in the nectars segment, China, 2016
                                                  • NFC pure juice gains share gradually from FC pure juice
                                                    • Figure 21: Volume and value share of top 10 companies in juice market, China, 2014 and 2015
                                                • Competitive Strategies

                                                  • Compete with packaging – environmental friendly
                                                    • Figure 22: Selected international and domestic branded products with environmentally friendly claims, 2015-16
                                                  • Compete with uniqueness – Chinese-style juice and ingredients
                                                    • Figure 23: Selected Chinese-themed juice or juice with traditional ingredients, 2015-16
                                                  • Compete with strategic alliance – Shanghai Disney Resort
                                                    • Figure 24: Selected juice products from Master Kong and PepsiCo, 2015-16
                                                • Who’s Innovating?

                                                    • Figure 25: Top 10 claims used in juice product launches, China, Q1 2014-Q3 2016
                                                  • Juice with no additives/preservatives and no/reduced sugar
                                                    • Figure 26: Selected juice products with no additives/preservatives and no/low-sugar claims, 2016
                                                  • Flavour and ingredient innovations – Vegetables and all-natural
                                                    • Figure 27: Selected fruit and vegetable mixed juice, 2016
                                                    • Figure 28: Selected all-natural juice products, 2016
                                                  • Juice with functional benefits
                                                    • Figure 29: Selected juice products with beauty-enhancing claims, 2015-16
                                                  • Juice for children
                                                    • Figure 30: Selected children juice products, 2016
                                                • The Consumer – What You Need to Know

                                                  • Packaged pure juices are consumed mostly once a week or more
                                                    • Diversification in drinking occasions is necessary
                                                      • Restaurants are the winning on-trade purchase channel
                                                        • Pure juice is the primary purchase trigger
                                                          • Diverse purchase channels are more attractive to Mintropolitans
                                                          • Perceptions of Soft Drinks

                                                            • Juice is perceived as lacking drinking variety
                                                              • Figure 31: Correspondence Analysis – Perceptions of Soft Drinks, May 2016
                                                              • Figure 32: Gangsheng Tang Lv Dou Sha Tian Pin (Mung Bean Dessert Drink) and Gangsheng Tang Hong Dou Sha Tian Pin (Red Bean Dessert Drink), China, April 2015
                                                            • Juice has fewer perception differences among various ages
                                                              • Figure 33: Perceptions of Soft Drinks, by age, May 2016
                                                          • Drinking Frequency

                                                            • Packaged pure juices are consumed the most once a week or more
                                                              • Figure 34: Drinking frequency, May 2016
                                                            • High earners are more frequent packaged pure juice and freshly squeezed juice users
                                                              • Figure 35: Drinking frequency, by monthly household income, May 2016
                                                          • Drinking Occasions

                                                            • Juice entails diversification in drinking occasions
                                                              • Figure 36: Drinking occasions, May 2016
                                                              • Figure 37: Unif Wei Shi Ke product range, China, November 2015
                                                            • Tier one city residents are more diverse drinkers
                                                              • Figure 38: Drinking occasions, by city tier, May 2016
                                                              • Figure 39: Selected RTD juice products with on-the-go claims, 2016
                                                          • Purchase Channels

                                                            • Restaurants stand out from on-trade purchases
                                                              • Figure 40: Purchase channels, May 2016
                                                              • Figure 41: Selected seasonal flavoured juice products, 2016
                                                            • Traditional retail channels have the highest penetration especially among households with children
                                                              • Figure 42: Purchase channels, by children in household, May 2016
                                                              • Figure 43: Bai Antioxidant Infusion Variety Pack of Antioxidant Beverages, US, June 2016
                                                          • Purchase Triggers

                                                            • Being pure is the most essential purchase trigger for packaged juice
                                                              • Figure 44: Purchase triggers, May 2016
                                                              • Figure 45: Marigold Peel Fresh Powerveggies & Fruits Juice Drink, Singapore, September 2016
                                                            • Age is an indicator of the importance of functional benefits and famous brands
                                                              • Figure 46: Purchase triggers, by age, May 2016
                                                              • Figure 47: Selected vegetable blends juice and juice products with functional claims, 2016
                                                          • Purchasing and Drinking Barriers

                                                            • Ingredient quality and health claims are the key concerns
                                                              • Figure 48: Purchasing and drinking barriers, May 2016
                                                              • Figure 49: L&A Pineapple Coconut Juice, Puerto Rico, September 2016
                                                            • Men are more price-sensitive than women
                                                              • Figure 50: Purchasing and drinking barriers, by gender, May 2016
                                                              • Figure 51: Selected premium juice products, 2016
                                                          • Meet the Mintropolitans

                                                            • Frequency of drinking packaged pure juice is most pronounced
                                                              • Health claims are more appealing to Mintropolitans
                                                                • Figure 52: Mintropolitans versus non-Mintropolitans, juice, by purchase triggers, May 2016
                                                              • Multiple purchase channels to reach Mintropolitans
                                                                • Figure 53: Mintropolitans versus non-Mintropolitans, juice, by purchase channels, May 2016
                                                            • Appendix – Market Segmentation

                                                                • Figure 54: Retail value sales of pure juice, 2011-21
                                                                • Figure 55: Retail value sales of nectar, 2011-21
                                                                • Figure 56: Retail value sales of juice drink, 2011-21
                                                                • Figure 57: China’s juice retail market value size, by segment, 2011-21
                                                                • Figure 58: Retail market volume sales of pure juice, 2011-21
                                                                • Figure 59: Retail market volume sales of nectar, 2011-21
                                                                • Figure 60: Retail market volume sales of juice drink, 2011-21
                                                                • Figure 61: The juice retail market in China, by value and volume, 2011-21
                                                            • Appendix – Methodology and Definitions

                                                              • Methodology
                                                                • Fan chart forecast
                                                                  • Abbreviations

                                                                  Companies Covered

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                                                                  Juice - China - October 2016

                                                                  US $3,990.00 (Excl.Tax)