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Juice - China - September 2017

“Under a shrinking volume market, sustained trading up for packaged juice is fundamental for future market growth. New interpretations of high-quality pure juice in the forms of cold-pressed and NFC have emerged in China yet still need further progress. Companies and brands may also highlight consumption benefits and not just for 100% pure juice but also non-100% juice. Focusing on meal occasions should be crucial to assist a frequency increase.”

- Lei Li, Research Analyst

This report looks at the following areas:

  • What should non-100% juice brands focus on promoting?
  • How cold-pressed juice and NFC may develop further in China
  • How to target meal occasions in juice consumption

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Definition
          • Executive Summary

              • The market
                • Room to increase consumption frequency and cross-category competitiveness
                  • Figure 1: Retail volume sales for juice in China, 2012-22
                • Retail value market has slight growth thanks to successful premium product concept marketing
                  • Figure 2: Retail value sales for juice in China, 2012-22
                • Companies and brands
                  • Figure 3: Value share of top 10 companies in juice market, China, 2015 and 2016
                • The consumer
                  • Packaged 100% pure juice is the most popular juice type
                    • Figure 4: Penetration of different soft drinks in the last 12 months, June 2017
                  • “When relaxing at home” is the top occasion for all juice types
                    • Figure 5: Consumption occasions in the last 12 months, June 2017
                  • Authenticity is the most important product feature
                    • Figure 6: Product features that are worth paying more for, June 2017
                  • Helping digestion remains most desired and increasing appetite increased the most
                    • Figure 7: Health benefits, June 2017 vs August 2014
                  • What we think
                  • Issues and Insights

                    • What should non-100% juice brands focus on promoting?
                      • The facts
                        • The implications
                          • How cold-pressed juice and NFC may develop further in China
                            • The facts
                              • The implications
                                • How to target meal occasions in juice consumption
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Retail volume market is slowing down while continued premiumisation trend helps value sales growth
                                        • Premium concepts are market drivers while rising ownership of juicer machines and popularity of on-trade offerings are market barriers
                                          • Pure juice and nectar continue to grow in value while juice drinks decline
                                          • Market Size and Forecast

                                            • Retail volume market is slowing down
                                              • Figure 8: Retail volume sales for juice in China, 2012-22
                                            • Room to increase consumption per capita
                                              • Figure 9: Retail volume sales for juice in China, 2012-22
                                              • Figure 10: Juice: Retail market volume consumption per capita (population), China vs international markets, 2012-17
                                            • Continued premiumisation is the key for value growth
                                              • Introducing new premiumisation concepts may help future value growth
                                                • Figure 11: Retail value sales for juice in China, 2012-22
                                            • Market Factors

                                              • New directions of premiumisation:
                                                • NFC
                                                  • Cold-pressed
                                                    • Increasing ownership of juicer machines threatens RTD juice yet in-home meal occasions still see potential
                                                      • Rising juice bars and teahouses posing threat to RTD juice
                                                      • Market Segmentation

                                                        • Pure juice and nectar continue to grow in value while juice drinks decline
                                                          • Figure 12: Value share of China’s juice retail market, by market segmentation, 2012-17
                                                        • Pure juice grew strongly in value
                                                          • Nectar grew stable thanks to compound juice and flavour innovation
                                                            • Juice drinks are declining
                                                            • Key Players – What You Need to Know

                                                              • Premium brands gained share
                                                                • Multiple ways to become more competitive
                                                                  • Global juice trends are influential and inspirational for China
                                                                  • Market Share

                                                                    • Premiumisation is essential in obtaining value market share
                                                                      • Figure 13: Value share of top 10 companies in juice market, China, 2015 and 2016
                                                                    • Coca-Cola’s premiumisation via a new nectar launch
                                                                      • Figure 14: The Minute Maid Essential Delight range, China, 2016
                                                                    • Tingyi/Master Kong’s excessive juice drinks inventory affecting value increase
                                                                      • Huiyuan expanded 100% pure juice category to gain share
                                                                        • Figure 15: Huiyuan’s new launches, China, 2016 and 2017
                                                                      • Nongfu Spring’s unique “upscale” strategy
                                                                        • Figure 16: Nongfu Spring 17.5° – Hangzhou G20 advertisement, China, 2016
                                                                      • Uni-President’s value loss due to lack of innovation
                                                                      • Competitive Strategies

                                                                        • Focusing on flexible distribution and purchase channels
                                                                          • Linking juice consumption with certain occasions
                                                                            • Figure 17: Nongfu Spring 17.5° advertisement, China, 2016
                                                                          • Competitive price
                                                                            • Premiumisation through customisation
                                                                                • Figure 18: Wahaha KellyOne customisable juice, China, 2016
                                                                              • Interactive packaging designs
                                                                                • Figure 19: Wei-Chuan’s packaging, China, 2015 and 2016
                                                                                • Figure 20: Wei-Chuan’s packaging, China, 2016
                                                                                • Figure 21: Wei-Chuan’s packaging, China, 2016 and 2017
                                                                            • Who’s Innovating?

                                                                              • Trend in product claims of new launches
                                                                                • Figure 22: Product claims in new launches, China, 2012-16
                                                                              • Interpretations of no-additives/preservatives claim
                                                                                • Global trend: ‘clean label’
                                                                                  • Figure 23: Juice with natural credentials, international markets, 2016 and 2017
                                                                                • China trend: emphasising “100%”, “NFC” and specific species of ingredient on packaging
                                                                                  • Figure 24: RTD juice with NFC claim, China, 2017
                                                                                  • Figure 25: Nongfu Spring’s NFC range, China, 2016
                                                                                • Flavour innovations – Global: plant flavours and extracts
                                                                                  • Figure 26: Top flavours of RTD juice, global, 2015 and 2016
                                                                                  • Figure 27: Maple Water and Birch Water, international markets, 2017
                                                                                • Global: Cold-pressed juice keeps evolving on flavours and components
                                                                                  • Figure 28: Coldpress, international markets, 2017
                                                                                • Flavour innovations – China
                                                                                  • Chinese-style fruits
                                                                                    • Figure 29: Top flavours of RTD juice, China, 2015 and 2016
                                                                                    • Figure 30: Master Kong’s traditional Chinese-style flavoured juice drinks, China, 2016 and 2017
                                                                                    • Figure 31: Uni-President’s Chinese-style juice – Ru Yin, China
                                                                                  • Cross-category innovations
                                                                                    • Figure 32: Master Kong Tropicana Mang Guo Wei Yin Liao (Mango Flavoured Drink), China, 2017
                                                                                  • Fermented juice
                                                                                    • Figure 33: Nectars with probiotics, China, 2016
                                                                                • The Consumer – What You Need to Know

                                                                                  • Scope for further driving usage frequency
                                                                                    • Packaged 100% pure juice has a competitive advantage in the broader beverage category
                                                                                      • Juice drinks enjoy diverse consumption occasions across regions
                                                                                        • 100% juice brands yield stronger consumer loyalty than juice drinks
                                                                                          • Different genders have different health preferences
                                                                                          • Penetration of Different Soft Drinks

                                                                                            • Packaged pure juice is the most popular juice type
                                                                                              • Figure 34: Penetration of different soft drinks in the last 12 months, June 2017
                                                                                            • Drinking Frequency: fresh and 100% juice enjoy more everyday users while overall frequency moving from light users to occasional users
                                                                                                • Figure 35: Drinking frequency in the last 12 months, June 2017 vs May 2016
                                                                                              • Consumer profiling of different juice types
                                                                                                • Figure 36: Penetration of packaged 100% pure juice in the last 12 months, by demographics, June 2017
                                                                                                • Figure 37: Penetration of freshly squeezed juice in the last 12 months, by demographics, June 2017
                                                                                                • Figure 38: Penetration of packaged juice drinks in the last 12 months, by demographics, June 2017
                                                                                                • Figure 39: Penetration of instant juice powder in the last 12 months, by demographics, June 2017
                                                                                            • Consumption Occasions

                                                                                              • “When relaxing at home” is the top occasion for all juice types
                                                                                                • Figure 40: Consumption occasions in the last 12 months, June 2017
                                                                                                • Figure 41: Tang Yang Guang Tian Cheng Wei Gu Ti Yin Liao (Sunshine Orange Flavoured Beverage Mix), China, 2017
                                                                                              • Juice drinks enjoy diverse consumption occasions across regions
                                                                                                  • Figure 42: Consumption occasions in the last 12 months – Packaged juice drinks, by region, June 2017
                                                                                              • Brand Penetration

                                                                                                • Minute Maid penetrates the most
                                                                                                  • Figure 43: Brand penetration, June 2017
                                                                                                • Brand interaction
                                                                                                  • Wahaha users losing to Master Kong
                                                                                                    • Dole users losing to LingDuGuoFang and Wei-Chuan
                                                                                                      • Uni-President versus Master Kong
                                                                                                        • Minute Maid and Huiyuan share similar users
                                                                                                          • Figure 44: Brand penetration, by brand users, June 2017
                                                                                                      • Brand Drunk Most Often

                                                                                                        • 100% pure juice brands yield stronger consumer loyalty than juice drinks
                                                                                                          • Figure 45: Brand drunk most often in the last 3 months, June 2017
                                                                                                          • Figure 46: Loyalty analysis across brands, June 2017
                                                                                                        • Age and income are indicators for brand-loyal users
                                                                                                          • Figure 47: Brand-loyal users’ profile, by age and income, June 2017
                                                                                                      • Product Features

                                                                                                        • Authenticity is the most important product feature
                                                                                                          • Figure 48: Product features that are worth paying more for, June 2017
                                                                                                        • Different age groups prefer different premium features
                                                                                                          • Figure 49: Product features that are worth paying more for, by age, June 2017
                                                                                                        • Cold-pressed is more desired than NFC across all income levels especially high earners
                                                                                                          • Figure 50: Selected product features that are worth paying more for, by income, June 2017
                                                                                                      • Health Benefits

                                                                                                        • Helping digestion remains most desired and increasing appetite increased the most
                                                                                                          • Figure 51: Health benefits, June 2017 vs August 2014
                                                                                                        • Drop of interest in functional health claims
                                                                                                          • Different genders have different health preferences
                                                                                                            • Figure 52: Health benefits, by gender, June 2017
                                                                                                        • Meet the Mintropolitans

                                                                                                          • Mintropolitans have higher penetration across all juice types
                                                                                                            • Figure 53: Penetration of different soft drinks in the last 12 months, by Mintropolitans vs non-Mintropolitans, June 2017
                                                                                                          • Mintropolitans consume more juice when having meals
                                                                                                            • Figure 54: Consumption occasions in the last 12 months, by Mintropolitans vs non-Mintropolitans, June 2017
                                                                                                        • Appendix – Market Size and Forecast

                                                                                                            • Figure 55: Retail volume sales for juice in China, 2012-22
                                                                                                            • Figure 56: Retail value sales for juice in China, 2012-22
                                                                                                        • Appendix – Methodology and Abbreviations

                                                                                                          • Methodology
                                                                                                            • Fan chart forecast
                                                                                                              • Abbreviations

                                                                                                              Juice - China - September 2017

                                                                                                              US $3,990.00 (Excl.Tax)