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Plant Protein Drinks - China - February 2017

“Expanding consumption occasions is the key for PPDs’ future development. Usage of PPD can be expanded to different times of the day beyond breakfast only, while different types of PPDs beyond the traditional types such as soy or walnut drinks can also be explored and developed. Promoting PPDs consumption as part of a healthy lifestyle can potentially add a new angle to the slowing market and attract non-drinkers. Apart from packaging design, PPDs for children should have a wider appeal such as functional benefits and nutritional value.”
– Lei Li, Research Analyst

This Report discusses the following key topics:

  • How to promote PPDs as a healthy lifestyle 
  • How to target children and parents 
  • How to position classic PPDs and new PPDs towards different occasions

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Table of contents

  1. Overview

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

          • The market
            • Figure 1: Retail sales of PPDs in China, by value, 2011-21
            • Figure 2: Retail sales of PPDs in China, by volume, 2011-21
          • Key players
            • Figure 3: Market share, by value of PPDs market in China, 2015
          • The consumer
            • PPDs have high penetration and growing usage
              • Figure 4: Penetration of plant protein drinks in the last 6 months, November 2016 vs October 2015
            • Soybean and walnut drinks have consumption increase
              • Figure 5: Consumption trends in the last 6 months, November 2016
            • Consumers with children in household favour walnut drinks
              • Figure 6: Consumption trends, drinking more walnut drinks, by selected demographics, November 2016
            • Usage in various consumption occasions are declining
              • Figure 7: Consumption occasions in the last 6 months, November 2016 vs October 2015
            • What we think
            • Issues and Insights

              • How to promote PPDs as a healthy lifestyle
                • The facts
                  • The implications
                    • How to target children and parents
                      • The facts
                        • The implications
                          • Figure 8: PPDs with high protein claims in the international market, 2016
                        • How to position classic PPDs and new PPDs towards different occasions
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • A slowing market
                                • Decline in PPD hypermarket sales urge new occasion
                                  • Soy and new types of PPDs are increasing their presence
                                  • Market Size and Forecast

                                    • A slowing market
                                      • Figure 9: Retail sales of PPDs in China, by value, 2011-21
                                      • Figure 10: Retail sales of PPDs in China, by volume, 2011-21
                                  • Market Factors

                                    • Hypermarkets shopping appears less often
                                      • PPDs are not closely attached to any consumption occasions
                                        • Taste variety and premiumisation as market drivers
                                        • Market Segmentation

                                          • Soy drinks see most steady growth
                                            • Figure 11: Market share of different segments of PPDs, by value, 2011-16
                                            • Figure 12: Retail sales of soy drinks in China, by value, 2011-21
                                          • Products featuring new plant protein ingredients have potential
                                            • Figure 13: Retail sales of peanut drinks and others in China, by value, 2011-21
                                          • Classic PPD types losing share
                                            • Figure 14: Retail sales of coconut drinks in China, by value, 2011-21
                                            • Figure 15: Retail sales of walnut drinks in China, by value, 2011-21
                                            • Figure 16: Retail sales of almond in China, by value, 2011-21
                                        • Key Players – What You Need to Know

                                          • Leading PPD players do not yet dominate
                                            • Product and ingredient diversification as a competitive strategy
                                              • New plant proteins in PPDs
                                              • Market Share

                                                • Hebei Yangyuan is losing share but is still the market leader
                                                  • Single type PPD players need new strategy to gain share
                                                    • Blue Sword Viee gained share via on-trade format
                                                      • Figure 17: Market share in the retail PPDs market, by value, 2014-15
                                                  • Competitive Strategies

                                                    • Product and ingredient diversification
                                                      • Figure 18: Selected PPDs with relatively new plant protein ingredients, 2016
                                                    • Targeting specific consumption occasions
                                                      • Figure 19: Selected PPDs for specific consumption occasions, 2015-16
                                                  • Who’s Innovating?

                                                    • Healthy and safety claims on the rise
                                                      • Figure 20: Trends of claims made in newly launched PPDs in China, 2011-16
                                                    • Novel plant proteins
                                                      • Figure 21: Selected PPDs with new plant protein ingredients, 2016
                                                    • PPDs that are designed for children
                                                      • Figure 22: Selected PPDs that designed for children, 2014
                                                    • Protein content of PPDs has a downward trend…
                                                      • Figure 23: Average amount of protein in PPDs* in China over 2011-16
                                                    • …but high protein should be a selling point for PPDs
                                                      • Figure 24: PPDs with premium claims and protein nutrition in the international market, 2016
                                                    • PPDs that appeal to women with beauty or functional benefits
                                                      • Figure 25: Selected PPDs for women, 2015-16
                                                  • The Consumer – What You Need to Know

                                                    • Consumers aged 20-39 are pronounced PPD drinkers
                                                      • Younger consumers favour soybean drinks – Skew towards females
                                                        • Gender is a purchase channel differentiator
                                                          • Consumers prefer type variety but not necessarily additional health fortifications
                                                            • Tailored and seasonal products are most popular
                                                              • Mintropolitans favour grain drinks
                                                              • Penetration of Plant Protein Drinks

                                                                • High penetration and growing usage for PPDs
                                                                  • Figure 26: Penetration of plant protein drinks in the last 6 months, November 2016 vs October 2015
                                                                  • Figure 27: PPDs in China with anti-aging claims, 2014
                                                                • Consumers aged 20-39 are pronounced PPD drinkers
                                                                  • Figure 28: Penetration of plant protein drinks, by age, November 2016 vs October 2015
                                                              • Consumption Trends

                                                                • Soybean and walnut types are on the rise in terms of consumption
                                                                  • Figure 29: Consumption trends in the last 6 months, November 2016
                                                                • Young female consumers favour soybean drinks
                                                                  • Figure 30: Consumption trends, drinking more soybean drinks, by selected demographics, November 2016
                                                                  • Figure 31: Soy-based PPDs with extra flavour and ingredients, China, 2017
                                                                • Consumers with children in household favour walnut drinks
                                                                  • Figure 32: Consumption trends, drinking more walnut drinks, by selected demographics, November 2016
                                                                  • Figure 33: Selected children-specific PPD products from the international market, 2016
                                                              • Consumption Occasions

                                                                • Usage in social occasions are declining but still important
                                                                  • Figure 34: Consumption occasions in the last 6 months, November 2016 vs October 2015
                                                                  • Figure 35: PPDs with on-the-go or time/speed claims, international market, 2016
                                                              • Purchase Channels

                                                                • Purchase channel trends signify a commoditisation effect
                                                                  • Figure 36: Purchase channels in the last 6 months, November 2016 vs October 2015
                                                                • Gender is a purchase channel differentiator
                                                                  • Figure 37: Purchase channels in the last 6 months, by gender, November 2016
                                                                • Majority buy PPDs via three channels at least
                                                                  • Figure 38: Purchase channels in the last 6 months, Repertoire, November 2016
                                                                  • Figure 39: Purchase behaviour in the last 6 months, November 2016
                                                              • Purchase Behaviour

                                                                • Majority prefer familiar and domestic brands
                                                                  • Figure 40: Purchase behaviour in the last 6 months, November 2016
                                                                • Consumers prefer type variety but not necessarily additional health fortifications
                                                                  • Figure 41: Purchase behaviour in the last 6 months, November 2016
                                                                  • Figure 42: Compounded PPDs, China, 2016
                                                              • Consumer Attitudes

                                                                • Tailored products and seasonal products remain most desired
                                                                    • Figure 43: Consumer attitudes in the last 6 months, November 2016 vs 2015
                                                                  • Female consumers look for beauty benefits from drinking PPD
                                                                    • Figure 44: Consumer attitudes in the last 6 months, by age, November 2016
                                                                    • Figure 45: Consumer attitudes in the last 6 months, by monthly household income, November 2016
                                                                    • Figure 46: PPDs with beauty benefits in the international market, 2016
                                                                    • Figure 47: Selected female-specific PPD, 2016
                                                                  • Young consumers are attracted to seasonal PPDs
                                                                      • Figure 48: PPDs with seasonal claims, 2015-16
                                                                  • Meet the Mintropolitans

                                                                    • Mintropolitans drink more grain drinks
                                                                      • Figure 49: Consumption trends in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
                                                                      • Figure 50: Grain drinks in the international market, 2016-17
                                                                    • Mintropolitans tend to plan ahead before purchase
                                                                      • Figure 51: Purchase behaviour in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
                                                                    • Mintropolitans consume more in diverse consumption occasions
                                                                      • Figure 52: Consumption occasions in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
                                                                      • Figure 53: Selected coffee-based/flavoured PPDs and smoothie, international market, 2016
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 54: Retail value sales for PPDs in China, 2011-21
                                                                      • Figure 55: Retail volume sales for PPDs in China, 2011-21
                                                                  • Appendix – Methodology and Abbreviations

                                                                    • Methodology
                                                                      • Fan chart forecast
                                                                        • Abbreviations

                                                                        Companies Covered

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                                                                        Plant Protein Drinks - China - February 2017

                                                                        US $3,990.00 (Excl.Tax)