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Plant Protein Drinks - China - January 2013

“Since its economic reform 30 years ago, China has enjoyed decades of extraordinary growth with urbanisation growing at a pace faster than most of the other developing economies in Asia. As income levels and spending power continue to improve, China's beverage market, which includes any forms of liquid drinks sold to consumers via on-trade or off-trade channels, grew in tandem. Over the last ten years, the Chinese beverage industry has grown consistently by over 20% annually. It is forecast that the Chinese beverage industry will grow at a steady rate of 12-15% over the next five years."

– Eileen Ngieng – Senior Research Analyst

 

Some questions answered in this report include:

  • What is the current state of the plant protein drinks market, and how is the market expected to develop in the near future? What are the key market drivers and restraints?

  • What are the distinctive consumer behaviours and attitudes towards plant protein drinks?

  • What are the attributes consumers pay most attention to in choosing plant protein drinks? In light of consumer attitudes, what areas offer future potential for product development?

     

Report Introduction:

Since its economic reform 30 years ago, China has enjoyed decades of extraordinary growth with urbanisation growing at a pace faster than most of the other developing economies in Asia. As income levels and spending power continue to improve, China's beverage market, which includes any forms of liquid drinks sold to consumers via on-trade or off-trade channels, grew in tandem. Over the last ten years, the Chinese beverage industry has grown consistently by over 20% annually. It is forecast that the Chinese beverage industry will grow at a steady rate of 12-15% over the next five years.

Chinese consumers are traditionally more used to plant protein drinks than cow’s milk, partly reflecting the high prevalence of lactose intolerance. Among plant protein drinks, soymilk is the most popular, partly thanks to its longer history in the market compared to other drinks which are all relatively new to the market.

As plant protein drinks are often seen as ’natural, environmental friendly, nutritious, healthy’, they have been able to tap into the trends in the wider beverage market, to enjoy compound annual growth rates of around 19% since 2007. The emphasis on health benefits and natural ingredients can encourage consumer engagement and thus drive the plant protein drinks market forward.

The increase in disposable incomes of consumers, fuelled by GDP growth in China, increasing urbanisation and increasing health awareness, has also contributed to the blooming plant protein drinks market, and should continue to support growth going forward. In addition, due to the cow’s milk scandal in China in 2008, consumers have lost trust in the safety of cow’s milk, causing shifting back towards plant protein drinks which are seen as more natural and containing no artificial ingredients.

Flavour is another area worth exploring as it is a key consideration for consumers when purchasing plant protein drinks. Consumers’ willingness to try new flavours suggests new opportunities for developing local and exotic flavours.

The growing middle class with increasing disposable incomes is also helping to drive sales of plant protein drinks in the on-trade, this group being more willing to dine out and spend on food and beverages. To better compete with the on-trade, brands in the retail channel will need to re-engage with consumers through better product placement and marketing.”

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • In this report we answer the key questions
        • Definition
          • Methodology
          • Executive Summary

              • The market
                • Figure 1: China retail value sales of plant protein drinks, 2007-17
                • Figure 2: China retail percentage share of plant protein drinks, by segment, by value, 2007 and 2012
              • Companies and brands
                • The consumer
                  • Frequency of drinking plant protein drinks
                    • Occasions plant protein drinks are typically consumed on
                      • Places of purchase of plant protein drinks
                        • Types of products purchased in the last 12 months
                          • Most important factors considered when buying plant protein drinks
                            • Figure 4: Top factors considered important when choosing plant protein drinks, December 2012
                          • Attitudes towards plant protein drinks
                            • Figure 5: Selected attitudes towards plant protein drinks, December 2012
                          • Key issues
                            • Highlighting plant protein drinks’ advantages will drive the market
                              • NPD in product types and flavours can sustain consumer interest
                                • Development of retail and foodservice channel can drive market growth
                                • The Market

                                  • Key points
                                    • Market size
                                      • Figure 6: Value and volume retail sales of plant protein drinks, 2007-17
                                      • Figure 7: China plant protein drinks per capita retail sales (litres), 2007-12
                                      • Figure 8: Average price in the China plant protein drinks retail market, 2007-12
                                    • The forecast
                                      • Figure 9: China retail value sales of plant protein drinks, 2007-17
                                      • Figure 10: China retail volume sales of plant protein drinks, 2007-17
                                    • Market segmentation
                                      • Product type segmentation
                                        • Figure 11: Plant protein drinks market segmentation, by value (RMB m), 2007-12
                                        • Figure 12: Plant protein drinks retail market segmentation, by volume (m litres), 2007-12
                                        • Figure 13: Plant protein drinks retail percentage share, by segment, by value, 2007 and 2012
                                        • Figure 14: Plant protein drinks company analysis (most representative/significant presence in China market), 2012
                                      • Price by segment
                                        • Figure 15: Average price of plant protein drinks, by segment, 2007-12
                                      • Distribution channels
                                        • Figure 16: Plant protein drink purchases, by outlet, December 2012
                                      • Off-trade (Retail)
                                        • On-trade (Foodservice)
                                        • Companies and Brands

                                          • Key points
                                            • Top five brands capture 62% of market
                                              • Figure 17: Leading companies’ shares of retail value sales of plant protein drinks in China, 2010-12
                                            • Xiamen Yin Lu Co., Ltd.
                                              • Coconut Palm Group
                                                • Hebei Chengde Lolo Co., Ltd.
                                                  • Hebei Yang Yuan Co., Ltd.
                                                    • Vitasoy International holdings Ltd.
                                                    • The Consumer

                                                      • Key points
                                                        • Frequency of drinking plant protein drinks
                                                          • Figure 18: Frequency of drinking plant protein drinks, by format, December 2012
                                                        • Usage occasions
                                                          • Figure 19: Occasions on which plant protein drinks are typically consumed, December 2012
                                                        • Retail channels
                                                          • Figure 20: Plant protein drink purchasing, by channel, December 2012
                                                        • Types of plant protein drinks purchased
                                                          • Figure 21: Types of plant protein drinks purchased in the past 12 months, December 2012
                                                        • Most important factors considered when buying plant protein drinks
                                                          • Figure 22: Factors considered important when choosing plant protein drinks, December 2012
                                                        • Attitudes towards plant protein drinks
                                                          • Figure 23: Attitudes towards plant protein drinks, December 2012
                                                        • Strong interest in health benefits
                                                          • Potential to drive engagement through flavour development
                                                            • Improvements to distribution can support uptake
                                                            • Highlighting Plant Protein Drinks’ Advantages Will Drive The Market

                                                              • Key points
                                                                • Plant protein drinks serve as a great alternative for the high numbers of lactose-intolerant among Chinese
                                                                  • Melamine scandal fuels demand for plant protein drinks
                                                                    • Raw material availability encourages plant protein drinks development
                                                                      • Soybeans
                                                                        • Coconuts
                                                                          • Peanuts
                                                                            • Walnuts
                                                                              • Almonds
                                                                                • Other nuts
                                                                                  • Health aspects drive plant protein drinks choice
                                                                                    • Figure 24: Factors considered important when choosing plant protein drinks, December 2012
                                                                                    • Figure 25: Share of new product launches within the China plant protein drinks market, by claims, 2008-12
                                                                                  • Chinese government to standardise nutrition labelling guidelines
                                                                                    • Added benefits spark strong interest among plant protein drink buyers
                                                                                      • Figure 26: Attitudes towards plant protein drinks, December 2012
                                                                                    • More than half of users pay attention to calorie content of plant protein drinks
                                                                                      • What it means
                                                                                      • NPD in Product Types And Flavours Can Sustain Consumer Interest

                                                                                        • Key points
                                                                                          • Flavour is a key choice factor when purchasing plant protein drinks
                                                                                            • Figure 27: Factors considered important when choosing plant protein drinks, by rank, December 2012
                                                                                            • Figure 28: Share of new product launches within the China plant protein drinks market, by flavour component, 2008-13
                                                                                          • Soy-, nut-, coconut- and grain-based plant protein drinks are top favourites
                                                                                            • Figure 29: Types of plant protein drinks purchased in the past 12 months, December 2012
                                                                                          • Consumers are interested in trying different flavours
                                                                                            • Figure 30: Agreement with the statement “I would be interested in plant protein drinks with new flavours”, December 2012
                                                                                          • Willingness to try new/exotic flavours provides new engagement opportunities
                                                                                              • Figure 31: Agreement with the statement “I would like to buy plant protein drinks with expensive or exotic ingredients”, December 2012
                                                                                              • Figure 32: New product launches in plant protein drinks, global, 2012
                                                                                            • Nut-, rice-, grain- and seed-based drinks are popular in China, and still have potential to develop
                                                                                              • Fruit-flavoured plant protein drinks are gaining popularity globally
                                                                                                  • Figure 33: New product launches within the global plant protein drink market, by flavour, 2012
                                                                                                • What it means
                                                                                                • Development Of Foodservice And Retail Channel Can Drive Market Growth

                                                                                                  • Key points
                                                                                                    • Growing middle class helps drive demand for plant protein drinks in the on-trade
                                                                                                      • Figure 34: Middle class households in China, 2000 and 2011
                                                                                                      • Figure 35: Leisure activities of middle class consumers, April 2012
                                                                                                      • Figure 36: Middle class consumers’ attitudes towards shopping, April 2012
                                                                                                    • Speciality stores begin to make their mark
                                                                                                      • Figure 37: Occasions plant protein drinks are typically consumed on, by income, December 2012
                                                                                                      • Figure 38: Agreement with the statement “The quality of plant protein drinks sold in supermarkets is not as good as those sold in plant protein drinks speciality outlets”, by income, December 2012
                                                                                                    • Heated display may boost off-trade market growth
                                                                                                      • Figure 39: Agreement with the statement “I think plant protein drinks are suitable for consumption throughout the whole year”, December 2012
                                                                                                    • What it means
                                                                                                    • Appendix – Market Size and Forecast

                                                                                                        • Figure 40: Value and volume sales for plant protein drinks, 2007-17
                                                                                                        • Figure 41: Total China value sales of plant protein drinks, 2007-17
                                                                                                        • Figure 42: Best- and worst-case forecasts for China value sales of plant protein drinks, 2012-17
                                                                                                        • Figure 43: Total China volume sales of plant protein drinks, 2007-17
                                                                                                        • Figure 44: Best- and worst-case forecasts for China volume sales of plant protein drinks, 2012-17
                                                                                                        • Figure 45: Value and volume sales of soy drinks, 2007-17
                                                                                                        • Figure 46: Total China value sales of soy drinks, 2007-17
                                                                                                        • Figure 47: Best- and worst-case forecasts for China value sales of soy drinks, 2012-17
                                                                                                        • Figure 48: Total China volume sales of soy drinks, 2007-17
                                                                                                        • Figure 49: Best- and worst-case forecasts for China volume sales of soy drinks, 2012-17
                                                                                                        • Figure 50: Value and volume sales of coconut drinks, 2007-17
                                                                                                        • Figure 51: Total China value sales of coconut drinks, 2007-17
                                                                                                        • Figure 52: Best- and worst-case forecasts for China value sales of coconut drinks, 2012-17
                                                                                                        • Figure 53: Total China volume sales of coconut drinks, 2007-17
                                                                                                        • Figure 54: Best- and worst-case forecasts for China volume sales of coconut drinks, 2012-17
                                                                                                        • Figure 55: Value and volume sales for almond drinks, 2007-17
                                                                                                        • Figure 56: Total China value sales of almond drinks, 2007-17
                                                                                                        • Figure 57: Best- and worst-case forecasts for China value sales of almond drinks, 2012-17
                                                                                                        • Figure 58: Total China volume sales of almond drinks, 2007-17
                                                                                                        • Figure 59: Best- and worst-case forecasts for China volume sales of almond drinks, 2012-17
                                                                                                        • Figure 60: Value and volume sales for walnut drinks, 2007-17
                                                                                                        • Figure 61: Total China value sales of walnut drinks, 2007-17
                                                                                                        • Figure 62: Best- and worst-case forecasts for China value sales of walnut drinks, 2012-17
                                                                                                        • Figure 63: Total China volume sales of walnut drinks, 2007-17
                                                                                                        • Figure 64: Best- and worst-case forecasts for China volume sales of walnut drinks, 2012-17
                                                                                                        • Figure 65: Value and volume sales for peanut drinks and others, 2007-17
                                                                                                    • Appendix – Consumer – Frequency of Drinking Plant Protein Drinks

                                                                                                        • Figure 66: Frequency of drinking plant protein drinks, by format, December 2012
                                                                                                        • Figure 67: Frequency of drinking plant protein drinks, by format, December 2012
                                                                                                        • Figure 68: Frequency of drinking plant protein in a bottle format, by demographics, December 2012
                                                                                                        • Figure 69: Further frequency of drinking plant protein in a bottle format, by demographics, December 2012
                                                                                                        • Figure 70: Frequency of drinking plant protein in a can format, by demographics, December 2012
                                                                                                        • Figure 71: Further frequency of drinking plant protein in a can format, by demographics, December 2012
                                                                                                        • Figure 72: Frequency of drinking plant protein in a tub format, by demographics, December 2012
                                                                                                        • Figure 73: Further frequency of drinking plant protein in a tub format, by demographics, December 2012
                                                                                                        • Figure 74: Frequency of drinking plant protein in a carton format, by demographics, December 2012
                                                                                                        • Figure 75: Further frequency of drinking plant protein in a carton format, by demographics, December 2012
                                                                                                        • Figure 76: Frequency of drinking plant protein in a flexible sachet format, by demographics, December 2012
                                                                                                        • Figure 77: Further frequency of drinking plant protein in a flexible sachet format, by demographics, December 2012
                                                                                                        • Figure 78: Frequency of drinking plant protein in a flexible stand-up pouch, by demographics, December 2012
                                                                                                        • Figure 79: Further frequency of drinking plant protein in a flexible stand-up pouch format, by demographics, December 2012
                                                                                                        • Figure 80: Frequency of drinking plant protein in a disposable takeaway cup format, by demographics, December 2012
                                                                                                        • Figure 81: Further frequency of drinking plant protein in a disposable takeaway cup, by demographics, December 2012
                                                                                                      • Number of plant protein drinks drunk
                                                                                                        • Figure 82: Number of types of plant protein drinks drunk, by packaging, December 2012
                                                                                                        • Figure 83: Number of types of plant protein drinks drunk, by demographics, December 2012
                                                                                                    • Appendix – Consumer – Drinking Occasions

                                                                                                        • Figure 84: Occasions plant protein drinks are typically consumed, December 2012
                                                                                                        • Figure 85: Most popular occasions for drinking plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 86: Next most popular occasions for drinking plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 87: Other occasions for drinking plant protein drinks, by demographics, December 2012
                                                                                                    • Appendix – Consumer – Retail Channels

                                                                                                        • Figure 88: Plant protein drink purchasing, by channel, December 2012
                                                                                                        • Figure 89: Most popular retail channels for purchasing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 90: Next most popular retail channel for purchasing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 91: Most popular foodservice channels for purchasing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 92: Next most popular foodservice channels for purchasing plant protein drink, by demographics, December 2012
                                                                                                    • Appendix – Consumer – Types of Plant Protein Drinks Purchased

                                                                                                        • Figure 93: Types of plant protein drinks purchased in the past 12 months, December 2012
                                                                                                        • Figure 94: Types of plant protein drinks purchased in the past 12 months, by demographics, December 2012
                                                                                                      • Number of flavours purchased
                                                                                                        • Figure 95: Number of flavours of plant protein drinks purchased in the last 12 months, December 2012
                                                                                                        • Figure 96: Number of flavours purchased of plant protein drinks purchased in the last 12 months, by demographics, December 2012
                                                                                                    • Appendix – Consumer – Choice Factors

                                                                                                        • Figure 97: Factors considered important when choosing plant protein drinks, by rank, December 2012
                                                                                                        • Figure 98: Most important top ranked factors when choosing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 99: Next most important top ranked factors when choosing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 100: Most important second ranked factors when choosing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 101: Next most important second ranked factors when choosing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 102: Most important third ranked factors when choosing plant protein drinks, by demographics, December 2012
                                                                                                        • Figure 103: Next most important third ranked factors when choosing plant protein drinks, by demographics, December 2012
                                                                                                    • Appendix – Consumer – Attitudes towards Plant Protein Drinks

                                                                                                        • Figure 104: Attitudes towards plant protein drinks, December 2012
                                                                                                        • Figure 105: Agreement with the statements ‘I would be interested in plant protein drinks with added health benefits’ and ‘I tend to pay attention to calorie content when buying plant protein drinks’, by demographics, December 2012
                                                                                                        • Figure 106: Agreement with the statements ‘Plant protein drinks are healthier than animal-based protein drinks such as cow’s milk, goat’s milk etc.’ and ‘The health problems associated with drinking too much plant protein drink concern me’, by demographics, December 2012
                                                                                                        • Figure 107: Agreement with the statements ‘Plant protein drinks have fewer side effects (e.g. food allergies) than animal-based protein drinks’ and ‘Sometimes it is not easy to find a place to buy good plant protein drinks’, by demographics, December 2012
                                                                                                        • Figure 108: Agreement with the statements ‘Local brand plant protein drink tastes as good as imported brands’ and ‘The quality of local brand plant protein drinks is concerning’, by demographics, December 2012
                                                                                                        • Figure 109: Agreement with the statements ‘Low-fat, low-calorie, low-sugar plant protein drink doesn’t taste as good as regular plant protein drinks’ and ‘I would like to buy plant protein drinks with expensive or exotic ingredients’, by demographics, December 2012
                                                                                                        • Figure 110: Agreement with the statements ‘I would be interested in plant protein drinks with new flavours’ and ‘Plant protein drinks are cheaper than animal-based protein drinks’, by demographics, December 2012
                                                                                                        • Figure 111: Agreement with the statements ‘The quality of plant protein drinks sold in supermarkets is not as good as those sold in specialty outlets’ and ‘I think plant protein drinks are suitable for consumption throughout the whole year’, by demographics, December 2012

                                                                                                    Companies Covered

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

                                                                                                    Plant Protein Drinks - China - January 2013

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