Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Plant Protein Drinks - China - January 2016

“Compared with beverages in other categories, plant protein drinks in China are usually positioned as traditional and nourishing. However, as usage occasions have expanded beyond breakfast, manufacturers should add new elements into the products to make PPDs more suitable for broader, casual usage occasions.”
– Ching Yang, Research Analyst

This report examines the following areas:

  • Prove the goodness of the ingredients to differentiate from the majority
  • Positioning PPDs towards the rising unconventional usage occasions
  • Strategies for classic PPD brands to respond to new entrants

China’s rapidly growing plant protein drinks (PPDs) market has attracted a number of large-scale food and drink manufacturers since 2014, which has injected new blood into this conventional category but has also intensified competition.

Walnut-based and coconut-based PPDs have grabbed the attention of consumers, and walnut is likely to take over soy to become the leading sub-category in the coming years. Compared to 2013, PPD is no longer just a part of breakfast for consumers: data shows that the most common PPD consumption occasions are when relaxing at home and when socialising with family and friends.

For future innovation, consumers are interested in products specially designed for different seasons or demographics. Also, products featuring clean labels and all natural ingredients are not commonly seen in the PPD category.

Plant Protein Drinks (PPDs) include all types of plant-based protein drinks including soy, rice, nut (eg peanuts, almonds), grain (eg oats, quinoa, corn), seed (eg flax seeds, chia seeds), and coconut-based drinks in family packs, individual portion packs and in multipacks in the form of bottles, cans, tubs, cartons, flexible sachets, flexible stand-up pouches and disposable takeaway cups. The market size covers sales through retail channels only, and excludes unpackaged items. However, foodservice outlets are discussed in the consumer research and other parts of the report.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products/ themes covered in this report
      • Executive Summary

          • The market
            • Figure 1: Best-and worst-case forecast of China retail value sales of PPDs, by value, 2010-20
            • Figure 2: Best-and worst-case forecast of sales of PPDs in China, by volume, 2010-20
          • Companies and brands
            • Figure 3: Market share of PPD market in China, 2013-14
          • The consumer
            • PPDs have high penetration and still room to grow
              • Figure 4: Penetration of PPDs, October 2015
              • Figure 5: Percentage of consumers drinking more PPDs than six months ago, by region and sub-category, October 2015
            • Walnut and coconut PPDs are on the rise
              • Figure 6: Trends in PPD consumption, October 2015
            • Expanding usage occasions beyond just breakfast
              • Figure 7: PPD consumption occasions, October 2015
            • Purchase channels similar to 2013
              • Figure 8: Purchase channel frequency of PPDs, October 2015
            • Majority of consumers buy PPDs for self-use rather than gifting
              • Figure 9: Usage purpose of PPDs, October 2015
            • International brands own the image of better quality but more consumers prefer domestic brands
              • Figure 10: Consumer attitudes towards international and domestic PPD brands, October 2015
            • Consumers are looking for value-added PPDs
              • Figure 11: Consumer attitudes towards PPDs, October 2015
            • Mintropolitans drink PPDs before or after exercising and consider drinking PPDs fashionable
              • Figure 12: Percentage of consumers who think drinking PPDs is fashionable, by consumer classification, China 2015
            • What we think
            • Issues and Insights

              • Prove the goodness of the ingredients to differentiate from the majority
                • The facts
                  • The implications
                    • Positioning PPDs towards the rising unconventional usage occasions
                      • The facts
                        • The implications
                          • Strategies for classic PPD brands to respond to new entrants
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • PPD market growing steadily
                                  • Big players entering the PPD category
                                    • National standard for walnut-based and almond-based PPDs effective from December 2015
                                    • Market Size and Forecast

                                      • Growing steadily
                                        • Figure 13: Value and volume sales for PPDs in China, 2010-20
                                        • Figure 14: Best-and worst-case forecast of China retail value sales of PPDs, by value, 2010-20
                                        • Figure 15: Best-and worst-case forecast of sales of PPDs in China, by volume, 2010-20
                                    • Market Drivers

                                      • Big players entering the PPD category
                                        • Figure 16: Examples of PPD products from major Chinese food and drink manufacturers. 2014-15
                                      • National standard for walnut-based and almond-based PPDs effective December 2015
                                        • Milk market growth slows down and milk retail prices rise
                                          • Figure 17: Retail value sales of China’s milk and flavoured milk market, 2009-19
                                      • Key Players – What You Need to Know

                                        • Walnut gaining steam while soy losing the leading position
                                          • Rising competition from new PPD manufacturers, especially coconut
                                            • Filling in the premium gap
                                            • Market Share

                                              • Walnut-based PPD manufacturers gaining market share
                                                • Figure 18: Company share of PPD market in China, 2013-2014
                                              • Rising competition from new PPD manufacturers, especially in coconut
                                                • Figure 19: Example of coconut-based PPD from emerging manufacturer
                                              • Walnut gaining steam while soy losing the leading position
                                                • Figure 20: Market segmentation of PPDs in China, by value, 2010-14
                                            • Competitive Strategies

                                              • Mengniu allies with US largest PPD manufacturer
                                                • Figure 21: Example of WhiteWave’s plant protein based food products
                                              • Filling in the premium gap
                                                • Figure 22: Product example of premium PPD
                                              • Diversify the product portfolio
                                                • Figure 23: Product examples of PPDs from manufacturers focusing on other sub-categories
                                            • Who’s Innovating?

                                              • Ancient grain based PPDs are an undeveloped market in China
                                                • Figure 24: PPDs containing ancient grains, Global, 2013-15
                                                • Figure 25: Product examples of PPDs with ancient grains
                                              • Claims: No additives/preservatives still at the top, social media increasing sharply
                                                • Figure 26: Top 10 claims used in PPD new product launches, China, 2013-15
                                                • Figure 27: Product example of PPD with social media claim
                                              • Unconventional PPDs
                                                • Figure 28: Product example of PPDs with added fruit juice, China 2015
                                              • PPDs designed for different seasons
                                                • Figure 29: Product examples of PPDs designed for different seasons
                                            • The Consumer – What You Need to Know

                                              • Walnut and coconut are the most popular sub-categories
                                                • Breakfast time is no longer the most common consumption occasion
                                                  • International brands own the image of better quality but more consumers prefer domestic brands
                                                    • Majority of consumers buy PPDs for self-use rather than gifting
                                                      • Consumers are looking for value-added PPDs
                                                      • Penetration of Plant Protein Drinks

                                                        • High penetration and still rooms to grow
                                                          • Figure 30: Penetration of PPDs, October 2015
                                                        • Consumers in their 20s are more likely to buy PPDs
                                                          • Figure 31: Usage of PPDs, by age, October 2015
                                                          • Figure 32: Product example of PPD with trendy package design and claimed benefits for the brain
                                                        • Lower penetration in West region
                                                          • Figure 33: Usage of PPDs, by city tier and region, October 2015
                                                          • Figure 34: Percentage of consumers drinking more PPDs than six months ago, by region and sub-category, October 2015
                                                      • Trends in Plant Protein Drinks Consumption

                                                        • Walnut and coconut are on the rise
                                                          • Figure 35: Trends in PPD consumption, October 2015
                                                        • Consumers with children in household consume more walnut drinks
                                                          • Figure 36: Consumers who have drunk more walnut drinks in past six months, by selected demographics, October 2015
                                                          • Figure 37: Product examples of walnut drinks targeting children. China 2014
                                                        • Coconut drinks are especially popular in tier one cities
                                                          • Figure 38: Consumers who have drunk more coconut drinks, by selected demographics, October 2015
                                                        • Soy drinks skew towards female and young consumers
                                                          • Figure 39: Consumers who have drunk more soy drinks in past six months, by selected demographics, October 2015
                                                      • Consumption Occasions

                                                        • Key trends vs 2013
                                                          • Figure 40: PPD consumption occasions, October 2015
                                                        • Soy-based is no longer the go-to PPD for breakfast
                                                          • Figure 41: Product example of PPD featuring usage of breakfast
                                                      • Purchase Channels of Plant Protein Drinks

                                                        • Channels have not changed much since 2013
                                                          • Figure 42: Purchase channel frequency of PPDs, October 2015
                                                        • Consumers in their 20s shop more at small stores and vending machines
                                                          • Figure 43: Selected PPD purchase channels, by age group, October 2015
                                                        • PPD lovers buy PPDs online and in cafés
                                                        • Purchase Behaviour for Plant Protein Drinks

                                                          • The majority of consumers buy PPDs for self-use rather than gifting
                                                            • Figure 44: Usage purpose of PPDs, October 2015
                                                          • People prefer buying in-store to online
                                                            • Figure 45: Selected consumers’ purchase preferences for PPDs, October 2015
                                                          • Variety means different sub-categories, not different flavours
                                                            • Figure 46: Selected consumers’ purchase preferences for PPDs, October 2015
                                                        • Attitudes towards International and Domestic Brands

                                                          • International brands own the image of better quality...
                                                            • Figure 47: Consumer attitudes towards international and domestic PPD brands, October 2015
                                                          • ...but consumers still prefer domestic brands
                                                            • Figure 48: Consumers’ preferences for international and domestic PPD brands, October 2015
                                                            • Figure 49: Consumers’ attitudes towards international and domestic PPD brands, October 2015
                                                        • General Attitudes towards Plant Protein Drinks

                                                          • Consumers are looking for value-added PPDs
                                                            • Figure 50: Consumer attitudes towards plant protein drinks, October 2015
                                                            • Figure 51: Product examples of PPDs targeting kids, made with mixed plant protein ingredients. China, 2014-15
                                                            • Figure 52: Product Example of PPD with beauty benefits. Taiwan, 2015
                                                          • Room for new products with no/low added sugar
                                                            • Figure 53: Percentage of newly launched PPD products with “unsweetened”, “low-sugar”, or ”no-sugar” claim, China and global, 2013-2015
                                                        • Meet the Mintropolitans

                                                          • Strong interest in walnut-based and coconut-based drinks
                                                            • Figure 54: Percentage of consumers drinking more PPDs than six months ago, by consumer classification, October 2015
                                                          • Drink PPDs before or after exercising
                                                            • Figure 55: Highlighted PPD consumption occasions, by consumer classification, October 2015
                                                            • Figure 56: Product example of PPD designed for post-workout use
                                                          • Consider drinking PPDs as fashionable
                                                            • Figure 57: Selected consumer attitudes towards plant protein drinks, by consumer classification, October 2015
                                                        • Appendix – Methodology and Abbreviations

                                                          • Methodology
                                                            • Fan chart forecast
                                                              • Mintropolitans
                                                                • Why Mintropolitans?
                                                                  • Who are they?
                                                                    • Figure 58: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                    • Figure 59: 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.

                                                                  Plant Protein Drinks - China - January 2016

                                                                  US $3,990.00 (Excl.Tax)