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RTD Alcoholic Drinks - China - June 2017

“China’s RTD alcoholic drinks market is estimated to be slowly recovering in 2017 in both volume and value sales from its significant fall in 2016. Companies and brands were relying too much on marketing and ignoring the products per se, which contributed to the market’s sudden rise as well as causing the sudden fall. Flavours and ingredients should be the key innovation direction going forward for RTD alcoholic drinks. Women should still be the key target segment, however, more female-oriented products that look beyond common fruit-flavoured RTD alcoholic drinks, such as those with unique ingredients indicative of health and beauty benefits, could potentially be the inspirations for new product developments.”
– Lei Li, Research Analyst

This report examines the following questions:

  • How can RTD alcoholic drinks attract female consumers?
  • How should RTD alcoholic drinks differentiate and focus on product quality (eg flavours and ingredients)?
  • How should RTD alcoholic drinks position towards occasions and lifestyles?

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Table of contents

  1. Overview

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

            • The market
              • Figure 1: Total market volume of RTD alcoholic drinks in China, 2013-17
              • Figure 2: Total market value of RTD alcoholic drinks in China, 2013-17
            • Companies and brands
              • Figure 3: Market share of leading RTD alcohol players, by value, China, 2015 and 2016
            • The consumer
              • Most RTD alcoholic drinkers are light users
                • Figure 4: Frequency of drinking different alcohol types in the last 12 months, March 2017
              • Casual social occasions top the list
                • Figure 5: Consumption occasions, March 2017
              • RTD alcoholic drinks penetrate in both off-trade and on-trade channels
                • Figure 6: Purchase channels, March 2017 vs. August 2016
              • Potential white space in RTD alcohol base
                • Figure 7: Ideal product features – Base, March 2017
              • What we think
              • Issues and Insights

                • How can RTD alcoholic drinks attract female consumers?
                  • The facts
                    • The implications
                      • Figure 8: Selected RTD alcoholic drinks, international markets, 2012-17
                      • Figure 9: RTD alcoholic drinks with health or premium claims, international market, 2017
                      • Figure 10: Selected RTD alcoholic drinks with low or no alcohol, international markets, 2016-17
                    • How should RTD alcoholic drinks differentiate and focus on product quality (eg flavours and ingredients)?
                      • The facts
                        • The implications
                            • Figure 11: RTD alcoholic drinks featuring wine, international market, 2017
                            • Figure 12: RTD alcoholic drinks with botanicals or cola flavour, international market, 2016-17
                          • How should RTD alcoholic drinks position towards occasions and lifestyles?
                            • The facts
                              • The implications
                                • Figure 13: Aurora Jungle-Juice, Bahama
                                • Figure 14: Augmented reality cocktail menu, UK, 2017
                                • Figure 15: South Pacific Brewery (SPB), 2010
                            • The Market – What You Need to Know

                              • Signs of recovery for both volume and value in 2017
                                • Consumption channels transition from on-trade to off-trade
                                  • Concept of “craft” brings more varieties
                                  • Market Size and Forecast

                                    • Market story of RTD alcoholic drinks in 2013-16
                                      • Signs of recovery of volume in 2017
                                        • Figure 16: Total market volume of RTD alcoholic drinks in China, 2013-17
                                      • Value market also projects a recovery in 2017
                                        • Figure 17: Total market value of RTD alcoholic drinks in China, 2013-17
                                      • Future market more likely to be flat and towards slight recovery
                                      • Market Factors

                                        • Consumption channels transition from on-trade to off-trade
                                          • Concept of “craft” brings more varieties
                                            • Lack of new RTD alcoholic drinks and consumers shifting to other alcoholic drinks
                                              • Figure 18: New alcoholic drink launches, by category, China, 2014-16
                                          • Key Players – What You Need to Know

                                            • Top players have significant share while others dropped out
                                              • Rio’s bottle and can packaging for both non-retail and retail
                                                • RTD alcoholic drinks without additives/preservatives
                                                • Market Share

                                                  • Bairun Investment Holding Group CO., Ltd. – Rio
                                                    • Bacardi Ltd. – Breezer
                                                      • “Other” players left the RTD alcohol market
                                                        • Figure 19: Market share of leading RTD alcohol players, by value, China, 2015 and 2016
                                                    • Competitive Strategies

                                                      • Rio’s bottle and can packaging for both non-retail and retail
                                                        • Figure 20: Rio Original and Rio Strong, bottled and caned, 2016-17
                                                        • Figure 21: Rio limited edition 2017 – Line Friends, 2017
                                                        • Figure 22: Retail price difference bottle/can, China, 2016-17
                                                        • Figure 23: Smirnoff, bottle and can, Brazil and US, 2017
                                                      • Taking inspiration from alcopops in the West
                                                        • Figure 24: Alcopops, UK, 1996-2017
                                                        • Figure 25: Selected RTD alcoholic drinks, international market, 2015-16
                                                    • Who’s Innovating?

                                                      • Product claims of new launches
                                                        • Figure 26: Top product claims in new RTD alcoholic drinks launches, China, 2014-16
                                                      • RTD alcoholic drinks featuring social media
                                                        • Figure 27: RTD alcoholic drinks with social media claims, China, 2015-17
                                                      • RTD alcoholic drinks without additives/preservatives
                                                        • Figure 28: Selected Rum Cocktail with no additives/preservatives claims, China, 2015
                                                      • RTD alcoholic drinks designed for men
                                                        • Figure 29: RTD alcoholic drinks for men, China and Japan, 2012-16
                                                      • Flavour innovations – China vs. global
                                                        • Figure 30: Top flavours of new RTD alcoholic drinks, China, 2015 and 2016
                                                        • Figure 31: Selected citrus fruit-flavoured and rose-flavoured RTD alcoholic drinks, China, 2016
                                                        • Figure 32: Top flavours of new RTD alcoholic drinks, global, 2015 and 2016
                                                        • Figure 33: Citrus fruit-flavoured RTD alcoholic drinks, international market, 2017
                                                        • Figure 34: Selected top flavours of RTD alcoholic drinks, international market, 2017
                                                      • Global packaging innovations – RTDs on tap and replicating bar experience
                                                        • Figure 35: RTD alcoholic drinks on tap, international market, 2015-16
                                                        • Figure 36: Packaging replicating bar experience, international market, 2015-16
                                                    • The Consumer – What You Need to Know

                                                      • RTD alcoholic drinks are perceived as versatile and fashionable
                                                        • Women tend to be light users of RTD alcoholic drinks
                                                          • Opportunities to target both older and younger consumers
                                                            • Men favour out-of-home occasion while women favour in-home
                                                              • Juice-blended RTD alcoholic drinks are still most popular
                                                                • Alcohol content demand for “light” similar to “normal”
                                                                • Perceptions towards Different Alcohol Types

                                                                  • RTD alcoholic drinks are perceived as versatile and fashionable
                                                                    • Figure 37: Perceptions towards different alcohol types, March 2017
                                                                    • Figure 38: Variety pack, international market, 2017
                                                                • Frequency of Drinking Different Alcohol Types

                                                                  • Most RTD alcoholic drinkers are light users
                                                                    • Figure 39: Frequency of drinking different alcohol types in the last 12 months, March 2017
                                                                    • Figure 40: Frequency of drinking different alcohol types in the last 12 months, by gender, March 2017
                                                                  • Light users are skewed to young people in their twenties
                                                                    • Figure 41: Frequency of drinking different alcohol types in the last 12 months, by age, March 2017
                                                                • Consumption Disadvantages

                                                                  • Lack of knowledge is the top reason for not drinking RTD alcoholic drinks
                                                                    • Figure 42: Consumption disadvantages, March 2017
                                                                  • Opportunities to target both older and younger consumers
                                                                    • Figure 43: Consumption disadvantages, by age, March 2017
                                                                • Consumption Occasions

                                                                  • Casual social occasions top the list
                                                                    • Figure 44: Consumption occasions, March 2017
                                                                  • Men favour out-of-home occasion while women favour in-home
                                                                    • Figure 45: Consumption occasions, by gender, March 2017
                                                                    • Figure 46: Limited edition or premium RTD alcoholic drinks, international markets, 2017
                                                                • Purchase Channels

                                                                  • High penetration in both off-trade and on-trade channels
                                                                    • Figure 47: Purchase channels, retail vs. on-trade, March 2017
                                                                    • Figure 48: Purchase channels, March 2017 vs. August 2016
                                                                  • High earners tend to purchase more RTD alcoholic drinks across all channels
                                                                    • Figure 49: Purchase channels, by monthly household income, March 2017
                                                                • Ideal Product Features

                                                                  • Potential white space in RTD alcohol base
                                                                    • Figure 50: Ideal product features – Base, March 2017
                                                                  • Juice-blended RTD alcoholic drinks are still most popular
                                                                    • Figure 51: Ideal product features – Flavour/taste, March 2017
                                                                  • Women favour juice blend while males go for botanicals
                                                                    • Figure 52: Ideal product features – Flavour/taste, by gender, March 2017
                                                                  • Alcohol content demand for “light” similar to “normal”
                                                                    • Figure 53: Ideal product features – Alcohol content, March 2017
                                                                  • Imported brands are preferred
                                                                    • Figure 54: Ideal product features – Origin, March 2017
                                                                    • Figure 55: RTD alcohol with premium positioning, international market, 2017
                                                                  • Glass bottle is more ideal than can
                                                                    • Figure 56: Ideal product features – Packaging, March 2017
                                                                    • Figure 57: Consumption occasions, by packaging preference, March 2017
                                                                  • High earners value packaging in both glass bottles and cans
                                                                    • Figure 58: Ideal product features – Packaging, by monthly household income, March 2017
                                                                  • Mid-price tier has the most potential
                                                                    • Figure 59: Ideal product features – Price, March 2017
                                                                • Meet the Mintropolitans

                                                                  • Mintropolitans are frequent users of RTD alcoholic drinks as well as others
                                                                    • Figure 60: Frequency of drinking different alcohol types in the last 12 months, by Mintropolitans vs non-Mintropolitans, March 2017
                                                                  • Mintropolitans consume more RTD alcoholic drinks in diverse occasions
                                                                    • Figure 61: Consumption occasions, by Mintropolitans vs non-Mintropolitans, March 2017
                                                                • Appendix – Methodology and Abbreviations

                                                                  • Methodology
                                                                    • Abbreviations

                                                                    Companies Covered

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

                                                                    RTD Alcoholic Drinks - China - June 2017

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