Tea Drinks - China - April 2012
“China’s RTD tea market experienced strong double-digit annual growth from 2006-11 with a noticeable slowdown in 2011 due to a combination of factors including unfavourable weather, food safety issues such as the plasticiser incident and high input costs. However, compared to Japan and Taiwan, the two leading RTD tea markets with a per capita consumption of over 40 litres per person, China’s per capita consumption of RTD tea is still low at 11.5 litres per person, which shows further growth in the market.”
– Tan Heng Hong – Senior Research Analyst
In this report we answer the key questions:
- Are there prospects for foreign RTD tea given the domination of local RTD tea in the market?
- What types of functional RTD tea drinks will appeal to consumers?
- Where are the opportunities in the “on the go” market?
- How can RTD tea’s dependence on summer sales be reduced?
China’s RTD tea market experienced strong double-digit annual growth from 2006-11 with a noticeable slowdown in 2011 due to a combination of factors including unfavourable weather, food safety issues such as the plasticiser incident and high input costs. However, compared to Japan and Taiwan, the two leading RTD tea markets with a per capita consumption of over 40 litres per person, China’s per capita consumption of RTD tea is still low at 11.5 litres per person, which shows further growth in the market.
RTD tea is seen by many consumers as a healthy and natural beverage. The growing popularity of RTD herbal tea indicates that consumers want more out of their RTD tea and are increasingly looking for functional products that have obvious benefit to ‘health’ such as slimming.
Apart from functionality, consumers’ adventurousness in taste provides opportunities for foreign tea and well-known domestic tea varieties to drive consumer engagement. Opportunities for RTD tea can also be found in meeting the beverage requirements of an increasingly mobile population. As a beverage that draws most of its sales during warm weather and the risk stemming from a cooler than usual summer, making RTD tea suitable for off-season consumption has become increasingly imperative to ensure a healthy growth of the sector.
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