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Fermented Soft Drinks - China - April 2018

“The growing awareness of healthy diet from consumers, together with the motivation for innovation to drive the business from manufacturers, has contributed to the rise of fermented soft drinks, which have the potential to become a main sector in China’s drinks market.”

- Loris Li, Associate Director of Research, Food & Drink

  • Ambient lactobacillus drink grows faster but chilled one has better future
  • Fermented juice could revive the juice category
  • Enzyme products need to expand their target consumers

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Table of contents

  1. Overview

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

            • The market
                • Figure 1: Market value of fermented soft drinks, by segment, China, 2017
              • Companies and brands
                • The consumer
                  • Lactobacillus drinks are the most popular fermented soft drinks
                    • Figure 2: Consumption and interest in fermented drinks, November 2017
                  • Lactobacillus drinks enjoy the highest frequency followed by concentrated enzyme
                    • Figure 3: Frequency of drinking fermented soft drinks in the past 6 months, November 2017
                  • Consumers expect fruit ingredients added into lactobacillus drinks
                    • Figure 4: Interesting innovations in lactobacillus drinks, November 2017
                  • Most people see fermented soft drinks as a functional drink
                    • Figure 5: Consumption occasions of RTD fermented soft drinks, November 2017
                  • Strong association of probiotics with nutrients absorption
                    • Figure 6: Perception of probiotics, November 2017
                  • Not everyone understands the impact of temperature on active bacteria
                    • Figure 7: Attitudes towards temperature and active bacteria, November 2017
                  • What we think
                  • Issues and Insights

                    • Ambient lactobacillus drink grows faster but chilled one has better future
                      • The facts
                        • The implications
                          • Fermented juice could revive the juice category
                            • The facts
                              • The implications
                                • Figure 8: New launches in juice category, by subcategory, China, 2014-17
                                • Figure 9: Fermented juice or vegetable juice examples, 100% natural
                              • Enzyme products need to expand their target consumers
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • For digestion is the most popular drinking purpose of RTD fermented soft drinks
                                      • Lactobacillus water may not become a mainstream product.
                                        • Most enzyme products are imported from Taiwan or Japan
                                        • Market Size and Segmentation

                                          • Lactobacillus drinks take the biggest share while other segments have potential to grow further
                                            • Figure 10: Market value of fermented soft drinks, by key segment, China, 2017
                                        • Market Drivers

                                          • Demand for natural and healthy ingredients
                                            • Figure 11: Product features that are worth paying more for in yogurt, April 2016
                                            • Figure 12: Product features that are worth paying more for in juice category, June 2017
                                          • Digestive functional benefit appeals to everyone
                                              • Figure 13: Consumers' attitudes towards the ingredients in functional drinks, January 2017
                                            • More access to foreign market and products
                                              • Young generation’s curiosity for new drinks
                                              • Key Players – What You Need to Know

                                                • Dairy companies keep investing in ambient lactobacillus drinks
                                                  • Yakult dominates chilled lactobacillus drinks
                                                    • Uni-President launches lactobacillus water and fermented fruit and vegetable juice
                                                      • Wahaha: kvass is down while fermented fruit and vegetable juice is up
                                                      • Competitive Strategies

                                                        • Wei Chuan gets ’blue hat’ endorsement
                                                          • Figure 14: Wei Chuan 100ml chilled lactobacillus drink with ‘blue hat’ logo
                                                        • Yakult keeps focusing on chilled business
                                                          • Fermented juice targeted at females
                                                            • Figure 15: Fermented fruit and vegetable juice by Uni-President – ‘Qing Chang Jiao Zhu’, China
                                                          • Fruit vinegar needs to win consumers’ trust on quality
                                                            • Fruit vinegar actually has been developing in China for many years but two main reasons have hindered its growth
                                                              • Still lack of clear positioning in lactobacillus water
                                                                • Domestic big brands are entering the enzyme powder business
                                                                  • Figure 16: Taitai fruit and vegetable enzyme powder, China
                                                                  • Figure 17: Xiuzheng fruit and vegetable enzyme powder, China
                                                                • Fermented tea drinks are popular in the West but niche in China
                                                                  • Figure 18: Popular brands of kombucha in the US
                                                              • Who’s Innovating?

                                                                • The big picture view
                                                                  • Figure 19: New launches of lactobacillus drinks, by storage, China vs global, 2013-17
                                                                  • Figure 20: Top five claims of new launches in chilled lactobacillus drinks category, China, 2013-17
                                                                  • Figure 21: Top five claims of new launches in ambient lactobacillus drinks category, China, 2013-17
                                                                  • Figure 22: Lactobacillus fortified version of Yoyi C, LC-37 by Mengniu
                                                                • COFCO Fitbody lactobacillus water
                                                                  • Figure 23: Lactobacillus water – FITBODY launched by COFCO
                                                              • The Consumer – What You Need to Know

                                                                • Almost half of users of concentrated enzyme drink it at least once every two to three days
                                                                  • The function and healthy value of fermentation are well recognised
                                                                    • Fruit is the most popular ingredient expected by lactobacillus drink users
                                                                      • Post-90s are different from others
                                                                      • Usage of and Interest in Different Fermented Soft Drinks

                                                                        • Lactobacillus drinks are the most popular, followed by fruit vinegar
                                                                          • Newer types of products need time to grow
                                                                            • Figure 24: Usage of and interest in different fermented soft drinks, November 2017
                                                                        • Consumption Frequency

                                                                          • Concentrated enzyme: low penetration but heavy usage
                                                                            • Figure 25: Usage frequency of different fermented soft drinks, November 2017
                                                                        • Consumption Occasions

                                                                            • Figure 26: Consumption occasions of RTD fermented soft drinks, November 2017
                                                                        • Interested Innovations in Lactobacillus Drinks

                                                                          • Higher interest in fruit than imported probiotics
                                                                            • Figure 27: Innovation of lactobacillus drinks that interests consumers, November 2017
                                                                        • Understanding of Probiotics

                                                                          • A good general understanding of the ingredient
                                                                            • Figure 28: Perception of probiotics, November 2017
                                                                        • Attitudes towards Fermented Soft Drinks

                                                                          • The dilemma between temperature and active bacteria
                                                                            • Figure 29: Attitudes towards temperature and active bacteria, November 2017
                                                                        • Meet the Post-1990s

                                                                          • The ‘outside’ is more important than the ‘inside’
                                                                              • Figure 30: Attitudes towards fermented drinks, by age generation, November 2017
                                                                          • Meet the Mintropolitans

                                                                              • Figure 31: Attitudes towards fermented drinks, by consumer classification, November 2017
                                                                              • Figure 32: Consumption occasions of RTD fermented soft drinks, by consumer classification, November 2017
                                                                              • Figure 33: Innovation of lactobacillus drinks that interests consumers, by consumer classification, November 2017
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Abbreviations

                                                                              Fermented Soft Drinks - China - April 2018

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