Juice - China - November 2014
“China’s juice category is quite an established market. The total juice market volume size is estimated to reach 25,909 million litres in 2014 and the retail market accounts for around 71% of the total market, reaching 15,779 million litres in volume terms. However, after a rapid development in the previous five years, the growth of retail market is forecast to slow down in the coming five years. The major challenge for this category comes from cross-category competitions.
Juice drinking has become commonplace for Chinese consumers, leaving limited scope for brands to convert non-users to drive sales revenue. The future growth opportunities mainly come from encouraging juice users to trade up for more premium products such as packaged pure juices and expand usage occasions. Meanwhile, for juice brands, it is also crucial to differentiate themselves from competitors by delivering not only a product, but also a shared value and personality.”
– Hao Qiu, Research Analyst
This report answers the following questions:
- Will vegetable juice be the next trendy drink to have during meals?
- How to encourage more consumers to drink packaged pure juices?
- Do consumers expect more personality from juice brands?
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