China Beverage Blurring Market Report 2022
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“Under the ongoing sugar reduction revolution in non-alcoholic drinks, natural ingredients such as fruits provide another approach besides sugar substitutes in delivering flavoured options with different sweetness to cater to different consumers’ needs. With the evolving role of non-alcoholic drinks in supplementing nutrition and blurring boundaries between categories, opportunity also exists in helping consumers incorporate non-alcoholic drinks into their daily health management routines with fortified nutrients and functionality.”
– Roolee Lu, Senior Research Analyst
Key issues covered in this Report
- Consumption trends of major non-alcoholic drink categories
- Latest new product trends and market activities
- Purchase journey of non-alcoholic drinks and directions in fortification
- Sugar level preference of different non-alcoholic drink categories
- Similarities and differences in encouraging trial and driving repurchase of blurred beverages
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- Definition
- What you need to know
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Executive Summary
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- The market
- Companies and brands
- The consumer
- Juice consumption remains stagnant, while CSD witnesses a rebound
- Figure 1: Consumption frequency, 2021
- Comprehensive channels dominate, while young consumers appreciate offline convenience
- Figure 2: Purchasing channels, 2021
- Low sugar content receives more votes than sugar-free in most categories
- Figure 3: Sugar content consideration, 2021
- Vitamins and probiotics can help attract most consumers’ interest
- Figure 4: Ingredients of interest, 2021
- Nutritional value plays a bigger role in driving repurchase
- Figure 5: Repurchase factors for blurred beverages, 2021
- Females in their late twenties show more interest in alcoholic products
- Figure 6: Attitudes towards blurred beverages – select items, 2021
- What we think
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Issues and Insights
- Probiotics point out an important direction in fortification
- The facts
- The implications
- Figure 7: New drink products launches with probiotic/prebiotic claim, by category, China, 2017-21
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- Figure 8: Product examples of Olipop sparkling tonic, USA, 2021
- Figure 9: Product examples of non-alcoholic drinks with probiotic/prebiotic claims, Canada and USA, 2020-21
- Use juice to deliver sweet flavour with no added sugar
- The facts
- The implications
- Figure 10: Product examples of non-alcoholic drinks with juice and no added sugar, Canada, Norway and USA, 2021-22
- Renovate alcoholic options with a beverage mindset
- The facts
- The implications
- Figure 11: New products launched in flavoured alcoholic beverages, by minus claims, China, 2017-21
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- Figure 12: Product example of 22:15 Momenten Sparkling Wine, China, 2022
- Probiotics point out an important direction in fortification
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Market Factors
- Food led the growth in online retail sales of physical goods
- Figure 13: Offline grocery shopping channels used in the last month, 2020-21
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- Figure 14: Online grocery shopping channels used in the last month, 2020-21
- Growing consumption willingness in non-alcoholic drinks
- Figure 15: Change in spending on non-alcoholic drinks – spent more, 2020-21
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- Figure 16: Trading up and down plans – non-alcoholic drinks, 2021
- Popularisation of healthy eating drives development of better-for-you products
- Food led the growth in online retail sales of physical goods
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Marketing Activities
- Embracing Chinese culture under the Guochao trend
- Figure 17: Product example of Wahaha X Dunhuang Museum, China, 2021
- Figure 18: Product example of Genki Forest X Dao Xiang Cun, China, 2021
- Targeting consumer segments with customised nutrients
- Figure 19: Product examples of SHECAN, Zhuo Ma Quan and Nongfu Spring, China, 2019-21
- Renovating traditional packaging to stimulate consumption
- Figure 20: Innovative packaging from Coca-Cola and Hankou Er Chang, China, 2021
- Utilising virtual idol endorsement to build up a trendy brand image
- Figure 21: Virtual endorsement of Watson’s and AMX, China, 2021
- Embracing Chinese culture under the Guochao trend
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New Product Trends
- Further increased innovation activity in flavoured water and RTD tea
- Figure 22: New products launched in non-alcoholic drinks, by subcategory, China, 2017-21
- Reducing fat becomes the major focus while positive nutrition and functionality are more prolific
- Figure 23: New products launched in non-alcoholic drinks*, by claim category, China, 2017-21
- Figure 24: New products launched in non-alcoholic drinks*, by top 10 growing claim, China, 2017-21
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- Figure 25: Product examples of non-alcoholic drinks with low/no/reduced fat, China, 2021
- Figure 26: Product examples of non-alcoholic drinks with plus and functional claims, China, 2021
- Utilising plant power to deliver better-for-you options
- Figure 27: Product examples of Let’s Tea! plant-based oat milk tea, China, 2021
- Figure 28: Product examples of plant-based non-alcoholic drinks, China, 2021
- Citrus fruit and flower flavours witness greatest growth
- Figure 29: New products launched in non-alcoholic drinks*, by top 10 flavour component subgroup, China, 2017-21
- Figure 30: Product examples of non-alcoholic drinks with citrus fruit flavours, China, 2021
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- Figure 31: Product examples of non-alcoholic drinks with flower, spice and tree flavours, China, 2021
- New launches with alcohol flavour and FABs both hit new records
- Figure 32: Product examples of non-alcoholic drinks with alcohol flavours, China, 2021
- Figure 33: New flavoured alcoholic beverage launches, China, 2017-21
- Figure 34: Product examples of flavour alcoholic beverage, China, 2021
- Further increased innovation activity in flavoured water and RTD tea
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Consumption Frequency
- Milk and water have highest penetration and are most frequently consumed
- Figure 35: Consumption frequency, 2021
- Older males favour tea while females consume coffee more frequently
- Figure 36: Consumption frequency of select items – once a day or more, by gender and age, 2021
- Proportion of daily juice drinkers remains stagnant after COVID-19
- Figure 37: Consumption frequency of select items – more than once a week, 2018-21
- Frequent drinkers of CSDs witnesses a rebound
- Figure 38: Consumption frequency of select items – once a day or more, by age, 2021
- Milk and water have highest penetration and are most frequently consumed
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Purchasing Channels
- Online channels rank closely after offline channels
- Figure 39: Purchasing channels, 2021
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- Figure 40: Repertoire of purchasing channels, by age, 2021
- Consumers aged 25-39 favour online channels while younger consumers value offline convenience
- Figure 41: Purchasing channels, by age, 2021
- Online channels rank closely after offline channels
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Sugar Content Consideration
- Low sugar content is more preferred than sugar-free for most categories
- Figure 42: Sugar content consideration, 2021
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- Figure 43: Sugar content consideration – select items, 2019 and 2021
- Consumers are less cautious about sugar in juice
- Sugar-free should be prioritised in water’s NPD
- Figure 44: Sugar content consideration – sugar-free, by generation, 2021
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- Figure 45: New sparkling water* launches, by l/n/r sugar claims, China, 2017-21
- Low sugar content is more preferred than sugar-free for most categories
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Ingredients of Interest
- Probiotics rank top of ingredient list
- Figure 46: Ingredients of interest, 2021
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- Figure 47: TURF analysis – ingredients of interest, 2021
- Customisation based on gender-specific demand
- Figure 48: Ingredients of interest – select items, by gender, 2021
- More consumer education is needed on natural sweeteners
- Figure 49: Perception towards sweeteners, 2021
- Probiotics rank top of ingredient list
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Repurchase Factors for Blurred Beverages
- Nutritional value is of greater importance in driving repurchase
- Figure 50: Repurchase factors for blurred beverages, 2021
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- Figure 51: Purchase triggers vs repurchase factors for blurred beverages, 2020 and 2021
- Brand name matters in making repurchase decisions
- Figure 52: TURF analysis – repurchase factors for blurred beverages, 2021
- Seniors value functionality, while younger consumers care about appearance
- Figure 53: Repurchase factors for blurred beverages, by age, 2021
- Nutritional value is of greater importance in driving repurchase
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Attitudes towards Blurred Beverages
- Blurring points out an important direction in premiumisation
- Figure 54: Attitudes towards blurred beverages – select items, 2021
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- Figure 55: Attitudes towards ‘I am willing to pay more for blurred beverage’ – agree, by agreement with ‘Blurred beverage tastes better than conventional non-blurred beverage’, 2021
- Females aged 25-29 are interested in alcoholic options
- Figure 56: Attitudes towards blurred beverages – select items, 2021
- Figure 57: Attitudes towards blurred beverages – agree, by gender and age, 2021
- Opportunity in developing blurring sets with DIY experience
- Figure 58: Attitudes towards blurred beverages – select items, 2021
- Blurring points out an important direction in premiumisation
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Food Personas
- Who are they?
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- Figure 59: Food personas, 2021
- Figure 60: Food personas, by generation, 2021
- Critical shoppers favour comprehensive channels, while more new trend explorers choose gourmet stores
- Figure 61: Purchasing channel – select items, by food persona, 2021
- Emotional eaters prioritise flavour over nutrition when making repurchasing decisions
- Figure 62: Repurchase factors for blurred beverages – select items, by food persona, 2021
- Who are they?
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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