Functional design should be built on consumer perceptions of ingredients, which are crucial for generic drinks to communicate self-evident functionality, while brands need to consider professional functionality to convince consumers and minimise compliance risks.
Rika Huang, Research Analyst, Food and Drink, Foodservice, China
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Executive Summary
- Key issues covered in this report
- The market
- The company
- The consumer
- Graph 1: consumption change – penetration and awareness*, 2023
- Graph 2: function demand, 2023
- Graph 3: consumption purpose, 2023
- Graph 4: interest in food and medicine homology ingredients, 2023
- Graph 5: compatible category, 2023
- Graph 6: credibility communication, 2023
- Issues and insights
- What we think
-
The market
- Market segmentation and forecast
- Market factors
- Graph 7: out-of-home leisure participation, 2022-23
- Graph 8: Yang Sheng and nourishing product usage season-selected item, by season, 2023
-
The company
- Market share
- Marketing activities
- New product trends
- Graph 9: % of non-alcoholic functional drinks with FMH ingredients, 2018-23
-
The consumer
- Consumption change
- Graph 10: consumption change – penetration and awareness*, 2023
- Graph 11: consumption change – respondents who have bought more or less, 2023
- Graph 12: increased consumption – selected items, by decreased consumption – caffeine and taurine, 2023
- Function demand
- Graph 13: function demand, 2023
- Graph 14: function demand-selected items, by consumption change – increase or sustain consumption, 2023
- Graph 15: mentions of “anti-inflammatory diet (抗炎饮食)” on social media channels*, 2022-23
- Graph 16: function demand-anti-inflammatory, by gender and age, 2023
- Consumption purpose
- Graph 17: consumption purpose, 2023
- Graph 18: % of non-alcoholic drinks launches featured with electrolyte and quick hydration, by markets, 2018-23
- Graph 19: consumption purpose of FMH ingredients-immediate efficacy (a), by gender and age, 2023
- Graph 20: consumption purpose – for good taste, 2023
- Interest in food and medicine homology ingredients
- Graph 21: interest in food and medicine homology ingredients, 2023
- Graph 22: interests in food and medicine homology ingredients – repertoire analysis, by monthly household income, 2023
- Graph 23: consumption purpose of FMH ingredients, by interests in food and medicine homology ingredients – selected items, 2023
- Compatible categories for different ingredients
- Graph 24: compatible category, 2023
- Graph 25: compatible category – tea, 2023
- Graph 26: compatible category – selected items, 2023
- Credibility communication
- Graph 27: credibility communication, 2023
- Graph 28: credibility communication, by consumption change – maintain or increase FMH ingredients consumption, 2023
- Food personas
- Graph 29: food persona, 2023
- Graph 30: function demand – selected items, by food persona, 2023
- Graph 31: repertoire analysis – credibility communication, by food persona, 2023
- Graph 32: repertoire analysis – interest in food and medicine homology ingredients, by food persona, 2023
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issues and insights
- Reinterpret energy support for consumers suffering daily fatigue
- Develop holistic energy management solutions to support tired consumers
- Graph 33: function demand – energy-boosting and refreshing, by function demand, 2023
- Extend electrolyte occasions for differentiated competition
- Graph 34: % of sports drinks with electrolyte in sports drinks launches, 2018-23
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Appendix – size and forecast, methodology and abbreviations
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