2021
0
China Chinese Spirits Market Report 2021
2022-01-14T03:10:19+00:00
OX1047305
3695
146805
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Report
en_GB
“The Chinese spirits market is moving towards centralisation, with leading brands gaining ever greater value share. However, consumers’ exposure to a plethora of alcoholic beverage options and stereotypes about baijiu…

China Chinese Spirits Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The Chinese spirits market is moving towards centralisation, with leading brands gaining ever greater value share. However, consumers’ exposure to a plethora of alcoholic beverage options and stereotypes about baijiu will impact future market growth. Chinese spirits brands should not only capture rising health consciousness by providing healthy alternatives, but also need to recognise the call for added value, like sustainability and equality, in light of consumption upgrade.”
Marta Zhang, Senior Research Analyst

This Report looks at the following areas:

  • Chinese spirits market overview
  • Key players’ performance after the pandemic and related marketing strategies
  • Consumers’ consumption habits of Chinese baijiu
  • Purchase factors and threshold of willingness to pay
  • Consumers’ interest in baijiu flavour blurring
  • Consumers’ attitudes towards Chinese baijiu

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Covered in this report
          • Excluded:
          • Executive Summary

              • The market
                • Figure 1: Retail sales value and forecast of Chinese spirits, China, 2016-26
                • Figure 2: Non-retail sales value and forecast of Chinese spirits, China, 2016-26
              • Companies and brands
                • Increasing centralisation in Chinese spirits market
                  • Figure 3: Market share of leading Chinese spirits players, by value, China, 2019, 2020 and 2021 (est)
                • Emerging new brands entering the Chinese spirits market
                  • The consumer
                    • Fierce competition from other alcoholic drinks categories
                      • Figure 4: Consumption change, 2021
                    • Soaring use of online channel
                      • Figure 5: Purchase channel, 2021
                    • Alcohol concentration is the most important factor
                      • Figure 6: Purchase factors, 2021
                    • Consumers spend more when purchasing for others
                      • Figure 7: Consumer spending, 2021
                    • High interest in baijiu flavour carbonated drinks/sparkling water
                      • Figure 8: Flavour blurring, 2021
                    • Moving past the traditional baijiu concept
                      • Figure 9: Selected attitudes towards Chinese baijiu, association with drinking occasion, 2021
                    • What we think
                    • Issues and Insights

                      • Be creative in packaging design with ethical touches
                        • The facts
                          • The implications
                              • Figure 10: Mooncake gift boxes by Starbucks China and Tencent, 2021
                            • Offer a “final touch” of baijiu when blurring
                              • The facts
                                • The implications
                                  • Figure 11: Xiao Zui and TOT rice wine flavoured sparkling drink, 2021
                                  • Figure 12: Moutai-infused milkshake and Moutai-infused ice cream
                                  • Figure 13: Miao Qian San You, 2021
                                • Avoid consumer stereotypes in marketing campaigns
                                  • The facts
                                    • The implications
                                      • Figure 14: White Claw hard seltzer, US, 2021
                                  • Market Size and Forecast

                                      • Trend of increasing value but decreasing volume among Chinese spirits
                                        • Figure 15: Retail sales volume and forecast of Chinese spirits, China, 2016-26
                                        • Figure 16: Retail sales value and forecast of Chinese spirits, China, 2016-26
                                      • Recovery of the non-retail channel after the pandemic
                                        • Figure 17: Non-retail sales value and forecast of Chinese spirits, China, 2016-26
                                        • Figure 18: Non-retail sales volume and forecast of Chinese spirits, China, 2016-26
                                    • Market Factors

                                      • Change in consumption attitude towards quality purchase
                                        • Continued trend of price rises
                                          • Sauce fragrance Chinese baijiu category still hot
                                            • New national standards rolled out
                                            • Market Share

                                              • Moutai and Wu Liang Ye keep leading position in market value
                                                • Figure 19: Market share of leading Chinese spirits players, by value, China, 2019, 2020 and 2021 (est)
                                              • Lu Zhou Lao Jiao shows ambition to win young generation
                                                • Decreasing market volume share for low-price Chinese spirits
                                                  • Figure 20: Market share of leading Chinese spirits players, by volume, China, 2019, 2020 and 2021 (est)
                                                • Nationalisation helps Fen Jiu grow rapidly
                                                  • Brand overhaul contributes to the sales growth of Yang He
                                                    • Emerging new innovative Chinese spirits brands
                                                      • Figure 21: Kai Huan by Energy Monster, 2021
                                                  • Marketing Activities

                                                    • Cultural IP bonding to attract young consumers
                                                      • Figure 22: Wu Liang Ye X The Forbidden City
                                                      • Figure 23: Jiu Gui Jiu X Chinese National Geography
                                                    • Pop-up stores give baijiu cool new rebrand
                                                      • Figure 24: Lu Zhou Lao Jiao Pop-up store, 2021
                                                    • Soaring online marketing trend
                                                      • Figure 25: Percentage of new product launches of Chinese spirits with social media claims, 2016-21
                                                      • Figure 26: Official accounts of Wu Liang Ye and Lu Zhou Lao Jiao,2021
                                                      • Figure 27: Luo Yonghao live streaming platform, 2021
                                                      • Figure 28: Selected statements of Jiang Xiao Bai, 2021
                                                  • New Product Trends

                                                    • Novel packaging to meet the “beauty pays” trend
                                                      • Figure 29: Percentage of “new packaging” launches of Chinese spirits, 2016-21
                                                      • Figure 30: Gu Xiao Jiu, 2021
                                                      • Figure 31: Examples of novel packaging of Chinese baijiu, 2021
                                                    • Fizzy products targeting young consumers
                                                      • Figure 32: Percentage of new product launches of carbonated* alcoholic beverages, 2016-2021
                                                      • Figure 33: Xiao Zui, 2021
                                                  • Consumption Usage

                                                    • Chinese baijiu is facing competition from other alcoholic drink categories
                                                      • Figure 34: Consumption change, 2021
                                                      • Figure 35: Chinese baijiu consumption change, by age group, 2021
                                                      • Figure 36: Chinese baijiu consumption change, by monthly income level, 2021
                                                    • Males are still the main consumption cohort of Chinese baijiu
                                                      • Figure 37: Consumption Change, by gender and age, 2021
                                                    • Families with kids are loyal baijiu drinkers
                                                      • Figure 38: Consumption change, by marital status, 2021
                                                  • Purchase Channel

                                                    • Supermarkets/hypermarkets still the main purchase channel
                                                      • Figure 39: Purchase channel, 2021
                                                    • Increasing purchase in online channels
                                                      • Figure 40: Purchase channel, by selected channels, 2016 vs 2021
                                                    • Marketing to under-30s via specialised ecommerce platforms
                                                      • Figure 41: Purchase channel, by selected channels, by age, 2021
                                                  • Purchase Factors

                                                    • Alcohol level is the most vital factor
                                                      • Figure 42: Purchase factors, 2021
                                                    • Raise the importance of brand awareness, especially among male consumers
                                                      • Figure 43: Purchase factors, TURF analysis, 2021
                                                      • Figure 44: Purchase factors, by gender, by company type, by region, 2021
                                                    • Young females attach higher importance to alcohol level
                                                      • Figure 45: Purchase factors, by gender and age, 2021
                                                      • Figure 46: Purchase factors, by gender, 2021
                                                    • Creative packaging design attracts young consumers
                                                      • Figure 47: Purchase factors, by gender and age, 2021
                                                      • Figure 48: Voss X Yellow Crane Tower, 2021
                                                  • Consumer Spending

                                                    • Consumers spend more when purchasing for others
                                                        • Figure 49: Consumer spending, 2021
                                                      • Mature female consumers are more generous for both themselves and others
                                                          • Figure 50: Consumer spending, by gender and age, “for myself”, 2021
                                                          • Figure 51: Consumer spending, by gender and age, “for others”, 2021
                                                        • Premium baijiu buyers also use shopping websites for gifting
                                                            • Figure 52: Purchase channel, by consumer spending, 2021
                                                        • Baijiu Flavour Blurring

                                                          • High interest in baijiu flavour beverage blurring
                                                            • Figure 53: Flavour blurring, 2021
                                                            • Figure 54: Examples of baijiu flavour foods
                                                          • High earners have a wider interest in blurring
                                                            • Figure 55: Flavour blurring, by monthly personal income, 2021
                                                          • More mature consumers are not fans of innovative cross-category blurring
                                                            • Figure 56: Flavour blurring, by gender and age, “i don’t want to try food and beverage with baijiu flavour”, 2021
                                                        • Attitudes towards Chinese baijiu

                                                          • Cultivate consumers’ interest in baijiu-based cocktails
                                                            • Figure 57: Selected attitudes towards Chinese baijiu, association with drinking occasion, 2021
                                                            • Figure 58: Examples of baijiu-based cocktail recipes from various brands, 2021
                                                            • Figure 59: Disagreement with the statement that “one cannot enjoy the fun of mixing wine when drinking Chinese baijiu”, by age group, 2021
                                                            • Figure 60: Disagreement with the statement that “one cannot enjoy the fun of mixing wine when drinking Chinese baijiu”, by dining habits, 2021
                                                            • Figure 61: Examples of baijiu-based cocktail recipes on various social media, 2021
                                                          • Avoid gender-specific strategies, especially when marketing to the young generation
                                                            • Figure 62: Attitude towards “Men who drink Chinese baijiu are more masculine”, by generation, by gender and age, 2021
                                                          • Emphasise Chinese food pairing when marketing to mature alcohol consumers
                                                            • Figure 63: Attitudes towards “Chinese baijiu is only suitable for pairing with Chinese food”, by age, 2021
                                                            • Figure 64: Food pairing, 2021
                                                          • Highlight brand stories of Chinese baijiu
                                                              • Figure 65: Selected attitudes towards Chinese baijiu, 2021
                                                              • Figure 66: Attitude towards “Brands stories from different Chinese baijiu brands are similar”, by age, 2021
                                                          • Appendix – Market Size and Forecast

                                                              • Figure 67: Retail value sales and forecast of Chinese spirits, China, 2016-26
                                                              • Figure 68: Retail volume sales and forecast of Chinese spirits, China, 2016-26
                                                              • Figure 69: Non-retail value sales and forecast of Chinese spirits, China, 2016-26
                                                              • Figure 70: Non-retail volume sales and forecast of Chinese spirits, China, 2016-26
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Abbreviations

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