2022
0
China Consumption Habits of Alcoholic Drinks Market Report 2022
2022-06-07T04:09:05+01:00
OX1105555
3695
151956
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Report
en_GB
"In 2021, out-of-home alcoholic drinks achieved strong market recovery with resumed on-trade services; the in-home sector maintained its growth trajectory with diversified product availability in the market. While Western spirits…

China Consumption Habits of Alcoholic Drinks Market Report 2022

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Report Summary

“In 2021, out-of-home alcoholic drinks achieved strong market recovery with resumed on-trade services; the in-home sector maintained its growth trajectory with diversified product availability in the market. While Western spirits and RTDs enjoy prosperous market expansion, consumers’ passion for wine should not be neglected. Following ever healthier consumption habits, the industry is scrambling to provide “lighter” version drinks. It is also important to recognize the call for “functional additions” in products that also respond to the pursuit of health.”

– Marta Zhang, Senior Research Analyst

This report will look at the following areas:

  • Overview of alcoholic drinks market in China
  • COVID-19’s impact on the alcoholic drink market with scenario-based forecasts
  • Marketing activities and new product trends
  • Consumption trends and occasions of different types of alcoholic drinks
  • Consumers’ purchase motivator and flavour preference
  • Consumers’ perception towards current alcoholic drinks

Table of Contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Covered in this Report
          • Definition
          • Executive Summary

              • The market
                • Optimistic growth in alcoholic drinks in 2021
                  • Figure 1: Market value of alcoholic drinks – in-home, China, 2016-21
                  • Figure 2: Market value of alcoholic drinks – out-of-home, China, 2016-21
                • Baijiu and beer maintain dominant status
                  • Figure 3: Market segmentation share of alcoholic drinks, by market value, China, 2019-21
                • The impact from COVID-19 outbreak in 2022
                  • Figure 4: Summary of Mintel’s scenario expectations and the impact on the alcoholic drinks market, 2022
                • Companies and brands
                  • Brands invest more in minus claims and culture marketing
                    • Diversified innovation in ingredient, flavour and format
                      • The consumer
                        • Lower alcoholic drinks receive higher popularity
                          • Figure 5: Consumption change, China, 2022
                        • Fruit flavour dominants, niche flavour begins to show potential
                          • Figure 6: Flavour preference, China, 2022
                        • Social gatherings welcome wide alcoholic drink ranges, while low alcoholic drinks are preferred in alone moments
                          • Figure 7: Consumption occasion – out-of-home occasions, China, 2022
                          • Figure 8: Consumption occasion – in-home occasions, China, 2022
                        • Ingredient and flavour are the key drivers
                          • Figure 9: Purchase Motivator, China, 2022
                        • Wine is perceived as heathier than other alcoholic drinks
                          • Figure 10: Attributes related to alcoholic drinks, China, 2022
                        • Highlight the emotional benefit of low/no alcoholic drinks
                          • Figure 11: Attitudes towards low/no alcoholic drinks, China, 2022
                        • What we think
                        • Issues and Insights

                          • Low/no alcoholic drinks need to dial up mood benefits
                            • The facts
                              • The implications
                                • Figure 12: Senser, UK, 2020
                              • Promote wine to consumers with a viewpoint beyond the product
                                • The facts
                                  • The implications
                                    • Figure 13: Examples of blended wines with visualised flavour descriptors, Global, 2022
                                    • Figure 14: Maison Margiela REPLICA collection, 2022
                                  • Introduce novel alcoholic category to replace adjusted version
                                    • The facts
                                      • The implications
                                        • Figure 15: Examples of newly launched hard seltzer products, US, 2021-22
                                        • Figure 16: Examples of popular daily alcoholic drinks, Global
                                    • Market Size and Segmentation

                                      • Optimistic growth in in-home sector
                                        • Figure 17: Market value of alcoholic drinks – in-home, China, 2016-21
                                      • Strong out-of-home consumption recovery
                                        • Figure 18: Market value of alcoholic drinks – out-of-home, China, 2016-21
                                      • Baijiu and beer maintain dominant status
                                        • Figure 19: Market segmentation share of alcoholic drinks, by market value, China, 2019-21
                                      • Western spirits and RTD alcoholic drinks enjoy robust growth
                                        • Wine experiences market downturn
                                        • Market Factors

                                          • Punishment for illegal alcohol advertising comes into effect
                                            • Price increase witnessed across alcoholic drinks categories
                                              • Rising health consciousness stimulates development of alcohol moderation products
                                              • COVID Influences (Including Market Forecast)

                                                • COVID-19 China context
                                                  • COVID-19 impact on the market and consumer
                                                    • Dampened consumer spending confidence
                                                      • Accelerated spending on food and drink driven by stockpiling demand
                                                        • Availability of alcoholic drinks might be affected
                                                          • Figure 20: Change in spending – spent more, 2020-22
                                                          • Figure 21: Change in spending – spent more, 2020-22
                                                        • Market Forecast
                                                          • Out-of-home alcoholic drinking is converted to in-home and will resume quickly under minimum impact scenario
                                                            • Figure 22: COVID-19 scenario value forecasts for alcoholic drinks – in-home, 2016-26
                                                            • Figure 23: COVID-19 scenario value forecasts for alcoholic drinks – out-of-home, 2016-26
                                                          • Limited availability of in-home consumption and disrupted on-trade opening will occur under the medium-impact scenario
                                                            • High-impact scenario will pose severe supply chain disruption on both in-home and out-of-home consumption
                                                            • Marketing Activities

                                                              • Brands invest more in minus claims
                                                                • Figure 24: Examples of product launches with minus claims, China, 2020-22
                                                              • Immersive experience targeting wider consumption occasion
                                                                • Figure 25: Lan Zhou Ye Yan by Lan Zhou, 2021
                                                              • Bringing more Chinese elements to the products
                                                                • Figure 26: ‘The Facsimile of Night Revels of Han Xizai Handscroll’ – Loch Lomond limited edition whisky, China, 2021
                                                            • New Product Trends

                                                              • Diversified innovation in flavour
                                                                • Fruit flavour continues to take the lead, tea flavour has seen a rise
                                                                  • Figure 27: % of new flavoured alcoholic beverages launches, by flavour component, China, 2017- 22
                                                                  • Figure 28: Luo Yin, China, 2022
                                                                • Following the trend of tea drinks…
                                                                  • Figure 29: Examples of trendy tea house flavour alcoholic drinks, China, 2021
                                                                • … and some unexpected flavour collaboration
                                                                  • Figure 30: Rio x Bawang Shampoo, China, 2021
                                                                • Flag up the functionality to raise awareness
                                                                  • Figure 31: Examples of alcoholic drinks with added functionality, China, 2021-22
                                                                • Novel formats are eye-catching
                                                                  • Figure 32: Forest Solution, China, 2021
                                                                  • Figure 33: Examples of novel format alcoholic drinks, Global, 2021-22
                                                                • Ingredient upgrade has been witnessed
                                                                  • China: Less is more
                                                                    • Figure 34: % of new alcoholic beverages launches, by claims, China, 2017-22
                                                                    • Figure 35: Examples of natural wines and natural wine bars, China, 2022
                                                                  • Global: Sustainability practice from packaging to ingredient
                                                                    • Figure 36: Examples of alcoholic beverages made with discarded products, Global
                                                                • Consumption Usage

                                                                  • Consumption usage tilts towards lower alcoholic drinks
                                                                    • Figure 37: Consumption change, China, 2022
                                                                  • High household income consumers tend to drink more, regardless of categories
                                                                    • Figure 38: Consumption change – drunk more, by monthly household income, China, 2022
                                                                  • Female consumption facilitates the growth of fruit flavour/based alcoholic drink categories
                                                                    • Figure 39: Consumption change – drunk more, by gender, China, 2022
                                                                    • Figure 40: Examples of alcoholic drink products with female-themed advertisement – Miss Berry, China, 2022
                                                                  • Despite sluggish market, wine is still welcomed by consumers
                                                                    • Figure 41: Consumption trend – will drink more, by gender, China, 2022
                                                                    • Figure 42: Consumption change & Consumption trend, China, 2022
                                                                • Flavour Preference

                                                                  • Citrus and tropical fruit flavour maintain high popularity
                                                                    • Figure 43: Flavour preference, China, 2022
                                                                  • Floral and berry flavour are preferred among novel flavour explorers
                                                                    • Figure 44: Difference in flavour preference between respondents who choose novel flavour as purchase motivator and total respondents, China, 2022
                                                                  • Hint of indulgence is needed by female consumers
                                                                    • Figure 45: Flavour preference, by gender, China, 2022
                                                                    • Figure 46: Examples of alcoholic drinks product with dessert and dairy flavour, China, 2021-22
                                                                • Consumption Occasion

                                                                  • Social events enjoy highest alcoholic drink consumption in regardless of in-home or out-of-home
                                                                    • Figure 47: Consumption occasion – out-of-home occasions, China, 2022
                                                                    • Figure 48: Consumption occasion – in-home occasions, China, 2022
                                                                    • Figure 49: Consumption occasion of fruit-based alcohol – selected occasion, by region, China, 2022
                                                                  • High income consumers prefer alcohol drinking during entertainment events
                                                                    • Figure 50: Consumption occasion – Entertainment events, by monthly household income, China, 2022
                                                                    • Figure 51: LUTRA – Modern cider, China, 2022
                                                                  • Make RTDs perfect for me-moments
                                                                    • Figure 52: Consumption occasion – selected occasions, by alcoholic drink types, China, 2022
                                                                • Purchase Motivator

                                                                  • Upgraded ingredients and novel flavour motivate consumer purchasing
                                                                    • Figure 53: Purchase Motivator, China, 2022
                                                                    • Figure 54: Difference in purchase motivator between gender, China, 2022
                                                                    • Figure 55: RIO winter limited mulled wine RTD cocktail, China, 2021
                                                                  • Highlight the ingredient use for wine and fruit-based alcohol
                                                                    • Figure 56: Purchase Motivator – selected motivator, by alcoholic drinks that respondents will drink more, China, 2022
                                                                  • Target products with functional benefits to male consumers
                                                                    • Figure 57: Purchase motivator, by gender and age, China, 2022
                                                                • Attributes Related to Alcoholic Drinks

                                                                  • Scattered perception across different alcoholic drink category
                                                                    • Figure 58: Attributes related to alcoholic drinks, China, 2022
                                                                  • Wine is perceived as healthier than other alcoholic drinks
                                                                    • Figure 59: Attributes related to alcoholic drinks – selected attribute, China, 2022
                                                                    • Figure 60: Attributes related to alcoholic drinks – healthy, by age, China, 2022
                                                                  • Relaxing property of RTD alcoholic drinks is perceived among mature males
                                                                    • Figure 61: Attributes related to ready-to-drink cocktails – selected attributes, by gender and age, China, 2022
                                                                    • Figure 62: Consumption change of ready-to-drink cocktails, by gender and age, China, 2022
                                                                • Attitudes Towards Low/No Alcoholic Drinks

                                                                  • Consumers associate low/no alcoholic drinks with mood adjusting
                                                                    • Figure 63: Attitudes towards low/no alcoholic drinks, China, 2022
                                                                    • Figure 64: Examples of alcoholic beverages with relaxing claims, China, 2021
                                                                  • Young females consider low/no alcoholic drinks products for them
                                                                    • Figure 65: Attitudes towards low/no alcoholic drinks – selected attitude, by gender and age, China, 2022
                                                                  • Limited options for those who are seeking for middle/high alcoholic drinks replacement
                                                                    • Figure 66: Attitudes towards low/no alcoholic drinks – selected attitudes, by purchase motivator, China, 2022
                                                                • Food Persona

                                                                  • Who are they?
                                                                      • Figure 67: Food persona, China, 2022
                                                                      • Figure 68: Food persona, by age group, China, 2022
                                                                    • Critical shoppers emphasize ingredient use and can be triggered by minus claims
                                                                      • Figure 69: Purchase motivator – selected motivators, by food persona, China, 2022
                                                                    • Emotional eaters consider low/no alcoholic drinks more of a feminine product
                                                                      • Figure 70: Attitudes towards low/no alcoholic drinks – selected attitudes, by food persona, China, 2022
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 71: Total value sales and forecast of alcoholic drinks (in-home) in minimum-impact scenario, China, 2016-26
                                                                      • Figure 72: Total value sales and forecast of alcoholic drinks (out-of-home) in minimum-impact scenario, China, 2016-26
                                                                  • Appendix – Market Segmentation

                                                                      • Figure 73: Market segmentation of alcoholic drinks, by market value, China, 2019-21
                                                                  • Appendix – COVID Scenario Forecast Methodology and Assumptions

                                                                    • Minimum-impact, medium-impact and high-impact scenarios outline
                                                                      • Scenario methodology
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations

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