2023
0
China Consumption Habits of Alcoholic Drinks Market Report 2023
2023-06-28T04:11:11+01:00
OX1154655
3695
164484
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Report
en_GB
“An optimistic forecast in out-of-home alcoholic drink consumption is expected as the sector has witnessed a rapid bounce back following increasing spending on eating out in 2023. Besides this, an…

China Consumption Habits of Alcoholic Drinks Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“An optimistic forecast in out-of-home alcoholic drink consumption is expected as the sector has witnessed a rapid bounce back following increasing spending on eating out in 2023. Besides this, an attitudinal shift towards ‘drink less but better’ has been observed, indicating brands need to position a quality taste profile as the backbone of product premiumisation; meanwhile, marketing messages focused on lower-ABV and smaller format will further help to keep consumers engaged.”
– Marta Zhang, Senior Research Analyst

Key issues covered in this Report

  • Alcoholic drinks market overview and five-year forecast
  • New product launch trends and notable market activities
  • Consumption change and consumption spending deep dive
  • Suggestions on how to respond to alcohol moderation trend
  • Consumers’ attitude towards alcoholic drink premiumisation

Table of Contents

  1. Overview

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

            • The market
              • Optimistic forecast for alcoholic drinks market after COVID-19 outbreak alleviated
                • Figure 1: Market value and forecast of alcoholic drinks – in home, 2017-27
                • Figure 2: Market value and forecast of alcoholic drinks – out of home, 2017-27
              • Western spirits and RTD alcoholic drinks maintain growing momentum
                • Figure 3: Market segmentation share of alcoholic drinks, by market value, 2020-22
              • Companies and brands
                • Brands utilise occasion marketing, brand extension and premiumisation to engage with consumers
                  • Innovation trends towards diverse flavours, better for you and novel packaging
                    • The consumer
                      • Moving towards lighter alcoholic beverages
                        • Figure 4: Consumption change, 2023
                      • Capture high spending power of female consumers
                        • Figure 5: Alcoholic drinks spending, 2023
                      • Health concerns are the primary deterrent leading to drinking reduction
                        • Figure 6: Reasons for drinking less, 2023
                      • Bigger focus on ‘drink less but better’
                        • Figure 7: Ways of responsible drinking, 2023
                      • Liquor flavour beverage tops the wish list
                        • Figure 8: Interest in novel alcoholic beverages, 2023
                      • Placing taste at the forefront in alcoholic drink premiumisation
                        • Figure 9: Attitude towards premium alcoholic drinks – product premiumisation, 2023
                      • What we think
                      • Issues and Insights

                        • Lower-ABV wines can help navigate market downturn
                          • Figure 10: Examples of lower-ABV wines, Global
                          • Figure 11: Echo Falls wines, USA
                        • Beer brands should look into weight management under health and wellness trend
                          • Figure 12: Examples of beer products with low calories/low carbs claims, global, 2022-23
                          • Figure 13: Kirin Karada Free, Japan, 2023
                        • Small sets of premium drinks to conform to responsible drinking
                          • Figure 14: Examples of whisky small tasting sets, Global,2022
                          • Figure 15: RTD gift set of Tayēr + Elementary, UK, 2023
                      • Market Size and Forecast

                        • Stable growth in in-home alcoholic drinks consumption
                          • Figure 16: Market value and forecast of alcoholic drinks – in home, 2017-27
                        • Slump in out-of-home consumption in 2022, while the recovery is strong in 2023
                          • Figure 17: Market value and forecast of alcoholic drinks – out of home, 2017-27
                      • Market Segmentation

                        • Baijiu and beer dominant alcoholic drinks categories
                          • Figure 18: Market segmentation share of alcoholic drinks, by market value, 2020-22
                        • Western spirits and RTD alcoholic drinks continue growth trajectory
                          • It is still not a year for wine
                          • Market Factors

                            • The release of standards for regulating ecommerce platform sales and distribution
                              • A change in eating out spending among consumers
                                • Figure 19: Increased eating out spending, 2022-23
                              • Alcohol moderation trend drives consumption upgrade
                                • Heatwave might provide a boost for alcoholic drinks consumption
                                  • Pessimistic young consumers are holding back on alcohol consumption
                                    • Figure 20: The Urban Surveyed Unemployment Rate (monthly %), 2020-23
                                    • Figure 21: Financial status – much worse off/a little bit worse off, 2022-23
                                • Marketing Activities

                                  • Guide consumers on consumption occasion
                                    • Figure 22: Examples of alcoholic drinks marketing highlighting consumption occasion, China, 2023
                                  • Retail channels offer DIY solutions
                                    • Figure 23: Examples of retail channel DIY alcoholic drinks sections, China, 2023
                                  • Brand extension to new categories
                                    • Figure 24: Examples of alcoholic drink brand extensions, China, 2023
                                  • Different approach towards product premiumisation
                                      • Figure 25: Example of premiumised alcoholic drinks, China, 2023
                                  • New Product Trends

                                    • Emerging new flavour launches in the realm of FAB, beer and cider
                                      • FAB: lactobacillus flavour is worth noticing
                                        • Figure 26: New flavoured alcoholic beverages launches, by top flavour component, China, 2018-23
                                      • Beer and cider: diversified flavour launches beyond fruit flavours
                                        • Figure 27: New beer and cider launches, by flavour component subgroup, China, 2018-23
                                        • Figure 28: Example of new beer launches with novel flavour, China, 2022-23
                                      • Health and wellness trend influences alcoholic drink launches
                                        • Figure 29: Examples of alcoholic drinks with functional benefits, China, 2023
                                      • A rise in can & other novel alcoholic beverage packaging format
                                        • Figure 30: Alcoholic beverage launches by packaging material, China, 2018-23
                                        • Figure 31: Examples of new product launches with non-glass packaging, China, 2021-23
                                        • Figure 32: Examples of paper bottle alcoholic drinks, global, 2023
                                    • Consumption Change

                                      • Consumption shifts from higher to lower alcohol drinks
                                        • Figure 33: Consumption change, 2023
                                        • Figure 34: % points difference between drunk more and drunk less, 2023
                                      • Regardless of category, consumers aged 25-39 tend to be active alcohol drinkers
                                        • Figure 35: Consumption change – drunk more or the same, by age, 2023
                                      • 5%-10% ABV is preferred by almost half
                                        • Figure 36: ABV preference, by gender, 2023
                                        • Figure 37: Examples of lower-ABV wines, Global, 2023
                                        • Figure 38: ABV preference, by city tier, 2023
                                    • Alcoholic Drinks Spending

                                      • Females demonstrate higher alcoholic drink spending power
                                        • Figure 39: Alcoholic drinks spending, 2023
                                        • Figure 40: Alcoholic drinks spending, by gender, 2023
                                        • Figure 41: Alcoholic drinks spending – spent more, 2022-23
                                      • Opportunity exists in RTD cocktails premiumisation
                                        • Figure 42: Alcoholic drinks spending, by alcoholic drink types (drunk more), 2023
                                        • Figure 43: Examples of premium RTD alcoholic drinks, Japan, 2022-23
                                      • Take advantage of widespread affinity towards drinks at 5%-10% ABV
                                        • Figure 44: ABV preference, by alcoholic drinks spending, 2023
                                    • Reasons for Drinking Less

                                      • Health-related reasons are the primary drivers that stop consumers from drinking…
                                        • Figure 45: Reasons for drinking less, 2023
                                      • … while wine is an exception – consumers drink less to save more
                                        • Figure 46: Reasons for drinking less, 2023
                                        • Figure 47: Winedaily by Lady Penguin, 2021
                                        • Figure 48: Reasons for drinking less – wine, by age and gender, 2023
                                      • Address weight management concern for beer drinking
                                        • Figure 49: Reasons for drinking less – beer (weight management), by monthly household income and city tier, 2023
                                        • Figure 50: Reasons for drinking less – beer, by age, 2023
                                    • Ways of Responsible Drinking

                                      • ‘Drink less but better’ is an inevitable consumer drinking trend
                                        • Figure 51: Ways of responsible drinking, 2023
                                      • Different generations apply different responsible drinking approaches
                                        • Figure 52: Ways of responsible drinking, by generation, 2023
                                        • Figure 53: Ways of responsible drinking – repertoire group, by generation, 2023
                                        • Figure 54: Responsible drinking campaign by Captain Morgan, 2023
                                      • Fruit-based alcohol consumers are not dependent on alcohol content, while Western spirits consumers tend to be assured alcohol drinkers
                                        • Figure 55: Ways of responsible drinking – difference between respondents who have drunk more or the same fruit-based alcohol/western spirits and total respondents, 2023
                                    • Interest in Novel Alcoholic Beverages

                                      • Liquor flavour is loved, while tea wine shows potential to further penetrate
                                        • Figure 56: Interest in novel alcoholic beverages, 2023
                                      • Consumers aged 25-39 are not only active drinkers but also novel product lovers
                                        • Figure 57: Interest in novel alcoholic beverages – have drunk and will continue to drink, by age, 2023
                                        • Figure 58: Interest in novel alcoholic beverages – have drunk and will continue to drink, by consumption change, 2023
                                      • Attract female consumers via milky flavour alcoholic drinks
                                        • Figure 59: Interest in novel alcoholic beverages – alcohol with milk, by gender, 2023
                                        • Figure 60: Examples of alcoholic drinks with dairy flavour, Global, 2021-22
                                    • Attitudes towards Premium Alcoholic Drinks

                                      • Taste should be positioned as number one priority in premiumisation
                                        • Figure 61: Attitude towards premium alcoholic drinks – product premiumisation, 2023
                                        • Figure 62: Living Wines product description, 2023
                                        • Figure 63: Small format section of alcoholic drinks on online retail channel, 2023
                                      • Innovating in ritual occasions to boost premium consumption
                                        • Figure 64: Attitude towards premium alcoholic drinks – purchase driver, 2023
                                      • Visualise sustainability efforts to resonate with current consumers
                                        • Figure 65: Attitude towards premium alcoholic drinks – corporate behaviour, 2023
                                        • Figure 66: Attitude towards premium alcoholic drinks – Premium alcoholic drinks that practice sustainability are worth paying more for, by age, 2023
                                    • Food Persona

                                      • Who are they?
                                          • Figure 67: Food persona, 2023
                                          • Figure 68: Food persona, by gender, 2023
                                          • Figure 69: Food persona, by age, 2023
                                        • Critical shoppers drink less to manage weight and sleep
                                          • Figure 70: Reasons for drinking less – select items, by food persona, 2023
                                        • New trend explorers expect small bottle premium drinks
                                          • Figure 71: Attitude towards premium alcoholic drinks – agree, by food persona, 2023
                                      • Appendix – Market Size and Forecast

                                          • Figure 72: Total value sales and forecast of alcoholic drinks (in-home), China, 2017-27
                                          • Figure 73: Total value sales and forecast of alcoholic drinks (out-of-home), China, 2017-27
                                      • Appendix – Market Segmentation

                                          • Figure 74: Market segmentation of alcoholic drinks, by market value, China, 2020-22
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Abbreviations

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