2021
0
China Menu Insights – Tea Houses Market Report 2021
2022-01-15T03:04:49+00:00
OX1049375
3695
146856
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Report
en_GB
“The tea house industry has been blooming in the past decades, and continuing to flourish with company-operated or franchise business models. Consumers’ increased preference in the lighter mouthfeel and health-conscious…

China Menu Insights – Tea Houses Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The tea house industry has been blooming in the past decades, and continuing to flourish with company-operated or franchise business models. Consumers’ increased preference in the lighter mouthfeel and health-conscious product selections have put pure tea and lean products at front with a focus on high-quality raw materials. Together, an emphasis on better-for-you attributes blending in tea drink originalities rooted in the Chinese cultural will be the outlook for a premiumised cup of drink.”
– Bernie Gao, Research Analyst

Key issues covered in this Report

  • Tea house brands’ strategies in the competing landscape.
  • How emerging tea house brands grab consumers’ attention.
  • Innovation trends in tea houses.
  • Consumers’ perception towards leading tea houses’ brand image.
  • Consumers’ preference in functional products.
  • What are the premiumisation opportunities in tea houses.

Table of Contents

  1. Overview

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

            • The market
              • Figure 1: Best- and worst-case forecast of tea houses retail market value, China, 2016-26
            • Companies and brands
              • The consumer
                • More consumption in tea houses
                  • Figure 2: Purchased tea drinks, China, 2021
                • Good taste and high rating are highly associated
                  • Figure 3: Leading brand characteristics, China, 2021
                • Brands with social impact would win over consumers’ loyalty
                  • Figure 4: Brand choice factors, by selected statements, China, 2021
                • Taste of the tea drinks would come first for consumers
                  • Figure 5: Premiumisation features, China, 2021
                • A combination of 3-4 functional claims makes an ideal tea drink
                  • Figure 6: Functional preference, China, 2021
                  • Figure 7: Functional preference, by repertoire analysis, China, 2021
                • Tea drinks are not limited to on-the-go occasions
                  • Figure 8: Attitudes towards tea drinks and tea houses, by selected statements, China, 2021
                • What we think
                • Issues and Insights

                  • Adhere to market’s standardisation and industrialisation
                    • The facts
                      • The implications
                        • Figure 9: Examples of the products form Heytea-invested tea house brands, China, 2021
                      • Emerging brands succeeding in lower tier cities with lower costs
                        • The facts
                          • The implications
                            • Figure 10: Picture of the store of Heytea and Heytea Mini, China, 2021
                            • Figure 11: Hero product of Heytea also launched at Heytea Mini, China, 2021
                          • Simplifying the recipe with higher-quality products to promote Chinese tea culture
                            • The facts
                              • The implications
                                • Figure 12: Example of CHAGEE Fresh milk tea, China, 2021
                                • Figure 13: Pure tea and extraction method options from KOI Thé, China, 2021
                                • Figure 14: KOI Thé provides the hand-pour tea, China
                            • The Market

                              • Market Size and Forecast

                                  • Figure 15: Best- and worst-case forecast of tea houses retail market value, China, 2016-26
                              • Market Factors

                                • Regulations for on-premise tea drinks
                                  • Figure 16: The group standard for freshly made fruit tea, China, 2021
                                • Food safety measures in tea houses are becoming inevitable
                                  • Figure 17: Heytea posters for food safety initiatives, China, 2021
                                  • Figure 18: Heytea food safety audit report, China, 2021
                                • Divided tea houses’ business models
                                  • Company-owned – wins over operation excellence
                                    • Franchising – advantageous in developing self-owned supply chain
                                      • Figure 19: MIXUE Ice Cream & Tea’s fully automatic production workshop, China
                                  • Key Players

                                    • Market Share

                                        • Figure 20: Store numbers and volume share of the top brands, China, 2019-21
                                    • Marketing Activities

                                      • Immersive stores bring varied consumer experiences
                                        • SEVENBUS is on a ‘bus’
                                          • Figure 21: SEVENBUS new store, China, 2021
                                        • Heytea Zao store, a ‘Must See’ of Nantou Old Town
                                          • Figure 22: Heytea Zao store, China, 2021
                                        • théATRE creates a collaboration of tea drinks and art
                                          • Figure 23: théATRE product ‘Noon in Giverny’, China, 2021
                                        • Holistic ‘Yangsheng’ concept for tea houses’ branding
                                          • Figure 24: Chung Feng ingredients introduction, China, 2021
                                          • Figure 25: Chung Feng official website, articles about diet, China
                                        • Efforts on promoting returning seasonal dinks
                                          • Figure 26: Signature drinks from three brands, China, 2021
                                      • New Product Trends

                                        • City-limited series shows characteristic delicacy elements from Heytea
                                          • Figure 27: Heytea city-limited products, China, 2021
                                        • Tea drinks with nutrition labels from WILLCHA
                                          • Figure 28: The picture of WILLCHA products, illustrating ‘Three Tones of One Tea’, China, 2021
                                          • Figure 29: The picture of WILLCHA products, illustrating nutrition label, China, 2021
                                        • Tea drinks with coffee extraction methods from BASAO
                                          • Figure 30: BASAO tea latte and tea-flavoured dessert, China, 2021
                                      • The Consumer

                                        • Purchased Tea Drinks

                                          • More consumers fall into tea houses’ consumption
                                            • Figure 31: Purchased tea drinks, China, 2020 and 2021
                                            • Figure 32: Purchased tea drinks, by gender and age, China, 2021
                                          • Tea drinks with simplified ingredients got Gen Z fans
                                            • Figure 33: Purchased tea drinks, by generation, China, 2021
                                          • Go premium with pure tea and plant-based tea drinks
                                            • Figure 34: Purchased tea drinks, by personal income and education level, China, 2021
                                          • General pursuit of diversity in tea drinks
                                            • Figure 35: Purchased tea drinks, by repertoire, China, 2021
                                            • Figure 36: Purchased tea drinks, by gender and age, China, 2021
                                            • Figure 37: Purchased tea drinks, by city tier, China, 2021
                                        • Brand Images

                                          • Good taste and high rating are closely related attributes
                                            • Figure 38: Leading brand images, China, 2021
                                          • Decoding consumer perceptions towards Heytea’s brand image
                                            • Figure 39: Purchased tea drinks, by Heytea brand image, China, 2021
                                          • Store numbers contribute to the brand perception
                                            • Figure 40: Brand images, by selected brands with ‘not familiar with this brand’ and store numbers, China, 2021
                                        • Brand Choice Factors

                                          • Ethical thoughts when choosing tea drink brand
                                            • Figure 41: Brand choice factors, China, 2021
                                          • Alternative products offered at a lower price are not the case for all
                                            • Figure 42: Brand choice factors, by ‘I’d like to choose the one with lower price between two tea drinks that are similar in taste’, China, 2021
                                            • Figure 43: Brand choice factors, by ‘I’d like to choose the one with lower price between two tea drinks that are similar in taste’, by household income, China, 2021
                                            • Figure 44: Brand choice factors, by ‘I’d like to choose the one with lower price between two tea drinks that are similar in taste’, by Heytea and MIXUE Ice cream & tea selected brand image, China, 2021
                                            • Figure 45: Brand choice factors, by ‘Compared to freshly made tea drinks, I would buy bottled drinks with the similar flavour for lower price’, China, 2021
                                          • Customers want customisation and clear product content labels
                                            • Figure 46: Brand choice factors, by selected statements, China, 2021
                                          • High-income consumers would be the trend adapter
                                            • Figure 47: Brand choice factors, by selected statements, China, 2021
                                            • Figure 48: Brand choice factors, by selected claims with consumers ‘strongly agreeing’, by personal income, China, 2021
                                        • Premiumisation Features

                                          • Products’ taste weighs more than the package and name
                                            • Figure 49: Premiumisation features, China, 2021
                                          • Differentiated tea drinks’ preference of people by city tiers
                                            • Figure 50: Premiumisation features, by city tiers, China, 2021
                                          • Advanced tea base extraction technology to optimise pure tea drinks
                                            • Figure 51: Premiumisation features, by purchased drinks, China, 2021
                                            • Figure 52: Premiumisation features, by advanced tea base extraction technology and household income, China, 2021
                                        • Functional Preference

                                          • Consumers seek gut health benefits from tea drinks
                                            • Figure 53: Functional preference, China, 2021
                                          • Beauty maintenance requested by consumers aged 18-24
                                            • Figure 54: Functional preference, selected claims, by gender and age, China, 2021
                                          • What is the most appealing mix of functional claims?
                                            • Figure 55: Functional preference, by repertoire analysis, China, 2021
                                            • Figure 56: TURF Analysis – Health-consciousness, 2021
                                            • Figure 57: Top 10 food ingredients, by the food and drink category matches healthcare, Global, October 2016-November 2021
                                        • Attitudes towards Tea Drinks and Tea Houses

                                          • Positive attitudes towards regional ingredients and pure tea
                                            • Figure 58: Attitudes towards tea drinks and tea houses, by tea drinks preference, China, 2021
                                            • Figure 59: Attitudes towards tea drinks and tea houses, by “I like tea drinks made from regional ingredients”, by gender, age and personal income, China, 2021
                                            • Figure 60: Attitudes towards tea drinks and tea houses, by “I would like to purchase the pure tea from the tea houses”, by city tiers and personal income, China, 2021
                                          • Recommendation from families/friends influences brand preference
                                            • Figure 61: Attitudes towards tea drinks and tea houses, China, 2021
                                          • Consumers look out for differentiated ‘Third Places’
                                            • Figure 62: Attitudes towards tea drinks and tea houses, China, 2021
                                          • Younger generations show fewer concerns about food safety
                                            • Figure 63: Attitudes towards tea drinks and tea houses, by generation, China, 2021
                                        • Appendix – Market Size and Forecast

                                            • Figure 64: Total market value of tea houses, China, 2015-26
                                        • Appendix – Methodology and Abbreviations

                                          • Methodology
                                            • Abbreviations

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