2022
0
China Menu Insights – Tea Houses Market Report 2022
2022-12-09T03:06:47+00:00
OX1100665
3695
158320
[{"name":"Foodservice","url":"https:\/\/store.mintel.com\/industries\/foodservice"}]
Report
en_GB
“The freshly-made tea drinks industry is still burgeoning, the frequency of new product launches and various flavour choices will continue to attract consumers. Fruit preferences might vary by season, and…

China Menu Insights – Tea Houses Market Report 2022

£ 3,695 (Excl.Tax)

Description

“The freshly-made tea drinks industry is still burgeoning, the frequency of new product launches and various flavour choices will continue to attract consumers. Fruit preferences might vary by season, and so innovations should mainly focus on popular fruit categories with a few niche ones. Meanwhile, tea house brands can present the nutritional facts rather than just claims to help consumers find the right product for them.”
– Bernie Gao, Research Analyst

Key Issues covered in this Report

  • Market value and forecast of total value of tea drinks
  • Tea drinks new product trends
  • New product development process updates
  • Consumers’ perception of different ingredients in tea drinks
  • The upper limit of the retail price of a typical cup of tea drink

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
                • Figure 1: Best- and worst- case forecast of tea houses retail market value, China, 2017-27
              • Companies and brands
                • The consumer
                  • Increasing popularity in tea drinks featured fruit and cheese topping
                    • Figure 2: Purchased tea drinks, China, 2021 & 2022
                  • Lower price acceptance led by brands competition and decreased spending confidence
                    • Figure 3: Upper price limit, China, 2020 & 2022
                  • Consumers favour tea houses with rich choices of flavours
                    • Figure 4: Brand choice factors, China, 2022
                  • Inconsistent perception of similar ingredients
                    • Figure 5: Ingredient perception, China, 2022
                  • Tropical fruits are the favourite sub-category
                    • Figure 6: Fruit preference, China, 2022
                  • The combination of fresh and processed fruits can meet consumers’ expectation
                    • Figure 7: Behaviour towards tea drinks purchase, by fresh fruits and processed fruit, China, 2022
                  • What we think
                  • Issues and Insights

                    • Flavours of tea drinks are not only tailored to consumers but also inspired by suppliers
                      • The facts
                        • The implications
                          • Figure 8: Examples of Luckin products with coconut flavour, China, 2021-2022
                          • Figure 9: Example of ‘flavour group’, citrus flavours, 2022
                        • Twisted commonly-used ingredients (小料) to increase novelty
                          • The facts
                            • The implications
                              • Figure 10: Examples of twisted ingredients that enrich the flavour of tea drinks, China, 2010 & 2020
                              • Figure 11: Examples of commonly-used ingredients renovated to provide different textures, China, 2022
                            • Embrace functional ingredients to provide health and wellness benefits
                              • The facts
                                • The implications
                                  • Figure 12: Examples of tea drinks with supplements, China, 2021-22
                                  • Figure 13: Examples of tea drinks special for women, China, 2022
                                  • Figure 14: A example of tea drinks that provide nutrition information, China, 2022
                              • Market Size and Forecast

                                  • Figure 15: Best- and worst- case forecast of tea houses retail market value, China, 2017-27
                              • Market Factors

                                • Foodservice revenue still struggles to recover, promotions can be the booster
                                  • Lower-price series of products for business recovery and competition
                                    • Figure 16: The screenshot of the post of Heaytea price reduction on Weibo hot search, China, 2022
                                  • Automatic tea drinks making machine has been utilised for cost saving
                                    • Figure 17: A screenshot of the documentary about the automatic tea drink making machine in Nayuki, China, 2022
                                  • Regional brands’ expansion to tier 1 cities or across regions
                                    • Figure 18: Pictures of the locations that regional brands opened in Shanghai, China, 2022
                                    • Figure 19: Pictures of stores of Sexy tea and Tian La La, China, 2022
                                • Market Share

                                    • Figure 20: Store numbers and volume share of the top brands, China, 2020-22
                                    • Figure 21: Store numbers and volume share of the top brands of grass jelly drinks, China, 2020-22
                                • Marketing Activities

                                  • Tea houses highlight single raw material
                                    • Figure 22: Examples of tea house brands specialised in one type of raw material, China, 2022
                                  • Heytea cross-over with Chinese historical drama IP
                                    • Figure 23: Examples of Heytea’s crossover projects, China, 2022
                                  • Visualised preparation of fresh fruits to show higher quality
                                    • Figure 24: Examples of tea houses that are showing the making process, China, 2022
                                • New Product Trends

                                  • Desserts are now in the cups
                                    • Figure 25: Examples of dessert and tea drinks blurring, China, 2022
                                  • Blurring tea drinks with coffee
                                    • Figure 26: Ya Shi Xiang Milk Tea with Yuenyeung ice cube launched by Nayuki, China, 2022
                                    • Figure 27: RTD coffee products in 900ml pack from Nongfu Spring, China, 2022
                                  • New base has set new sub-categories for ‘tea drinks’
                                    • Figure 28: The examples of tea house brands providing rice-based ingredients, China, 2022
                                • Purchased Tea Drinks

                                  • Increasing popularity in tea drinks featured fruit and cheese topping
                                    • Figure 29: Purchased tea drinks, China, 2021 & 2022
                                    • Figure 30: Purchased tea drinks, by gender, China, 2022
                                  • Consumers aged 25-29 prioritise dairy tea drinks
                                    • Figure 31: Purchased tea drinks, by age groups, China, 2022
                                  • Real fruits are the preferred feature overall
                                    • Figure 32: Purchased tea drinks, by marital status, China, 2022
                                  • Varied needs in Southern and Mid-west regions
                                    • Figure 33: Purchased tea drinks, by regions, China, 2022
                                    • Figure 34: Example of a new tea brewing method, tea brewed by syphon, China, 2022
                                • Upper Price Limit

                                  • Lower prices led by brands competition and decreased spending confidence
                                    • Figure 35: Upper price limit, China, 2020 & 2022
                                    • Figure 36: Upper price limit, by gender, China, 2022
                                  • Tea drinks are included in low household income earners’ shopping list
                                    • Figure 37: Upper price limit, by household income, China, 2022
                                  • Respondents in Shanghai have a higher budget for tea drinks
                                    • Figure 38: Upper price limit, by cities, China, 2022
                                • Brand Choice Factors

                                  • Consumers favour tea houses with rich choices of flavours
                                    • Figure 39: Brand choice factors, China, 2022
                                    • Figure 40: Brand choice factors, ‘rich choices of flavours’, by city tier and regions, China, 2022
                                  • Frequent new product launch to appeal higher household income earners
                                    • Figure 41: Brand choice factors, by selected items and monthly household income, China, 2022
                                  • Gen Z value both the taste of drinks and in-store space
                                    • Figure 42: Brand choice factors, by selected items and generations, China, 2022
                                    • Figure 43: Example of tea house that provides spacious seats, tea’stone, China, 2022
                                • Ingredient Perception

                                  • Inconsistent perception of similar ingredients
                                    • Figure 44: Ingredient perception, China, 2022
                                  • Pudding and boba remain as signature choices for consumers aged 25-29
                                    • Figure 45: Ingredient perception, by selected items and age groups, China, 2022
                                    • Figure 46: Examples of tea drinks with combined texture, China, 2022
                                  • Nuts and highland barley are underrated items that can be a breakthrough
                                    • Figure 47: Ingredient perception, nuts, by household income, China, 2022
                                    • Figure 48: Ingredient perception, highland barley, by household income, China, 2022
                                • Fruit Preference

                                  • Tropical fruits are favoured sub-category
                                    • Figure 49: Fruit preference, China, 2022
                                  • Passion fruits still lead the flavour innovation
                                    • Figure 50: Fruit preference, ‘passionfruit’, by gender and age, China, 2022
                                    • Figure 51: Fruit preference, ‘passionfruit’, by household income and city tier, China, 2022
                                    • Figure 52: Examples of diversified products featured with passion fruit, China, 2022
                                  • Diversified fruit options for full coverage across different generations
                                    • Figure 53: Fruit preference, by selected items and generations, China, 2022
                                • Behaviour towards Tea Drinks Purchase

                                  • The combination of fresh and processed fruits can meet consumers’ expectations
                                    • Figure 54: Behaviour towards tea drinks purchase, by fresh fruits and processed fruit, China, 2022
                                    • Figure 55: Behaviour towards tea drinks purchase, by fresh fruits and processed fruit, China, 2022
                                  • Female consumers are more sensitive to promotions
                                    • Figure 56: Behaviour towards tea drinks purchase, by statement of ‘Promotions will increase the frequency of my purchases of freshly-made tea drinks’ and gender, China, 2022
                                    • Figure 57: Examples of tea drinks brands’ cooperations with beauty brands, China, 2022
                                    • Figure 58: Behaviour towards tea drinks purchase, by selected item, China, 2022
                                    • Figure 59: Behaviour towards tea drinks purchase, by answering ‘Yes’ to the statement of ‘I would buy fewer freshly-made tea drinks because the price is too high’, China, 2022
                                  • Emotional benefits of freshly-made tea drinks consumption
                                    • Figure 60: Behaviour towards tea drinks purchase, by self-indulgence, China, 2022
                                  • Providing facts rather than exaggerated claims in terms of nutrition
                                    • Figure 61: Behaviour towards tea drinks purchase, by health consciousness, China, 2022
                                • Food Persona

                                  • Who are they?
                                      • Figure 62: Food persona, China
                                      • Figure 63: Food persona, by generation, 2022
                                    • Critical shoppers weigh more on ingredients and price…
                                      • Figure 64: Food persona, by brand choice factors, China, 2022
                                    • …while the health benefits are also attractive to them
                                      • Figure 65: Food persona, by behaviour towards tea drinks purchase, by selected statement, China, 2022
                                  • Appendix – Market Size and Forecast

                                      • Figure 66: Store numbers and volume share of the top brands, China, 2019-22
                                      • Figure 67: Total market value of tea houses, China, 2016-27
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

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