2022
0
China Plant-based Drinks Market Report 2022
2022-05-19T04:04:21+01:00
OX1104751
3695
151235
[{"name":"Plant-based Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks\/plant-based"}]
Report
en_GB
“New product development is crucial to the growth of plant-based drinks. Soya-based drinks is promising thanks to high-quality content endorsed by the national nutrition guide. Opportunity also lies on claiming…

China Plant-based Drinks Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“New product development is crucial to the growth of plant-based drinks. Soya-based drinks is promising thanks to high-quality content endorsed by the national nutrition guide. Opportunity also lies on claiming ingredients with well-recognised functional benefits especially probiotic. In terms of communication, brands can establish themselves as Moral Brand that acting in consumers’ behalf to fulfil their intentions towards sustainability.”

– Rika Huang, Research Analyst

Key issues covered in this Report

  • Market factors (with COVID influences) from both consumer and market sides
  • Global and China launch activity and product innovation
  • Penetration rate of different plant protein sources
  • Purchase factors and consumption barriers
  • Convincing functional benefits

Table of Contents

  1. Overview

    • What you need to know
      • Definition
        • Excluded
        • Executive Summary

            • The market
              • Figure 1: Total value sales of plant-based drinks, China, 2016-21
              • Figure 2: Total volume sales of plant-based drinks, China, 2016-21
            • The impact of the COVID-19 outbreak in 2022
              • Figure 3: Summary of Mintel’s scenario expectations and the impact on the plant-based drinks market, 2022
              • Figure 4: COVID-19 scenario value forecasts for plant-based drinks, 2016-2026
            • The consumer
              • The performance of traditional plant-based drinks polarises; oat-based drink is on the rise
                • Figure 5: Usage of plant-based drinks, 2021
              • Prioritise quality over content of protein
                • Figure 6: Purchase factor, 2021
              • Poor flavour and taste are the major consumption barrier
                • Figure 7: Consumption barrier, 2021
              • Omni-channel competition is unavoidable
                • Figure 8: Purchase channel, 2021
              • Sleep management and emotional health deserve more attention
                • Figure 9: Functional claims, 2021
              • Consumers welcome new product innovations
                • Figure 10: Attitudes towards plant-based drinks, 2021
              • What we think
              • Issues and Insights

                • Flavour improvement is urged for soya-based drinks
                  • The facts
                    • The implications
                      • Figure 11: Example of soy milk claiming processing techniques, China, 2021
                      • Figure 12: Example of soy milk made with high-quality soybeans, Japan, 2021
                      • Figure 13: Share of unflavoured soya-based drinks, China & Japan, 2021
                      • Figure 14: Example of flavoured soy milk, Japan, 2021
                    • Adding probiotics is a promising functional claim
                      • The facts
                        • The implications
                            • Figure 15: Example of plant-based drinks with probiotic claim, Slovakia and USA, 2019-20
                            • Figure 16: Example of plant-based drinks with probiotic claim, Canada, 2019
                          • Promote personal wellbeing through sustainability
                            • The facts
                              • The implications
                                  • Figure 17: Starbucks Farmer Support Centre and cooperation with local coffee farmers, China, 2021
                              • Market Size and Segmentation

                                • Innovation accelerates growth
                                  • Figure 18: Total value sales of plant-based drinks, China, 2016-21
                                  • Figure 19: Plant-based drinks new launch type, China, 2017-21
                                  • Figure 20: Total volume sales of plant-based drinks, China, 2016-21
                                  • Figure 21: Average ¥ per 100 ml/g and share of new launches, 2017-21
                                • Segment highlights
                                  • Growth of soy milk is hindered
                                    • Traditional behemoths dominate innovation and growth of nut-based drinks
                                      • Fading peanut-based drinks and rising oat-based drinks
                                        • Figure 22: Market value of plant-based drinks segments, China, 2019-21
                                        • Figure 23: Market value share of plant-based drinks segments, China, 2019-21
                                    • Market Factors

                                      • Official nutrition recommendation elevates the status of soy-based drinks
                                        • Better for you, better for earth
                                            • Figure 24: Example of Starbucks and Oatly ethical marketing, China, 2021
                                          • Inflow of investment accelerates growth of emerging brands
                                          • COVID Influences (Including Market Forecast)

                                            • COVID-19 China context
                                              • COVID-19 impact on the market and consumer
                                                • Financial status and spending confidence are shattered
                                                  • Stockpiling behaviour and reduced out-of-home activities have been observed across the country
                                                    • Figure 25: Change in spending – spent more, 2020-22
                                                    • Figure 26: Change in spending – spent more, 2020-22
                                                    • Figure 27: COVID-related actions considered necessary to take in the next three months, 2022
                                                  • More trading up than trading down further emphasises the importance of quality
                                                    • Figure 28: Trading up and down plans – non-alcoholic drinks, 2021-22
                                                  • Market forecast
                                                    • Accelerated innovation and inflowing investment drive growth of plant-based drinks under minimum impact
                                                      • Figure 29: COVID-19 scenario value forecasts for RTD tea drinks, 2016-2026
                                                    • Limiting access will undermine consumption in a medium-impact scenario
                                                      • High-impact scenario may lead to supply shortages that hamper sales
                                                      • Market Share

                                                        • New product innovation helps traditional players recover rapidly
                                                          • Stagnant product innovation hinders growth
                                                            • Destructed reputation undermines sales of Vitasoy
                                                              • Oatly is growing rapidly
                                                                • Figure 30: Market share of leading plant-based drinks players, by value, China, 2019-21
                                                            • Market Activity

                                                              • Attract fitness cohort with high protein claims
                                                                • Figure 31: Plant Selected & Keep 14-day fitness challenge, China, 2020
                                                              • Expand in food pairing occasions
                                                                • Figure 32: Oatly breakfast campaign, China, 2021
                                                                • Figure 33: Plant Selected soy milk with various food-pairing occasions, 2021
                                                              • Join hands with brands sharing similar consumer interests
                                                                • Figure 34: Oatly animal protection campaign, 2021
                                                                • Figure 35: Yololand × Yeplant “Go Green Together” oat milk giftbox, 2021
                                                            • New Product Trend

                                                              • High-quality protein deserves more communication
                                                                • Figure 36: Share of plant-based drinks with high/added protein or high-quality protein claims, 2016-21
                                                              • Target children with fortified nutrients
                                                                • Figure 37: Plant-based drinks with “suitable for children (5-12)” claim, by market, 2020-21
                                                                • Figure 38: Yangyuan Liu Ge He Tao 2430 Walnut Milk, China, 2021
                                                                • Figure 39: Ripple Kids Original Plant-Based Milk, USA, 2021
                                                              • Leverage natural herbs for reassuring emotion soothing benefits
                                                                • Figure 40: Example of plant-based drinks with emotion soothing herbs, Malaysia & UK, 2020-21
                                                              • Embrace TCM ingredients with functional benefits
                                                                • Figure 41: Example of plant-based drinks featured with Medicine and Food Homology, China, 2020-21
                                                            • Usage of Plant-based Drinks

                                                              • Tenacity and fading in traditional plant-based drinks
                                                                • Figure 42: Usage of plant-based drinks, 2021
                                                                • Figure 43: Usage of plant-based drinks, 2021
                                                              • Oat milk is vying for the throne
                                                                • Figure 44: Share of oat-based drinks/milk, 2017-21
                                                                • Figure 45: Purchase factor, by consumers who have purchased oat-based drinks and will purchase again, 2021
                                                                • Figure 46: Share of oat-based drinks with high/added protein claim and average protein content, 2019-21
                                                              • Dual- and mixed- protein drinks are informed choice
                                                                • Figure 47: Consumption frequency of plant-based drinks – Once a day or more, by consumers “have drunk it and will purchase it again”, 2021
                                                                • Figure 48: Usage of plant-based drinks, by consumers “have drunk it and will purchase again” and “have drunk it but will not purchase it again”, 2021
                                                            • Purchase Factor

                                                              • High-quality criteria are prioritised over quantity
                                                                • Figure 49: Purchase factor, 2021
                                                                • Figure 50: Dou Ben Dou’s communication of high-quality protein, China, 2021
                                                                • Figure 51: Share of plant-based drinks with selected claims, China 2016-21
                                                              • Free from lactose and fat forms can be the new light-version-drink
                                                                • Figure 52: Purchase factor, by selected purchase factors, 2021
                                                                • Figure 53: Example of plant-based drinks with no/low/reduced fat and no/low/reduced lactose claims, China, 2021
                                                              • Good value for money dramatically increases purchase intent
                                                                • Figure 54: TURF Analysis – Purchase Factor
                                                                • Figure 55: Consumption barrier for oat-based drinks, 2021
                                                            • Consumption Barrier

                                                              • Dissatisfaction with taste and flavour is the major consumption barrier
                                                                • Figure 56: Consumption barrier, 2021
                                                              • The perception of protein sources determines flavour preferences
                                                                • Figure 57: Consumption barrier – By poor flavour, 2021
                                                                • Figure 58: Example of soy milk claiming processing techniques, China, 2021
                                                              • Better protein add value for mixed- and dual-protein drinks
                                                              • Purchase Channel

                                                                • Comprehensive channels dominate consumption
                                                                  • Figure 59: Purchase channel, 2021
                                                                • Leverage foodservice channels to promote new launches
                                                                  • Figure 60: Purchase channel, by consumption frequency, 2021
                                                                • Small packages are more attractive across all channels
                                                                  • Figure 61: Purchase channel, by selected statement, 2021
                                                              • Functional Claims

                                                                • Consumer needs spur up recent market offerings
                                                                  • Figure 62: Functional claims, 2021
                                                                  • Figure 63: Top functional claims of plant-based drinks, China, 2016-21
                                                                • Adding immune-enhancing ingredients to boost nut-based drinks
                                                                  • Figure 64: Functional claims – By enhancing immunity, 2021
                                                                  • Figure 65: Selected claims of peanut-, walnut- and almond-based drinks, 2018-21
                                                              • Attitudes towards plant-based drinks

                                                                • Consumers welcome small and chilled serving styles
                                                                  • Figure 66: Attitudes towards plant-based drinks, 2021
                                                                • Premiumisation and nutrition of nut-based drinks are well recognised
                                                                  • Figure 67: Attitudes towards plant-based drinks, selected statement, 2021
                                                                  • Figure 68: Attitudes towards plant-based drinks – Selected statement, by monthly household income, 2021
                                                                  • Figure 69: Plantag Pistachio Plant-based Milk, China, 2021
                                                                • Environmental protection is safe choice, but social issues are more appealing to young consumers
                                                                  • Figure 70: Attitudes towards plant-based drinks, selected statement, 2021
                                                                  • Figure 71: Attitudes towards plant-based drinks – Compared to animal protein drinks, plant protein drinks are more environmentally-friendly, by generation groups, 2021
                                                                  • Figure 72: Most concerned issues, by generation group, 2021
                                                                • Establish unique advantages of plant-based drinks
                                                                  • Figure 73: Attitudes towards plant-based drinks – Selected statement, 2021
                                                              • Food Persona

                                                                • Who are they?
                                                                    • Figure 74: Food personas, 2021
                                                                    • Figure 75: Food personas, by generation, 2021
                                                                  • Popular Trend Followers and Emotional Eaters favour corner shops/grocery stores/street stalls
                                                                    • Figure 76: Purchasing channel, by food persona, 2021
                                                                    • Figure 77: Purchase Factor, by food personas, 2021
                                                                  • Functional benefits define new ‘fashion’ for Critical Shoppers
                                                                    • Figure 78: Attitudes towards plant-based drinks, selected statement, 2021
                                                                    • Figure 79: Attitudes towards plant-based drinks, “Drinking plant-based drinks is fashionable” – agree, by food personas, 2021
                                                                    • Figure 80: Attitudes towards plant-based drinks – CHAID
                                                                  • Oat-based drinks have moved from niche to a trend
                                                                    • Figure 81: Usage of plant-based drinks-have drunk and will purchase again, 2021
                                                                • Appendix – Market Size and Forecast

                                                                    • Figure 82: Total value sales and forecast of plant-based drinks in minimum-impact scenario, China, 2016-26
                                                                    • Figure 83: Market volume for plant-based drinks, China, 2016-26
                                                                • Appendix – COVID Scenario Forecast Methodology and Assumptions

                                                                  • Minimum-impact, medium-impact and high-impact scenarios outline
                                                                    • Scenario methodology
                                                                    • Appendix – Market Segmentation

                                                                        • Figure 84: Market value for plant-based drinks, by segment, China, 2016-21
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Abbreviations

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