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Soft Drink Trends - China - October 2019

“The ongoing demand for premium quality and healthy, functional soft drinks is a key driver behind a 7.6% growth rate in market value from 2018 to 2019. ‘Plus’ factors such as added nutrients, freshness from upgraded processing techniques, and beauty enhancements could be critical for brands and companies to stay competitive, as products with only one premium cue struggle to satisfy consumers. Meanwhile, natural sweeteners or sugar substitutes could be alternative ingredients to ease people’s concerns around sugar.
– Wenxin Xu, Senior Analyst

This report looks at the following areas:

  • High demand for fitter, healthier, and prettier body fuelling premiumisation
  • Busy lifestyles creating opportunities for on-the-go occasions
  • Allaying doubt and negative perceptions by offering more functionality

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Market value growth with opportunities in health functions
                • Figure 1: Best- and worst-case forecast for soft drinks, by value, 2014-24
              • Tea and infusions, bottled water, and juice make up the majority share of value
                • Figure 2: Soft drink segmentation, by sales value, 2019
              • Blurring the lines between sub-categories to boost sales
                • Companies and brands
                  • Multinational players expanding portfolios into fibre-rich and functional drinks
                    • Cross-branding collaborations reshaping brand image
                      • Omni-channels building bridges
                        • The consumer
                          • Health awareness guiding consumers’ choices
                            • Figure 3: Consumption frequency trends, July 2019
                          • Nutrition and freshness in high demand
                            • Figure 4: Other drinks most often drunk, July 2019
                          • High demand for hydration on the go
                            • Figure 5: Consumption occasions of bottled water, July 2019
                          • Demand for abundant and quality selection
                            • Figure 6: Factors encouraging increased consumption, July 2019
                          • Low sugar is preferred by the majority
                            • Figure 7: Sugar content preference, July 2019
                          • Probiotics are well-recognised for their health benefits
                            • Figure 8: Attitudes towards probiotics used in soft drinks, July 2019
                          • What we think
                          • Issues and Insights

                            • High demand for fitter, healthier, and prettier body fuelling premiumisation
                              • The facts
                                • The implications
                                  • Busy lifestyles creating opportunities for on-the-go occasions
                                    • The facts
                                      • The implications
                                        • Allaying doubt and negative perceptions by offering more functionality
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Market growth picking up pace
                                                • Juice showing resilience while sports and energy drinks expanding
                                                  • ‘Plus’ factors embraced by global market
                                                  • Market Size and Forecast

                                                    • Market value maintaining its growth momentum
                                                      • Figure 9: Best- and worst-case forecast for soft drinks, by value, 2014-24
                                                    • Market value will reach RMB1,250 billion by 2024
                                                    • Market Factors

                                                      • Probiotics with versatile applications expanding to soft drinks categories
                                                        • Sugar: growing public enemy
                                                          • Foodservice serving as both catalyst and competition
                                                          • Market Segmentation

                                                            • Tea and infusions has the largest market value
                                                              • Figure 10: Soft drink segmentation, by sales value, 2019
                                                            • Sports and energy drinks continue to expand market
                                                              • Juice shows resilience in growth
                                                              • Key Players – What You Need to Know

                                                                • Coca-Cola and PepsiCo seeking market share outside CSD
                                                                  • Domestic players leveraging beloved domestic IPs
                                                                    • Multinational players bringing successful portfolio to heated competition
                                                                    • Competitive Strategies

                                                                      • Broadening functionality mix through strategic investment
                                                                        • Cross-overs rejuvenate brand image
                                                                          • Figure 11: Coca-Cola fibre+ and Xinghualou mooncake collaboration, China, 2019
                                                                          • Figure 12: Sprite and Jiangxiaobai baijiu collaboration, China, 2019
                                                                        • Sponsorships in entertainment and fashion
                                                                          • Figure 13: PepsiCo’s campaign, China, 2019
                                                                          • Figure 14: Nongfu’s animation campaign, China, 2019
                                                                        • Omni-channel marketing playing strategic role in product launches
                                                                          • Figure 15: Perrier flavoured sparkling water campaign, China, 2019
                                                                      • Who’s Innovating?

                                                                        • Global: ‘plus’ efficiently defines functionality
                                                                          • Figure 16: Flavoured water with added probiotics, global
                                                                        • Global: juice focuses on digestive health and inflammation reduction
                                                                          • Figure 17: Juice drinks with focus on digestive health claims, global
                                                                        • China: environmentally friendly claims on the rise
                                                                          • Figure 18: Top claims in carbonated soft drinks’ new launches, China, September 2019
                                                                        • Global: beauty enhancement speaks to consumers with specific functionality
                                                                          • Figure 19: RTD tea, juice drinks, tea and infusion with beauty enhancement claims, global
                                                                      • The Consumer – What You Need to Know

                                                                        • Consumption choice driven by health benefits is on the rise
                                                                          • Popular probiotics applied in many sub-categories
                                                                            • Boosting consumption through improving selection and quality
                                                                            • Consumption Frequency Trends

                                                                              • Bottled water leads consumption frequency thanks to its healthy image
                                                                                • Figure 20: Consumption frequency trends, July 2019
                                                                              • Males in late 20s and 30s answering fitness trend’s calling
                                                                                • Figure 21: Consumption frequency trends, by gender and age, July 2019
                                                                            • Other Drinks Most Often Drunk

                                                                              • Nutrition and freshness resonate with consumers
                                                                                • Figure 22: Other drinks most often drunk, July 2019
                                                                              • Habitual and learned consumption
                                                                                • Figure 23: Other drinks most often drunk, by age and gender, July 2019
                                                                            • Consumption Occasions

                                                                              • Bottled water reflects interest in natural hydration on the go
                                                                                • Figure 24: Consumption occasions of bottled water, July 2019
                                                                              • CSD leverages indulgence identity
                                                                                • Figure 25: Consumption occasions of carbonated soft drinks, July 2019
                                                                              • Juice is the staple drink when dining out
                                                                                • Figure 26: Consumption occasions of juice, July 2019
                                                                              • Tea and infusions rooted in functionality and culture
                                                                                • Figure 27: Consumption occasions of tea and infusions, July 2019
                                                                            • Factors Encouraging Increased Consumption

                                                                              • Better selection and quality are alluring
                                                                                • Figure 28: Factors encourage increased consumption, July 2019
                                                                              • Blurring the lines can create or extend consumption
                                                                                • Males value quality and innovation; females value flavours and packaging
                                                                                  • Figure 29: Factors encouraging increased consumption, by age and gender, July 2019
                                                                                • Parents’ concerns about safety and quality
                                                                                  • Figure 30: Factors encouraging increased consumption, by family structure, July 2019
                                                                              • Sugar Content Preference

                                                                                • Low sugar content is tolerable
                                                                                  • Figure 31: Sugar content preference, July 2019
                                                                                • Perceptions around certain sub-categories dictates sugar existence
                                                                                  • Males in their 40s watching their waistlines closely
                                                                                    • Figure 32: Sugar content preference, July 2019
                                                                                • Attitudes towards Probiotics Used in Soft Drinks

                                                                                  • Functional benefits are appreciated by the majority
                                                                                    • Figure 33: Attitudes towards probiotics used in soft drinks, July 2019
                                                                                  • Clarity in functionality would sustain dynamic demand
                                                                                    • Figure 34: Attitudes towards probiotics used in soft drinks, July 2019
                                                                                  • Parents have more faith in probiotics
                                                                                    • Figure 35: Attitudes towards probiotics used in soft drinks, by family structure, July 2019
                                                                                • Meet the Mintropolitans

                                                                                  • More MinTs demand energy boosting drinks
                                                                                    • Figure 36: Consumption frequency trends, by consumer classification, July 2019
                                                                                  • More MinTs buying into the health benefits of probiotics
                                                                                    • Figure 37: Attitudes towards probiotics used in soft drinks, by consumer classification, July 2019
                                                                                  • Targeting MinTs’ lifestyle helps better positioning
                                                                                    • Figure 38: Consumption occasions of bottled water, by consumer classification, July 2019
                                                                                    • Figure 39: Consumption occasions of juice, by consumer classification, July 2019
                                                                                    • Figure 40: Consumption occasions of tea and infusions, by consumer classification, July 2019
                                                                                • Appendix – Market Size and Forecast

                                                                                    • Figure 41: Value sales of China’s soft drinks retail market, 2014-24
                                                                                • Appendix – Market Segmentation

                                                                                    • Figure 42: Value sales of China’s soft drinks retail market, by sub-categories, 2019
                                                                                • Appendix – Methodology and Abbreviations

                                                                                  • Methodology
                                                                                    • Fan chart forecast
                                                                                      • Abbreviations

                                                                                      Soft Drink Trends - China - October 2019

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