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Carbonated Soft Drinks - China - May 2014

Published By :

Mintel

Published Date : May 2014

Category :

Soft Drinks

No. of Pages : 207 Pages

Consumers’ personal interests, various food scares as well as rising health issues such as obesity, are fuelling demand for innovations in ingredients, flavours and packaging. Mintel research shows that ingredients that can provide added health benefits could broaden the appeal of CSDs.
Table of Content

Introduction

Definition
Methodology
Abbreviations

Executive Summary

The market
Figure 1: Volume sales of carbonated soft drinks in China (bn litres), 2008-18
Figure 2: Value sales of carbonated soft drinks in China (RMB bn), 2008-18
Companies and brands
Figure 3: Leading carbonated soft drinks companies, % market share, by volume, 2013
The consumer
Consumption of carbonated soft drinks
Figure 4: Frequency of drinking carbonated soft drinks in the last six months, January 2014
Motivation for drinking carbonated soft drinks
Figure 5: Motivation of drinking carbonated soft drinks, January 2014
Channels from where consumers buy carbonated soft drinks
Figure 6: Channels from where consumers buy carbonated soft drink, January 2014
Important factors of media and communication when buying carbonated soft drinks
Figure 7: Important factors of media and communication when buying carbonated soft drinks, January 2014
Willingness to pay more for new features and product innovations
Figure 8: Willingness to pay more for new features and product innovations, January 2014
General attitudes towards carbonated soft drinks
Figure 9: General attitudes towards carbonated soft drink, January 2014
Key issues

Issues and Insights

How can brands cater to concerns over sugar content?
The facts
The implications
Figure 10: Brands experiment around fat-blocking CSD, 2012
How can brands position functional CSDs to bring engagement with health-conscious consumers?
The facts
The implications
Figure 11: CSD brands that have body cooling functions, Japan and Taiwan, 2012-13
Figure 12: CSD brands containing vitamins, June 2013
Figure 13: Products launched in China with herbal ingredients, 2011-13
Figure 14: Products launched in other countries with herbal ingredients, 2013-14
How can positioning as energy booster brings new relevance to CSD and compete with energy drinks?
The facts
The implications
Figure 15: Brands positioning CSD as energy booster, 2012-13
How can brands tackle trust issues more efficiently?
The facts
The implications
Figure 16: Print screen of beverage benefits from China’s Coca-Cola website
Could re-naming or re-positioning be the answer to the unhealthy image?
The facts
The implications
Figure 17: Huiyan sparkling juice drink fusion use “added bubbles” instead of carbonated labelling, China, 2011

Trend Applications

Transumers
Make it Mine
Figure 18: Beverage concentrates in Australia and UK, 2014
Sense of the Intense

Market Size and Forecast

Key points
Market size
Figure 19: Growth trends in China’s carbonated soft drinks market, total volume (bn litres) and total value (RMB bn), 2008-13
Low per capita consumption expected to increase; but room to grow is fairly limited
Figure 20: Total market volume consumption per capita (population) of carbonated soft drinks, by country, 2013
CSD is fourth in both volume and value sales in the soft drinks retail market
Figure 21: Volume (bn litres) and value (RMB bn) retail sales of soft drinks, China, 2013
CSDs losing out to other soft drinks between 2010 and 2013
Figure 22: Retail value sales (RMB bn) and their percentage of share of soft drinks, China, 2010 versus 2013
NPD activity increasing but is significant below that of juice drinks
Figure 23: Share of NPD activity in the soft drinks market, by category, 2009-13, China
Market forecast
Figure 24: Volume sales of carbonated soft drinks in China (bn litres), 2008-18
Figure 25: Value sales of carbonated soft drinks in China (RMB bn), 2008-18
Methodology
Market drivers
Increasing outdoor activities lead to improved CSD demand
Affordability keeps CSD competitive
Figure 26: Average retail price per litre, by beverage category, China, 2013
Coke and Pepsi brands dominates CSD market
Plasticizer scandal causes shift to CSDs to a lesser degree
Market barriers
CSDs often perceived as unhealthy
Increase in raw materials costs (sugar and aluminium)
Competitive soft drinks market
Seasonal, regional and festival-driven consumption

Market Segmentation

Key points
Retail sales outpace non-retail sector
Figure 27: Total volume and value sales of carbonated soft drinks in China, by retail and others*, 2008-13
Standard cola variant still long-term favourite; fruit flavoured CSDs seems promising
Figure 28: Frequency of drinking carbonated soft drinks in the last six months, January 2014
Figure 29: New product launches by top 10 flavours in the China carbonated soft drinks, 2011-13

Market Share

Key points
Coca-Cola Company and PepsiCo still dominate the market
Figure 30: Percentage market share of leading carbonated soft drinks companies in retail volume and retail value, 2011-13
Smaller brands remains regional due to distribution and flavour factors

Who’s Innovating?

Key points
Brands play safe with 61.4% NPD launch under “New Packaging”
Figure 31: New product launches by launch type in the China carbonated soft drinks market, 2011-13
Expanding smaller pack sizes varieties to benefit both brands and consumers
Figure 32: Top 10 new product launches by pack sizes in the China carbonated soft drinks market, 2011-13
NPD claims have yet to fulfil consumer demand
Low/no/reduced calorie plus environmentally friendly packaging are leading claims
Figure 33: New product launches by top 10 claims in the China carbonated soft drinks market, 2011-13
Figure 34: China Coca-Cola with environmentally friendly packaging, 2013
Functional claims are overlooked in CSDs
Figure 35: New product launches by functional claims in the China carbonated soft drinks market, 2011-13
Carbonated salty soda water unique functional positioning popular in Shanghai
Figure 36: Carbonated salty soda water which is unique in China
Fruit flavours seem most promising as consumers resonate with its taste
Fruit flavoured CSDs are popular launches
Figure 37: New product launches by top 10 flavours in the China carbonated soft drinks, 2011-13
Exotic fruit flavours CSD
Figure 38: Products launched in other countries with exotic fruits flavours, 2012-13
Fruits combination flavours CSD
Figure 39: Products launched in other countries with fruits combination flavours, 2012-14
Kvass drink (ie malt drink) gaining popularity
Figure 40: China CSD containing malt (also known as kvass drink), 2012-13
Kvass drink helps Wahaha to gain share in CSD market
Figure 41: Advertisement of Wahaha’s kvass drink on Wahaha’s official website
Marketing campaign innovations
Coca-Cola in China
Coca-Cola on signing popular Korean star Kim Soo Hyun
Coca-Cola 2014 TV campaigns focus on people connection
Coca-Cola China utilises bottle customization with the aid of Weibo to boost online awareness
Coca-Cola globally
Coca-Cola’s emphasis on “happiness” in international campaign
Coca-Cola “The Ahh Effect” campaign to reach more teens
Pepsi in China
Pepsi appointed MoMo Wu as new brand ambassador
Pepsi collaborated with WeChat for customization people connection
Pepsi globally
Pepsi continues its successful “Bring Happiness Home” thematic campaign

Companies and Brands

Coca-Cola
PepsiCo
Wahaha

The Consumer – Consumption of Carbonated Soft Drinks

Key points
Frequency of drinking carbonated soft drinks in the last six months
Figure 42: Frequency of drinking carbonated soft drinks in the last six months, January 2014
Standard variant remains the long-term favourite flavoured CSDs
20-39-year-olds males and higher income/education groups are heavy CSD drinkers
Married people tend to drink less due to health concerns over family

The Consumer – Motivation for Drinking Carbonated Soft Drinks

Key points
Motivation for drinking carbonated soft drinks
Figure 43: Motivation for drinking carbonated soft drinks, January 2014
Unique fizzy feeling the top motivational factor
Busier and on-the-go lifestyles encourage impulse purchasing
Tackling high interest in flavour innovation more efficiently
Ingredients that aid in functional benefits will help growth of CSD market, especially towards more mature crowds
Figure 44: “To give me an energy boost” motivation factor for drinking carbonated soft drinks, by demographics, January 2014
Emotional attachment elements are more important for heavy users

The Consumer – Channels From Where Consumers Buy Carbonated Soft Drinks

Key points
Channels where consumers buy carbonated soft drink
Figure 45: Channels from where consumers buy carbonated soft drink, January 2014
Supermarkets are the most visited sales channel
Retail channels benefit from wide presence and competitive prices
Different demographics embrace different retail channels
Partnership with other foodservices to capture growing trend for eating out
Higher monthly household income consumers dominate foodservice purchases
Faster-pace cities embrace convenience retailing; slower-pace cities prefer family-oriented channels

The Consumer – Important Media and Communication at Purchase

Key points
Important factors of media and communication when buying carbonated soft drinks
Figure 46: Important factors of media and communication when buying carbonated soft drinks, January 2014
Traditional point of sales methods most effective ways for try out
Appealing promotions can go beyond price
New product trials are a good platform to test the market and target females
However, social/digital media are increasingly influential
Word-of-mouth from trusted people scores highly
Consumers less likely to embrace digital media in health-related purposes
Conventional media is the best way to reach widest audience
TV remains the widest-reaching media channel but may not be engaging enough
On the other hand, advertisements in print media are the least influential
Outdoor media less charming to consumers
Content advertising to engage users
Coca-Cola’s efforts on people connection and asserting “happiness” value
Heavy and light users react differently towards different media

The Consumer – Willingness to Pay More for Different Innovations

Key points
Willingness to pay more for new features and product innovations
Figure 47: Willingness to pay more for new features and product innovations, January 2014
Consumers want ingredients benefits without compromising taste
A trend that is observed across most food and beverage categories
Brands need to uplift ingredients for young heavy CSD users
Traditional Chinese Medicine appeals more to older age groups and higher earners
Figure 48: Willingness to pay more for new features and product innovations for “Added nourishing Chinese medicine ingredients (eg gouji berry, red dates)”, by demographics, January 2014
How can brands promote TCM- CSDs to young heavy CSD users?
Customization and fruit flavour CSD innovation seems more promising
Packaging innovation have potential to tap into
Innovative pack design to capture various usage occasions
Figure 49: Coca-Cola’s innovative CSD pack designs, China, 2013
Limited, customized and localized designs are best associated with themes and activities
Figure 50: Pepsi throwback (vintage) design available through amazon china, 2013

The Consumer – General Attitudes Towards Carbonated Soft Drinks

Key points
General attitudes towards carbonated soft drinks
Figure 51: General attitudes towards carbonated soft drink, January 2014
Rationalizing CSD contents to build consumers consumption confidence
Taking cues from others’ product labelling
Figure 52: The Clever Veg Co. All 5 Of Your 5 A Day Indian Balti Vegetable Meal, UK, 2013
Figure 53: Labelling that could do justice for CSD
Redefining “young” to capture older age group consumers
Potential in children and the elderly
Smaller pack sizes for children’s CSDs
Figure 54: CSD products launched in China targeted to children, 2008-12
Building trust and catering to specific needs to appeal to elderly
Japan successfully targeting 30s and 40s and can extend to the elderly market
Figure 55: Japan CSD targeting adults at their 30s and 40s, 2012-14
Figure 56: Energy and cordial drinks products targeted for more mature group, UK, 2013
Advertisements of CSDs are succeeding in differentiating themselves
CSD products could do better in penetrating occasions’ usage
Smaller pack sizes with catchy labelling and innovative convenience features to appeal to on-the-go consumers
Continuous strong presence at hot spots to retain on-the-go consumers
CSD is good for socializing
The “sweet factor” in CSDs is one major concern
Natural sweeteners to boost appeal of CSD
Local CSD brands lose out to international brands on distribution and are niche in flavour
Keeping options open to fit individual preferences

Appendix – Market Size and Forecast

Figure 57: Total value sales of carbonated soft drinks (RMB bn), 2008-18
Figure 58: Total volume sales of carbonated soft drinks (m litres), 2008-18

Appendix – Market Segmentation

Figure 59: Total retail value sales of carbonated soft drinks (RMB bn), 2008-18
Figure 60: Total others* value sales of carbonated soft drinks (RMB bn), 2008-18
Figure 61: Total retail volume sales of carbonated soft drinks (m litres), 2008-18
Figure 62: Total others* volume sales of carbonated soft drinks (m litres), 2008-18

Appendix – Carbonated Soft Drinks Had in the Last Six Months

Figure 63: Carbonated soft drinks had in the last six months, January 2014
Figure 64: Carbonated soft drinks had in the last six months, January 2014
Figure 65: Most popular carbonated soft drinks had in the last six months – Any, by demographics, January 2014
Figure 66: Next most popular carbonated soft drinks had in the last six months – Any, by demographics, January 2014
Figure 67: Most popular carbonated soft drinks had in the last six months – Standard cola, by demographics, January 2014
Figure 68: Next most popular carbonated soft drinks had in the last six months – Standard cola, by demographics, January 2014
Figure 69: Most popular carbonated soft drinks had in the last six months – Low or no calorie/diet cola, by demographics, January 2014
Figure 70: Next most popular carbonated soft drinks had in the last six months – Low or no calorie/diet cola, by demographics, January 2014
Figure 71: Most popular carbonated soft drinks had in the last six months – Lemon-flavoured carbonated soft drinks, by demographics, January 2014
Figure 72: Next most popular carbonated soft drinks had in the last six months – Lemon-flavoured carbonated soft drinks, by demographics, January 2014
Figure 73: Most popular carbonated soft drinks had in the last six months – Orange-flavoured carbonated soft drinks, by demographics, January 2014
Figure 74: Next most popular carbonated soft drinks had in the last six months – Orange-flavoured carbonated soft drinks, by demographics, January 2014
Figure 75: Most popular carbonated soft drinks had in the last six months – Others flavoured carbonated soft drinks, by demographics, January 2014
Figure 76: Next most popular carbonated soft drinks had in the last six months – Others flavoured carbonated soft drinks, by demographics, January 2014
Figure 77: Carbonated soft drinks had in the last six months, by most popular motivation of drinking carbonated soft drinks, January 2014
Figure 78: Carbonated soft drinks had in the last six months, by next most popular motivation of drinking carbonated soft drinks, January 2014
Figure 79: Carbonated soft drinks had in the last six months, by most popular motivation of drinking carbonated soft drinks, January 2014
Figure 80: Carbonated soft drinks had in the last six months, by next most popular motivation of drinking carbonated soft drinks, January 2014
Figure 81: Carbonated soft drinks had in the last six months, by most popular channels from where consumers buy carbonated soft drink, January 2014
Figure 82: Carbonated soft drinks had in the last six months, by next most popular channels from where consumers buy carbonated soft drink, January 2014
Figure 83: Carbonated soft drinks had in the last six months, by other channels from where consumers buy carbonated soft drink, January 2014
Figure 84: Carbonated soft drinks had in the last six months, by most popular channels from where consumers buy carbonated soft drink, January 2014
Figure 85: Carbonated soft drinks had in the last six months, by next most popular channels from where consumers buy carbonated soft drink, January 2014
Figure 86: Carbonated soft drinks had in the last six months, by other channels from where consumers buy carbonated soft drink, January 2014
Figure 87: Carbonated soft drinks had in the last six months, by most popular important factors of media and communication when buying carbonated soft drinks – Rank1, January 2014
Figure 88: Carbonated soft drinks had in the last six months, by next most popular important factors of media and communication when buying carbonated soft drinks – Rank1, January 2014
Figure 89: Carbonated soft drinks had in the last six months, by most popular important factors of media and communication when buying carbonated soft drinks – Rank2, January 2014
Figure 90: Carbonated soft drinks had in the last six months, by next most popular important factors of media and communication when buying carbonated soft drinks – Rank2, January 2014
Figure 91: Carbonated soft drinks had in the last six months, by most popular important factors of media and communication when buying carbonated soft drinks – Rank3, January 2014
Figure 92: Carbonated soft drinks had in the last six months, by next most popular important factors of media and communication when buying carbonated soft drinks – Rank 3, January 2014

Appendix – Motivation of Drinking Carbonated Soft Drinks

Figure 93: Motivation of drinking carbonated soft drinks, January 2014
Figure 94: Most popular motivation of drinking carbonated soft drinks, by demographics, January 2014
Figure 95: Next most popular motivation of drinking carbonated soft drinks, by demographics, January 2014
Figure 96: Motivation of drinking carbonated soft drinks, by carbonated soft drinks had in the last 6 months, January 2014

Appendix – Channels From Where Consumers Buy Carbonated Soft Drink

Figure 97: Channels from where consumers buy carbonated soft drink, January 2014
Figure 98: Most popular channels from where consumers buy carbonated soft drink, by demographics, January 2014
Figure 99: Next most popular channels from where consumers buy carbonated soft drink, by demographics, January 2014
Figure 100: Other channels from where consumers buy carbonated soft drink, by demographics, January 2014

Appendix – Important Factors of Media and Communication When Buying Carbonated Soft Drinks

Figure 101: Important factors of media and communication when buying carbonated soft drinks, January 2014
Figure 102: Most popular important factors of media and communication when buying carbonated soft drinks – Rank 1, by demographics, January 2014
Figure 103: Next most popular important factors of media and communication when buying carbonated soft drinks – Rank 1, by demographics, January 2014
Figure 104: Most popular important factors of media and communication when buying carbonated soft drinks – Rank 2, by demographics, January 2014
Figure 105: Next most popular important factors of media and communication when buying carbonated soft drinks – Rank 2, by demographics, January 2014
Figure 106: Most popular important factors of media and communication when buying carbonated soft drinks – Rank3, by demographics, January 2014
Figure 107: Next most popular important factors of media and communication when buying carbonated soft drinks – Rank3, by demographics, January 2014

Appendix – Willingness to Pay More For New Features and Product Innovations

Figure 108: Willingness to pay more for new features and product innovations, January 2014
Figure 109: Willingness to pay more for new features and product innovations – Customized pack design, by demographics, January 2014
Figure 110: Willingness to pay more for new features and product innovations – Localized pack design, by demographics, January 2014
Figure 111: Willingness to pay more for new features and product innovations – Innovative pack design, by demographics, January 2014
Figure 112: Willingness to pay more for new features and product innovations – Limited edition, by demographics, January 2014
Figure 113: Willingness to pay more for new features and product innovations – Added nutritional benefits, by demographics, January 2014
Figure 114: Willingness to pay more for new features and product innovations – Added nourishing Chinese medicine ingredients, by demographics, January 2014
Figure 115: Willingness to pay more for new features and product innovations – Using natural ingredients, by demographics, January 2014
Figure 116: Willingness to pay more for new features and product innovations – Innovative flavours I’ve never seen, by demographics, January 2014
Figure 117: Willingness to pay more for new features and product innovations – Customizing the flavour of my drink, by demographics, January 2014
Figure 118: Willingness to pay more for new features and product innovations – Other exotic fruit flavours, rather than orange or lemon, by demographics, January 2014

Appendix – General Attitude Towards Carbonated Soft Drink

Figure 119: General attitude towards carbonated soft drink, January 2014
Figure 120: Agreement with the statement ‘The advertisements of carbonated soft drinks are too similar to differentiate brands from each other’, by demographics, January 2014
Figure 121: Agreement with the statement ‘Manufactures of carbonated soft drinks should provide more information on the pack’, by demographics, January 2014
Figure 122: Agreement with the statement ‘Carbonated soft drinks are more suitable for the younger generation than for other age groups’, by demographics, January 2014
Figure 123: Agreement with the statement ‘Carbonated soft drinks are good to have on the move’, by demographics, January 2014
Figure 124: Agreement with the statement ‘Carbonated soft drinks are suitable for drinking when socializing with others’, by demographics, January 2014
Figure 125: Agreement with the statement ‘Carbonated soft drinks of Chinese brands taste just as good as those of international brands’, by demographics, January 2014
Figure 126: Agreement with the statement ‘Carbonated soft drinks in glass bottles taste better than in other packages’, by demographics, January 2014
Figure 127: Agreement with the statement ‘Low-calorie carbonated soft drinks taste better than regular products’, by demographics, January 2014
Figure 128: Agreement with the statement ‘Carbonated soft drinks available are too sweet’, by demographics, January 2014
Figure 129: Agreement with the statement ‘The artificial sweeteners in low-calorie carbonated soft drinks have more negative impact on health than sugar in regular products’, by demographics, January 2014
Figure 130: Agreement with the statement ‘I would like to see more carbonated soft drinks in smaller pack sizes that can be drunk in one go’, by demographics, January 2014

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