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Plant Protein Drinks - China - January 2014

Published By :

Mintel

Published Date : Feb 2014

Category :

Beverages

No. of Pages : 117 Pages

The emphasis on health benefits and natural ingredients, wider distribution points and broadening occasions for usage could encourage consumer engagement and drive the plant protein drinks market forward.
Table of Content

Introduction

Report structure
Definition
Methodology
China’s PPDs target consumer groups
PPD Function Buyers are:
PPD Budget Buyers are:
PPD Indulgence Buyers are:
PPD Flexible Buyers are:
Abbreviations

Executive Summary

The market
Figure 1: China retail value sales of plant protein drinks, 2008-18
Figure 2: Plant protein drinks market segmentation, by value (RMB m), 2008-13
Figure 3: Plant protein drinks retail market segmentation, by volume (m litres), 2008-13
Companies and brands
Figure 4: Leading companies’ shares of retail value sales of plant protein drinks in China, 2012
The consumer
PPDs drunk: types, frequency and popularity
Drinking occasions
Retail channels
Factors considered when buying PPDs
Features to encourage consumption of PPDs
Attitudes towards PPDs
Key issues
Tap into consumers’ eagerness to learn more about PPDs’ health benefits to enhance understanding
Wider distribution points for PPDs to capture impulse and on-the-go consumption
Positioning PPDs towards targeted occasions could help to generate sales
What we think

The Market

Key points
Market size
PPDs remain a small category compared to the total soft drinks market
Figure 5: Retail sales volume and value of soft drinks, China, 2013
PPDs remain small a category, owing to infrequent consumption levels
Figure 6: China plant protein drinks per capita retail sales (litres), 2007-12
Despite being a small category, PPDs maintain their growth momentum
Figure 7: Value and volume retail sales of plant protein drinks, 2008-18
Market forecast
Figure 8: China retail value sales of plant protein drinks, 2008-18
Figure 9: China retail volume sales of plant protein drinks, 2008-18
Market segmentation
Product type segmentation
Figure 10: Plant protein drinks market segmentation, by value (RMB m), 2008-13
Figure 11: Plant protein drinks retail market segmentation, by volume (m litres), 2008-13
Price by segment
Figure 12: Average price of plant protein drinks, by segment, 2008-13
Market drivers
PPDs perceived as a safer, natural and healthier alternative compared to mammalian milk
PPDs look to cater to a more health-conscious population
Busier lifestyles should aid growth in PPDs
Increasing disposable income and discretionary spending facilitates PPD premiumisation
Market barriers
Price may provide a stumbling block for PPDs when compared to other soft drinks
Figure 13: Average price per litre, by beverage category, China, 2013
Milk-containing PPDs pose safety concerns
Competition from non-retail channels and homemade plant protein drinks (especially for soy milk)
Consumer demand not met by existing product launches in market

Companies and Brands

Key points
The top five brands capture 62% of market
Figure 14: Leading companies’ shares of retail value sales of plant protein drinks in China, 2010-12
Xiamen Yin Lu Co., Ltd.
Coconut Palm Group
Hebei Chengde Lolo Co., Ltd.
Hebei Yang Yuan Co., Ltd.
Vitasoy International Holdings Ltd.

The Consumer – PPDs Drunk – Types, Frequency and Popularity

Key points
Types of PPDs drunk and its frequency
Figure 15: Frequency of drinking different types of PPDs, November 2013
Repertoire of PPDs drunk and frequency of use
Figure 16: Frequency of drinking different types of PPDs, by repertoire of frequency of usage, November 2013
Popular types of PPDs and frequency of consumption
Figure 17: Most popular types of plant protein drinks based on frequency of drinking different types of plant protein drinks, November 2013

The Consumer – Occasions for Drinking PPDs

Key points
Occasions for drinking PPDs
Figure 18: Occasions for drinking PPDs, November 2013
Part of the meal
Indulgence purposes
Functionality
Social situations
Health benefits
Repertoire of occasions for drinking PPDs
Figure 19: Repertoire of occasions for drinking PPDs, November 2013

The Consumer – Channels to Market

Key points
Retail channels for purchasing PPDs
Figure 20: Locations for buying PPDs, November 2013
Repertoire of retail channels to purchase PPDs
Figure 21: Locations for buying PPDs, by repertoire of locations for buying PPDs, November 2013

The Consumer – Factors Considered When Buying PPDs

Key points
Most important factors considered when buying plant protein drinks
Figure 22: Most important factors considered when buying PPDs, November 2013

The Consumer – Features to Encourage Consumption of PPDs

Key points
Ingredient considerations could boost the usage of PPDs
Figure 23: Factors that would encourage consumers to drink more PPDs, November 2013

The Consumer – Attitudes towards PPDs

Key points
Attitudes towards PPDs
Figure 24: Agreement with selected statements on PPDs, November 2013
Building knowledge of PPDs’ health benefits can boost the market
Strengthening the old and building new occasions can boost PPDs sales
Improving distribution of PPDs via various channels can boost the market
Milk-containing PPDs may dampen market development

Key Issue – Tapping into Consumer Interest to Learn More About PPDs’ Health Benefits

Key points
Melamine scandal fuels demand for plant protein drinks
PPDs as an alternative for the lactose-intolerant
Developing lactose intolerance awareness and building lactose-free as a USP will benefit the PPD market
Figure 25: Clear packaging label of lactose-free for other beverages in other countries
Original flavour, well-known brand, good value for money and product origin are the most important choice factors
Figure 26: Top three factors considered when purchasing PPDs, November 2013
Naturalness, added healthy ingredients and no additives features can encourage more consumption of plant protein drinks
Figure 27: Top three factors that would encourage consumers to drink more PPDs, November 2013
Growing demand for PPDs with health benefits
Lack of clarity and incorrect product selling points stifle PPDs market
Figure 28: Product origins, 2013
Potential areas for growth
Products with precise messages on health benefits will stand out
Added ingredients with health benefits could attract consumers
Products with no additives could dampen consumer concerns
Transparent packaging to show product quality and naturalness
Figure 29: Typical packaging of PPDs in China and other markets, 2012
What it means

Key Issue – Capturing Impulse and On-the-go Consumption

Key points
Appealing to on-the-go consumers
Figure 30: Agreement with statements on occasions and channels for drinking PPDs, November 2013
Outdoor consumption of PPDs in demand
PPD purchases go beyond retail channels
Who are the on-the-go core consumers?
Travel hubs, tourist destinations and leisure places the top locations for on-the-go consumers
Airports
Train stations, petrol stations and highway rest points
Potential in tourist attractions
Leisure venues (eg internet cafés, chess and poker rooms, bowling, sports clubs)
Packaging innovation to encourage on-the-go usage
Iced/warmed PPDs could support throughout the day consumption
Iced PPDs
Heated PPDs
Self-heating cans
What does it mean?

Key Issue – Occasions for Consuming PPDs

Key points
Positioning around occasions to encourage more sales
Figure 31: Agreement with “I would like to see more plant protein drinks designed for various occasions “statement, November 2013
Places of work and study still have room for development
Convenient packaging and smaller products can facilitate usage in the workplace
Mintel GNPD shows that PPD claims are ignored or overlooked
Figure 32: Share of new product launches within the Chinese PPD market, by claims, 2008-12
Functional claims not meeting consumer demand
Figure 33: Share of new product launches within the Chinese PPD market, by specific claims, 2008-12
Slimming-related claims could appeal
Figure 34: Share of new product launches within the Chinese PPD market, by claims, 2008-12
Xylitol and stevia as natural sweeteners could boost the appeal of PPDs
Natural cane sugar and agave offer viable alternatives to high-fructose corn syrup
Children’s market has great potential
Convenient PPDs to suit different lifestyles
Figure 35: Changes in the amount of time spent on leisure, by type of activity compared to 12 months ago, July 2013
Figure 36: New PPDs product launches based on usability claims, 2008-12
What does it mean?

Appendix – The Consumer: PPDs Drunk – Types, Frequency and Popularity

Figure 37: Frequency of drinking different types of PPDs, November 2013
Figure 38: Frequency of drinking different types of PPDs, November 2013
Repertoire analysis
Figure 39: Repertoire of frequency of drinking different types of PPDs, November 2013
Figure 40: Repertoire of frequency of drinking different types of PPDs, by demographics, November 2013
Figure 41: Frequency of drinking different types of PPDs, by repertoire of frequency of usage, November 2013

Appendix – The Consumer: Occasions for Drinking PPDs

Figure 42: Occasions for drinking PPDs, November 2013
Repertoire analysis
Figure 43: Repertoire of occasions for drinking PPDs, November 2013
Figure 44: Repertoire of occasions for drinking PPDs, by demographics, November 2013
Figure 45: Occasions for drinking PPDs, by repertoire of occasions for drinking PPDs, November 2013

Appendix – The Consumer: Channels to Market

Figure 46: Locations for buying PPDs, November 2013
Repertoire analysis
Figure 47: Repertoire of locations for buying PPDs, November 2013
Figure 48: Repertoire of locations for buying PPDs, by demographics, November 2013
Figure 49: Locations for buying PPDs, by repertoire of locations for buying PPDs, November 2013

Appendix – The Consumer: Factors Considered When Buying PPDs

Figure 50: Factors considered when buying PPDs, November 2013
Figure 51: Most important factors considered when buying PPDs, by demographics, November 2013
Figure 52: Other factors considered when buying PPDs, by demographics, November 2013

Appendix – The Consumer: Features to Encourage Consumption of PPDs

Figure 53: Factors that would encourage consumers to drink more PPDs, November 2013
Figure 54: Main factors that would encourage consumers to drink more PPDs, November 2013
Figure 55: Other factors that would encourage consumers to drink more PPDs, November 2013

Appendix – The Consumer – Attitudes towards PPDs

Figure 56: Agreement with selected statements on PPDs, November 2013
Figure 57: Agreement with selected statements on PPDs, November 2013
Figure 58: Agreement with selected statements on PPDs, November 2013 (continued)
Figure 59: Agreement with selected statements on PPDs, November 2013 (continued)
Figure 60: Agreement with selected statements on PPDs, November 2013 (continued)
Figure 61: Agreement with selected statements on PPDs, November 2013 (continued)
Figure 62: Agreement with selected statements on PPDs, November 2013 (continued)

Appendix – Target Groups

Figure 63: Target groups, November 2013
Figure 64: Target groups, by demographics, November 2013
Figure 65: Frequency of drinking different types of PPDs, by target groups, November 2013
Figure 66: Occasions for drinking PPDs, by target groups, November 2013
Figure 67: Locations for buying PPDs, by target groups, November 2013
Figure 68: Factors considered when buying PPDs, by target groups, November 2013
Figure 69: Agreement with selected statements on PPDs, by target groups, November 2013

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