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FERMENTED SOFT DRINKS - CHINA - APRIL 2018

Published By :

Mintel

Published Date : Apr 2018

Category :

Non-Alcoholic Drinks

No. of Pages : N/A

The growing awareness of healthy diet from consumers, together with the motivation for innovation to drive the business from manufacturers, has contributed to the rise of fermented soft drinks, which have the potential to become a main sector in China’s drinks market.

Table of contents

OVERVIEW
What you need to know
Covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Figure 1: Market value of fermented soft drinks, by segment, China, 2017
Companies and brands
The consumer
Lactobacillus drinks are the most popular fermented soft drinks
Figure 2: Consumption and interest in fermented drinks, November 2017
Lactobacillus drinks enjoy the highest frequency followed by concentrated enzyme
Figure 3: Frequency of drinking fermented soft drinks in the past 6 months, November 2017
Consumers expect fruit ingredients added into lactobacillus drinks
Figure 4: Interesting innovations in lactobacillus drinks, November 2017
Most people see fermented soft drinks as a functional drink
Figure 5: Consumption occasions of RTD fermented soft drinks, November 2017
Strong association of probiotics with nutrients absorption
Figure 6: Perception of probiotics, November 2017
Not everyone understands the impact of temperature on active bacteria
Figure 7: Attitudes towards temperature and active bacteria, November 2017
What we think
ISSUES AND INSIGHTS
Ambient lactobacillus drink grows faster but chilled one has better future
The facts
The implications
Fermented juice could revive the juice category
The facts
The implications
Figure 8: New launches in juice category, by subcategory, China, 2014-17
Figure 9: Fermented juice or vegetable juice examples, 100% natural
Enzyme products need to expand their target consumers
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
For digestion is the most popular drinking purpose of RTD fermented soft drinks
Lactobacillus water may not become a mainstream product.
Most enzyme products are imported from Taiwan or Japan
MARKET SIZE AND SEGMENTATION
Lactobacillus drinks take the biggest share while other segments have potential to grow further
Figure 10: Market value of fermented soft drinks, by key segment, China, 2017
MARKET DRIVERS
Demand for natural and healthy ingredients
Figure 11: Product features that are worth paying more for in yogurt, April 2016
Figure 12: Product features that are worth paying more for in juice category, June 2017
Digestive functional benefit appeals to everyone
Figure 13: Consumers' attitudes towards the ingredients in functional drinks, January 2017
More access to foreign market and products
Young generation’s curiosity for new drinks
KEY PLAYERS – WHAT YOU NEED TO KNOW
Dairy companies keep investing in ambient lactobacillus drinks
Yakult dominates chilled lactobacillus drinks
Uni-President launches lactobacillus water and fermented fruit and vegetable juice
Wahaha: kvass is down while fermented fruit and vegetable juice is up
COMPETITIVE STRATEGIES
Wei Chuan gets ’blue hat’ endorsement
Figure 14: Wei Chuan 100ml chilled lactobacillus drink with ‘blue hat’ logo
Yakult keeps focusing on chilled business
Fermented juice targeted at females
Figure 15: Fermented fruit and vegetable juice by Uni-President – ‘Qing Chang Jiao Zhu’, China
Fruit vinegar needs to win consumers’ trust on quality
Fruit vinegar actually has been developing in China for many years but two main reasons have hindered its growth
Still lack of clear positioning in lactobacillus water
Domestic big brands are entering the enzyme powder business
Figure 16: Taitai fruit and vegetable enzyme powder, China
Figure 17: Xiuzheng fruit and vegetable enzyme powder, China
Fermented tea drinks are popular in the West but niche in China
Figure 18: Popular brands of kombucha in the US
WHO’S INNOVATING?
The big picture view
Figure 19: New launches of lactobacillus drinks, by storage, China vs global, 2013-17
Figure 20: Top five claims of new launches in chilled lactobacillus drinks category, China, 2013-17
Figure 21: Top five claims of new launches in ambient lactobacillus drinks category, China, 2013-17
Figure 22: Lactobacillus fortified version of Yoyi C, LC-37 by Mengniu
COFCO Fitbody lactobacillus water
Figure 23: Lactobacillus water – FITBODY launched by COFCO
THE CONSUMER – WHAT YOU NEED TO KNOW
Almost half of users of concentrated enzyme drink it at least once every two to three days
The function and healthy value of fermentation are well recognised
Fruit is the most popular ingredient expected by lactobacillus drink users
Post-90s are different from others
USAGE OF AND INTEREST IN DIFFERENT FERMENTED SOFT DRINKS
Lactobacillus drinks are the most popular, followed by fruit vinegar
Newer types of products need time to grow
Figure 24: Usage of and interest in different fermented soft drinks, November 2017
CONSUMPTION FREQUENCY
Concentrated enzyme: low penetration but heavy usage
Figure 25: Usage frequency of different fermented soft drinks, November 2017
CONSUMPTION OCCASIONS
Figure 26: Consumption occasions of RTD fermented soft drinks, November 2017
INTERESTED INNOVATIONS IN LACTOBACILLUS DRINKS
Higher interest in fruit than imported probiotics
Figure 27: Innovation of lactobacillus drinks that interests consumers, November 2017
UNDERSTANDING OF PROBIOTICS
A good general understanding of the ingredient
Figure 28: Perception of probiotics, November 2017
ATTITUDES TOWARDS FERMENTED SOFT DRINKS
The dilemma between temperature and active bacteria
Figure 29: Attitudes towards temperature and active bacteria, November 2017
MEET THE POST-1990S
The ‘outside’ is more important than the ‘inside’
Figure 30: Attitudes towards fermented drinks, by age generation, November 2017
MEET THE MINTROPOLITANS
Figure 31: Attitudes towards fermented drinks, by consumer classification, November 2017
Figure 32: Consumption occasions of RTD fermented soft drinks, by consumer classification, November 2017
Figure 33: Innovation of lactobacillus drinks that interests consumers, by consumer classification, November 2017
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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