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Juice - China - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Non-Alcoholic Drinks

No. of Pages : 127 Pages

There is great market potential for vegetable juice to be positioned as a drink for mealtimes to fit busier lifestyles and a balanced nutrition intake needs of today’s consumers. Lack of differentiation on juice products has been a big challenge for most market players in China, and juice brands need to learn how to build unique brand personality to stand out.
Table of Content

Introduction

Definition
Methodology
Abbreviations

Executive Summary

The Market
Figure 1: China’s juice retail market volume size, 2009-19
Figure 2: China’s juice retail market value size, 2009-19
Figure 3: Volume share of China’s juice retail market, by segment, 2009-19
Companies and Brands
Figure 4: Share of juice retail market value, by company, 2012-13
The Consumer
The consumer – Usage of different types of juice
Figure 5: Usage of different types of juice, August 2014
The consumer – Consumer perceptions of juice and fruit-flavoured soft drinks
Figure 6: Consumer perceptions of juice and fruit-flavoured soft drinks, August 2014
The consumer – Consumer purchase behaviour of and attitudes towards rtd juice
Figure 7: Consumer purchase behaviour of and attitudes towards RTD juice, August 2014
The consumer – Interest in flavours of RTD juice products
Figure 8: Interest in flavours of RTD juice products, August 2014
The consumer – Interest in health benefits of RTD juice products
Figure 9: Interest in health benefits of RTD juice products, August 2014
The consumer – Attitudes towards juice
Figure 10: Attitudes towards juice, August 2014
Key Issues
Will vegetable juice be the next trendy drink to have during meals?
How to encourage more consumers to drink packaged pure juices?
Do consumers expect more personality from juice brands?
What we think

Issues and Insights

Will vegetable juice be the next trendy drink to have during meals?
The facts
The implications
Figure 11: Examples of vegetable juice by Kagome, China and Japan, 2011 and 2014
How to encourage more consumers to drink packaged pure juices?
The facts
The implications
Do consumers expect more personality from juice brands?
The facts
The implications
Figure 12: Examples of juice and smoothie products by Innocent, UK and France, 2013-14

Trend Applications

Sense of Intense
Figure 13: Example of juice drinks inspired by cocktail flavours, France and UK, 2013-14
Prove It
Hungry Planet

Market Size and Forecast

Key points
China’s juice market grew rapidly over the previous five years…
Figure 14: China’s juice market volume size, by retail/non-retail, 2009-14
but the growth slowed down dramatically from 2012
Figure 15: Total (retail and non-retail) volume consumption per capital of juice, by country, 2009-13
China’s juice market faces strong cross-category competitions
Figure 16: China’s non-alcoholic drinks retail market volume size, by category, 2009-14
Figure 17: China’s juice retail market volume size, 2009-19
China’s juice retail market value size grows faster than volume size
Figure 18: China’s juice retail market value size, 2009-19
Forecast methodology

Market Segmentation

Key points
Juice drinks segment dominates the retail market
Figure 19: Volume share of China’s juice retail market, by segment, 2009-19
Pure juices segment grew fastest in volume terms
Figure 20: China’s juice retail market volume size, by segment, 2009-14
Figure 21: China’s juice retail market volume size, by segment, 2014-19
Nectars segment showed a slower growth over the last five years

Market Share

Key points
Juice market is fragmented
Figure 22: Share of juice retail market value and volume, by company, 2012-13
Hardly any change in market positions
Both Tingyi and PepsiCo gained share after the alliance
Huiyuan saw the greatest increase in market share

Who’s Innovating?

Key points
Figure 23: Top five claims used in juice product launches, China, 2011-14
Functional benefits claims emerge in juice category
Chinese traditional ingredients revived in juice market
Figure 24: Examples of juice products with TCM ingredients, China, 2014
Consumer preference is changing towards light and less sweet tastes
Figure 25: New product launches in juice market, by top 15 flavours (inc blend), China, 2011-14
Wahaha debut a juice drink via online channel in May
Weichuan extended portfolio with Xin Xian Zha chilled nectar range
Small brands developed “cleanse juice” to target niche market

Companies and Brands

The Coca-Cola Company
Tingyi Holdings Ltd
PepsiCo Inc
China Huiyuan Juice Group Ltd
Uni-President China Holding Ltd
Wahaha Group Co, Ltd
Nongfu Spring Co, Ltd
Coconut Palm Group
Weichuan Corp
Liwayway Holdings Company Limited

The Consumer – Usage of Different Types of Juice

Key points
Packaged nectars and juice drinks and freshly squeezed juice are the most popular types
Figure 26: Usage of different types of juice, August 2014
The middle aged (30-49-years-old) consumers have higher usage rate
Figure 27: Most popular usage of different types of juice, by age, August 2014
Freshly squeezed juice on-trade poses a challenge on packaged options
Family-size packs continue to appeal to households
Figure 28: Most popular usage of different types of juice, by marital status and children in household, August 2014

The Consumer – Consumer Perceptions of Juice and Fruit-flavoured Soft Drinks

Key points
Methodology
Building up a fresher and more natural image for RTD pure juices
Figure 29: Consumer perceptions of juice and fruit-flavoured soft drinks, August 2014
Figure 30: Example of simple packaging design of juice, UK
Make juice more thirst-quenching

The Consumer – Consumer Purchase Behaviour of and Attitudes towards RTD Juice

Key points
Renovating nutrition and ingredients labels on packaging
Figure 31: Consumer purchase behaviour of and attitudes towards RTD juice, August 2014
Figure 32: Example of packaging design to offer nutrition information, UK, 2014
Presenting nutrition highlights to attract parents to buy juice for children
Figure 33: Agreement of “I read the nutrition facts on the package before buying a new packaged juice product” and “I am willing to pay more for juice products with fortified vitamins/minerals”, by marital status and children in household, August 2014
Opportunities to innovate more luxuriant flavours
Figure 34: Examples of juice products inspired by dessert flavours, Japan, 2012-13
Opportunities to boost NFC juices sales
Figure 35: Examples of nfc nectars and juice drinks, UK, 2013
Exploiting juice’s nutritional values to capitalise the meal occasions

The Consumer – Interest in Flavours of RTD Juice Products

Key points
Extending flavours of on-trade offerings to packaged offerings
Figure 36: Interest in flavours of RTD juice products, August 2014
Men and women have different interests in flavour
Figure 37: Most popular interest in flavours of RTD juice products, by gender, August 2014
Women in their 30s have greater interest in vegetable blends
Older consumer groups are more interested in Chinese fruits such as longan and loquat
Figure 38: Most popular interest in flavours of RTD juice products, by gender and age, August 2014

The Consumer – Interest in Health Benefits of RTD Juice Products

Key points
Health benefits are nice to have in packaged juice products
Figure 39: Interest in health benefits of RTD juice products, August 2014
Beauty is still a vital selling point for females
Figure 40: Interest in health benefits of RTD juice products, by gender, August 2014
Figure 41: Examples of detox juice products, China, 2013
Internal health benefits appeal more to men
Figure 42: Interest in health benefits of RTD juice products, by gender, August 2014
Increasing appetite could appeal to parents who buy juice for children

The Consumer – Attitudes towards Juice

Key points
Chinese market calls for more vegetable juice varieties
Figure 43: Attitudes towards juice, August 2014
Launching low/no calorie varieties to target female consumers
Developing mixed flavours to enhance nutritional perception
Adding fruit pulp to improve natural and healthy perceptions
Brands need more personality to stand out from the crowd

Appendix: Market Size and Forecast

Figure 44: China’s juice market (retail and non-retail) volume size, 2009-18
Figure 45: China’s juice retail market volume size, 2009-19
Figure 46: China’s juice retail market value size, 2009-19

Appendix – Market Segmentation

Figure 47: China’s juice retail market volume size, by segment, 2009-19
Figure 48: China’s juice retail market value size, by segment, 2009-19

Appendix – The Consumer - Usage of Different Types of Juice

Figure 49: Usage of different types of juice, August 2014
Figure 50: Most popular usage of different types of juice, by demographics, August 2014
Figure 51: Next most popular usage of different types of juice, by demographics, August 2014
Figure 52: Usage of different types of juice, by most popular usage of different types of juice, August 2014
Figure 53: Usage of different types of juice, by next most popular usage of different types of juice, August 2014
Figure 54: Repertoire of usage of different types of juice, by demographics, August 2014

Appendix –Consumer Perceptions of Juice and Fruit-Flavoured Soft Drinks

Figure 55: Consumer perceptions of juice and fruit-flavoured soft drinks, August 2014
Figure 56: Most popular consumer perceptions of juice and fruit-flavoured soft drinks – Packaged pure juices, by demographics, August 2014
Figure 57: Next most popular consumer perceptions of juice and fruit-flavoured soft drinks – Packaged pure juices, by demographics, August 2014
Figure 58: Most popular consumer perceptions of juice and fruit-flavoured soft drinks – Packaged nectars and juice drinks, by demographics, August 2014
Figure 59: Next most popular consumer perceptions of juice and fruit-flavoured soft drinks – Packaged nectars and juice drinks, by demographics, August 2014
Figure 60: Most popular consumer perceptions of juice and fruit-flavoured soft drinks – Freshly squeezed juice, by demographics, August 2014
Figure 61: Next most popular consumer perceptions of juice and fruit-flavoured soft drinks – Freshly squeezed juice, by demographics, August 2014
Figure 62: Most popular consumer perceptions of juice and fruit-flavoured soft drinks – Fruit flavoured carbonated soft drinks, by demographics, August 2014
Figure 63: Next most popular consumer perceptions of juice and fruit-flavoured soft drinks – Fruit flavoured carbonated soft drinks, by demographics, August 2014
Figure 64: Most popular consumer perceptions of juice and fruit-flavoured soft drinks – Ready-to-drink tea drinks with fruit flavours, by demographics, August 2014
Figure 65: Next most popular consumer perceptions of juice and fruit-flavoured soft drinks – Ready-to-drink tea drinks with fruit flavours, by demographics, August 2014

Appendix – Consumer Purchase Behaviour of and Attitudes towards RTD Juice

Figure 66: Consumer purchase behaviour of and attitudes towards RTD juice, August 2014
Figure 67: Most popular consumer purchase behaviour of and attitudes towards RTD juice, by demographics, August 2014
Figure 68: Next most popular consumer purchase behaviour of and attitudes towards RTD juice, by demographics, August 2014

Appendix – The Consumer – Interest in Flavours of RTD Juice Products

Figure 69: Interest in flavours of RTD juice products, August 2014
Figure 70: Most popular interest in flavours of RTD juice products, by demographics, August 2014
Figure 71: Next most popular interest in flavours of RTD juice products, by demographics, August 2014

Appendix – Interest in Health Benefits of RTD Juice Products

Figure 72: Interest in health benefits of RTD juice products, August 2014
Figure 73: Most popular interest in health benefits of RTD juice products, by demographics, August 2014
Figure 74: Next most popular interest in health benefits of RTD juice products, by demographics, August 2014
Figure 75: Other interest in health benefits of RTD juice products, by demographics, August 2014

Appendix – The Consumer – Attitudes towards Juice

Figure 76: Attitudes towards Juice, August 2014
Figure 77: Agreement with the statement ‘Juices combining both vegetables and fruit taste better than single-flavoured vegetable juice’, by demographics, August 2014
Figure 78: Agreement with the statement ‘Vegetable juice is better for weight-control than fruit juice’, by demographics, August 2014
Figure 79: Agreement with the statement ‘There is a lack of packaged vegetable juice varieties available’, by demographics, August 2014
Figure 80: Agreement with the statement ‘Vegetable juice is more nutritious than fruit juice’, by demographics, August 2014
Figure 81: Agreement with the statement ‘Mixed flavoured juice is more nutritious than single flavoured juice’, by demographics, August 2014
Figure 82: Agreement with the statement ‘There is a lack of packaged juice with no/low calories’, by demographics, August 2014
Figure 83: Agreement with the statement ‘Fruit juice with pulp is more natural than those without pulp’, by demographics, August 2014
Figure 84: Agreement with the statement ‘It is difficult to find a juice brand that reflects my personality’, by demographics, August 2014
Figure 85: Agreement with the statement ‘The '100% juice' label on the package of juice products means it is without any additives’, by demographics, August 2014

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