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Juice - China - October 2016

Published By :

Mintel

Published Date : Oct 2016

Category :

Non-Alcoholic Drinks

No. of Pages : N/A

In the shrinking juice market, packaged juice is not only facing competition from on-trade fresh juice but is also pressured by the decrease of juice drinks – the dominant segment in the category, which leaves limited scope for key players to convert non-users to drive sales, but poses an opportunity for packaged pure juice and functional juice as healthier options. The challenges for juice manufacturers in China tend to be how to continue building positive associations and added value to the category, in order to gain consumer trust to increase consumption and confidence for trading up. Variants featuring no added sugar and being all-natural could improve juice’s health perceptions and address consumers’ safety concerns.

Table of Contents

OVERVIEW
What you need to know
Products/themes covered in this Report
Excluded
Consumer definition

EXECUTIVE SUMMARY
The market
Figure 1: China’s juice retail market size, by value sales, 2011-21
Figure 2: China’s juice retail market size, by volume sales, 2011-21
Key players
Figure 3: Juice market share, by value, China, 2015
Figure 4: Juice market share, by volume, China, 2015
The consumer
High earners enjoy packaged pure juice as well as freshly squeezed juice
Figure 5: Drinking frequency, by monthly household income, May 2016
Tier one city residents consume more in different drinking occasions
Figure 6: Drinking occasions, by city tier, May 2016
Households with children favour traditional retail channels
Figure 7: Purchase channels, by children in household, May 2016
Men are more price-conscious than women
Figure 8: Purchasing and drinking barriers, by gender, May 2016
What we think

ISSUES AND INSIGHTS
How to diversify juice with added values (eg vegetable blends, cold-pressed or superfruits)
The facts
The implications
Figure 9: Selected international cold-pressed juice products, 2016
Figure 10: Selected superfruit juice products, 2016
How to extend occasions and seasonal usage (eg gifting or limited editions)
The facts
The implications
Figure 11: Selected juice products for different occasions, 2016
Figure 12: Selected seasonal/limited juice products for autumn and winter, 2016
How to target children/young parents
The facts
The implications
Figure 13: Selected packaged juice for children, 2015-16

THE MARKET – WHAT YOU NEED TO KNOW
A reduced current market with future potential in premiumisation
Health awareness can drive consumption while sugar debate continues

MARKET SIZE AND FORECAST
The juice market is tough while premiumisation is key
Figure 14: China’s juice market volume, by retail and non-retail, 2011-16
Figure 15: China’s juice retail market size, by value sales, 2011-21
Figure 16: China’s juice retail market size, by volume sales, 2011-21

MARKET DRIVERS
Healthy lifestyles can encourage category consumption
Sugar content poses concerns
Competition from other soft drinks

MARKET SEGMENTATION
Figure 17: Volume share of China’s juice retail market, by market segmentation, 2011-21
Pure juice grew strongly in volume
Nectar grew moderately and prospected in blended juice
Juice drinks are slowing down but still lead the market
Figure 18: China’s juice retail market volume size, by segment, 2011-21

KEY PLAYERS – WHAT YOU NEED TO KNOW
A fragmented juice market with stable market positions
Competitive edge in packaging, uniqueness and marketing
Healthy and functional innovations are the current trends

MARKET SHARE
Players focusing on juice drinks are losing slight share
Figure 19: Selected Coca-Cola’s juice drinks range (Qoo and Minute Maid), China, 2016
Nectars could be a gap in the market and entail star products
Figure 20: Huiyuan’s innovations in the nectars segment, China, 2016
NFC pure juice gains share gradually from FC pure juice
Figure 21: Volume and value share of top 10 companies in juice market, China, 2014 and 2015

COMPETITIVE STRATEGIES
Compete with packaging – environmental friendly
Figure 22: Selected international and domestic branded products with environmentally friendly claims, 2015-16
Compete with uniqueness – Chinese-style juice and ingredients
Figure 23: Selected Chinese-themed juice or juice with traditional ingredients, 2015-16
Compete with strategic alliance – Shanghai Disney Resort
Figure 24: Selected juice products from Master Kong and PepsiCo, 2015-16

WHO’S INNOVATING?
Figure 25: Top 10 claims used in juice product launches, China, Q1 2014-Q3 2016
Juice with no additives/preservatives and no/reduced sugar
Figure 26: Selected juice products with no additives/preservatives and no/low-sugar claims, 2016
Flavour and ingredient innovations – Vegetables and all-natural
Figure 27: Selected fruit and vegetable mixed juice, 2016
Figure 28: Selected all-natural juice products, 2016
Juice with functional benefits
Figure 29: Selected juice products with beauty-enhancing claims, 2015-16
Juice for children
Figure 30: Selected children juice products, 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
Packaged pure juices are consumed mostly once a week or more
Diversification in drinking occasions is necessary
Restaurants are the winning on-trade purchase channel
Pure juice is the primary purchase trigger
Diverse purchase channels are more attractive to Mintropolitans

PERCEPTIONS OF SOFT DRINKS
Juice is perceived as lacking drinking variety
Figure 31: Correspondence Analysis – Perceptions of Soft Drinks, May 2016
Figure 32: Gangsheng Tang Lv Dou Sha Tian Pin (Mung Bean Dessert Drink) and Gangsheng Tang Hong Dou Sha Tian Pin (Red Bean Dessert Drink), China, April 2015
Juice has fewer perception differences among various ages
Figure 33: Perceptions of Soft Drinks, by age, May 2016

DRINKING FREQUENCY
Packaged pure juices are consumed the most once a week or more
Figure 34: Drinking frequency, May 2016
High earners are more frequent packaged pure juice and freshly squeezed juice users
Figure 35: Drinking frequency, by monthly household income, May 2016

DRINKING OCCASIONS
Juice entails diversification in drinking occasions
Figure 36: Drinking occasions, May 2016
Figure 37: Unif Wei Shi Ke product range, China, November 2015
Tier one city residents are more diverse drinkers
Figure 38: Drinking occasions, by city tier, May 2016
Figure 39: Selected RTD juice products with on-the-go claims, 2016

PURCHASE CHANNELS
Restaurants stand out from on-trade purchases
Figure 40: Purchase channels, May 2016
Figure 41: Selected seasonal flavoured juice products, 2016
Traditional retail channels have the highest penetration especially among households with children
Figure 42: Purchase channels, by children in household, May 2016
Figure 43: Bai Antioxidant Infusion Variety Pack of Antioxidant Beverages, US, June 2016

PURCHASE TRIGGERS
Being pure is the most essential purchase trigger for packaged juice
Figure 44: Purchase triggers, May 2016
Figure 45: Marigold Peel Fresh Powerveggies & Fruits Juice Drink, Singapore, September 2016
Age is an indicator of the importance of functional benefits and famous brands
Figure 46: Purchase triggers, by age, May 2016
Figure 47: Selected vegetable blends juice and juice products with functional claims, 2016

PURCHASING AND DRINKING BARRIERS
Ingredient quality and health claims are the key concerns
Figure 48: Purchasing and drinking barriers, May 2016
Figure 49: L&A Pineapple Coconut Juice, Puerto Rico, September 2016
Men are more price-sensitive than women
Figure 50: Purchasing and drinking barriers, by gender, May 2016
Figure 51: Selected premium juice products, 2016

MEET THE MINTROPOLITANS
Frequency of drinking packaged pure juice is most pronounced
Health claims are more appealing to Mintropolitans
Figure 52: Mintropolitans versus non-Mintropolitans, juice, by purchase triggers, May 2016
Multiple purchase channels to reach Mintropolitans
Figure 53: Mintropolitans versus non-Mintropolitans, juice, by purchase channels, May 2016

APPENDIX – MARKET SEGMENTATION
Figure 54: Retail value sales of pure juice, 2011-21
Figure 55: Retail value sales of nectar, 2011-21
Figure 56: Retail value sales of juice drink, 2011-21
Figure 57: China’s juice retail market value size, by segment, 2011-21
Figure 58: Retail market volume sales of pure juice, 2011-21
Figure 59: Retail market volume sales of nectar, 2011-21
Figure 60: Retail market volume sales of juice drink, 2011-21
Figure 61: The juice retail market in China, by value and volume, 2011-21

APPENDIX – METHODOLOGY AND DEFINITIONS
Methodology
Fan chart forecast
Abbreviations

List of Table

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