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Juice - China - September 2017

Published By :

Mintel

Published Date : Sep 2017

Category :

Non-Alcoholic Drinks

No. of Pages : N/A

Under a shrinking volume market, sustained trading up for packaged juice is fundamental for future market growth. New interpretations of high-quality pure juice in the forms of cold-pressed and NFC have emerged in China yet still need further progress. Companies and brands may also highlight consumption benefits and not just for 100% pure juice but also non-100% juice. Focusing on meal occasions should be crucial to assist a frequency increase.
Table of contents

OVERVIEW
What you need to know
Covered in this Report
Excluded
Definition
EXECUTIVE SUMMARY
The market
Room to increase consumption frequency and cross-category competitiveness
Figure 1: Retail volume sales for juice in China, 2012-22
Retail value market has slight growth thanks to successful premium product concept marketing
Figure 2: Retail value sales for juice in China, 2012-22
Companies and brands
Figure 3: Value share of top 10 companies in juice market, China, 2015 and 2016
The consumer
Packaged 100% pure juice is the most popular juice type
Figure 4: Penetration of different soft drinks in the last 12 months, June 2017
When relaxing at home is the top occasion for all juice types
Figure 5: Consumption occasions in the last 12 months, June 2017
Authenticity is the most important product feature
Figure 6: Product features that are worth paying more for, June 2017
Helping digestion remains most desired and increasing appetite increased the most
Figure 7: Health benefits, June 2017 vs August 2014
What we think
ISSUES AND INSIGHTS
What should non-100% juice brands focus on promoting?
The facts
The implications
How cold-pressed juice and NFC may develop further in China
The facts
The implications
How to target meal occasions in juice consumption
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Retail volume market is slowing down while continued premiumisation trend helps value sales growth
Premium concepts are market drivers while rising ownership of juicer machines and popularity of on-trade offerings are market barriers
Pure juice and nectar continue to grow in value while juice drinks decline
MARKET SIZE AND FORECAST
Retail volume market is slowing down
Figure 8: Retail volume sales for juice in China, 2012-22
Room to increase consumption per capita
Figure 9: Retail volume sales for juice in China, 2012-22
Figure 10: Juice: Retail market volume consumption per capita (population), China vs international markets, 2012-17
Continued premiumisation is the key for value growth
Introducing new premiumisation concepts may help future value growth
Figure 11: Retail value sales for juice in China, 2012-22
MARKET FACTORS
New directions of premiumisation:
NFC
Cold-pressed
Increasing ownership of juicer machines threatens RTD juice yet in-home meal occasions still see potential
Rising juice bars and teahouses posing threat to RTD juice
MARKET SEGMENTATION
Pure juice and nectar continue to grow in value while juice drinks decline
Figure 12: Value share of Chinas juice retail market, by market segmentation, 2012-17
Pure juice grew strongly in value
Nectar grew stable thanks to compound juice and flavour innovation
Juice drinks are declining
KEY PLAYERS WHAT YOU NEED TO KNOW
Premium brands gained share
Multiple ways to become more competitive
Global juice trends are influential and inspirational for China
MARKET SHARE
Premiumisation is essential in obtaining value market share
Figure 13: Value share of top 10 companies in juice market, China, 2015 and 2016
Coca-Colas premiumisation via a new nectar launch
Figure 14: The Minute Maid Essential Delight range, China, 2016
Tingyi/Master Kongs excessive juice drinks inventory affecting value increase
Huiyuan expanded 100% pure juice category to gain share
Figure 15: Huiyuans new launches, China, 2016 and 2017
Nongfu Springs unique upscale strategy
Figure 16: Nongfu Spring 17.5 Hangzhou G20 advertisement, China, 2016
Uni-Presidents value loss due to lack of innovation
COMPETITIVE STRATEGIES
Focusing on flexible distribution and purchase channels
Linking juice consumption with certain occasions
Figure 17: Nongfu Spring 17.5 advertisement, China, 2016
Competitive price
Premiumisation through customisation
Figure 18: Wahaha KellyOne customisable juice, China, 2016
Interactive packaging designs
Figure 19: Wei-Chuans packaging, China, 2015 and 2016
Figure 20: Wei-Chuans packaging, China, 2016
Figure 21: Wei-Chuans packaging, China, 2016 and 2017
WHOS INNOVATING?
Trend in product claims of new launches
Figure 22: Product claims in new launches, China, 2012-16
Interpretations of no-additives/preservatives claim
Global trend: clean label
Figure 23: Juice with natural credentials, international markets, 2016 and 2017
China trend: emphasising 100%, NFC and specific species of ingredient on packaging
Figure 24: RTD juice with NFC claim, China, 2017
Figure 25: Nongfu Springs NFC range, China, 2016
Flavour innovations Global: plant flavours and extracts
Figure 26: Top flavours of RTD juice, global, 2015 and 2016
Figure 27: Maple Water and Birch Water, international markets, 2017
Global: Cold-pressed juice keeps evolving on flavours and components
Figure 28: Coldpress, international markets, 2017
Flavour innovations China
Chinese-style fruits
Figure 29: Top flavours of RTD juice, China, 2015 and 2016
Figure 30: Master Kongs traditional Chinese-style flavoured juice drinks, China, 2016 and 2017
Figure 31: Uni-Presidents Chinese-style juice Ru Yin, China
Cross-category innovations
Figure 32: Master Kong Tropicana Mang Guo Wei Yin Liao (Mango Flavoured Drink), China, 2017
Fermented juice
Figure 33: Nectars with probiotics, China, 2016
THE CONSUMER WHAT YOU NEED TO KNOW
Scope for further driving usage frequency
Packaged 100% pure juice has a competitive advantage in the broader beverage category
Juice drinks enjoy diverse consumption occasions across regions
100% juice brands yield stronger consumer loyalty than juice drinks
Different genders have different health preferences
PENETRATION OF DIFFERENT SOFT DRINKS
Packaged pure juice is the most popular juice type
Figure 34: Penetration of different soft drinks in the last 12 months, June 2017
Drinking Frequency: fresh and 100% juice enjoy more everyday users while overall frequency moving from light users to occasional users
Figure 35: Drinking frequency in the last 12 months, June 2017 vs May 2016
Consumer profiling of different juice types
Figure 36: Penetration of packaged 100% pure juice in the last 12 months, by demographics, June 2017
Figure 37: Penetration of freshly squeezed juice in the last 12 months, by demographics, June 2017
Figure 38: Penetration of packaged juice drinks in the last 12 months, by demographics, June 2017
Figure 39: Penetration of instant juice powder in the last 12 months, by demographics, June 2017
CONSUMPTION OCCASIONS
When relaxing at home is the top occasion for all juice types
Figure 40: Consumption occasions in the last 12 months, June 2017
Figure 41: Tang Yang Guang Tian Cheng Wei Gu Ti Yin Liao (Sunshine Orange Flavoured Beverage Mix), China, 2017
Juice drinks enjoy diverse consumption occasions across regions
Figure 42: Consumption occasions in the last 12 months Packaged juice drinks, by region, June 2017
BRAND PENETRATION
Minute Maid penetrates the most
Figure 43: Brand penetration, June 2017
Brand interaction
Wahaha users losing to Master Kong
Dole users losing to LingDuGuoFang and Wei-Chuan
Uni-President versus Master Kong
Minute Maid and Huiyuan share similar users
Figure 44: Brand penetration, by brand users, June 2017
BRAND DRUNK MOST OFTEN
100% pure juice brands yield stronger consumer loyalty than juice drinks
Figure 45: Brand drunk most often in the last 3 months, June 2017
Figure 46: Loyalty analysis across brands, June 2017
Age and income are indicators for brand-loyal users
Figure 47: Brand-loyal users profile, by age and income, June 2017
PRODUCT FEATURES
Authenticity is the most important product feature
Figure 48: Product features that are worth paying more for, June 2017
Different age groups prefer different premium features
Figure 49: Product features that are worth paying more for, by age, June 2017
Cold-pressed is more desired than NFC across all income levels especially high earners
Figure 50: Selected product features that are worth paying more for, by income, June 2017
HEALTH BENEFITS
Helping digestion remains most desired and increasing appetite increased the most
Figure 51: Health benefits, June 2017 vs August 2014
Drop of interest in functional health claims
Different genders have different health preferences
Figure 52: Health benefits, by gender, June 2017
MEET THE MINTROPOLITANS
Mintropolitans have higher penetration across all juice types
Figure 53: Penetration of different soft drinks in the last 12 months, by Mintropolitans vs non-Mintropolitans, June 2017
Mintropolitans consume more juice when having meals
Figure 54: Consumption occasions in the last 12 months, by Mintropolitans vs non-Mintropolitans, June 2017
APPENDIX MARKET SIZE AND FORECAST
Figure 55: Retail volume sales for juice in China, 2012-22
Figure 56: Retail value sales for juice in China, 2012-22
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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