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Plant Protein Drinks - China - February 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Pharmaceutical

No. of Pages : N/A

Expanding consumption occasions is the key for PPDs’ future development. Usage of PPD can be expanded to different times of the day beyond breakfast only, while different types of PPDs beyond the traditional types such as soy or walnut drinks can also be explored and developed. Promoting PPDs consumption as part of a healthy lifestyle can potentially add a new angle to the slowing market and attract non-drinkers. Apart from packaging design, PPDs for children should have a wider appeal such as functional benefits and nutritional value.

Table of Content

Overview

What you need to know
Covered in this Report

Executive Summary
The market
Figure 1: Retail sales of PPDs in China, by value, 2011-21
Figure 2: Retail sales of PPDs in China, by volume, 2011-21
Key players
Figure 3: Market share, by value of PPDs market in China, 2015
The consumer
PPDs have high penetration and growing usage
Figure 4: Penetration of plant protein drinks in the last 6 months, November 2016 vs October 2015
Soybean and walnut drinks have consumption increase
Figure 5: Consumption trends in the last 6 months, November 2016
Consumers with children in household favour walnut drinks
Figure 6: Consumption trends, drinking more walnut drinks, by selected demographics, November 2016
Usage in various consumption occasions are declining
Figure 7: Consumption occasions in the last 6 months, November 2016 vs October 2015
What we think

Issues and Insights
How to promote PPDs as a healthy lifestyle
The facts
The implications
How to target children and parents
The facts
The implications
Figure 8: PPDs with high protein claims in the international market, 2016
How to position classic PPDs and new PPDs towards different occasions
The facts
The implications

The Market – What You Need to Know
A slowing market
Decline in PPD hypermarket sales urge new occasion
Soy and new types of PPDs are increasing their presence

Market Size and Forecast
A slowing market
Figure 9: Retail sales of PPDs in China, by value, 2011-21
Figure 10: Retail sales of PPDs in China, by volume, 2011-21

Market Factors
Hypermarkets shopping appears less often
PPDs are not closely attached to any consumption occasions
Taste variety and premiumisation as market drivers

Market Segmentation
Soy drinks see most steady growth
Figure 11: Market share of different segments of PPDs, by value, 2011-16
Figure 12: Retail sales of soy drinks in China, by value, 2011-21
Products featuring new plant protein ingredients have potential
Figure 13: Retail sales of peanut drinks and others in China, by value, 2011-21
Classic PPD types losing share
Figure 14: Retail sales of coconut drinks in China, by value, 2011-21
Figure 15: Retail sales of walnut drinks in China, by value, 2011-21
Figure 16: Retail sales of almond in China, by value, 2011-21

Key Players – What You Need to Know
Leading PPD players do not yet dominate
Product and ingredient diversification as a competitive strategy
New plant proteins in PPDs

Market Share
Hebei Yangyuan is losing share but is still the market leader
Single type PPD players need new strategy to gain share
Blue Sword Viee gained share via on-trade format
Figure 17: Market share in the retail PPDs market, by value, 2014-15

Competitive Strategies
Product and ingredient diversification
Figure 18: Selected PPDs with relatively new plant protein ingredients, 2016
Targeting specific consumption occasions
Figure 19: Selected PPDs for specific consumption occasions, 2015-16

Who’s Innovating?
Healthy and safety claims on the rise
Figure 20: Trends of claims made in newly launched PPDs in China, 2011-16
Novel plant proteins
Figure 21: Selected PPDs with new plant protein ingredients, 2016
PPDs that are designed for children
Figure 22: Selected PPDs that designed for children, 2014
Protein content of PPDs has a downward trend…
Figure 23: Average amount of protein in PPDs* in China over 2011-16
but high protein should be a selling point for PPDs
Figure 24: PPDs with premium claims and protein nutrition in the international market, 2016
PPDs that appeal to women with beauty or functional benefits
Figure 25: Selected PPDs for women, 2015-16

The Consumer – What You Need to Know
Consumers aged 20-39 are pronounced PPD drinkers
Younger consumers favour soybean drinks – Skew towards females
Gender is a purchase channel differentiator
Consumers prefer type variety but not necessarily additional health fortifications
Tailored and seasonal products are most popular
Mintropolitans favour grain drinks

Penetration of Plant Protein Drinks
High penetration and growing usage for PPDs
Figure 26: Penetration of plant protein drinks in the last 6 months, November 2016 vs October 2015
Figure 27: PPDs in China with anti-aging claims, 2014
Consumers aged 20-39 are pronounced PPD drinkers
Figure 28: Penetration of plant protein drinks, by age, November 2016 vs October 2015

Consumption Trends
Soybean and walnut types are on the rise in terms of consumption
Figure 29: Consumption trends in the last 6 months, November 2016
Young female consumers favour soybean drinks
Figure 30: Consumption trends, drinking more soybean drinks, by selected demographics, November 2016
Figure 31: Soy-based PPDs with extra flavour and ingredients, China, 2017
Consumers with children in household favour walnut drinks
Figure 32: Consumption trends, drinking more walnut drinks, by selected demographics, November 2016
Figure 33: Selected children-specific PPD products from the international market, 2016

Consumption Occasions
Usage in social occasions are declining but still important
Figure 34: Consumption occasions in the last 6 months, November 2016 vs October 2015
Figure 35: PPDs with on-the-go or time/speed claims, international market, 2016

Purchase Channels
Purchase channel trends signify a commoditisation effect
Figure 36: Purchase channels in the last 6 months, November 2016 vs October 2015
Gender is a purchase channel differentiator
Figure 37: Purchase channels in the last 6 months, by gender, November 2016
Majority buy PPDs via three channels at least
Figure 38: Purchase channels in the last 6 months, Repertoire, November 2016
Figure 39: Purchase behaviour in the last 6 months, November 2016

Purchase Behaviour
Majority prefer familiar and domestic brands
Figure 40: Purchase behaviour in the last 6 months, November 2016
Consumers prefer type variety but not necessarily additional health fortifications
Figure 41: Purchase behaviour in the last 6 months, November 2016
Figure 42: Compounded PPDs, China, 2016

Consumer Attitudes
Tailored products and seasonal products remain most desired
Figure 43: Consumer attitudes in the last 6 months, November 2016 vs 2015
Female consumers look for beauty benefits from drinking PPD
Figure 44: Consumer attitudes in the last 6 months, by age, November 2016
Figure 45: Consumer attitudes in the last 6 months, by monthly household income, November 2016
Figure 46: PPDs with beauty benefits in the international market, 2016
Figure 47: Selected female-specific PPD, 2016
Young consumers are attracted to seasonal PPDs
Figure 48: PPDs with seasonal claims, 2015-16

Meet the Mintropolitans
Mintropolitans drink more grain drinks
Figure 49: Consumption trends in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
Figure 50: Grain drinks in the international market, 2016-17
Mintropolitans tend to plan ahead before purchase
Figure 51: Purchase behaviour in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
Mintropolitans consume more in diverse consumption occasions
Figure 52: Consumption occasions in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
Figure 53: Selected coffee-based/flavoured PPDs and smoothie, international market, 2016

Appendix – Market Size and Forecast
Figure 54: Retail value sales for PPDs in China, 2011-21
Figure 55: Retail volume sales for PPDs in China, 2011-21

Appendix – Methodology and Abbreviations
Methodology
Fan chart forecast
Abbreviations

List of Table

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