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Plant Protein Drinks - China - January 2015

Published By :

Mintel

Published Date : Jan 2015

Category :

Non-Alcoholic Drinks

No. of Pages : 196 Pages


Given the stagnant prices of PPDs, the market is increasingly under pressure to premiumise. Brands and operators will certainly benefit from a new PPD market with an expanding premium segment.

Introduction

Definition
Methodology
Abbreviations

Executive Summary

Steady growth and strong performance makes PPDs stand out
Figure 1: Best- and worst-case forecast of China retail value sales of PPDs, by value, 2009-19
Figure 2: Best- and worst-case forecast sales of PPDs in China, by volume, 2009-19
High penetration leaves little room to expand user base
Figure 3: Penetration of PPDs, October 2014
The distribution of non-drinkers is polarised
Figure 4: Non-users of PPDs, by personal monthly income, October 2014
Walnut and soybean drinks are on the rise
Figure 5: Change in PPD consumption, October 2014
Walnut stands out from the crowd
Figure 6: Correspondence map of the PPD market in China
Peer-based information channels stand out
Figure 7: Sources of information, October 2014
Trustworthiness is the key advantage of imported PPDs…
Figure 8: Selected attributes towards imported PPDs
but domestic ones are thought to be more compatible with Chinese taste buds
Figure 9: Selected attributes towards domesticPPDs
Ingredients play the key role in determining premium PPDs
Figure 10: Factors determining premium PPDs, October 2014
What we think

Issues and Insights

Ingredients and added benefits lead the premiumisation route
The facts
The implications
Taste no longer plays a definitive role in the success of PPDs
The facts
The implications

Trend Applications

Trend: Sense of the Intense
Trend: The Real Thing
Trend: Mood to Order

Market Drivers

Key points
The ageing population drives the PPD market up
Figure 11: Population of China, by age, 2002-13
Health concerns make PPDs more appealing
Premiumisation shows potential
Figure 12: Urban per capita household consumption expenditure in cash in China, 2005-13
Significant dip in crude oil prices reduces packaging cost substantially
Figure 13: Brent crude oil monthly price, 2011-14

Market Size and Forecast

Key points
Steady growth and strong performance makes PPDs stand out
Figure 14: Value and volume sales for PPDs in China, 2009-19
Small for now but with huge potential in the future
Figure 15: Best- and worst-case forecast of China retail value sales of PPDs, by value, 2009-19
Figure 16: Best- and worst-case forecast of sales of PPDs in China, by volume, 2009-19
Forecast methodology

Market Share

Key points
Mixed performance strongly associated with segment differences …
Figure 17: Market share of PPD market in China, 2011-13
The competition is intensifying
The three leading categories losing ground
Figure 18: Market segmentation of PPDs in China, by value, 2009-13

Who’s Innovating?

Key points
Purity vs added flavours
Figure 19: Organic chocolate flavoured almond milk, Q4 2014
Category blurring brings new hope
Category blurring with fruit and vegetables
Category blurring with sports and energy drinks
Figure 20: Selected new PPDs with added fruit flavours as substitutes of sports drink, 2014
Figure 21: Caramel flavoured soymilk drink launched by Kikkoman in Japan, Q2 2014
Category blurring with other PPDs – breaking the barrier between white and black PPD drinks
Figure 22: Walnut and peanut flavoured milk launched by Yinlu, Q3 2014

Brands and Companies

Xiamen Yin Lu Co., Ltd
Coconut Palm Group
Hebei Chengde Lolo Co., Ltd
Hebei YangYuan Co., Ltd
Vitasoy International Holdings Ltd.

The Consumer – Penetration of PPDs

Key points
High penetration leaves little room to expand user base
Figure 23: Penetration of PPDs, October 2014
Young and mid-earners are more likely to buy PPDs
Figure 24: Usage of PPDs, by selected demographics, October 2014
Foshan shows highest penetration
Figure 25: Usage of PPDs, by city, October 2014

The Consumer – Reasons for Not Drinking

Key points
The distribution of non-drinkers is polarised
Figure 26: Usage of PPDs, by personal monthly income, October 2014
Reasons for not drinking
Figure 27: Reasons for not drinking, October 2014
Figure 28: Nature’s organic original soy milk launched in Australia, Q1 2015

The Consumer – Change in PPD consumption

Key points
Walnut and soybean drinks are on the rise
Figure 29: Change in PPD consumption, October 2014
Young and female drinkers consume more soybean-based drinks
Figure 30: Consumers who have drunk more soybean drinks, by selected demographics, October 2014
Figure 31: Mango soy milk with collagen launched by Toraku in Japan, Q2 2013
Coconut drinks bear a premium image
Figure 32: Consumers who have drunk more coconut drinks, by selected demographics, October 2014
Peanut-based drinks show a rare skew towards young male consumers…
Figure 33: Consumers who have drunk more peanut drinks, by gender and age, October 2014
but consumers from higher tier cities tend to be less interested
Figure 34: Consumers who have not drunk peanut drinks, by city tier, October 2014
Figure 35: Peanut and rice drink from Seven Eleven in Taiwan, Q4 2014
Almond becomes less appealing to the young
Figure 36: Consumers who have drunk less peanut drinks, by city age, October 2014
Figure 37: Vanilla flavoured almond drink launched by Blue Diamond Growers in Mexico, Q4 2014
Figure 38: Vitasoy’s oat and almond milk launched in New Zealand, Q4 2014
Lower tier cities are the key driver of the growth in the walnut segment
Figure 39: Change of consumption on walnut drinks, by city tier, October 2014

The Consumer – Attributes Associated with Different Types of PPDs

Key points
Walnut stands out from the crowd
Figure 40: Correspondence map of the PPD market in China
Figure 41: Attributes associated with different types of PPDs, October 2014
Figure 42: Stone ground walnut peanut PPDs by Clever Doctor in China, Q3 2014
Soybean drinks face challenges when premiumising
Figure 43: Leafy milk from Yakult Japan, Q1 2014
Figure 44: Black sesame flavoured soya milk launched by I-Mei in Taiwan, Q4 2013
Unique taste becomes the key feature of coconut drinks
Potential segmentation strategies for soybean drinks
Figure 45: Attitudes towards soy-based drinks with suggested targeting groups, October 2014
Female soybean drinkers consider it good for their skin
Figure 46: Consumers’ attitude towards soybean drinks as good for their skin, by gender, October 2014
Figure 47: Orange flavour vitamin soymilk launched by Toraku in Japan, Q1 2015
Natural ingredients are important to low earners…
Figure 48: Attitude towards soy-based drink on natural ingredients, by personal monthly income, October 2014
and unique taste is more important to consumers with higher income
Figure 49: Attitude towards soy-based drinks having unique taste, by monthly personal income, October 2014
Potential segmentation strategies for coconut drinks
Figure 50: Attitudes towards coconut drinks with suggested targeting groups, October 2014
Men in their thirties consider coconut drinks high in calories
Figure 51: Pure coconut water targeting sports drink launched by Foco Switzerland, Q3 2014
Natural ingredients and comprehensive nutrition are more relevant to married couples
Regional difference: Foshan and Chengdu consumers like the thick texture of coconut drinks
Figure 52: The association between coconut drink and thick texture, by city, October 2014
Consumers from higher tier cities focus more on the beauty functions
Potential segmentation strategies for peanut drinks
Figure 53: Attitudes towards peanut drinks with suggested targeting groups, October 2014
Men in their twenties consider peanut drinks to have a unique taste
High calories in this category more likely to be recognised by low earners

The Consumer – Sources of Information

Key points
Peer-based information channels stand out
Figure 54: Source of information, October 2014
TV remains a key information channel for consumers…
but other traditional information channels seem to lose their glory
Mid-to-high earners pay more attention to online reviews…
Figure 55: Usage of online reviews as information channels, by personal monthly income, October 2014
online video streaming sites tend to be more attractive as information channels for high earners
Figure 56: Usage of online video streaming sites as information channels, by monthly personal income, October 2014
Older female consumers are less likely to obtain information from TV adverts
Figure 57: Penetration of TV adverts of PPDs, by gender and age, October 2014
Repertoire behaviour is commonly seen when gathering information
Figure 58: repertoire behaviour on information gathering in the PPD market in China, October 2014

The Consumer – Attitudes towards Imported and Domestic PPDs

Key points
Trustworthiness is the key advantage of imported PPDs…
Figure 59: Selected attributes towards imported PPDs
but domestic products are thought be more compatible with Chinese taste buds
Figure 60: Selected attributes towards domestic PPDs

The Consumer – Factors Determining Premium Plant Protein Drinks

Key points
Ingredients play the key role in determining premium PPDs
Figure 61: Factors determining premium PPDs, October 2014
Figure 62: Organic PPDs introduced globally
Purity vs added flavours
Figure 63: Organic chocolate flavoured almond milk, Q4 2014

Appendix – Reasons for Not Drinking

Figure 64: Reasons for not drinking, October 2014

Appendix – Change in PPD consumption

Figure 65: Change in PPD consumption, October 2014
Figure 66: Change in PPD consumption – Soybean drink, by demographics, October 2014
Figure 67: Change in PPD consumption – Coconut drink, by demographics, October 2014
Figure 68: Change in PPD consumption – Peanut drink, by demographics, October 2014
Figure 69: Change in PPD consumption – Almond drink, by demographics, October 2014
Figure 70: Change in PPD consumption – Walnut drink, by demographics, October 2014
Figure 71: Change in PPD consumption – Grain drink, by demographics, October 2014
Figure 72: Attitudes towards imported and domestic PPDs, by Change in PPD consumption – Soybean drink, October 2014
Figure 73: Attitudes towards imported and domestic PPDs, by Change in PPD consumption – Coconut drink, October 2014
Figure 74: Attitudes towards imported and domestic PPDs, by Change in PPD consumption – Peanut drink, October 2014
Figure 75: Attitudes towards imported and domestic PPDs, by Change in PPD consumption – Almond drink, October 2014
Figure 76: Attitudes towards imported and domestic PPDs, by Change in PPD consumption – Walnut drink, October 2014
Figure 77: Attitudes towards imported and domestic PPDs, by Change in PPD consumption – Grain drink, October 2014

Appendix – Attributes Associated with Different Types of PPDs

Figure 78: Attributes associated with different types of PPDs, October 2014
Figure 79: Most popular attributes associated with different types of PPDs – Soybean drinks, by demographics, October 2014
Figure 80: Next most popular attributes associated with different types of PPDs – Soybean drinks, by demographics, October 2014
Figure 81: Other attributes associated with different types of PPDs – Soybean drinks, by demographics, October 2014
Figure 82: Most popular attributes associated with different types of PPDs – Coconut drinks, by demographics, October 2014
Figure 83: Next most popular attributes associated with different types of PPDs – Coconut drinks, by demographics, October 2014
Figure 84: Other attributes associated with different types of PPDs – Coconut drinks, by demographics, October 2014
Figure 85: Most popular attributes associated with different types of PPDs – Peanut drinks, by demographics, October 2014
Figure 86: Next most popular attributes associated with different types of PPDs – Peanut drinks, by demographics, October 2014
Figure 87: Other attributes associated with different types of PPDs – Peanut drinks, by demographics, October 2014
Figure 88: Most popular attributes associated with different types of PPDs – Almond drinks, by demographics, October 2014
Figure 89: Next most popular attributes associated with different types of PPDs – Almond drinks, by demographics, October 2014
Figure 90: Other attributes associated with different types of PPDs – Almond drinks, by demographics, October 2014
Figure 91: Most popular attributes associated with different types of PPDs – Walnut drinks, by demographics, October 2014
Figure 92: Next most popular attributes associated with different types of PPDs – Walnut drinks, by demographics, October 2014
Figure 93: Other attributes associated with different types of PPDs – Walnut drinks, by demographics, October 2014
Figure 94: Most popular attributes associated with different types of PPDs – Grain drinks, by demographics, October 2014
Figure 95: Next most popular attributes associated with different types of PPDs – Grain drinks, by demographics, October 2014
Figure 96: Other attributes associated with different types of PPDs – Grain drinks, by demographics, October 2014

Appendix – Source of Information

Figure 97: Source of information, October 2014
Figure 98: Most popular source of information, by demographics, October 2014
Figure 99: Next most popular source of information, by demographics, October 2014
Figure 100: Other source of information, by demographics, October 2014
Repertoire
Figure 101: Repertoire of source of information, October 2014
Figure 102: Repertoire of source of information, by demographics, October 2014
Figure 103: Change in PPD consumption, by repertoire of source of information, October 2014

Appendix – Attitudes towards Imported and Domestic PPDs

Figure 104: Attitudes towards imported and domestic PPDs, October 2014
Figure 105: Most popular attitudes towards imported and domestic PPDs, by demographics, October 2014
Figure 106: Next most popular attitudes towards imported and domestic PPDs, by demographics, October 2014

Appendix – Factors Determining Premium PPDs

Figure 107: Factors determining premium PPDs, October 2014
Figure 108: Most popular factors determining premium PPDs – Rank 1, by demographics, October 2014
Figure 109: Next most popular factors determining premium PPDs – Rank 1, by demographics, October 2014
Figure 110: Other factors determining premium PPDs – Rank 1, by demographics, October 2014
Figure 111: Most popular factors determining premium PPDs – Rank 2, by demographics, October 2014
Figure 112: Next most popular factors determining premium PPDs – Rank 2, by demographics, October 2014
Figure 113: Other factors determining premium PPDs – Rank 2, by demographics, October 2014
Figure 114: Most popular factors determining premium PPDs – Rank 3, by demographics, October 2014
Figure 115: Next most popular factors determining premium PPDs – Rank 3, by demographics, October 2014
Figure 116: Other factors determining premium PPDs – Rank 3, by demographics, October 2014
Figure 117: Most popular factors determining premium PPDs – Rank 4, by demographics, October 2014
Figure 118: Next most popular factors determining premium PPDs – Rank 4, by demographics, October 2014
Figure 119: Other factors determining premium PPDs – Rank 4, by demographics, October 2014
Figure 120: Most popular factors determining premium PPDs – Rank 5, by demographics, October 2014
Figure 121: Next most popular factors determining premium PPDs – Rank 5, by demographics, October 2014
Figure 122: Other factors determining premium PPDs – Rank 5, by demographics, October 2014

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