What you need to know
The traditional viewpoint that chilled drinks may cause uncomfortable feelings to the stomach is no longer valued by a considerable number of consumers, which clears a major barrier for the popularisation of chilled drinks in the Chinese market. Fast development of cold chain transportation and the premiumisation trend in food and drinks also provide more opportunities for chilled drinks. Although the penetration rate of chilled drinks is high among Chinese consumers, their consumption is mainly driven by the pursuit of better taste. It’s important for brands to create attractive selling points beyond taste for chilled products to extend their values and increase consumption volume.
Covered in this Report
This Report looks at consumers’ consuming habits of chilled drinks, defined as non-alcoholic drinks with a serving temperature of 2-7°C, included but not limited to: RTD coffee, RTD tea, functional drinks, juices, plant-based drinks, bottled water and carbonated soft drinks.
Excluded
Chilled dairy drinks are excluded. For milk, please refer to Mintel’s Milk and Flavoured Milk – China, May 2019 Report. For yogurt, please refer to Mintel’s Yogurt – China, August 2019 Report.
Definition
Mintel divides consumers into three groups based on their MPI (Monthly Personal Income).
High personal income is defined as MPI above RMB10,000 in tier one cities, or above RMB9,000 in tier two cities or below;
Middle personal income is defined as MPI of RMB6,000-10,000 in tier one cities, or RMB5,000-9,000 in tier two cities or below;
Low personal income is defined as MPI below RMB6,000 in tier one cities, or below RMB5,000 in tier two cities or below.
