Table of Contents
Introduction
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- Report structure
- Definition
- Methodology
- China’s PPDs target consumer groups
- PPD Function Buyers are:
- PPD Budget Buyers are:
- PPD Indulgence Buyers are:
- PPD Flexible Buyers are:
- Abbreviations
Executive Summary
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- The market
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- Figure 1: China retail value sales of plant protein drinks, 2008-18
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- Figure 2: Plant protein drinks market segmentation, by value (RMB m), 2008-13
- Figure 3: Plant protein drinks retail market segmentation, by volume (m litres), 2008-13
- Companies and brands
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- Figure 4: Leading companies’ shares of retail value sales of plant protein drinks in China, 2012
- The consumer
- PPDs drunk: types, frequency and popularity
- Drinking occasions
- Retail channels
- Factors considered when buying PPDs
- Features to encourage consumption of PPDs
- Attitudes towards PPDs
- Key issues
- Tap into consumers’ eagerness to learn more about PPDs’ health benefits to enhance understanding
- Wider distribution points for PPDs to capture impulse and on-the-go consumption
- Positioning PPDs towards targeted occasions could help to generate sales
- What we think
The Market
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- Key points
- Market size
- PPDs remain a small category compared to the total soft drinks market
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- Figure 5: Retail sales volume and value of soft drinks, China, 2013
- PPDs remain small a category, owing to infrequent consumption levels
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- Figure 6: China plant protein drinks per capita retail sales (litres), 2007-12
- Despite being a small category, PPDs maintain their growth momentum
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- Figure 7: Value and volume retail sales of plant protein drinks, 2008-18
- Market forecast
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- Figure 8: China retail value sales of plant protein drinks, 2008-18
- Figure 9: China retail volume sales of plant protein drinks, 2008-18
- Market segmentation
- Product type segmentation
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- Figure 10: Plant protein drinks market segmentation, by value (RMB m), 2008-13
- Figure 11: Plant protein drinks retail market segmentation, by volume (m litres), 2008-13
- Price by segment
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- Figure 12: Average price of plant protein drinks, by segment, 2008-13
- Market drivers
- PPDs perceived as a safer, natural and healthier alternative compared to mammalian milk
- PPDs look to cater to a more health-conscious population
- Busier lifestyles should aid growth in PPDs
- Increasing disposable income and discretionary spending facilitates PPD premiumisation
- Market barriers
- Price may provide a stumbling block for PPDs when compared to other soft drinks
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- Figure 13: Average price per litre, by beverage category, China, 2013
- Milk-containing PPDs pose safety concerns
- Competition from non-retail channels and homemade plant protein drinks (especially for soy milk)
- Consumer demand not met by existing product launches in market
Companies and Brands
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- Key points
- The top five brands capture 62% of market
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- Figure 14: Leading companies’ shares of retail value sales of plant protein drinks in China, 2010-12
- Xiamen Yin Lu Co., Ltd.
- Coconut Palm Group
- Hebei Chengde Lolo Co., Ltd.
- Hebei Yang Yuan Co., Ltd.
- Vitasoy International Holdings Ltd.
The Consumer – PPDs Drunk – Types, Frequency and Popularity
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- Key points
- Types of PPDs drunk and its frequency
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- Figure 15: Frequency of drinking different types of PPDs, November 2013
- Repertoire of PPDs drunk and frequency of use
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- Figure 16: Frequency of drinking different types of PPDs, by repertoire of frequency of usage, November 2013
- Popular types of PPDs and frequency of consumption
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- Figure 17: Most popular types of plant protein drinks based on frequency of drinking different types of plant protein drinks, November 2013
The Consumer – Occasions for Drinking PPDs
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- Key points
- Occasions for drinking PPDs
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- Figure 18: Occasions for drinking PPDs, November 2013
- Part of the meal
- Indulgence purposes
- Functionality
- Social situations
- Health benefits
- Repertoire of occasions for drinking PPDs
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- Figure 19: Repertoire of occasions for drinking PPDs, November 2013
The Consumer – Channels to Market
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- Key points
- Retail channels for purchasing PPDs
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- Figure 20: Locations for buying PPDs, November 2013
- Repertoire of retail channels to purchase PPDs
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- Figure 21: Locations for buying PPDs, by repertoire of locations for buying PPDs, November 2013
The Consumer – Factors Considered When Buying PPDs
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- Key points
- Most important factors considered when buying plant protein drinks
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- Figure 22: Most important factors considered when buying PPDs, November 2013
The Consumer – Features to Encourage Consumption of PPDs
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- Key points
- Ingredient considerations could boost the usage of PPDs
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- Figure 23: Factors that would encourage consumers to drink more PPDs, November 2013
The Consumer – Attitudes towards PPDs
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- Key points
- Attitudes towards PPDs
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- Figure 24: Agreement with selected statements on PPDs, November 2013
- Building knowledge of PPDs’ health benefits can boost the market
- Strengthening the old and building new occasions can boost PPDs sales
- Improving distribution of PPDs via various channels can boost the market
- Milk-containing PPDs may dampen market development
Key Issue – Tapping into Consumer Interest to Learn More About PPDs’ Health Benefits
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- Key points
- Melamine scandal fuels demand for plant protein drinks
- PPDs as an alternative for the lactose-intolerant
- Developing lactose intolerance awareness and building lactose-free as a USP will benefit the PPD market
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- Figure 25: Clear packaging label of lactose-free for other beverages in other countries
- Original flavour, well-known brand, good value for money and product origin are the most important choice factors
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- Figure 26: Top three factors considered when purchasing PPDs, November 2013
- Naturalness, added healthy ingredients and no additives features can encourage more consumption of plant protein drinks
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- Figure 27: Top three factors that would encourage consumers to drink more PPDs, November 2013
- Growing demand for PPDs with health benefits
- Lack of clarity and incorrect product selling points stifle PPDs market
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- Figure 28: Product origins, 2013
- Potential areas for growth
- Products with precise messages on health benefits will stand out
- Added ingredients with health benefits could attract consumers
- Products with no additives could dampen consumer concerns
- Transparent packaging to show product quality and naturalness
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- Figure 29: Typical packaging of PPDs in China and other markets, 2012
- What it means
Key Issue – Capturing Impulse and On-the-go Consumption
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- Key points
- Appealing to on-the-go consumers
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- Figure 30: Agreement with statements on occasions and channels for drinking PPDs, November 2013
- Outdoor consumption of PPDs in demand
- PPD purchases go beyond retail channels
- Who are the on-the-go core consumers?
- Travel hubs, tourist destinations and leisure places the top locations for on-the-go consumers
- Airports
- Train stations, petrol stations and highway rest points
- Potential in tourist attractions
- Leisure venues (eg internet cafés, chess and poker rooms, bowling, sports clubs)
- Packaging innovation to encourage on-the-go usage
- Iced/warmed PPDs could support throughout the day consumption
- Iced PPDs
- Heated PPDs
- Self-heating cans
- What does it mean?
Key Issue – Occasions for Consuming PPDs
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- Key points
- Positioning around occasions to encourage more sales
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- Figure 31: Agreement with “I would like to see more plant protein drinks designed for various occasions “statement, November 2013
- Places of work and study still have room for development
- Convenient packaging and smaller products can facilitate usage in the workplace
- Mintel GNPD shows that PPD claims are ignored or overlooked
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- Figure 32: Share of new product launches within the Chinese PPD market, by claims, 2008-12
- Functional claims not meeting consumer demand
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- Figure 33: Share of new product launches within the Chinese PPD market, by specific claims, 2008-12
- Slimming-related claims could appeal
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- Figure 34: Share of new product launches within the Chinese PPD market, by claims, 2008-12
- Xylitol and stevia as natural sweeteners could boost the appeal of PPDs
- Natural cane sugar and agave offer viable alternatives to high-fructose corn syrup
- Children’s market has great potential
- Convenient PPDs to suit different lifestyles
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- Figure 35: Changes in the amount of time spent on leisure, by type of activity compared to 12 months ago, July 2013
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- Figure 36: New PPDs product launches based on usability claims, 2008-12
- What does it mean?
Appendix – The Consumer: PPDs Drunk – Types, Frequency and Popularity
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- Figure 37: Frequency of drinking different types of PPDs, November 2013
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- Figure 38: Frequency of drinking different types of PPDs, November 2013
- Repertoire analysis
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- Figure 39: Repertoire of frequency of drinking different types of PPDs, November 2013
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- Figure 40: Repertoire of frequency of drinking different types of PPDs, by demographics, November 2013
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- Figure 41: Frequency of drinking different types of PPDs, by repertoire of frequency of usage, November 2013
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Appendix – The Consumer: Occasions for Drinking PPDs
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- Figure 42: Occasions for drinking PPDs, November 2013
- Repertoire analysis
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- Figure 43: Repertoire of occasions for drinking PPDs, November 2013
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- Figure 44: Repertoire of occasions for drinking PPDs, by demographics, November 2013
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- Figure 45: Occasions for drinking PPDs, by repertoire of occasions for drinking PPDs, November 2013
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Appendix – The Consumer: Channels to Market
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- Figure 46: Locations for buying PPDs, November 2013
- Repertoire analysis
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- Figure 47: Repertoire of locations for buying PPDs, November 2013
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- Figure 48: Repertoire of locations for buying PPDs, by demographics, November 2013
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- Figure 49: Locations for buying PPDs, by repertoire of locations for buying PPDs, November 2013
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Appendix – The Consumer: Factors Considered When Buying PPDs
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- Figure 50: Factors considered when buying PPDs, November 2013
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- Figure 51: Most important factors considered when buying PPDs, by demographics, November 2013
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- Figure 52: Other factors considered when buying PPDs, by demographics, November 2013
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Appendix – The Consumer: Features to Encourage Consumption of PPDs
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- Figure 53: Factors that would encourage consumers to drink more PPDs, November 2013
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- Figure 54: Main factors that would encourage consumers to drink more PPDs, November 2013
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- Figure 55: Other factors that would encourage consumers to drink more PPDs, November 2013
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Appendix – The Consumer – Attitudes towards PPDs
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- Figure 56: Agreement with selected statements on PPDs, November 2013
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- Figure 57: Agreement with selected statements on PPDs, November 2013
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- Figure 58: Agreement with selected statements on PPDs, November 2013 (continued)
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- Figure 59: Agreement with selected statements on PPDs, November 2013 (continued)
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- Figure 60: Agreement with selected statements on PPDs, November 2013 (continued)
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- Figure 61: Agreement with selected statements on PPDs, November 2013 (continued)
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- Figure 62: Agreement with selected statements on PPDs, November 2013 (continued)
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Appendix – Target Groups
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- Figure 63: Target groups, November 2013
- Figure 64: Target groups, by demographics, November 2013
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- Figure 65: Frequency of drinking different types of PPDs, by target groups, November 2013
- Figure 66: Occasions for drinking PPDs, by target groups, November 2013
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- Figure 67: Locations for buying PPDs, by target groups, November 2013
- Figure 68: Factors considered when buying PPDs, by target groups, November 2013
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- Figure 69: Agreement with selected statements on PPDs, by target groups, November 2013
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