Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- Steady growth and strong performance makes PPDs stand out
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- 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
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- Figure 3: Penetration of PPDs, October 2014
- The distribution of non-drinkers is polarised
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- Figure 4: Non-users of PPDs, by personal monthly income, October 2014
- Walnut and soybean drinks are on the rise
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- Figure 5: Change in PPD consumption, October 2014
- Walnut stands out from the crowd
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- Figure 6: Correspondence map of the PPD market in China
- Peer-based information channels stand out
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- Figure 7: Sources of information, October 2014
- Trustworthiness is the key advantage of imported PPDs…
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- Figure 8: Selected attributes towards imported PPDs
- … but domestic ones are thought to be more compatible with Chinese taste buds
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- Figure 9: Selected attributes towards domesticPPDs
- Ingredients play the key role in determining premium PPDs
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- Figure 10: Factors determining premium PPDs, October 2014
- What we think
Issues and Insights
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- 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
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- Trend: Sense of the Intense
- Trend: The Real Thing
- Trend: Mood to Order
Market Drivers
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- Key points
- The ageing population drives the PPD market up
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- Figure 11: Population of China, by age, 2002-13
- Health concerns make PPDs more appealing
- Premiumisation shows potential
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- Figure 12: Urban per capita household consumption expenditure in cash in China, 2005-13
- Significant dip in crude oil prices reduces packaging cost substantially
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- Figure 13: Brent crude oil monthly price, 2011-14
Market Size and Forecast
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- Key points
- Steady growth and strong performance makes PPDs stand out
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- Figure 14: Value and volume sales for PPDs in China, 2009-19
- Small for now but with huge potential in the future
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- 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
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- Key points
- Mixed performance strongly associated with segment differences …
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- Figure 17: Market share of PPD market in China, 2011-13
- The competition is intensifying
- The three leading categories losing ground
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- Figure 18: Market segmentation of PPDs in China, by value, 2009-13
Who’s Innovating?
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- Key points
- Purity vs added flavours
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- 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
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- 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
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- Figure 22: Walnut and peanut flavoured milk launched by Yinlu, Q3 2014
Brands and Companies
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- 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
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- Key points
- High penetration leaves little room to expand user base
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- Figure 23: Penetration of PPDs, October 2014
- Young and mid-earners are more likely to buy PPDs
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- Figure 24: Usage of PPDs, by selected demographics, October 2014
- Foshan shows highest penetration
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- Figure 25: Usage of PPDs, by city, October 2014
The Consumer – Reasons for Not Drinking
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- Key points
- The distribution of non-drinkers is polarised
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- Figure 26: Usage of PPDs, by personal monthly income, October 2014
- Reasons for not drinking
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- Figure 27: Reasons for not drinking, October 2014
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- Figure 28: Nature’s organic original soy milk launched in Australia, Q1 2015
The Consumer – Change in PPD consumption
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- Key points
- Walnut and soybean drinks are on the rise
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- Figure 29: Change in PPD consumption, October 2014
- Young and female drinkers consume more soybean-based drinks
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- Figure 30: Consumers who have drunk more soybean drinks, by selected demographics, October 2014
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- Figure 31: Mango soy milk with collagen launched by Toraku in Japan, Q2 2013
- Coconut drinks bear a premium image
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- 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…
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- 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
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- Figure 34: Consumers who have not drunk peanut drinks, by city tier, October 2014
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- Figure 35: Peanut and rice drink from Seven Eleven in Taiwan, Q4 2014
- Almond becomes less appealing to the young
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- Figure 36: Consumers who have drunk less peanut drinks, by city age, October 2014
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- Figure 37: Vanilla flavoured almond drink launched by Blue Diamond Growers in Mexico, Q4 2014
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- 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
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- Figure 39: Change of consumption on walnut drinks, by city tier, October 2014
The Consumer – Attributes Associated with Different Types of PPDs
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- Key points
- Walnut stands out from the crowd
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- Figure 40: Correspondence map of the PPD market in China
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- Figure 41: Attributes associated with different types of PPDs, October 2014
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- Figure 42: Stone ground walnut peanut PPDs by Clever Doctor in China, Q3 2014
- Soybean drinks face challenges when premiumising
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- Figure 43: Leafy milk from Yakult Japan, Q1 2014
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- 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
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- Figure 45: Attitudes towards soy-based drinks with suggested targeting groups, October 2014
- Female soybean drinkers consider it good for their skin
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- Figure 46: Consumers’ attitude towards soybean drinks as good for their skin, by gender, October 2014
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- Figure 47: Orange flavour vitamin soymilk launched by Toraku in Japan, Q1 2015
- Natural ingredients are important to low earners…
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- 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
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- Figure 49: Attitude towards soy-based drinks having unique taste, by monthly personal income, October 2014
- Potential segmentation strategies for coconut drinks
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- Figure 50: Attitudes towards coconut drinks with suggested targeting groups, October 2014
- Men in their thirties consider coconut drinks high in calories
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- 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
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- 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
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- 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
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- Key points
- Peer-based information channels stand out
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- 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…
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- 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
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- 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
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- Figure 57: Penetration of TV adverts of PPDs, by gender and age, October 2014
- Repertoire behaviour is commonly seen when gathering information
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- Figure 58: repertoire behaviour on information gathering in the PPD market in China, October 2014
The Consumer – Attitudes towards Imported and Domestic PPDs
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- Key points
- Trustworthiness is the key advantage of imported PPDs…
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- Figure 59: Selected attributes towards imported PPDs
- … but domestic products are thought be more compatible with Chinese taste buds
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- Figure 60: Selected attributes towards domestic PPDs
The Consumer – Factors Determining Premium Plant Protein Drinks
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- Key points
- Ingredients play the key role in determining premium PPDs
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- Figure 61: Factors determining premium PPDs, October 2014
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- Figure 62: Organic PPDs introduced globally
- Purity vs added flavours
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- Figure 63: Organic chocolate flavoured almond milk, Q4 2014
Appendix – Reasons for Not Drinking
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- Figure 64: Reasons for not drinking, October 2014
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Appendix – Change in PPD consumption
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- Figure 65: Change in PPD consumption, October 2014
- Figure 66: Change in PPD consumption – Soybean drink, by demographics, October 2014
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- Figure 67: Change in PPD consumption – Coconut drink, by demographics, October 2014
- Figure 68: Change in PPD consumption – Peanut drink, by demographics, October 2014
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- Figure 69: Change in PPD consumption – Almond drink, by demographics, October 2014
- Figure 70: Change in PPD consumption – Walnut drink, by demographics, October 2014
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- 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
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- 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
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- 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
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- Figure 77: Attitudes towards imported and domestic PPDs, by Change in PPD consumption – Grain drink, October 2014
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Appendix – Attributes Associated with Different Types of PPDs
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 96: Other attributes associated with different types of PPDs – Grain drinks, by demographics, October 2014
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Appendix – Source of Information
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- Figure 97: Source of information, October 2014
- Figure 98: Most popular source of information, by demographics, October 2014
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- Figure 99: Next most popular source of information, by demographics, October 2014
- Figure 100: Other source of information, by demographics, October 2014
- Repertoire
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- Figure 101: Repertoire of source of information, October 2014
- Figure 102: Repertoire of source of information, by demographics, October 2014
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- Figure 103: Change in PPD consumption, by repertoire of source of information, October 2014
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Appendix – Attitudes towards Imported and Domestic PPDs
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- Figure 104: Attitudes towards imported and domestic PPDs, October 2014
- Figure 105: Most popular attitudes towards imported and domestic PPDs, by demographics, October 2014
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- Figure 106: Next most popular attitudes towards imported and domestic PPDs, by demographics, October 2014
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Appendix – Factors Determining Premium PPDs
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- Figure 107: Factors determining premium PPDs, October 2014
- Figure 108: Most popular factors determining premium PPDs – Rank 1, by demographics, October 2014
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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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