Table of Contents
Executive Summary
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- The market
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- Figure 1: Fan chart of on-trade alcoholic drinks in China in volume, 2010-20
- Market drivers
- Teetotalism – A growing trend among young urban consumers
- The fast-changing macro-economic environment
- The two tiered consumer structure
- The end of stocking adjustment
- Innovations in the market
- Innovative and less conspicuous packaging shows potential
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- Figure 2: New launches in global alcoholic drink market, 2010-14
- Shareability is crucial in on-trade channels
- Flavour innovations – What’s next?
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- Figure 3: Global new product launched with flavour as one of the key claims in Western spirits category, by flavour group, 2010-14
- What could baijiu learn from sake, its counterpart in Japan?
- The consumer
- Drinking frequency and spending per visit are increasing
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- Figure 4: Change in alcoholic drink behaviour, March 2015
- Figure 5: Alcoholic consumption change 2014-15
- On-trade channels enjoy higher overall penetration
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- Figure 6: Penetration of alcoholic drinks in at-home and out-of-home occasions, March 2015
- Wine and Western spirits are winning in the premium arena
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- Figure 7: Correspondence map for alcoholic drink market, March 2015
- Beer dominate casual social occasions
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- Figure 8: Drinking occasions, by types of alcoholic beverages, March 2015
- Chinese restaurants remain the key channel
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- Figure 9: Drinking locations of alcoholic beverages, March 2015
- Keeping others happy stands out as the most important factor
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- Figure 10: Consumer decision-making process when drinking out-of-home, March 2015
- Attitudes towards taste are polarised
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- Figure 11: General attitudes towards drinking alcoholic beverages out of home, March 2015
Issues and Insights
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- How to target young female drinkers in the on-trade channels
- The facts
- The implications
- How to cross-sell different types of alcoholic drinks in on-trade channels
- The facts
- The implications
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- Figure 12: Switching behaviour from RTDs to Western spirits, March 2015
- How can occasion-based campaigns work in different on-trade channels?
- The facts
- The implications
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- Figure 13: Penetration of baijiu when socialising with family out of home, by location, March 2015
- Figure 14: Penetration of beer when dating/with my partner, by location, March 2015
- How to appeal to consumers using flavour and taste as the key claim in on-trade channels
- The facts
- The implications
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- Figure 15: Agreement with selected statements on taste of alcoholic beverages, March 2015
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- Figure 16: Agreement with selected statements on taste of alcoholic beverages, by user type, March 2015
- What it means
Trend Application
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- Click and Connect
- Return to the Experts
- Extend My Brand
Market Drivers
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- Key points
- Teetotalism – A growing trend among young urban consumers
- The fast-changing macro-economic environment
- Unbalanced economic development widening regional differences
- The new normality of China’s economy
- The two tiered consumer structure
- The end of stocking adjustment
- Urbanisation and ageing population leads to the Lewis Turning Point
Who’s Innovating?
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- Key points
- Innovative and less conspicuous packaging shows potential
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- Figure 17: New launches in global alcoholic drink market, 2010-14
- Figure 18: New products from Coca-Cola France with redesigned limited editions, 2009-14
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- Figure 19: Selected innovative packaging designs in alcoholic drinks market 2014-15
- Shareability is crucial in on-trade channels
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- Figure 20: Stormhoek’s new product line wine 4 friends, 2015
- Flavour innovations – What’s next?
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- Figure 21: Global new product launches with new flavours in the alcoholic drink market, 2010-14
- Is flavour innovation really declining?
- Which flavours show potential in the beer category?
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- Figure 22: Global new products launched with flavour as one of the key claims in beer category, by flavour group, 2010-14
- Figure 23: Red wine flavoured beer from Suntory launched in Japan, Q4 2014
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- Figure 24: Oak cliff coffee ale from Deep Ellum Brewing launched in the US, Q4 2014
- Figure 25: Cubanisto from AB InBev launched in Belgium, Q4 2014
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- Figure 26: Harviestoun’s Ola Dubh launched in the UK, 2014
- Which flavours show potential in the Western spirits category?
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- Figure 27: Global new products launched with flavour as one of the key claims in the Western spirits category, by flavour group, 2010-14
- Figure 28: Western spirits products with honey flavour, Q4 2014
- What could baijiu could learn from sake?
- Clear food pairing suggestions
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- Figure 29: Junmai Ginjo Sake launched by Hokkan Sake Brewing in Japan, Q3 2010
- Baijiu-based RTDs targeting female consumers
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- Figure 30: Shochikubai Shirokoabegura Mio Sparkling Seishu (sparkling Sake) launched in Japan, Q1 2013
Market Size and Forecast and Segment Performance
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- Key points
- The market is stabilising
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- Figure 31: On-trade alcoholic drink market in China, by volume, 2010-15
- Beer is losing market share
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- Figure 32: Segment performance in the on-trade alcoholic drink market in China, 2010-15
- The bumpy recovery of wine and strong performance in spirits leads future growth
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- Figure 33: Fan chart of on-trade alcoholic drinks in China, 2010-20
- Forecast methodology
The Consumer – Alcohol Consumption Change
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- Key points
- Drinking frequency and spending per visit are increasing
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- Figure 34: Change in alcoholic drink behaviour, March 2015
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- Figure 35: Alcoholic consumption change 2014-15
- At-home occasions tend to be driven by lifestyle
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- Figure 36: Change in drinking frequency at home in the past 12 months, by gender and age, March 2015
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- Figure 37: Change in drinking frequency increased in the past 12 months, by household income, March 2015
The Consumer – Penetration of Different Types of Alcoholic Drinks
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- Key points
- On-trade channels enjoy higher overall penetration…
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- Figure 38: Penetration of alcoholic drinks in at-home and out-of-home occasions, March 2015
- Beer: A boost in penetration but losing power for further expansion
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- Figure 39: Change in out-of-home drinking frequency in the past 12 months, by types of drinks, March 2015
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- Figure 40: Limited edition for Chinese New Year from Budweiser China, Q1 2015
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- Figure 41: Dry Pale Ale from Asahi launched in Japan, Q1 2015
- Baijiu: A shift from at home to on-trade occasions
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- Figure 42: Penetration of baijiu in at home and out-of-home occasions, March 2015*
- Wine remains a drink for at-home occasions
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- Figure 43: Wa Wine from Jacob’s Creek launched in Japan, Q2 2013
- Baijiu is still struggling to appeal to the young
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- Figure 44: Penetration of baijiu in both at home and out-of-home occasions, by age, March 2015
- Western spirits going mainstream
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- Figure 45: Penetration of drinking Western spirits out of home, by income, March 2015
- Female drinkers shy away from drinking out of home
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- Figure 46: Repertoire analysis of drinking more than six types of alcoholic beverages, by gender and age, March 2015
- Baijiu is further moving towards lower tier cities with no income skew
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- Figure 47: Penetration of baijiu when drinking out of home, by city tier, March 2015
The Consumer – Attributes Associated with Different Types of Alcoholic Drinks
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- Key points
- Wine and Western spirits enjoy premium status
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- Figure 48: Correspondence map for alcoholic drink market, March 2015
- The wide range of flavours helps RTDs and cocktails to stand out
- Beer stands out with its accessible prices
- Unhealthy image and strong taste cripple baijiu’s future development
- Baijiu’s positive perception remains strong among high earners…
- …but consumers are leaving baijiu for other types of drinks across various occasions
- Wine is moving further into business-related occasions
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- Figure 49: Selected attributes associated with different types of alcoholic drinks, March 2015
The Consumer – Drinking Occasions
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- Key points
- Beer dominates casual social occasions
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- Figure 50: Drinking occasions, by types of alcoholic beverages, March 2015
- Wine drinkers are more likely to sip beer when socialising with family out of home
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- Figure 51: Penetration of beer when socialising with family out of home, by usage of wine, March 2015
- The skew towards male drinkers leave gap in the female segment
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- Figure 52: Penetration of beer in various drinking occasions, by gender, March 2015
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- Figure 53: Asahi cherry blossom special edition launched in Japan, Q1 2015
- Baijiu excels in a wide range of occasions
- Beijingers are more willing to drink baijiu in causal social occasions
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- Figure 54: Penetration of baijiu in selected casual drinking occasions, by selected cities, March 2015
- Baijiu is losing consumers to Western spirits
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- Figure 55: Switching behaviour between baijiu and Western spirits, March 2015
- Food pairing has the potential to appeal to a wide audience
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- Figure 56: Penetration of baijiu when accompanying a meal, by age, March 2015
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- Figure 57: Nigori Sake from Takashi Sasaki launched in Japan, Q1 2015
- Wine stands out in celebratory occasions
- Men tend to drink wine when dating…
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- Figure 58: Penetration of wine when dating with their partners, by gender, March 2015
- …but wine does not appeal to young male drinkers when it comes to accompanying a meal or casual social occasion
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- Figure 59: Penetration of wine in selected occasions, by gender and age, March 2015
- Consumers switching to wine when travelling/on holiday or dating
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- Figure 60: Switching behaviour between wine and other types of alcoholic drinks, by selected occasions, March 2015
- Western spirits: on par with baijiu on business events
- Guangzhou is leading the casual social occasions
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- Figure 61: Penetration of Western spirits in selected occasions, by city, March 2015
- RTDs show potential as a gateway to Western spirits in certain occasions
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- Figure 62: Switching behaviour from RTDs to Western spirits, March 2015
The Consumer – Drinking Location
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- Key points
- Chinese restaurants remain the key channel
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- Figure 63: Drinking locations of alcoholic beverages, March 2015
- Specialised drinking venues gain popularity
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- Figure 64: Penetration of drinking alcoholic beverages in pubs, bars, and wine lounges, by selected demographics, March 2015
- Western full-service restaurants attract young female drinkers
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- Figure 65: Penetration of drinking alcoholic beverages at Western full service restaurants, by age and gender, March 2015
- Occasion-based promotions show potential
- Baijiu should target family gathering occasions at Asian full-service restaurants
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- Figure 66: Penetration of baijiu when socialising with family out of home, by location, March 2015
- Beer can be romantic
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- Figure 67: Penetration of beer when dating/with my partner, by location, March 2015
The Consumer – Purchase Decision Making Process
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- Key points
- Keeping others happy stands out as the most important factor
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- Figure 68: Consumer decision-making process when drinking out of home, March 2015
- Consumers are adventurous
- High earners showing greater eagerness for innovation
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- Figure 69: Agreement with selected statements on purchase decision-making process when drinking out of home, by household income, March 2015
- Brand loyalty is low
- Point of purchase campaign remains crucial
The Consumer – General Attitudes towards Drinking Alcoholic Drinks Out-of-home
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- Key points
- Attitudes towards taste are polarised
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- Figure 70: General attitudes towards drinking alcoholic beverages out of home, March 2015
- Young female drinkers vs old male drinkers
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- Figure 71: Agreement with selected statements on taste of alcoholic beverages, March 2015
- Baijiu drinkers versus Western spirits drinkers
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- Figure 72: Agreement with selected statements on taste of alcoholic beverages, by user type, March 2015
- Social media becomes the major information source
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- Figure 73: Agreement with selected statements on information channels for alcoholic beverages, March 2015
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- Figure 74: Tuborg’s O2O campaign, Q2 2015
The Consumer – Attitudes towards RTD Alcoholic Drinks
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- Key points
- RTD segment is expanding in a rapid pace
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- Figure 75: Attitude towards drinking RTD alcoholic drinks, March 2015
- Cross-selling shows potential to target men in their 40s
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- Figure 76: Agreement of the statement ‘I usually drink other types of alcoholic drinks after having some ready-to-drink alcoholic beverages when drinking out of home’, by gender and age, March 2015
- RTD shows potential as a gateway to Western spirits
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- Figure 77: Switching behaviour from RTDs to Western spirits, March 2015
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