Table of Contents
Introduction
-
- Definition
- Methodology
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Retail market value of RTD tea drinks in China, 2010-20
- Figure 2: Retail total volume of RTD tea drink market in China, 2010-20
- Innovations in the market
- Targeting young consumers with premium products
- Category blurring starts to emerge in the RTD tea market
- Added health benefits become an important pathway for premiumisation
- Size matters: Large bottles growing fast
- Ethical claims gaining momentum across East Asia market
-
- Figure 3: Claims of newly launched products in the RTD tea drink market in East Asia, 2010-15
- Iced tea is under threat
-
- Figure 4: RTD tea consumption change, April 2015
- RTD tea drinks remain a drink for causal occasions
-
- Figure 5: RTD tea drinking occasions, April 2015
- RTD tea drink market remains dominated by retail channels
-
- Figure 6: Usage of RTD tea purchase channels, April 2015
- Word-of-mouth plays a key role
-
- Figure 7: Information channels for RTD tea drink buyers, April 2015
- Brand equity remains strong
-
- Figure 8: Attributes associated with premium RTD tea drinks, April 2015
- Tea drinks are suitable all-year-round
-
- Figure 9: Attitudes towards seasonality of RTD tea drinks, April 2015
- Consumers are seeking new types of RTD tea drinks
-
- Figure 10: Attitudes towards taste and flavours, April 2015
- Natural ingredients as a claim enjoy price premium
-
- Figure 11: Attitudes towards health of RTD tea drinks, April 2015
- What we think
Issues and Insights
-
- How to attract the hard-to-capture young consumers?
- Facts
- Implications
-
- Figure 12: Agreement with the statement “manufactured by well-known brand” as an attribute associated with premium image of RTD tea drinks, by age, April 2014
- Figure 13: The association of high-end packaging with premium image of RTD tea drinks, by age, April 2014
-
- Figure 14: Xiaoming Tongxue tea drink launched by Uni-President in China, Q2 2015
- How to target female drinkers using occasion- and location-based strategies?
- Facts
- Implications
-
- Figure 15: Penetration of chained health and beauty retailer, by gender and age, April 2015
- How to tap into the premium segment?
- Facts
- Implications
Trend Application
-
- Trend: Extend My Brand
-
- Figure 16: Beauty tea with 16 herbs from Asahi launched in Japan, Q2 2013
- Trend: Influentials
- Trend: The Real Thing
Market Size and Forecast
-
- Key points
- Growth in the market is slowing down
-
- Figure 17: Retail market value of RTD tea drinks in China, 2010-20
- Figure 18: Retail market value of RTD tea drinks in China, 2010-20
- Figure 19: Retail total volume of RTD tea drinks in China, 2010-20
- Forecast methodology
Market Segmentation
-
- Key points
- The shares of black and green tea are being eroded
-
- Figure 20: Segment performance of RTD tea drinks in China, by value, 2010-15
- Figure 21: Segment performance of RTD tea drinks in China, by volume, 2010-15
- Figure 22: Year-on-year growth rate of different types of RTD tea drinks in China, by value, 2011-15
- Figure 23: Year-on-year growth rate of different type of RTD tea drinks in China, by volume, 2011-15
Market Share
-
- Key points
- The market becomes more consolidated
-
- Figure 24: Market share of leading companies in the RTD tea drink market in China, 2013-14
- JDB group continues to grow despite losing court battles
-
- Figure 25: Market shares of two leading brands in the herbal tea drink segment, 2013-14
Who’s Innovating?
-
- Key points
- Targeting young consumers with premium products
-
- Figure 26: Xiaoming Tongxue, Cold brewed green tea from Uni-President, Q2 2015
- Category blurring starts to emerge in the RTD tea market
-
- Figure 27: Lychee black tea from Ito EN, launched in China, Q2 2015
- Figure 28: Ito En’s Healthy Ginseng Tea, launched in Japan, Q4 2014
- Added health benefits become an important pathway for premiumisation
-
- Figure 29: Selected RTD tea drinks with specific health claims, Q2 2015
- Size matters: large bottles growing fast
-
- Figure 30: Bottle sizes of new product launched in East Asian market, 2010-14
- Ethical claims gaining momentum across East Asia market
-
- Figure 31: The claims of newly launched products in the RTD tea drink market in East Asia, 2010-15
- Figure 32: The claims of newly launched products in the RTD tea drink market in China, 2010-15
Brands and Companies
-
- Key points
- Tingyi Holding Corporation
- Product innovation
- Marketing campaigns
- Uni-President China Holdings, Ltd.
- Product innovation
- Marketing campaigns
- JDB Group
- Product innovation
- Marketing campaigns
The Consumer – Changes in Purchase Behaviour
-
- Key points
- Iced tea is under threat
-
- Figure 33: RTD tea consumption change, April 2015
- Green tea is losing young consumers
-
- Figure 34: Green tea consumption change, by age, April 2015
- Men in their 40s are more likely to drink traditional Chinese tea
-
- Figure 35: Consumption change in traditional Chinese tea, by gender and age, April 2015
-
- Figure 36: Aromatic Jasmine and Oolong Tea Blend from Fancl launched in Japan, Q2 2013
-
- Figure 37: Beauty tea with 16 herbs from Asahi launched in Japan, Q2 2013
The Consumer – Drinking Occasions
-
- Key points
- RTD tea drinks remain as a drink for causal occasions
-
- Figure 38: RTD tea drinking occasions, April 2015
-
- Figure 39: Seulgi tea launched in South Korea by Lotte Chilsung Beverage, Q3 2014
- Women tend to drink RTD tea when eating out and socialising at home…
-
- Figure 40: Selected RTD tea drinking occasions, by gender, April 2015
-
- Figure 41: Muni Pu-er tea launched in Hong Kong, Q3 2011
-
- Figure 42: Every Morning’s Oolong tea launched in Hong Kong, Q2 2015
-
- Figure 43: Supreme Meta Tea, Tao Ti from Telford International, Launched in Hong Kong, Q2 2015
- …and men are more likely to drink RTD tea when participating in sports activities
-
- Figure 44: Selected by RTD tea drinking occasions, by gender, April 2015
- Young consumers tend to drink RTD tea when working and studying
-
- Figure 45: Drinking RTD tea when study/working, by age, April 2015
-
- Figure 46: RTD tea drinks using new harvest and new tea leaves of the year as the key selling point, Launched in Japan, Q2 2015
- Regional difference plays a key role
-
- Figure 47: Selected RTD tea drinking occasions, by city, April 2015
- On-trade channels facing difficulties to attract experience with RTD tea drinks
-
- Figure 48: Penetration of drinking RTD tea drinks in on-trade channels, by occasion repertoire, April 2015
The Consumer – Purchasing Channels
-
- Key points
- RTD tea drink market remains dominated by retail channels
-
- Figure 49: Usage of RTD tea purchase channels, April 2015
- Supermarket and hypermarket attract most RTD tea drinkers
-
- Figure 50: RTD tea purchasing channels, April 2015
- Supermarkets more attractive to male drinkers, hypermarkets appeal to female drinkers
-
- Figure 51: Selected purchasing channels of RTD tea drink, by gender, April 2015
- Beauty retailers present a rare opportunity to reach young female drinkers
-
- Figure 52: Penetration of chained health and beauty retailers, by gender and age, April 2015
-
- Figure 53: Aromatic Jasmine and Oolong tea drink, launched in Japan, Q2 2013
- Online market is yet to be fully developed but shows potential
- Vending machines only attract single and young drinkers
-
- Figure 54: Usage of vending machines, by gender, April 2015
The Consumer – Information Channels Used
-
- Key points
- Word-of-mouth plays a key role
-
- Figure 55: Information channels for RTD tea drink buyers, April 2015
- Passive communication strategies works better to reach male consumers
-
- Figure 56: Selected information channels, by gender, April 2015
- High earners tend to use niche information channels
-
- Figure 57: Selected information channels, by household monthly income, April 2015
The Consumer – Attributes Associated with Premium Products
-
- Key points
- Brand equity remains strong
-
- Figure 58: Attributes associated with premium RTD tea drinks, April 2015
-
- Figure 59: Ginger tea drink, launched in Japan by Nagatanien, Q1 2014
- Well-known brands find it hard to attract young consumers
-
- Figure 60: Agreement with the statement “manufactured by well-known brand” as an attribute associated with premium image of RTD tea drinks, by age, April 2014
-
- Figure 61: Association of high-end packaging with premium image of RTD tea drinks, by age, April 2014
-
- Figure 62: Ignite baijiu product launched in China, Q1 2015
-
- Figure 63: Xiaoming Tongxue tea drink launched by Uni-President in China, Q2 2015
- Sophistication works well in premiumisation
-
- Figure 64: Kirin’s Ogon Tekkan green tea, launched in Japan, Q3 2014
-
- Figure 65: Ito En’s Deep steamed green tea, launched in Japan, Q3 2014
- Tea leaves as a claim works better when targeting higher tier cities
-
- Figure 66: Selected attributes associated with premium image in the RTD tea drink market, by city tier, April 2015
- RTD tea drinks with health benefits encourage female drinkers to trade up
-
- Figure 67: Association between additional health benefits and premium image of RTD tea drinks, by gender, April 2015
-
- Figure 68: Pokka’s relaxing tea product launched in Japan, Q2 2012
- Older consumers prefer pure tea taste without added flavours
-
- Figure 69: Association between no added flavour and premium image of RTD tea drinks, by age, April 2015
The Consumer – Attitudes towards Seasonality
-
- Key points
- Tea drinks are suitable all-year-round
-
- Figure 70: Attitudes towards seasonality of RTD tea drinks, April 2015
-
- Figure 71: Ginger tea drink launched in Japan by Nagatanien, Q1 2014
- Seasonal RTD tea drinks tend to be a lifestyle statement
-
- Figure 72: Agreement with the statement “I would like to see more RTD tea drinks designed for different seasons” by consumer classification, April 2015
-
- Figure 73: Selected products with seasonality claims, Q1 2015
-
- Figure 74: Kirin’s Spring Blossom peach tea, launched in Japan, Q1 2014
The Consumer – Attitudes towards Taste and Flavours
-
- Key points
- Consumers are seeking new types of RTD tea drinks
-
- Figure 75: Attitudes towards taste and flavours, April 2015
-
- Figure 76: Tenwow’s Golden Pu’er and Golden Guanyin RTD tea drinks launched in China, Q2 2015
-
- Figure 77: Suntory’s New Harvest green tea product, launched in Japan, Q2 2015
- Young consumers find sweet taste acceptable
-
- Figure 78: Agreement with the statement “Most of the RTD tea drinks available are too sweet”, by age, April 2015
The Consumer – Attitudes towards Health and Functionality
-
- Key points
- Natural ingredients as a claim enjoy price premium
-
- Figure 79: Attitudes towards health benefits of RTD tea drinks, April 2015
-
- Figure 80: Grape rose tea from The Wizardry, launched in China, Q2 2015
-
- Figure 81: Lemon green tea from Dailyherb, launched in China, Q2 2014
- Functionality drives the future development of the RTD tea drink market
-
- Figure 82: Attitudes towards the functionality of RTD tea drinks, April 2015
-
- Figure 83: Catechin green tea from Ito En, launched in Japan, Q4 2014
The Consumer – Meet the Mintropolitans
-
- Key points
- Why Mintropolitans?
- Who are they?
-
- Figure 84: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
-
- Figure 85: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Seasonal RTD tea drinks tend to be lifestyle statement
-
- Figure 86: Agreement with the statement “I would like to see more RTD tea drinks designed for different seasons” by consumer classification, April 2015
-
- Figure 87: Kirin’s Spring Blossom peach tea, launched in Japan, Q1 2014
Back to top