Table of Contents
Overview
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- What you need to know
- Products/ themes covered in this report
Executive Summary
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- The market
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- Figure 1: Best-and worst-case forecast of China retail value sales of PPDs, by value, 2010-20
- Figure 2: Best-and worst-case forecast of sales of PPDs in China, by volume, 2010-20
- Companies and brands
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- Figure 3: Market share of PPD market in China, 2013-14
- The consumer
- PPDs have high penetration and still room to grow
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- Figure 4: Penetration of PPDs, October 2015
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- Figure 5: Percentage of consumers drinking more PPDs than six months ago, by region and sub-category, October 2015
- Walnut and coconut PPDs are on the rise
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- Figure 6: Trends in PPD consumption, October 2015
- Expanding usage occasions beyond just breakfast
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- Figure 7: PPD consumption occasions, October 2015
- Purchase channels similar to 2013
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- Figure 8: Purchase channel frequency of PPDs, October 2015
- Majority of consumers buy PPDs for self-use rather than gifting
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- Figure 9: Usage purpose of PPDs, October 2015
- International brands own the image of better quality but more consumers prefer domestic brands
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- Figure 10: Consumer attitudes towards international and domestic PPD brands, October 2015
- Consumers are looking for value-added PPDs
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- Figure 11: Consumer attitudes towards PPDs, October 2015
- Mintropolitans drink PPDs before or after exercising and consider drinking PPDs fashionable
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- Figure 12: Percentage of consumers who think drinking PPDs is fashionable, by consumer classification, China 2015
- What we think
Issues and Insights
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- Prove the goodness of the ingredients to differentiate from the majority
- The facts
- The implications
- Positioning PPDs towards the rising unconventional usage occasions
- The facts
- The implications
- Strategies for classic PPD brands to respond to new entrants
- The facts
- The implications
The Market – What You Need to Know
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- PPD market growing steadily
- Big players entering the PPD category
- National standard for walnut-based and almond-based PPDs effective from December 2015
Market Size and Forecast
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- Growing steadily
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- Figure 13: Value and volume sales for PPDs in China, 2010-20
- Figure 14: Best-and worst-case forecast of China retail value sales of PPDs, by value, 2010-20
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- Figure 15: Best-and worst-case forecast of sales of PPDs in China, by volume, 2010-20
Market Drivers
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- Big players entering the PPD category
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- Figure 16: Examples of PPD products from major Chinese food and drink manufacturers. 2014-15
- National standard for walnut-based and almond-based PPDs effective December 2015
- Milk market growth slows down and milk retail prices rise
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- Figure 17: Retail value sales of China’s milk and flavoured milk market, 2009-19
Key Players – What You Need to Know
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- Walnut gaining steam while soy losing the leading position
- Rising competition from new PPD manufacturers, especially coconut
- Filling in the premium gap
Market Share
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- Walnut-based PPD manufacturers gaining market share
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- Figure 18: Company share of PPD market in China, 2013-2014
- Rising competition from new PPD manufacturers, especially in coconut
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- Figure 19: Example of coconut-based PPD from emerging manufacturer
- Walnut gaining steam while soy losing the leading position
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- Figure 20: Market segmentation of PPDs in China, by value, 2010-14
Competitive Strategies
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- Mengniu allies with US largest PPD manufacturer
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- Figure 21: Example of WhiteWave’s plant protein based food products
- Filling in the premium gap
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- Figure 22: Product example of premium PPD
- Diversify the product portfolio
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- Figure 23: Product examples of PPDs from manufacturers focusing on other sub-categories
Who’s Innovating?
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- Ancient grain based PPDs are an undeveloped market in China
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- Figure 24: PPDs containing ancient grains, Global, 2013-15
- Figure 25: Product examples of PPDs with ancient grains
- Claims: No additives/preservatives still at the top, social media increasing sharply
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- Figure 26: Top 10 claims used in PPD new product launches, China, 2013-15
- Figure 27: Product example of PPD with social media claim
- Unconventional PPDs
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- Figure 28: Product example of PPDs with added fruit juice, China 2015
- PPDs designed for different seasons
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- Figure 29: Product examples of PPDs designed for different seasons
The Consumer – What You Need to Know
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- Walnut and coconut are the most popular sub-categories
- Breakfast time is no longer the most common consumption occasion
- International brands own the image of better quality but more consumers prefer domestic brands
- Majority of consumers buy PPDs for self-use rather than gifting
- Consumers are looking for value-added PPDs
Penetration of Plant Protein Drinks
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- High penetration and still rooms to grow
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- Figure 30: Penetration of PPDs, October 2015
- Consumers in their 20s are more likely to buy PPDs
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- Figure 31: Usage of PPDs, by age, October 2015
- Figure 32: Product example of PPD with trendy package design and claimed benefits for the brain
- Lower penetration in West region
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- Figure 33: Usage of PPDs, by city tier and region, October 2015
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- Figure 34: Percentage of consumers drinking more PPDs than six months ago, by region and sub-category, October 2015
Trends in Plant Protein Drinks Consumption
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- Walnut and coconut are on the rise
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- Figure 35: Trends in PPD consumption, October 2015
- Consumers with children in household consume more walnut drinks
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- Figure 36: Consumers who have drunk more walnut drinks in past six months, by selected demographics, October 2015
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- Figure 37: Product examples of walnut drinks targeting children. China 2014
- Coconut drinks are especially popular in tier one cities
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- Figure 38: Consumers who have drunk more coconut drinks, by selected demographics, October 2015
- Soy drinks skew towards female and young consumers
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- Figure 39: Consumers who have drunk more soy drinks in past six months, by selected demographics, October 2015
Consumption Occasions
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- Key trends vs 2013
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- Figure 40: PPD consumption occasions, October 2015
- Soy-based is no longer the go-to PPD for breakfast
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- Figure 41: Product example of PPD featuring usage of breakfast
Purchase Channels of Plant Protein Drinks
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- Channels have not changed much since 2013
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- Figure 42: Purchase channel frequency of PPDs, October 2015
- Consumers in their 20s shop more at small stores and vending machines
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- Figure 43: Selected PPD purchase channels, by age group, October 2015
- PPD lovers buy PPDs online and in cafés
Purchase Behaviour for Plant Protein Drinks
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- The majority of consumers buy PPDs for self-use rather than gifting
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- Figure 44: Usage purpose of PPDs, October 2015
- People prefer buying in-store to online
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- Figure 45: Selected consumers’ purchase preferences for PPDs, October 2015
- Variety means different sub-categories, not different flavours
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- Figure 46: Selected consumers’ purchase preferences for PPDs, October 2015
Attitudes towards International and Domestic Brands
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- International brands own the image of better quality...
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- Figure 47: Consumer attitudes towards international and domestic PPD brands, October 2015
- ...but consumers still prefer domestic brands
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- Figure 48: Consumers’ preferences for international and domestic PPD brands, October 2015
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- Figure 49: Consumers’ attitudes towards international and domestic PPD brands, October 2015
General Attitudes towards Plant Protein Drinks
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- Consumers are looking for value-added PPDs
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- Figure 50: Consumer attitudes towards plant protein drinks, October 2015
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- Figure 51: Product examples of PPDs targeting kids, made with mixed plant protein ingredients. China, 2014-15
- Figure 52: Product Example of PPD with beauty benefits. Taiwan, 2015
- Room for new products with no/low added sugar
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- Figure 53: Percentage of newly launched PPD products with “unsweetened”, “low-sugar”, or ”no-sugar” claim, China and global, 2013-2015
Meet the Mintropolitans
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- Strong interest in walnut-based and coconut-based drinks
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- Figure 54: Percentage of consumers drinking more PPDs than six months ago, by consumer classification, October 2015
- Drink PPDs before or after exercising
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- Figure 55: Highlighted PPD consumption occasions, by consumer classification, October 2015
- Figure 56: Product example of PPD designed for post-workout use
- Consider drinking PPDs as fashionable
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- Figure 57: Selected consumer attitudes towards plant protein drinks, by consumer classification, October 2015
Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Mintropolitans
- Why Mintropolitans?
- Who are they?
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- Figure 58: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 59: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Abbreviations
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