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 sales of bottled water, by value, 2010-20
- Figure 2: Best- and worst-case forecast of china retail sales of bottled water, by volume, 2010-20
- Key players
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- Figure 3: Value market share of leading brands, 2015
- Figure 4: Volume market share of leading brands, 2015
- The consumer
- Unflavoured still has the highest penetration
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- Figure 5: Preference of different bottled water types, November 2014 versus December 2015
- Domestic dominates while international appeals to high earners
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- Figure 6: Preferences for domestic and international bottled water products, by netting, December 2015
- Gender is a key influential on purchasing channels
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- Figure 7: Channels used when purchasing bottled water, by gender and age, December 2015
- Lower city tier residents have higher premium brand awareness
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- Figure 8: Attitudes associated with premium bottled water, by cities, December 2015
- What we think
Issues and Insights
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- How domestic products maintain competitiveness and consumer confidence
- The facts
- The implications
- What does premiumisation mean to consumers?
- The facts
- The implications
- The opportunities for e-commerce to target online shoppers
- The facts
- The implications
The Market – What You Need to Know
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- Overall upward trend and market upturn projects growth
- Future market posts certain growth
- Water pollution drives bottled water consumption
- Implementation of bottled water regulatory
Market Size and Forecast
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- Figure 9: Best- and worst-case forecast of china retail sales of bottled water, by value, 2010-20
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- Figure 10: Best- and worst-case forecast of china retail sales of bottled water, by volume, 2010-20
- Figure 11: Value and volume retail sales for bottled water in China, 2010-20
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Market Drivers
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- Water pollution drives consumption
- Implementation of the existing regulatory system overhaul
- Online shopping boom provides an abundant source
Key Players – What You Need to Know
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- Purified bottled water dominates the market
- Market players focus on competing with price and packaging
- Beauty claims to attract females
- Innovations of consumer-specific waters
Market Share
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- The leading players
- Master Kong
- Wahaha
- Nongfu
- C'est Bon
- Runtian
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- Figure 12: Value market share of leading brands, 2015
- Figure 13: Volume market share of leading brands, 2015
- Market structure of bottled water and brand representatives
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- Figure 14: China’s market structure of bottled water by volume share, 2015
Competitive Strategies
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- The price war
- Compete with packaging
- Glass bottled and consumer segment specific – Nongfu Spring
- Mineral water packaging change – Master Kong
- Ethical and environment claims via packaging – 5100
Who’s Innovating?
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- Not just water – Beauty enhancing
- China market - Flower extract (rose)
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- Figure 15: The Rose Water (Hua Yu Man Tian) in China, November 2014; Rose Water (Jiu Duo Mei Gui) in China, December 2012; the Red Rose Water Drink (Hong Mei Gui) in China, July 2010
- International market – Anti-ageing
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- Figure 16: Beauty Water Vortex Minuman Kecantikan in Indonesia, October 2015; VitalZing Collagen Morning beautiful tropical flavoured water, and evening beautiful peach flavoured water in New Zealand, February 2015
- Not just water – Consumer specific
- China market – Baby water and teen water
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- Figure 17: The Nongfu Spring baby water in China, May 2015
- Figure 18: The Nongfu Spring teen water in China, May 2015
- International market – Health water
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- Figure 19: Assist Water in Japan, January 2016, and Detox Strawberry Kiwi Flavoured Water in India, December 2014
The Consumer – What You Need to Know
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- Unflavoured still has the highest penetration
- Majority prefer domestic while high earners prefer international
- Gender is an influential on purchasing channels
- High-quality water sources as the most premium association
- Lower city tier residents have higher premium awareness
- Meet the Mintropolitans
Preference of Different Bottled Water Types
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- Unflavoured still water has the highest penetration
- Flavour is a key differentiator for still water while income is for sparkling
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- Figure 20: Preference of different bottled water types, November 2014 versus December 2015
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- Figure 21: Preference of sparkling bottled water, by monthly household income, December 2015
Competitions among Domestic and International Bottled Water
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- Majority favour domestic bottled water with Nongfu being the most aware
- Higher earners have greater tendency to consume international waters
- Mineral water is the most consumed type among all
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- Figure 22: Preferences for domestic and international bottled water products, by netting, December 2015
- Figure 23: Preferences of domestic and international bottled water products, by gender and monthly household income, December 2015
Channels Used When Purchasing Bottled Water
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- Offline channels especially supermarkets still preferred by overall consumers
- Gender as a main influential on purchasing channels
- Home delivery service is most significant for online consumers
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- Figure 24: Channels used when purchasing bottled water, December 2015
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- Figure 25: Channels used when purchasing bottled water, by gender and age, December 2015
- Figure 26: Reasons to purchase bottled water online, December 2015
Attitudes Associated with Premium Bottled Water
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- High-quality water sources associated the most with premium
- Lower city tier residents have higher premium brand awareness
- Gender is a premium differentiator on function and ingredient preferences
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- Figure 27: Attitudes associated with premium bottled water, December 2015
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- Figure 28: Attitudes associated with premium bottled water, by cities, December 2015
- Figure 29: Attitudes associated with premium bottled water, by gender, December 2015
Cluster Analysis
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- Group 1 – Premium Drinkers
- Demographics and characteristics
- Opportunity
- Group 2 - Domestic Brand Lovers
- Demographics and characteristics
- Opportunity
- Group 3 - Conspicuous Devotees
- Demographics and characteristics
- Opportunity
- Group 4 – Take-all Converters
- Demographics and characteristics
- Opportunity
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- Figure 30: perceptions about bottled water from different consumer groups, by cluster groups, December 2015
Mintropolitans
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- Demographics and characteristics
- Lifestyle
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- Figure 31: demographic profile of Mintropolitans versus non-Mintropolitans, by gender, age, and monthly household income, December 2015
- Figure 32: demographic profile of Mintropolitans versus non-Mintropolitans, by children in household, city tier, and education level, December 2015
Appendix – Methodology and Definitions
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- Methodology
- Fan chart forecast
- Mintropolitans – Definition
- Abbreviations
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