Table of Contents
Overview
-
- What you need to know
- Products/themes covered in this Report
Executive Summary
-
- The Market
-
- Figure 1: Retail market value of RTD tea drinks in China, 2010-20
- Figure 2: Retail market volume of RTD tea drinks in China, 2010-20
- Key Players
-
- Figure 3: Market share, by value of leading players in the RTD tea drinks market in China, 2015
- Figure 4: Market share, by volume of leading players in the RTD tea drinks market in China, 2015
- The Consumer
-
- Figure 5: General attitudes towards different types of RTD tea drinks, by gender, December 2015
-
- Figure 6: Repertoire of RTD tea drinks purchasing channels, December 2015
-
- Figure 7: RTD tea drinking occasions, by gender and monthly household income, December 2015
-
- Figure 8: Preference on new products innovations, by city tier, December 2015
- What we think
Issues and Insights
-
- How to use multiple purchasing channels to target RTD tea buyers and drinkers?
- The facts
- The implications
- How to utilise flavour variety and ingredient innovation to attract consumers?
- The facts
- The implications
- How to target female high earners and stimulate trading up?
- The facts
- The implications
The Market – What You Need to Know
-
- Overall upward trend in value projects slow but stable growth
- Future market will see moderate recovery and growth
- Competition from refreshing drinks
- Ethical claims as a key market driver
Market Size and Forecast
-
-
- Figure 9: Retail market value of RTD tea drinks in China, 2010-20
- Figure 10: Retail market volume of RTD tea drinks in China, 2010-20
- Figure 11: Value and volume retail sales for RTD tea drinks in China, 2010-20
-
Market Drivers
-
- Threat from refreshing drinks
- Ethical claims on packaging on the rise
-
- Figure 12: The ethical claim trends of RTD tea drinks in China, 2011-16
- Figure 13: Dailyherb Mei Gui Li Zhi Hong Cha (Rose and Litchi Black Tea) in China, June 2015; Dailyherb Luo Sheng Cao Mei Wo Long Cha (Roselle & Strawberry Oolong Tea), June 2015
Key Players – What You Need to Know
-
- Leading players dominate the market
- Three current innovation trends
Market Share
-
- Tingyi (Cayman Islands) Holding Corporation
- Uni-President China Holdings, Ltd.
- JDB Group (Guangdong Jiaduobao Beverage & Food Co. Ltd.)
- Hangzhou Wahaha Group
-
- Figure 14: Market share of leading companies in the RTD tea drinks market in China, by value and volume, 2014 and 2015
Who’s Innovating?
-
- Mix and match of flavours – fruits and tea
-
- Figure 15: Ito En Tea’s Tea Apple Tea in Taiwan, March 2016; FamilyMart Collection Strawberry Flavoured Milk Tea in Taiwan, March 2016
- Tea drinks with plant and protein
-
- Figure 16: AGV Mai Zai Cha (Barley Tea) in China, September 2015; Master Kong He Tao Wei Jin Dian Nai Cha (Walnut Flavoured Classic Milk Tea) in China, December 2014
- Tea drinks with food elements/texture
-
- Figure 17: Bubble Republic Cha Prung Samred Pasom Nam Linchee Laea Jelly (Green Tea Beverage with Lychee Juice and Jelly) in Thailand, October 2015
- Figure 18: Ministop Café Black Tapioca Mango Tea in Jelly in Japan, July 2015
The Consumer – What You Need to Know
-
- Flavour variety is essential to develop for tea drinks
- Online channel favoured by low-mid earners but is yet to reach full potential
- Ingredient innovation as a key way to attract lower tier city residents
- Meet the Mintropolitans
Attitudes towards Different Types of RTD Beverages
-
- Tea drinks have unique competitive advantages
- Tea drinks need flavour variety expansion
-
- Figure 19: Correspondence map, December 2015
-
- Figure 20: Attitudes towards different types of RTD beverages, December 2015
Attitudes towards Different Types of RTD Tea Drinks
-
- Milk tea perceived as most romantic while green and jasmine tea most refreshing
- Gender as a key differentiator for marketing distinctive tea types
-
- Figure 21: General attitudes towards different types of RTD tea drinks, December 2015
-
- Figure 22: General attitudes towards different types of RTD tea drinks, by gender, December 2015
Purchasing Channels
-
- Majority use retail channels while increased usage of on-trade channels
- Online channel shows potential to low-mid earners and is yet to be fully developed
-
- Figure 23: Usage comparison of RTD tea purchase channels, 2015 versus 2014
- Most consumers used at least three channels to purchase tea drinks
-
- Figure 24: Repertoire of RTD tea drinks purchasing channels, December 2015
Drinking Occasions
-
- Male high earners enjoy at-home occasions while female high earners prefer out-of-home occasions
-
- Figure 25: RTD tea drinking occasions, December 2015
-
- Figure 26: RTD tea drinking occasions, by gender and monthly household income December 2015
Product Innovations
-
- Tropical fruit-flavoured tea drinks are most popular especially to female high earners
-
- Figure 27: Preference on new product innovations, December 2015
- Figure 28: Preference for new product innovations – females, by monthly household income, December 2015
-
- Figure 29: Lipton Mango ve Egzotik Meyve Aromali Icecek (Mango and Exotic Fruit Ice Tea), Turkey, June 2015
- Lower tier city residents prefer ingredient innovation
-
- Figure 30: Preference on new product innovations, by city tier, December 2015
-
- Figure 31: Emart Burdock Tea in South Korea, March 2016; AlowTea Té de Tamarindo con Aloe Vera (Tamarind Tea with Aloe Vera), Mexico, March 2016
- Young females favour tea drinks with slimming claims
-
- Figure 32: Preference on new product innovations, by gender and age, December 2015
- Figure 33: Ito En Golden Oolong Tea in Japan, March 2016
Cluster Analysis
-
-
- Figure 34: Target groups of consumer attitudes towards RTD tea drinks, December 2015
- Group 1 – Traditional Tea Lovers
-
- Figure 35: Tenwow Tea Drinks Jin Guan Yin (Tenwow Tea Drinks Jin), China, March 2015
- Group 2 – Tea Drinks Adventurers
-
- Figure 36: Liang Miao Xing Zui Li Jie Cha (Hangover Relieving Tea) in China, January 2016
- Group 3 – Take-all Drinkers
-
- Figure 37: Woolworths Zoe Hippo Mixed Berry Flavoured Iced Tea with Apple Drink Blend in South Africa, September 2015
- Group 4 – Tea Culture Converters
-
- Figure 38: Aeon Topvalu Royal Milk Tea in Japan, March 2016
-
Mintropolitans
-
- Demographics and Characteristics
- Lifestyle
-
- Figure 39: Demographic profile of Mintropolitans versus non-Mintropolitans, by gender, age, and children in household, December 2015
- Figure 40: Demographic profile of Mintropolitans versus non-Mintropolitans, by monthly personal income, monthly household income, and city tier, December 2015
Appendix – Methodology and Definitions
-
- Methodology
- Fan chart forecast
- Mintropolitans – Definition
- Abbreviations
Back to top