Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
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- Figure 1: Retail sales of PPDs in China, by value, 2011-21
- Figure 2: Retail sales of PPDs in China, by volume, 2011-21
- Key players
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- Figure 3: Market share, by value of PPDs market in China, 2015
- The consumer
- PPDs have high penetration and growing usage
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- Figure 4: Penetration of plant protein drinks in the last 6 months, November 2016 vs October 2015
- Soybean and walnut drinks have consumption increase
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- Figure 5: Consumption trends in the last 6 months, November 2016
- Consumers with children in household favour walnut drinks
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- Figure 6: Consumption trends, drinking more walnut drinks, by selected demographics, November 2016
- Usage in various consumption occasions are declining
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- Figure 7: Consumption occasions in the last 6 months, November 2016 vs October 2015
- What we think
Issues and Insights
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- How to promote PPDs as a healthy lifestyle
- The facts
- The implications
- How to target children and parents
- The facts
- The implications
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- Figure 8: PPDs with high protein claims in the international market, 2016
- How to position classic PPDs and new PPDs towards different occasions
- The facts
- The implications
The Market – What You Need to Know
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- A slowing market
- Decline in PPD hypermarket sales urge new occasion
- Soy and new types of PPDs are increasing their presence
Market Size and Forecast
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- A slowing market
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- Figure 9: Retail sales of PPDs in China, by value, 2011-21
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- Figure 10: Retail sales of PPDs in China, by volume, 2011-21
Market Factors
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- Hypermarkets shopping appears less often
- PPDs are not closely attached to any consumption occasions
- Taste variety and premiumisation as market drivers
Market Segmentation
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- Soy drinks see most steady growth
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- Figure 11: Market share of different segments of PPDs, by value, 2011-16
- Figure 12: Retail sales of soy drinks in China, by value, 2011-21
- Products featuring new plant protein ingredients have potential
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- Figure 13: Retail sales of peanut drinks and others in China, by value, 2011-21
- Classic PPD types losing share
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- Figure 14: Retail sales of coconut drinks in China, by value, 2011-21
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- Figure 15: Retail sales of walnut drinks in China, by value, 2011-21
- Figure 16: Retail sales of almond in China, by value, 2011-21
Key Players – What You Need to Know
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- Leading PPD players do not yet dominate
- Product and ingredient diversification as a competitive strategy
- New plant proteins in PPDs
Market Share
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- Hebei Yangyuan is losing share but is still the market leader
- Single type PPD players need new strategy to gain share
- Blue Sword Viee gained share via on-trade format
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- Figure 17: Market share in the retail PPDs market, by value, 2014-15
Competitive Strategies
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- Product and ingredient diversification
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- Figure 18: Selected PPDs with relatively new plant protein ingredients, 2016
- Targeting specific consumption occasions
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- Figure 19: Selected PPDs for specific consumption occasions, 2015-16
Who’s Innovating?
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- Healthy and safety claims on the rise
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- Figure 20: Trends of claims made in newly launched PPDs in China, 2011-16
- Novel plant proteins
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- Figure 21: Selected PPDs with new plant protein ingredients, 2016
- PPDs that are designed for children
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- Figure 22: Selected PPDs that designed for children, 2014
- Protein content of PPDs has a downward trend…
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- Figure 23: Average amount of protein in PPDs* in China over 2011-16
- …but high protein should be a selling point for PPDs
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- Figure 24: PPDs with premium claims and protein nutrition in the international market, 2016
- PPDs that appeal to women with beauty or functional benefits
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- Figure 25: Selected PPDs for women, 2015-16
The Consumer – What You Need to Know
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- Consumers aged 20-39 are pronounced PPD drinkers
- Younger consumers favour soybean drinks – Skew towards females
- Gender is a purchase channel differentiator
- Consumers prefer type variety but not necessarily additional health fortifications
- Tailored and seasonal products are most popular
- Mintropolitans favour grain drinks
Penetration of Plant Protein Drinks
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- High penetration and growing usage for PPDs
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- Figure 26: Penetration of plant protein drinks in the last 6 months, November 2016 vs October 2015
- Figure 27: PPDs in China with anti-aging claims, 2014
- Consumers aged 20-39 are pronounced PPD drinkers
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- Figure 28: Penetration of plant protein drinks, by age, November 2016 vs October 2015
Consumption Trends
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- Soybean and walnut types are on the rise in terms of consumption
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- Figure 29: Consumption trends in the last 6 months, November 2016
- Young female consumers favour soybean drinks
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- Figure 30: Consumption trends, drinking more soybean drinks, by selected demographics, November 2016
- Figure 31: Soy-based PPDs with extra flavour and ingredients, China, 2017
- Consumers with children in household favour walnut drinks
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- Figure 32: Consumption trends, drinking more walnut drinks, by selected demographics, November 2016
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- Figure 33: Selected children-specific PPD products from the international market, 2016
Consumption Occasions
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- Usage in social occasions are declining but still important
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- Figure 34: Consumption occasions in the last 6 months, November 2016 vs October 2015
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- Figure 35: PPDs with on-the-go or time/speed claims, international market, 2016
Purchase Channels
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- Purchase channel trends signify a commoditisation effect
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- Figure 36: Purchase channels in the last 6 months, November 2016 vs October 2015
- Gender is a purchase channel differentiator
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- Figure 37: Purchase channels in the last 6 months, by gender, November 2016
- Majority buy PPDs via three channels at least
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- Figure 38: Purchase channels in the last 6 months, Repertoire, November 2016
- Figure 39: Purchase behaviour in the last 6 months, November 2016
Purchase Behaviour
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- Majority prefer familiar and domestic brands
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- Figure 40: Purchase behaviour in the last 6 months, November 2016
- Consumers prefer type variety but not necessarily additional health fortifications
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- Figure 41: Purchase behaviour in the last 6 months, November 2016
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- Figure 42: Compounded PPDs, China, 2016
Consumer Attitudes
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- Tailored products and seasonal products remain most desired
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- Figure 43: Consumer attitudes in the last 6 months, November 2016 vs 2015
- Female consumers look for beauty benefits from drinking PPD
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- Figure 44: Consumer attitudes in the last 6 months, by age, November 2016
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- Figure 45: Consumer attitudes in the last 6 months, by monthly household income, November 2016
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- Figure 46: PPDs with beauty benefits in the international market, 2016
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- Figure 47: Selected female-specific PPD, 2016
- Young consumers are attracted to seasonal PPDs
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- Figure 48: PPDs with seasonal claims, 2015-16
Meet the Mintropolitans
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- Mintropolitans drink more grain drinks
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- Figure 49: Consumption trends in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
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- Figure 50: Grain drinks in the international market, 2016-17
- Mintropolitans tend to plan ahead before purchase
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- Figure 51: Purchase behaviour in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
- Mintropolitans consume more in diverse consumption occasions
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- Figure 52: Consumption occasions in the last 6 months, by Mintropolitans vs non-Mintropolitans, November 2016
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- Figure 53: Selected coffee-based/flavoured PPDs and smoothie, international market, 2016
Appendix – Market Size and Forecast
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- Figure 54: Retail value sales for PPDs in China, 2011-21
- Figure 55: Retail volume sales for PPDs in China, 2011-21
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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