Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
- Definition
Executive Summary
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- The market
- Room to increase consumption frequency and cross-category competitiveness
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- Figure 1: Retail volume sales for juice in China, 2012-22
- Retail value market has slight growth thanks to successful premium product concept marketing
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- Figure 2: Retail value sales for juice in China, 2012-22
- Companies and brands
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- Figure 3: Value share of top 10 companies in juice market, China, 2015 and 2016
- The consumer
- Packaged 100% pure juice is the most popular juice type
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- Figure 4: Penetration of different soft drinks in the last 12 months, June 2017
- “When relaxing at home” is the top occasion for all juice types
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- Figure 5: Consumption occasions in the last 12 months, June 2017
- Authenticity is the most important product feature
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- Figure 6: Product features that are worth paying more for, June 2017
- Helping digestion remains most desired and increasing appetite increased the most
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- Figure 7: Health benefits, June 2017 vs August 2014
- What we think
Issues and Insights
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- What should non-100% juice brands focus on promoting?
- The facts
- The implications
- How cold-pressed juice and NFC may develop further in China
- The facts
- The implications
- How to target meal occasions in juice consumption
- The facts
- The implications
The Market – What You Need to Know
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- Retail volume market is slowing down while continued premiumisation trend helps value sales growth
- Premium concepts are market drivers while rising ownership of juicer machines and popularity of on-trade offerings are market barriers
- Pure juice and nectar continue to grow in value while juice drinks decline
Market Size and Forecast
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- Retail volume market is slowing down
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- Figure 8: Retail volume sales for juice in China, 2012-22
- Room to increase consumption per capita
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- Figure 9: Retail volume sales for juice in China, 2012-22
- Figure 10: Juice: Retail market volume consumption per capita (population), China vs international markets, 2012-17
- Continued premiumisation is the key for value growth
- Introducing new premiumisation concepts may help future value growth
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- Figure 11: Retail value sales for juice in China, 2012-22
Market Factors
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- New directions of premiumisation:
- NFC
- Cold-pressed
- Increasing ownership of juicer machines threatens RTD juice yet in-home meal occasions still see potential
- Rising juice bars and teahouses posing threat to RTD juice
Market Segmentation
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- Pure juice and nectar continue to grow in value while juice drinks decline
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- Figure 12: Value share of China’s juice retail market, by market segmentation, 2012-17
- Pure juice grew strongly in value
- Nectar grew stable thanks to compound juice and flavour innovation
- Juice drinks are declining
Key Players – What You Need to Know
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- Premium brands gained share
- Multiple ways to become more competitive
- Global juice trends are influential and inspirational for China
Market Share
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- Premiumisation is essential in obtaining value market share
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- Figure 13: Value share of top 10 companies in juice market, China, 2015 and 2016
- Coca-Cola’s premiumisation via a new nectar launch
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- Figure 14: The Minute Maid Essential Delight range, China, 2016
- Tingyi/Master Kong’s excessive juice drinks inventory affecting value increase
- Huiyuan expanded 100% pure juice category to gain share
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- Figure 15: Huiyuan’s new launches, China, 2016 and 2017
- Nongfu Spring’s unique “upscale” strategy
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- Figure 16: Nongfu Spring 17.5° – Hangzhou G20 advertisement, China, 2016
- Uni-President’s value loss due to lack of innovation
Competitive Strategies
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- Focusing on flexible distribution and purchase channels
- Linking juice consumption with certain occasions
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- Figure 17: Nongfu Spring 17.5° advertisement, China, 2016
- Competitive price
- Premiumisation through customisation
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- Figure 18: Wahaha KellyOne customisable juice, China, 2016
- Interactive packaging designs
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- Figure 19: Wei-Chuan’s packaging, China, 2015 and 2016
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- Figure 20: Wei-Chuan’s packaging, China, 2016
- Figure 21: Wei-Chuan’s packaging, China, 2016 and 2017
Who’s Innovating?
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- Trend in product claims of new launches
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- Figure 22: Product claims in new launches, China, 2012-16
- Interpretations of no-additives/preservatives claim
- Global trend: ‘clean label’
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- Figure 23: Juice with natural credentials, international markets, 2016 and 2017
- China trend: emphasising “100%”, “NFC” and specific species of ingredient on packaging
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- Figure 24: RTD juice with NFC claim, China, 2017
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- Figure 25: Nongfu Spring’s NFC range, China, 2016
- Flavour innovations – Global: plant flavours and extracts
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- Figure 26: Top flavours of RTD juice, global, 2015 and 2016
- Figure 27: Maple Water and Birch Water, international markets, 2017
- Global: Cold-pressed juice keeps evolving on flavours and components
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- Figure 28: Coldpress, international markets, 2017
- Flavour innovations – China
- Chinese-style fruits
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- Figure 29: Top flavours of RTD juice, China, 2015 and 2016
- Figure 30: Master Kong’s traditional Chinese-style flavoured juice drinks, China, 2016 and 2017
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- Figure 31: Uni-President’s Chinese-style juice – Ru Yin, China
- Cross-category innovations
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- Figure 32: Master Kong Tropicana Mang Guo Wei Yin Liao (Mango Flavoured Drink), China, 2017
- Fermented juice
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- Figure 33: Nectars with probiotics, China, 2016
The Consumer – What You Need to Know
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- Scope for further driving usage frequency
- Packaged 100% pure juice has a competitive advantage in the broader beverage category
- Juice drinks enjoy diverse consumption occasions across regions
- 100% juice brands yield stronger consumer loyalty than juice drinks
- Different genders have different health preferences
Penetration of Different Soft Drinks
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- Packaged pure juice is the most popular juice type
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- Figure 34: Penetration of different soft drinks in the last 12 months, June 2017
- Drinking Frequency: fresh and 100% juice enjoy more everyday users while overall frequency moving from light users to occasional users
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- Figure 35: Drinking frequency in the last 12 months, June 2017 vs May 2016
- Consumer profiling of different juice types
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- Figure 36: Penetration of packaged 100% pure juice in the last 12 months, by demographics, June 2017
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- Figure 37: Penetration of freshly squeezed juice in the last 12 months, by demographics, June 2017
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- Figure 38: Penetration of packaged juice drinks in the last 12 months, by demographics, June 2017
- Figure 39: Penetration of instant juice powder in the last 12 months, by demographics, June 2017
Consumption Occasions
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- “When relaxing at home” is the top occasion for all juice types
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- Figure 40: Consumption occasions in the last 12 months, June 2017
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- Figure 41: Tang Yang Guang Tian Cheng Wei Gu Ti Yin Liao (Sunshine Orange Flavoured Beverage Mix), China, 2017
- Juice drinks enjoy diverse consumption occasions across regions
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- Figure 42: Consumption occasions in the last 12 months – Packaged juice drinks, by region, June 2017
Brand Penetration
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- Minute Maid penetrates the most
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- Figure 43: Brand penetration, June 2017
- Brand interaction
- Wahaha users losing to Master Kong
- Dole users losing to LingDuGuoFang and Wei-Chuan
- Uni-President versus Master Kong
- Minute Maid and Huiyuan share similar users
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- Figure 44: Brand penetration, by brand users, June 2017
Brand Drunk Most Often
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- 100% pure juice brands yield stronger consumer loyalty than juice drinks
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- Figure 45: Brand drunk most often in the last 3 months, June 2017
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- Figure 46: Loyalty analysis across brands, June 2017
- Age and income are indicators for brand-loyal users
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- Figure 47: Brand-loyal users’ profile, by age and income, June 2017
Product Features
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- Authenticity is the most important product feature
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- Figure 48: Product features that are worth paying more for, June 2017
- Different age groups prefer different premium features
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- Figure 49: Product features that are worth paying more for, by age, June 2017
- Cold-pressed is more desired than NFC across all income levels especially high earners
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- Figure 50: Selected product features that are worth paying more for, by income, June 2017
Health Benefits
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- Helping digestion remains most desired and increasing appetite increased the most
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- Figure 51: Health benefits, June 2017 vs August 2014
- Drop of interest in functional health claims
- Different genders have different health preferences
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- Figure 52: Health benefits, by gender, June 2017
Meet the Mintropolitans
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- Mintropolitans have higher penetration across all juice types
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- Figure 53: Penetration of different soft drinks in the last 12 months, by Mintropolitans vs non-Mintropolitans, June 2017
- Mintropolitans consume more juice when having meals
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- Figure 54: Consumption occasions in the last 12 months, by Mintropolitans vs non-Mintropolitans, June 2017
Appendix – Market Size and Forecast
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- Figure 55: Retail volume sales for juice in China, 2012-22
- Figure 56: Retail value sales for juice in China, 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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