Soft Drink Industry Analysis
In the recent decades, the Chinese beverage market has undergone major changes. It can be divided into three stages: before the year 2000, it was the carbonated beverage market, and from 2001 to 2006 it was the tea beverage and functional beverage market. Since 2007, bottled water, fruit and vegetable juices, and protein beverages occupy large part of the market. With the development of China’s economy, people’s awareness of consumption has gradually changed, and more attention has been put into healthy living habits, while eating habits have become the most important concern of people. This is also the main reason that the Chinese beverage market gradually turned to high-quality and high-nutrition products in the past decade.
The Chinese soft drink market has gradually grown into a scale. In 2016, the total sales volume reached 176.692 million tons. In the first half of 2017, China’s soft drink sales volume was 97.328 million tons, increase 12.45%.
Nationwide, there is also a big difference in people’s attention to beverages between provinces. Guangdong and Beijing were the first and second respectively, accounting for 12.2% and 11.8% of the population. Jiangsu got 7.8% of the population with the third place.
Women care about beverages more than men.
As the table below, people in the 20-29 age group are far more concerned with beverages than those in other age groups, reaching 52.4%. And most of the people who care about drinks are within 40 years old, which is 91.4%.
When choosing beverages, the two most concerned factors were taste and health, accounting for 21.6% and 16.1%, respectively.
Fruit and vegetable juices are divided into ordinary fruit and vegetable juices with lower prices and 100% fruit and vegetable juices with higher prices. Most people prefer ordinary fruit and vegetable juices.
Although China’s fruit and vegetable juice market is dominated by domestic products, in the high-quality products (100% fruit and vegetable juice) market, the proportion of imported products is closer to the proportion of domestic products, and in the ordinary fruit and vegetable juice market, imported products also occupy 40% of the market. It can be seen that imported fruit and vegetable juices have great potential in the Chinese market.
In the 100% fruit and vegetable juice market, 54.7% are domestic products and 45.3% are imported products.
In the ordinary fruit and vegetable juice market, 61.9% are domestic products and 38.1% are imported products.
In the fruit juice crowd, the 30-39 age group had the largest population, followed by the 20-29 age group, which were 36.2% and 32.5%, respectively.
From the following table, we can see that for the attention of fruit and vegetable juice, Beijing holds the largest proportion, reaches 14.9%, and Shanghai ranks second with 7.6% of the market.
Among the five kinds of fruit and vegetable juices that people like most, orange juice is the most popular, accounting for 25.7% of the total. Mangoes ranked second, accounting for 22.5%.