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Juice - China - November 2015

Juice - China - November 2015

“The juice market has declined slightly driven by the poor performance of juice drink segment. Though the juice drink segment continues to dominate the retail market with an estimated 88.5% volume share in 2015, its share is expected to be taken by pure juice and nectar.”

- Ching Yang, Research Analyst

This report looks at the following areas:

How can 100% packaged juice compete with freshly squeezed juice?
Investing more in pure juice is a must for manufacturers to gain share
Large playground for juice-fusion products


OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: China’s juice retail market size, by volume sales, 2010-20
Figure 2: China’s juice retail market size, by value sales, 2010-20
Figure 3: Volume share of china’s juice retail market, by segment, 2010-20
Companies and brands
Figure 4: Value share of top ten companies in juice market, China 2013-14
The consumer
Figure 5: Trends in juice consumption, August 2015
Figure 6: Top five juice purchase decision factors, August 2015
Figure 7: Juice drinking occasions, August 2015
Figure 8: Consumers’ attitudes towards health benefits of juice, August 2015
What we think
ISSUES & INSIGHTS
How can 100% packaged juice compete with freshly squeezed juice?
Investing more in pure juice is a must for manufacturers to gain share
Large playground for juice-fusion products
THE MARKET
What you need to know
Poor performance of juice drink drives down the total market
Juice drink segment is being taken by pure juice and nectar
Still room for pure juice to grow in China
Market size and forecast
Juice market struggles to grow in 2015
Figure 9: China’s juice market volume, by retail and non-retail, 2010-15
Figure 10: China’s juice retail market size, by volume sales, 2010-20
Figure 11: China’s juice retail market size, by value sales, 2010-20
Market factors
Juice drink segment is being taken by pure juice and nectar
Figure 12: New juice products launched in china, by segments, 2012-15
Premiumising retail channels oppress juice drink segment
Still room for pure juice to grow
Figure 13: Juice products launched by segment, China, Japan, UK and US, 2015 (Jan-Nov)
Competition from other healthy drinks
Figure 14: new beverage products by category, china, 2014-15
Changing juice usage occasions
Market segmentation
Juice drinks dominate the retail market but are shrinking
Figure 15: Volume share of china’s juice retail market, by segment, 2010-20
Pure juice segment grew fastest in volume
Nectar grew slower but future opportunities in blended juice
Decrease in juice drinks may slow down with new formats
Figure 16: China’s juice retail market volume size, by segment, 2010-20
KEY PLAYERS
What you need to know
Companies focusing on juice drinks or juice from concentrates are losing out
Opportunities for juice drink – tapping into light-flavour soft drinks
Increasing competition in coconut juice
Market share
Companies focusing on juice drinks are losing out
Figure 17: Volume and value share of top ten companies in juice market, China 2013-14
New players elevate the definition of juice
Figure 18: Examples of NFC 100% pure juice, China 2015
Lack of star product in Traditional Chinese medicine (TCM) category
Figure 19: Examples of juice products with TCM ingredients, China, 2014-15
Competitive strategies
Raising product relevance to build daily usage habits
Figure 20: examples of juice products with highlighted usage occasion, China, 2015
Opportunities for juice drinks – Tapping into light-flavour soft drinks
Figure 21: Examples of light-flavoured soft drinks, China, 2015
Opportunities for nectar – Blend with vegetable juice or extra pulps
Figure 22: Nectar product examples, China, 2014-15
Is coconut water threatening the coconut juice business?
Figure 23: Coconut water from vita coco, China 2015
Who’s innovating?
Claims: No additives/preservatives still at the top. Social media emerging
Figure 24: Top ten claims used in juice new product launches, China, 2012-15
Freshness innovation – The freshest fresh orange juice
Freshness innovation – Transparency “from farm to table”
Smaller unit pack size
Figure 25: Pack size trends in juice new product launches, China, 2013-15
Figure 26: Product example of small unit pack size juice, China 2015
Juice for cold days
Figure 27: Examples of juice products for winter
THE CONSUMER
What you need to know
Freshly squeezed juice threatening packaged juice
Before or after exercise an emerging occasion for juice consumption
Consumers are looking for blended juice and juice mixed with vegetables or plant protein drinks
Trends in juice consumption
Consumers are drinking more freshly squeezed juice
Figure 28: Trends in juice consumption, August 2015
Users of packaged 100% pure juice have higher income and more health awareness
Figure 29: Key driver analysis on 100% pure juice drinkers, August 2015
Figure 30: example product of plant protein drink blended with juice, China, 2015
Top drinking barrier: competition from fresh fruits
Figure 31: Drinking barrier for 100% pure juice
Purchase decision factors
Functional health benefit and brand are strong purchase triggers
Figure 32: Juice purchase decision factors, August 2015
Men rely on brands and are more interested in mixed nutrients
Figure 33: Selected juice purchase decision factors, by gender, August 2015
Figure 34: Examples of juice products with additional protein and energizing ingredients, USA, 2014-15
Use “beauty from within” concept to appeal to women
Figure 35: Global launches of food and drink products with a “beauty” claim, by region, 2013-15 (till November)
Figure 36: Examples of beauty-positioning juice drinks, Netherlands and Spain, 2014
Figure 37: Selected juice purchase decision factors, by family status, August 2015
20-24-year-olds are lured by people’s recommendation
Figure 38: Selected juice purchase decision factors, by age, August 2015
Figure 39: example of carbonated juice, USA, 2013
Drinking occasions
Key trends vs 2012
Figure 40: Juice drinking occasions, August 2015
Tapping into the breakfast opportunity
Juice as a drink for working out
Figure 41: example of juice designed for consuming before or after exercise, USA and Canada 2015
Regional and city tier analysis
Figure 42: Average number of juice consumption occasions, by city, August 2015
Attitudes towards health benefits of juice
Plant protein would add more value to juice
Sugar content and nutrition loss is less concerned
Figure 43: Consumers’ attitudes towards health benefits of juice, August 2015
General attitudes towards juice
Juice NFC and blended juice are preferred
Figure 44: Consumers’ attitudes towards juice, August 2015
Figure 45: Percentage of juice product launched with “not-from-concentrate” claim among total juice new products, 2013-15
Figure 46: Percentage of beverage products launched with at least two flavours in blend, China, 2011-15
No particular preference between local and international brands
Still a sizable group of consumers prefer buying juice in-store
Meet the Mintropolitans
Massively trading up to premium juice types
Strong interests in juice mixed with vegetables or plant protein drinks
Figure 47: Juice purchase decision factors, by consumer classification, August 2015
Value imported ingredients and international brands
Willing to try home delivery service
APPENDIX
Market Size and Forecast
Figure 48: China’s juice retail market size, by volume sales, 2010-20
Figure 49: China’s juice retail market volume size, 2010-20
Figure 50: China’s juice retail market value size, 2010-20
Market segmentation
Figure 51: Retail market volume size of juice drink, 2010-20
Figure 52: Retail market volume size of nectar, 2010-20
Figure 53: Retail market volume size of pure juice, 2010-20
Figure 54: China’s juice retail market value size, by segment, 2010-20
Figure 55: Retail value sales of juice drink, 2010-20
Figure 56: Retail value sales of nectar, 2010-20
Figure 57: Retail value sales of pure juice, 2010-20
Methodology and abbreviations
Methodology
Fan chart forecast
Key driver analysis
Figure 58: Key drivers of uses who are drinking 100% pure juice – Key driver output, August 2015
Mintropolitans
Figure 59: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Figure 60: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
Abbreviations
RESEARCH METHODOLOGY
China Research Methodology
Confidence levels
Sample sizes by city
Sampling methodology and sampling structure
Our research partner - QQsurvey
QQ’s sampling and Quality control
Further Analysis
Appendix

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