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RTD Alcoholic Drinks - China - June 2017

RTD Alcoholic Drinks - China - June 20170
“China’s RTD alcoholic drinks market is estimated to be slowly recovering in 2017 in both volume and value sales from its significant fall in 2016. Companies and brands were relying too much on marketing and ignoring the products per se, which contributed to the market’s sudden rise as well as causing the sudden fall. Flavours and ingredients should be the key innovation direction going forward for RTD alcoholic drinks. Women should still be the key target segment, however, more female-oriented products that look beyond common fruit-flavoured RTD alcoholic drinks, such as those with unique ingredients indicative of health and beauty benefits, could potentially be the inspirations for new product developments.”

– Lei Li, Research Analyst

This report examines the following questions:

How can RTD alcoholic drinks attract female consumers?
How should RTD alcoholic drinks differentiate and focus on product quality (eg flavours and ingredients)?
How should RTD alcoholic drinks position towards occasions and lifestyles?


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