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市場調查報告書

中國茶飲市場 (2015年7月)

Tea Drinks - China - July 2015

出版商 Mintel China 商品編碼 297624
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國茶飲市場 (2015年7月) Tea Drinks - China - July 2015
出版日期: 2015年07月31日 內容資訊: 英文
簡介

中國的RTD茶飲消費者比起過去更加敏感、不再僅僅是對便宜的價格產生反應。各產品與消費者的適合程度、適當的連絡管道以及宣傳重點的選擇都非常重要。特別是健康美容方面的重點宣傳將影響今後的市場開拓。

本報告針對中國茶飲(Tea Drinks)市場進行調查、提供市場課題 (各種消費者的影響方式)、市場動向轉移預測、成長促進、阻礙因素、消費者動向、主要企業檔案、今後市場發展方向調查、考察。

第1章 介紹

第2章 摘要整理

第3章 課題與考察

  • 如何吸引不感興趣的年輕消費者?
  • 如何以女性消費者為目標建構消費策略?
  • 如何開發高級市場?

第4章 市場動向與活用方法

  • 市場動向:培養「自家品牌」
  • 市場動向:有影響力的人物
  • 市場動向:追求「真實」

第5章 市場規模與預測

  • 重點
  • 市場成長率下降
  • 預測方法

第6章 市場分類

  • 重點
  • 紅茶、綠茶佔有率下降

第7章 市場佔有率

  • 重點
  • 市場集中化發展
  • JDB group:保持市場主導權但在法院的判決敗訴

第8章 創新的是誰

  • 重點
  • 開發喜愛高級品的年輕消費者
  • RTD茶市場的區分漸漸模糊
  • 健康上的優點:產品高級化重點
  • 產品尺寸問題:大型罐裝急速成長
  • 民族性:受到東亞市場矚目

第9章 品牌、企業

  • 重點
  • Tingyi Holding Corporation
    • 產品開發、販售活動
  • Uni-President China Holdings, Ltd.
  • JDB Group

第10章 消費者:購買行動的變化

  • 重點
  • 冰茶:市場受到威脅
  • 綠茶:失去年輕消費者
  • 40代男性:喜愛傳統的中國茶

第11章 消費者:茶飲使用機會

  • 重點
  • RTD茶:保持休閒飲料的地位
  • 女性外食或 (自家) 茶有較多飲用RTD茶的機會
  • 男性運動途中有較多喝RTD茶的機會
  • 年輕人在工作、唸書途中有較多飲用RTD茶的機會
  • 地區性有很大的差異性
  • 店內消費管道:RTD茶飲的激烈競爭

第12章 消費者:購買管道

  • 重點
  • RTD茶大多數為零售
  • 超市/大型量販店:吸引大部分RTD茶消費者
  • 超市以男性為主、大型量販店受到女性歡迎
  • 美容零售店:少數能接觸年輕女性的機會
  • 線上市場:尚未完全發揮潛力
  • 自動販賣機:只能吸引單身者與年輕人

第13章 消費者:使用訊息管道

  • 重點
  • 口耳相傳
  • 被動的銷售策略:只對男性消費者有效
  • 高所得族群:有使用特殊管道的趨勢

第14章 消費者:對高級品的想法

  • 重點
  • 重視品牌價值
  • 知名度高的品牌難以吸引年輕人
  • 教養:產品高級化的有效方法
  • 茶葉:適合在大都市做為宣傳重點
  • 對健康有利的RTD茶:促進女性消費者購買更高價的商品
  • 高齡族群:喜歡沒有特殊口味的純粹茶味

第15章 消費者:對季節性的想法

  • 重點
  • 與季節無關的茶飲
  • 季節限定RTD茶:表現生活風格

第16章 消費者:對口味的想法

  • 重點
  • 消費者追求新的RTD茶
  • 年輕人喜歡有甜味的茶

第17章 消費者:對健康、機能性的想法

  • 重點
  • 天然成分:高級產品的主要宣傳重點
  • 機能性:RTD茶市場今後的開發目標

第18章 消費者:Mintropolitan (都市消費者)

  • 重點
  • 為何是Mintropolitan?
  • 誰是Mintropolitan?
  • 季節性RTD茶表現生活風格

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

“Consumers in the RTD tea drinks market have become savvier. Simple extrinsic cues such as product prices achieve limited impact on consumers' perception and purchase decision-making process. The era of having simple one-for-all products is long gone. Consequently, finding the right communication channels combined with specific claims to target various groups of RTD tea drinkers has become of paramount importance. Wisely using health and beauty claims can help RTD tea brands gain a foothold in booming new territories.” - David Zhang, Senior Drink Analyst.

The following report looks at the following:

  • How to attract the hard-to-capture young consumers?
  • How to target female drinkers using occasion- and location-based strategies?
  • How to tap into the premium segment?

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Retail market value of RTD tea drinks in China, 2010-20
    • Figure 2: Retail total volume of RTD tea drink market in China, 2010-20
  • Innovations in the market
  • Targeting young consumers with premium products
  • Category blurring starts to emerge in the RTD tea market
  • Added health benefits become an important pathway for premiumisation
  • Size matters: Large bottles growing fast
  • Ethical claims gaining momentum across East Asia market
    • Figure 3: Claims of newly launched products in the RTD tea drink market in East Asia, 2010-15
  • Iced tea is under threat
    • Figure 4: RTD tea consumption change, April 2015
  • RTD tea drinks remain a drink for causal occasions
    • Figure 5: RTD tea drinking occasions, April 2015
  • RTD tea drink market remains dominated by retail channels
    • Figure 6: Usage of RTD tea purchase channels, April 2015
  • Word-of-mouth plays a key role
    • Figure 7: Information channels for RTD tea drink buyers, April 2015
  • Brand equity remains strong
    • Figure 8: Attributes associated with premium RTD tea drinks, April 2015
  • Tea drinks are suitable all-year-round
    • Figure 9: Attitudes towards seasonality of RTD tea drinks, April 2015
  • Consumers are seeking new types of RTD tea drinks
    • Figure 10: Attitudes towards taste and flavours, April 2015
  • Natural ingredients as a claim enjoy price premium
    • Figure 11: Attitudes towards health of RTD tea drinks, April 2015
  • What we think

3. Issues and Insights

  • How to attract the hard-to-capture young consumers?
  • Facts
  • Implications
    • Figure 12: Agreement with the statement “manufactured by well-known brand” as an attribute associated with premium image of RTD tea drinks, by age, April 2014
    • Figure 13: The association of high-end packaging with premium image of RTD tea drinks, by age, April 2014
    • Figure 14: Xiaoming Tongxue tea drink launched by Uni-President in China, Q2 2015
  • How to target female drinkers using occasion- and location-based strategies?
  • Facts
  • Implications
    • Figure 15: Penetration of chained health and beauty retailer, by gender and age, April 2015
  • How to tap into the premium segment?
  • Facts
  • Implications

4. Trend Application

  • Trend: Extend My Brand
    • Figure 16: Beauty tea with 16 herbs from Asahi launched in Japan, Q2 2013
  • Trend: Influentials
  • Trend: The Real Thing

5. Market Size and Forecast

  • Key points
  • Growth in the market is slowing down
    • Figure 17: Retail market value of RTD tea drinks in China, 2010-20
    • Figure 18: Retail market value of RTD tea drinks in China, 2010-20
    • Figure 19: Retail total volume of RTD tea drinks in China, 2010-20
  • Forecast methodology

6. Market Segmentation

  • Key points
  • The shares of black and green tea are being eroded
    • Figure 20: Segment performance of RTD tea drinks in China, by value, 2010-15
    • Figure 21: Segment performance of RTD tea drinks in China, by volume, 2010-15
    • Figure 22: Year-on-year growth rate of different types of RTD tea drinks in China, by value, 2011-15
    • Figure 23: Year-on-year growth rate of different type of RTD tea drinks in China, by volume, 2011-15

7. Market Share

  • Key points
  • The market becomes more consolidated
    • Figure 24: Market share of leading companies in the RTD tea drink market in China, 2013-14
  • JDB group continues to grow despite losing court battles
    • Figure 25: Market shares of two leading brands in the herbal tea drink segment, 2013-14

8. Who's Innovating?

  • Key points
  • Targeting young consumers with premium products
    • Figure 26: Xiaoming Tongxue, Cold brewed green tea from Uni-President, Q2 2015
  • Category blurring starts to emerge in the RTD tea market
    • Figure 27: Lychee black tea from Ito EN, launched in China, Q2 2015
    • Figure 28: Ito En's Healthy Ginseng Tea, launched in Japan, Q4 2014
  • Added health benefits become an important pathway for premiumisation
    • Figure 29: Selected RTD tea drinks with specific health claims, Q2 2015
  • Size matters: large bottles growing fast
    • Figure 30: Bottle sizes of new product launched in East Asian market, 2010-14
  • Ethical claims gaining momentum across East Asia market
    • Figure 31: The claims of newly launched products in the RTD tea drink market in East Asia, 2010-15
    • Figure 32: The claims of newly launched products in the RTD tea drink market in China, 2010-15

9. Brands and Companies

  • Key points
  • Tingyi Holding Corporation
  • Product innovation
  • Marketing campaigns
  • Uni-President China Holdings, Ltd.
  • Product innovation
  • Marketing campaigns
  • JDB Group
  • Product innovation
  • Marketing campaigns

10. The Consumer - Changes in Purchase Behaviour

  • Key points
  • Iced tea is under threat
    • Figure 33: RTD tea consumption change, April 2015
  • Green tea is losing young consumers
    • Figure 34: Green tea consumption change, by age, April 2015
  • Men in their 40s are more likely to drink traditional Chinese tea
    • Figure 35: Consumption change in traditional Chinese tea, by gender and age, April 2015
    • Figure 36: Aromatic Jasmine and Oolong Tea Blend from Fancl launched in Japan, Q2 2013
    • Figure 37: Beauty tea with 16 herbs from Asahi launched in Japan, Q2 2013

11. The Consumer - Drinking Occasions

  • Key points
  • RTD tea drinks remain as a drink for causal occasions
    • Figure 38: RTD tea drinking occasions, April 2015
    • Figure 39: Seulgi tea launched in South Korea by Lotte Chilsung Beverage, Q3 2014
  • Women tend to drink RTD tea when eating out and socialising at home...
    • Figure 40: Selected RTD tea drinking occasions, by gender, April 2015
    • Figure 41: Muni Pu-er tea launched in Hong Kong, Q3 2011
    • Figure 42: Every Morning's Oolong tea launched in Hong Kong, Q2 2015
    • Figure 43: Supreme Meta Tea, Tao Ti from Telford International, Launched in Hong Kong, Q2 2015
  • ...and men are more likely to drink RTD tea when participating in sports activities
    • Figure 44: Selected by RTD tea drinking occasions, by gender, April 2015
  • Young consumers tend to drink RTD tea when working and studying
    • Figure 45: Drinking RTD tea when study/working, by age, April 2015
    • Figure 46: RTD tea drinks using new harvest and new tea leaves of the year as the key selling point, Launched in Japan, Q2 2015
  • Regional difference plays a key role
    • Figure 47: Selected RTD tea drinking occasions, by city, April 2015
  • On-trade channels facing difficulties to attract experience with RTD tea drinks
    • Figure 48: Penetration of drinking RTD tea drinks in on-trade channels, by occasion repertoire, April 2015

12. The Consumer - Purchasing Channels

  • Key points
  • RTD tea drink market remains dominated by retail channels
    • Figure 49: Usage of RTD tea purchase channels, April 2015
  • Supermarket and hypermarket attract most RTD tea drinkers
    • Figure 50: RTD tea purchasing channels, April 2015
  • Supermarkets more attractive to male drinkers, hypermarkets appeal to female drinkers
    • Figure 51: Selected purchasing channels of RTD tea drink, by gender, April 2015
  • Beauty retailers present a rare opportunity to reach young female drinkers
    • Figure 52: Penetration of chained health and beauty retailers, by gender and age, April 2015
    • Figure 53: Aromatic Jasmine and Oolong tea drink, launched in Japan, Q2 2013
  • Online market is yet to be fully developed but shows potential
  • Vending machines only attract single and young drinkers
    • Figure 54: Usage of vending machines, by gender, April 2015

13. The Consumer - Information Channels Used

  • Key points
  • Word-of-mouth plays a key role
    • Figure 55: Information channels for RTD tea drink buyers, April 2015
  • Passive communication strategies works better to reach male consumers
    • Figure 56: Selected information channels, by gender, April 2015
  • High earners tend to use niche information channels
    • Figure 57: Selected information channels, by household monthly income, April 2015

14. The Consumer - Attributes Associated with Premium Products

  • Key points
  • Brand equity remains strong
    • Figure 58: Attributes associated with premium RTD tea drinks, April 2015
    • Figure 59: Ginger tea drink, launched in Japan by Nagatanien, Q1 2014
  • Well-known brands find it hard to attract young consumers
    • Figure 60: Agreement with the statement “manufactured by well-known brand” as an attribute associated with premium image of RTD tea drinks, by age, April 2014
    • Figure 61: Association of high-end packaging with premium image of RTD tea drinks, by age, April 2014
    • Figure 62: Ignite baijiu product launched in China, Q1 2015
    • Figure 63: Xiaoming Tongxue tea drink launched by Uni-President in China, Q2 2015
  • Sophistication works well in premiumisation
    • Figure 64: Kirin's Ogon Tekkan green tea, launched in Japan, Q3 2014
    • Figure 65: Ito En's Deep steamed green tea, launched in Japan, Q3 2014
  • Tea leaves as a claim works better when targeting higher tier cities
    • Figure 66: Selected attributes associated with premium image in the RTD tea drink market, by city tier, April 2015
  • RTD tea drinks with health benefits encourage female drinkers to trade up
    • Figure 67: Association between additional health benefits and premium image of RTD tea drinks, by gender, April 2015
    • Figure 68: Pokka's relaxing tea product launched in Japan, Q2 2012
  • Older consumers prefer pure tea taste without added flavours
    • Figure 69: Association between no added flavour and premium image of RTD tea drinks, by age, April 2015

15. The Consumer - Attitudes towards Seasonality

  • Key points
  • Tea drinks are suitable all-year-round
    • Figure 70: Attitudes towards seasonality of RTD tea drinks, April 2015
    • Figure 71: Ginger tea drink launched in Japan by Nagatanien, Q1 2014
  • Seasonal RTD tea drinks tend to be a lifestyle statement
    • Figure 72: Agreement with the statement “I would like to see more RTD tea drinks designed for different seasons” by consumer classification, April 2015
    • Figure 73: Selected products with seasonality claims, Q1 2015
    • Figure 74: Kirin's Spring Blossom peach tea, launched in Japan, Q1 2014

16. The Consumer - Attitudes towards Taste and Flavours

  • Key points
  • Consumers are seeking new types of RTD tea drinks
    • Figure 75: Attitudes towards taste and flavours, April 2015
    • Figure 76: Tenwow's Golden Pu'er and Golden Guanyin RTD tea drinks launched in China, Q2 2015
    • Figure 77: Suntory's New Harvest green tea product, launched in Japan, Q2 2015
  • Young consumers find sweet taste acceptable
    • Figure 78: Agreement with the statement “Most of the RTD tea drinks available are too sweet”, by age, April 2015

17. The Consumer - Attitudes towards Health and Functionality

  • Key points
  • Natural ingredients as a claim enjoy price premium
    • Figure 79: Attitudes towards health benefits of RTD tea drinks, April 2015
    • Figure 80: Grape rose tea from The Wizardry, launched in China, Q2 2015
    • Figure 81: Lemon green tea from Dailyherb, launched in China, Q2 2014
  • Functionality drives the future development of the RTD tea drink market
    • Figure 82: Attitudes towards the functionality of RTD tea drinks, April 2015
    • Figure 83: Catechin green tea from Ito En, launched in Japan, Q4 2014

18. The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 84: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
    • Figure 85: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
  • Seasonal RTD tea drinks tend to be lifestyle statement
    • Figure 86: Agreement with the statement “I would like to see more RTD tea drinks designed for different seasons” by consumer classification, April 2015
    • Figure 87: Kirin's Spring Blossom peach tea, launched in Japan, Q1 2014
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