The Chinese Soft Drinks Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185326

Pages: 101

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Report description

Product Synopsis
This report provides the results for the Soft Drinks market in China from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Soft Drinks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Soft Drinks market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Consumers have traded down in more essential product categories such as Bottled Water and Juices, while consumption has declined in product categories such as Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, and Ready to Drink products. However, the Chinese economy has recovered quickly, and as economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready to Drink Tea & Coffee.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumer segment analysis reveals that Bottled Water has a particularly low penetration rate among Older Consumers, where over half are Non-users compared to a high of 30% among Older Young Adults. This indicates that Older Consumers are less likely to pay for bottled water, instead turning to alternatives such as tap water or other Soft Drinks at a greater frequency than younger consumers.

While the Smoothies category features a high proportion of Non-users, of those that do consume the product, many do so at a Heavy frequency. Heavy consumption is particularly evident among Kids & Babies and Tweens & Early Teens.

While overall penetration of Ready to Drink Tea & Coffee is similar amongst men and women, men are more likely to be Heavy consumers. In contrast, more women consume at a Medium frequency, highlighting the potential for these consumers to transition into Heavy consumption.

Key Highlights
Cohort group analysis reveals that Pre-Mid-Lifers have the highest value share of the Soft Drinks market with20%, indicating that it is the most important target group.

Brand analysis reveals that private labels have more than20% penetration in the Smoothies market in China, compared to less than 10% penetration in Sparkling Soft Drinks. This is due to the lack of strong national brands, compared to the Sparkling Soft Drinks market that features companies such as Coca-Cola and PepsiCo.

Juices account for more than 30% of total sales in the Chinese Soft Drinks market. It is followed by Smoothies, Bottled Water, and Ready to Drink Tea & Coffee. Sparkling drinks occupies fifth position in China.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Soft Drinks Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Bottled Water
3.2.2 Concentrates
3.2.3 Functional Drinks
3.2.4 Juices
3.2.5 Ready To Drink Tea & Coffee
3.2.6 Smoothies
3.2.7 Sparkling Soft Drinks
3.3 Behavioral Trends and Market Value
3.3.1 Bottled Water
3.3.2 Concentrates
3.3.3 Functional Drinks
3.3.4 Juices
3.3.5 Ready To Drink Tea & Coffee
3.3.6 Smoothies
3.3.7 Sparkling Soft Drinks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Bottled Water
4.1.2 Concentrates
4.1.3 Functional Drinks
4.1.4 Juices
4.1.5 Ready To Drink Tea & Coffee
4.1.6 Smoothies
4.1.7 Sparkling Soft Drinks
4.2 Consumer Profiles by Product Category
4.2.1 Bottled Water
4.2.2 Concentrates
4.2.3 Functional Drinks
4.2.4 Juices
4.2.5 Ready To Drink Tea & Coffee
4.2.6 Smoothies
4.2.7 Sparkling Soft Drinks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Soft Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Bottled Water
5.2.2 Concentrates
5.2.3 Functional Drinks
5.2.4 Juices
5.2.5 Ready To Drink Tea & Coffee
5.2.6 Smoothies
5.2.7 Sparkling Soft Drinks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Soft Drinks
6.1.2 Bottled Water
6.1.3 Concentrates
6.1.4 Functional Drinks
6.1.5 Juices
6.1.6 Ready To Drink Tea & Coffee
6.1.7 Smoothies
6.1.8 Sparkling Soft Drinks
7 Consumption Impact: Market Valuation
7.1 Soft Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Soft Drinks Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Soft Drinks Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail
8.1.1 Retailer Volume Share of Organized Retail in Soft Drinks
8.2 Retailer Volume Share of Organized Retail by Category
8.2.1 Retail Share of Organized Retail by Volume - Bottled Water
8.2.2 Retail Share of Organized Retail by Volume - Concentrates
8.2.3 Retail Share of Organized Retail by Volume - Functional Drinks
8.2.4 Retail Share of Organized Retail by Volume - Juices
8.2.5 Retail Share of Organized Retail by Volume - Ready To Drink Tea & Coffee
8.2.6 Retail Share of Organized Retail by Volume - Smoothies
8.2.7 Retail Share of Organized Retail by Volume - Sparkling Soft Drinks
8.3 Profiles of End-Consumers of Soft Drinks, by Retailer Used
8.3.1 A-Best Supermarket Co., Ltd
8.3.2 Carrefour China
8.3.3 Dashang Group
8.3.4 Metro Cash & Carry
8.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.3.6 Tesco China
8.3.7 Trust Mart
8.3.8 Wal-Mart Super center, China
8.3.9 Wuhan Zhongbai Group Co., Ltd.
8.3.10 Wumart Stores. Group
8.3.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Soft Drinks Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Soft Drinks Value Share (%), by Age Groups, 2012
Table 5: China Soft Drinks Value Share (%), by Gender, 2012
Table 6: China Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Soft Drinks Value Share (%) by Wealth Groups, 2012
Table 9: China Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: China Bottled Water Consumer Group Share (% market value), 2012
Table 11: China Concentrates Consumer Group Share (% market value), 2012
Table 12: China Functional Drinks Consumer Group Share (% market value), 2012
Table 13: China Juices Consumer Group Share (% market value), 2012
Table 14: China Ready To Drink Tea & Coffee Consumer Group Share (% market value), 2012
Table 15: China Smoothies Consumer Group Share (% market value), 2012
Table 16: China Sparkling Soft Drinks Consumer Group Share (% market value), 2012
Table 17: China Total Bottled Water Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: China Total Concentrates Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: China Total Functional Drinks Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: China Total Juices Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: China Total Ready To Drink Tea & Coffee Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: China Total Smoothies Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: China Total Sparkling Soft Drinks Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: China Bottled Water Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: China Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: China Concentrates Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: China Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: China Functional Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: China Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: China Juices Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: China Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: China Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: China Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: China Smoothies Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: China Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: China Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: China Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: China Bottled Water Consumer Profiles (% consumers by sub-group), 2012
Table 39: China Concentrates Consumer Profiles (% consumers by sub-group), 2012
Table 40: China Functional Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 41: China Juices Consumer Profiles (% consumers by sub-group), 2012
Table 42: China Ready To Drink Tea & Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 43: China Smoothies Consumer Profiles (% consumers by sub-group), 2012
Table 44: China Sparkling Soft Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 45: China Soft Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 46: China Bottled Water Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: China Concentrates Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: China Functional Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: China Juices Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: China Ready To Drink Tea & Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: China Smoothies Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: China Sparkling Soft Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: China, Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: China, Bottled Water: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: China, Concentrates: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: China, Functional Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: China, Juices: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: China, Ready To Drink Tea & Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: China, Smoothies: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: China, Sparkling Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: China Soft Drinks Market Value (Yuan Renminbi million), by Category, 2012
Table 62: China Soft Drinks Market Value (US$ million), by Category, 2012
Table 63: China Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 64: China Soft Drinks Market Value (US$ million), by Category, 2012
Table 65: China Soft Drinks Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 66: China Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Table 67: China Soft Drinks Expenditure Per Household (Yuan Renminbi), by Category
Table 68: China Soft Drinks Expenditure Per Household (US$), by Category
Table 69: China Soft Drinks Market Volume( Ltrs m), by Category, 2012
Table 70: China Soft Drinks Consumption Per Capita (Ltrs), by Category, 2012
Table 71: China Soft Drinks Consumption Per Household (Ltrs), by Category, 2012
Table 72: China Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Table 73: China Bottled Water Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 74: China Concentrates Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 75: China Functional Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 76: China Juices Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 77: China Ready To Drink Tea & Coffee Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 78: China Smoothies Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 79: China Sparkling Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Table 80: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 81: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 82: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 83: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup, as tracked by the Survey), 2012
Table 84: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 85: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 86: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 87: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 88: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 89: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2012
Table 90: China: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: China Soft Drinks Value Share (%), by Age Groups, 2012
Figure 3: China Soft Drinks Value Share (%), by Gender, 2012
Figure 4: China Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Soft Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: China Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Bottled Water Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Concentrates Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Functional Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Juices Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: China Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: China Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: China Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: China Smoothies Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: China Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: China Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: China Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: China Soft Drinks Market Share (US$ million), by Category, 2012
Figure 23: China Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 24: China Soft Drinks Expenditure Per Household (US$), by Category
Figure 25: China Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (% of Ltrs m), 2012
Figure 26: China Bottled Water Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 27: China Concentrates Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 28: China Functional Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 29: China Juices Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 30: China Ready To Drink Tea & Coffee Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 31: China Smoothies Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012
Figure 32: China Sparkling Soft Drinks Survey-tracked Retailer Shares of Organized Retail by Volume (Ltrs m), 2012

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Related research categories

By sector: Soft drinks, General drinks

By market: China (in Asia), China (in BRICM)