Aimedia Consulting recently released the "2022-2023 Global and my country Beverage Market Development Trend and Consumer Behavior Data Monitoring Report" (hereinafter referred to as the "Report"). The beverage industry as a whole has shown a good growth trend. In the future, the production capacity will continue to expand, and the industrial structure will be further improved and optimized.
In 2022, the size of China's beverage market will reach 1,247.80 billion yuan. Consumers often drink more types of beverages, mainly packaged drinking water (62.7%), carbonated drinks (55.0%), dairy products (54.0%) and sparkling water (42.0%) ). Since 2020, due to the impact of the epidemic, the amount of investment and financing in the global soft drink industry has experienced a short-term decline. However, with the recovery of the global economy, especially my country's economy, the beverage industry has entered a period of rapid development.
Data show that China's total retail sales of consumer goods in 2020 will decline by 0.4%, mainly due to the obvious impact of the epidemic on consumption. In 2021, the total social retail sales will reach 44082.32 billion yuan, a year-on-year increase of 12.4%. Under the epidemic, consumption has picked up, which has driven the recovery of sales in the beverage industry. The output of the beverage industry has shown a trend of first falling and then rising. In 2020, my country's beverage output will be 163.473 million tons, a year-on-year decrease of 7.9%. In 2021, the output will rebound, reaching 183.338 million tons. Aimedia Consulting analysts believe that the current production and sales of the beverage industry are basically matching. Under the influence of the epidemic, some industries have suspended production and production, and the output of the beverage industry has shrunk to a certain extent. With the gradual recovery of parties, wedding banquets, etc., beverage manufacturers may need to increase production capacity.
According to the survey data, beverage consumers mainly purchase beverages offline, accounting for 67.3%, with strong immediate needs. From the perspective of beverage brand awareness, the display of offline physical stores is a better brand communication method (52.7%); in terms of advertising communication channels, TV advertisements (51.9%), short video platforms (48.0%) and offline advertisements (39.6%) %) The spread effect is also more obvious. Aimedia Consulting analysts believe that as a product with high daily consumption frequency and strong immediate demand, beverages are still mainly purchased offline, and the display and advertising of beverage products have a certain promotion effect.
Frequently chosen beverage category
There are many types of beverages that consumers often drink, mainly packaged drinking water (62.7%), carbonated drinks (55.0%), dairy products (54.0%), sparkling water (42.0%), etc. Aimedia Consulting analysts believe that since the main ingredient of beverages is water, in most cases of meals and travel, the main purpose of consumers choosing beverages is to replenish water, and compared with other beverages, packaged drinking water has less additives. Less, healthier, and therefore more preferred by consumers to a certain extent.
Purchase frequency and amount
The frequency of consumers buying carbonated drinks is mainly 1-2 times a week (54.5%), 3-4 times a week (24.4%); the average monthly purchase amount of carbonated drinks is 50-100 yuan (46.4%), 50 below RMB (36.5%). Compared with packaged drinking water, the purchase frequency and amount of carbonated drinks are relatively low.
Most Purchased Carbonated Drink Brands
According to the survey data, the most frequently purchased carbonated beverage brands are Coca-Cola (67.3%), Pepsi (61.6%) and Sprite (47.6%). Aimedia Consulting analysts believe that carbonated beverages have entered the product maturity stage, and their brand concentration is relatively high.
Packaged and sugary preferences for carbonated beverages
Consumers expressed their preference for carbonated beverage packaging as cans (74.2%) and plastic bottles (69.2%). Aimedia Consulting analysts found that glass bottles are better than cans in terms of airtightness, and cans are better than plastic bottles, and the better the airtightness, the higher the degree of carbonation, the better the taste, and the portability of glass bottles is lower , which will increase the probability of consumers choosing cans to a certain extent. At the same time, consumers' opinions on sugar in carbonated drinks are mainly low-sugar (55.7%) and sugar-free (23.0%). It can be seen that low-sugar carbonated drinks have gained consumers' preference.
Consumption amount and acceptable unit price limit for sparkling water drinks
On the average monthly consumption of sparkling water drinks, nearly half of consumers spend 50-100 yuan, 31.7% of consumers spend less than 50 yuan, and only 19.9% of consumers spend more than 100 yuan. In addition, from the perspective of the acceptable unit price limit of sparkling water, the highest acceptable unit price of sparkling water for most (43.8%) consumers is 7-10 yuan, and the highest acceptable unit price of sparkling water for 22.7% of consumers is 11-15 yuan Yuan. Aimedia Consulting analysts believe that the consumption amount of consumers on sparkling water reflects their consumption ability and willingness to consume, and the higher the acceptable unit price limit, to a certain extent, shows that consumers have higher confidence in the consumption of sparkling water drinks and are willing to spend more. Pay a higher premium for it.
Consumers' Favorite Brands of Sparkling Water Drinks
Among the listed "Chinese consumers' favorite sparkling water beverage brands", Yuanqi Forest has a clear advantage (73.9%); Nongfu Spring Soda Sparkling Water (46.3%) is next, which also has a high degree of recognition; Watson's Soda Sparkling water, HEYTEA vials and Nongfu Spring Sparkling Tea are relatively similar in popularity. Aimedia Consulting analysts believe that Yuanqi Forest sparkling water caters to the needs of most consumers, and has won a certain degree of market recognition through its efforts in the vertical field; at the same time, cross-border companies such as Nongfu Spring and Heytea also rely on their brand influence The cross-border development of sparkling water business with the advantages of water sources has achieved good results, which has also intensified competition in the industry to a certain extent.
Preference for Sugar Content in Sparkling Water Drinks
In the 2022 survey on sugar content preferences of Chinese consumers for sparkling water drinks, 55.9% of consumers prefer polysaccharides and low sugar, exceeding the proportion of consumers who prefer sugar-free (37.6%). In addition, 44.4% of consumers said that after the epidemic, the frequency, quantity or type of sparkling water purchases have increased. Aimedia Consulting analysts believe that most people still prefer sweet sparkling water, which may satisfy the brain’s demand for energy and relieve the pressure and fatigue of people’s work and study. At the same time, affected by the epidemic, many people spend more time at home. Sparkling water, as a new type of beverage, has become a recreational drink for many consumers.
Development trend: health products lead the trend
The scale of the beverage industry is stable, and beverages have become one of the important national consumptions. The scale of the beverage industry is stable. According to data from the National Bureau of Statistics, from January to December 2021, the output of beverage manufacturing enterprises above designated size nationwide reached 183.338 million tons, an increase of 12.15% year-on-year. Among them, the output of beverages in December was 13.588 million tons, an increase of 8.3% year-on-year.
After the outbreak, people are paying more and more attention to health, and more and more consumers are paying attention to the source of beverage product ingredients, seeking products that support immunity, improve sleep and reduce stress. As a result, beverage companies are innovating ingredients to produce products with functional health benefits. For example, the emergence of new beverage sparkling water has increased the popularity of "healthy beverage products" to a certain extent.
The "Report" believes that the beverage industry will further develop healthily in the future, the demand of the beverage industry will continue to rise, the production capacity will be expanded, and the industrial structure will be further improved and optimized.
