不斷變化的消費(fèi)者喜好，正在推動(dòng)中國飲料市場(chǎng)

根據(jù)市場(chǎng)調(diào)查機(jī)構(gòu) Research on Global Markets 近日發(fā)布的中國大陸飲品市 場(chǎng)研究報(bào)告指出，中國的食品和飲料在世界上最大的消費(fèi)國之一，同時(shí)也成為最大的生產(chǎn)商之一。收入的增加是增加更多的複雜的市場(chǎng)，城鎮(zhèn)居民，特別是花自己的收入購買包裝和進(jìn)口飲料從超市所佔(zhàn)比重較大。鑑於這些市場(chǎng)條件下，中國飲料市場(chǎng)將很快準(zhǔn)備好接管美國，食品和飲料，在世界上最大的消費(fèi)國。

本季飲料跟蹤報(bào)告：中國提供了一個(gè)全面的分析，在中國的飲料市場(chǎng)，提供數(shù)據(jù)信息和市場(chǎng)預(yù)測(cè)。報(bào)告確定的主要驅(qū)動(dòng)力，市場(chǎng)趨勢(shì)，並提出了詳細(xì)的市場(chǎng)概況。

市場(chǎng)概況：

在中國飲料行業(yè)正在以驚人的速度與更多類型的飲料在市場(chǎng)中每天推出，以適應(yīng)不同消費(fèi)者的口味。總體而言，消費(fèi)的增加已經(jīng)漲了大幅率軟飲料市場(chǎng)錄得雙位數(shù)字的改善，2013年中國功能飲料市場(chǎng)也見證了成長。在主導(dǎo)了中國飲料市場(chǎng)的飲料，瓶裝飲用水，碳酸飲料已經(jīng)佔(zhàn)據(jù)了最大的市場(chǎng)份額，其次是蛋白飲料和果蔬飲料。同時(shí)，茶葉消費(fèi)量在全國也水漲船高，並進(jìn)一步加強(qiáng)了市場(chǎng)。

市場(chǎng)驅(qū)動(dòng)力：

可支配的收入上升，全國各地的城市化驅(qū)使，提高品牌曝光度及零售再加上瞬息萬變的生活方式的選擇，推動(dòng)了中國人口的消費(fèi)模式的重大變化。見證了中國10％左右的平均國內(nèi)生產(chǎn)總值增長率，在過去十年已導(dǎo)致了更高水平的可支配收入建立一個(gè)新的中等收入模式。

這些新的消費(fèi)能力，促成消費(fèi)力道上有很大程度，並嘗試各種不同類型的在市場(chǎng)上的產(chǎn)品的能力的變化趨勢(shì)。

雖然健康意識(shí)，提高關(guān)心的福祉，推動(dòng)了中國功能性飲料和保健飲料的市場(chǎng)，變化的社會(huì)和文化因素，包括中國不斷擴(kuò)大的酒吧文化也加強(qiáng)了中國酒精飲料市場(chǎng)的潛力。此外，在誰飲酒的婦女人數(shù)上升特別是葡萄酒，進(jìn)一步擴(kuò)大了中國酒精飲料市場(chǎng)。

關(guān)鍵成員：

中國已經(jīng)看到了許多新的品牌，如康師傅進(jìn)入市場(chǎng)，在過去的四分之一。市場(chǎng)的巨大潛力，非常久遠(yuǎn)了市場(chǎng)的日益普及，推動(dòng)了一些新的品牌冒險(xiǎn)進(jìn)入市場(chǎng)，從而保持中國飲料行業(yè)在本質(zhì)上非常有競(jìng)爭力。大品牌的擁有者在中國，如可口可樂，百事可樂，屈臣氏，Robusts試圖嘗試和開發(fā)新的創(chuàng)新口味，以吸引更多的消費(fèi)者。在運(yùn)動(dòng)飲料類Mizone和佳得樂的主要品牌，而紅牛和Lipovitan能量飲料市場(chǎng)。加多寶和王老吉的主要球員在植物蛋白飲料，而伊利，蒙牛和光明的前三名選手在乳品市場(chǎng)。

source from whatech

Changing consumer preferences are driving the Chinese beverages market

This market research report is an essential tool for keeping up-to-date with the latest industry developments in the China beverage market.

China is one of the largest consumers of food and beverages in the world, simultaneously also being one of the largest producers. Rising incomes are adding more sophistication to the market, with urban residents in particular, spending a larger proportion of their incomes buying packaged and imported beverages from supermarkets. Given these market conditions, the Chinese beverage market will soon be ready to take over US, as the largest consumer of food and beverages in the world.

This report: Quarter Beverage Tracker: China  offers a comprehensive analysis for the beverages market in China, offering data information and market forecasts. The report identifies the key drivers, market trends and presents a detailed market overview.

Market overview

The Chinese beverages industry is growing at an alarming rate with more and more types of drinks being introduced in the market every day, to suit various consumer palates. Overall, the increase in consumption has gone up by a substantial rate with the soft drinks market recording double digit improvements in 2013. The Chinese functional drink market has also witnessed growth. Among the beverages dominating the Chinese beverages market, bottled drinking water and carbonated beverages have accounted for the largest market share, followed by protein beverages and fruit and vegetable beverages. Simultaneously, tea consumption in the country has also gone up and further strengthened the market.

Market drivers

Rising disposable incomes, urbanization drives across the nation, improved brand exposure and retail distribution coupled with rapidly changing lifestyle choices are driving major changes in the consumption patterns of the Chinese population. China has witnessed an average GDP growth of around 10 percent over the past ten years which has led to the creation of a new middle-income group with much higher levels of disposable income. These new sets of consumers have largely contributed to the changing purchase trends given their ability to spend on and experiment with various types of products available in the market. While health consciousness and increased concern for well-being has driven the Chinese functional drinks and health drink markets, changing social and cultural factors including China’s expanding pub culture have strengthened the potential of China’s alcoholic beverage market. Additionally, a rise in the number of women who consume alcohol especially wine has further expanded the Chinese alcoholic beverage market.

Key players

China has seen many new brands like Master Kong enter the market over the last quarter. The immense potential of the market, alongwith the growing popularity of the market has spurred several new brands to venture into the market, thus keeping the Chinese beverage industry very competitive in nature. 

Big brand owners in China, such as Coca-Cola, PepsiCo, Watsons, Robusts have tried to experiment and develop new innovative flavors to attract more consumers. In the sports drinks category Mizone and Gatorade are the main brands while Red Bull and Lipovitan lead the energy drinks market. Jiaduobao and Wong Lo Kat are the main players in the vegetable protein drinks while Yili, Mengniu and Bright are the top three players in the dairy market.