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중국의 차 음료 시장(2015년 7월)

Tea Drinks - China - July 2015

리서치사 Mintel China
발행일 2015년 07월 상품 코드 297624
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중국의 차 음료 시장(2015년 7월) Tea Drinks - China - July 2015
발행일: 2015년 07월 페이지 정보 : 영문

이 페이지에 게재되어 있는 내용은 최신판과 약간 차이가 있을 수 있으므로 영문목차를 함께 참조하여 주시기 바랍니다. 기타 자세한 사항은 문의 바랍니다.

한글목차

중국의 RTD 차 음료 소비자는 그 어느 때보다 모든 것에 민감해져서 낮은 가격이라는 단순한 장치에는 반응하지 않게 되었습니다. 개개의 제품과 소비자에 맞춘 적절한 커뮤니케이션 채널과 어필 포인트를 선택하는 것이 상당히 중요해지고 있습니다. 특히 건강과 미용 측면에서 어필 포인트를 명확하게 구축하는 것이 향후 시장 개척에 있어서 중요해질 것입니다.

중국의 차 음료(Tea Drink) 시장에 대해 조사했으며, 시장이 해결해야 할 과제(다양한 소비자 유형에 어필하는 방법 등), 시장 동향 추이와 예측, 성장 촉진요인 및 저해요인, 소비자 동향, 주요 기업 개요, 향후 시장 발전 방향성 등의 정보를 전해드립니다.

제1장 서론

제2장 주요 요약

제3장 과제와 고찰

  • 관심이 낮은 청년층 소비자를 어떻게 유인할 것인가?
  • 여성 소비자를 대상으로 소비 기회와 장소를 기반으로 한 전략을 어떻게 구축할 것인가?
  • 프리미엄 제품 시장을 어떻게 개척할 것인가?

제4장 시장 동향과 활용 방법

  • 시장 동향 : 브랜드 확장
  • 시장 동향 : 영향력 있는 사람들
  • 시장 동향 : Real Thing 추구

제5장 시장 규모와 예측

  • 요점
  • 시장 성장률 하락
  • 예측 방법

제6장 시장 분류

  • 요점
  • 홍차와 녹차의 점유율 하락

제7장 시장 점유율

  • 요점
  • 시장 집중화 진전
  • JDB group : 시장 주도권을 유지하지만, 재판에서는 패소

제8장 혁신

  • 요점
  • 프리미엄 제품을 통한 청년층 소비자 개척
  • RTD 티 시장에서 카테고리 구분이 흐려지기 시작
  • 건강상 이점 : 제품 프리미엄화(Premiumisation)의 중요 포인트
  • 제품 크기 문제 : 대형 보틀의 급성장
  • 윤리성 : 동아시아 시장에서 관심이 높아진다

제9장 브랜드와 기업

  • 요점
  • Tingyi Holding Corporation
    • 제품 개발 및 판촉 활동
  • Uni-President China Holdings, Ltd.
  • JDB Group

제10장 소비자 : 구매 행동 변화

  • 요점
  • 아이스티 : 시장 축소 위기
  • 녹차 : 청년층 소비자가 적어지고 있다
  • 40대 남성 : 전통 중국차 지향성이 강하다

제11장 소비자 : 차 음료 이용 기회

  • 요점
  • RTD 티 : 캐쥬얼 음료로서의 지위를 유지
  • 여성은 외식이나(자택에서의) 다과회에서 RTD 티를 마실 기회가 많다
  • 남성은 스포츠 활동 중에 RTD 티를 마실 기회가 많다
  • 청년층은 일과 공부 중에 RTD 티를 마실 기회가 많다
  • 지역간 격차
  • 점내 소비 채널 : RTD 티 음료와의 어려운 경쟁

제12장 소비자 : 구매 채널

  • 요점
  • RTD 티가 지금도 소매 채널의 대부분을 차지
  • 슈퍼마켓/하이퍼마켓 : RTD 티 소비자의 대부분을 유인
  • 슈퍼마켓은 남성에게, 하이퍼마켓은 여성에게 인기가 높다
  • 미용용품 소매점 : 젊은 여성층을 접촉할 수 있는 드문 기회
  • 온라인 시장 : 아직 잠재성이 충분히 발휘되지 못해
  • 자동판매기 : 독신자와 청년층만 매료

제13장 소비자 : 이용한 정보 채널

  • 요점
  • 소문이 중요한 역할
  • 수동적인 커뮤니케이션 전략 : 남성 소비자에게는 더 효과적으로 작용
  • 고소득층 : 틈새 정보 채널을 이용하는 경향

제14장 소비자 : 프리미엄 제품에 대한 견해

  • 요점
  • 여전히 강력한 브랜드 가치
  • 지명도 높은 브랜드가 청년층 확보에 고심
  • 고급화(Sophistication) : 효과적인 제품 프리미엄화 수단
  • 찻잎 : 대도시에서는 어필 수단으로서 효과적으로 작용
  • 건강상 이점이 있는 RTD 티 : 여성 소비자의 상향 구매(trade up) 수요 촉진
  • 고령자층 : 향료가 첨가되지 않은 순수한 차의 풍미를 선호

제15장 소비자 : 계절성에 대한 견해

  • 요점
  • 계절에 관계없이 마시기에 적절한 차 음료
  • 계절 한정 RTD 티 : 라이프스타일 표현 수단

제16장 소비자 : 맛과 풍미에 대한 견해

  • 요점
  • 소비자는 새로운 종류의 RTD 티를 원하고 있다
  • 청년층은 단맛이 나는 티를 찾아

제17장 소비자 : 건강과 기능성에 대한 견해

  • 요점
  • 천연성분 : 프리미엄 제품으로서의 강력한 어필 포인트
  • 기능성 : RTD 티 시장에서의 향후 개발 목표

제18장 소비자 : Mintropolitan(도시 소비자)

  • 요점
  • 왜 Mintropolitan인가?
  • Mintropolitan은 어떤 사람을 지칭하는가?
  • 계절성 RTD 티는 라이프스타일 표현 수단
LSH 15.09.02

영문목차

“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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