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市場調査レポート

中国の植物タンパク質飲料市場

Plant Protein Drinks - China - January 2015

発行 Mintel China 商品コード 295744
出版日 ページ情報 英文
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中国の植物タンパク質飲料市場 Plant Protein Drinks - China - January 2015
出版日: 2015年01月31日 ページ情報: 英文
概要

中国の植物タンパク質飲料(PPD)市場は急速な成長を示しており、新しいカテゴリーの商品がシェアを伸ばしたり数多くの新規参入組が押し寄せたりと飲料市場の中でも最もダイナミックな市場となっています。競争の激化から市場は高級品路線へ向かわざるを得ないプレッシャーを受けています。

当レポートでは、中国のPPD市場を取り上げ、市場動向、課題、イノベーション、また消費者動向をさまざまな角度から詳細に検証し、現行市場の市場規模の算定ならびに今後の市場予測を行っています。またこれらの分析結果からこの市場の企業各社が目指すべき戦略について考察を進めています。

第1章 序論

  • 定義
  • 調査手法
  • 略語

第2章 エグゼクティブ・サマリー

  • 着実な市場成長と力強い販売実績でPPDは際立っている
  • 浸透度は高くユーザ数を拡大する余地はほとんどない
  • PPDを飲まない人の分布は偏っている
  • クルミおよび大豆の飲料が伸びてきている
  • クルミが他から抜きん出ている
  • 仲間同士の情報チャンネルが情報源の主体
  • 輸入PPDは高い信頼感が最大の利点だが...
  • ...中国国産の製品の方が中国人の舌に合うと考えられている
  • 原材料が高級PPDを選ぶときに重要な決め手となる
  • Mintel Chinaの考察

第3章 市場の課題と重要点

  • 原材料と効果とが高級品へ達する道
    • 市場データ
    • 市場への影響
  • 味はもはやPPDの成否を決める決定的役割は持たない

第4章 トレンド応用

第5章 市場成長促進要因

  • 人口の高齢化によりPPD市場が拡大
  • 健康への関心の高まりでPPDがますます魅力的に
  • 高級品化の将来性が高い
  • 原油価格の大幅な下落でパッケージのコストが大きく低下

第6章 市場規模および将来予測

  • 着実な市場成長と力強い販売実績でPPDは際立っている
    • 中国におけるPPDの販売量および売上高
  • 現在は小さいが将来には莫大な可能性あり
    • 中国のPPD販売量および売上高のベストおよびワーストケース予測
  • 予測手法

第7章 市場シェア

  • 分野の違いで業績が大幅に異なる
  • 市場競争がますます熾烈に
  • トップカテゴリー3分野がシェアを失いつつある
    • 売上高別に見た中国におけるPPDの市場分類

第8章 誰がイノベーションを進めるのか

  • 純粋さ vs. 添加フレーバー
  • カテゴリーの境界がはっきりしなくなったことで新たな期待が生まれる
  • 果物と野菜とのカテゴリーの境界が不鮮明に
  • スポーツ飲料とエナジー飲料の境界が不鮮明に
  • 他のPPDとの間の境界が不鮮明に - 白および黒PPD飲料の間の障壁が崩れる

第9章 主要企業とブランド

  • Xiamen Yin Lu Co., Ltd
  • Coconut Palm Group
  • Hebei Chengde Lolo Co., Ltd
  • Hebei YangYuan Co., Ltd
  • Vitasoy International Holdings Ltd.

第10章 消費者動向 - PPDの浸透度

第11章 消費者動向 - 飲まない理由

第12章 消費者動向 - PPD消費状況の変化

第13章 消費者動向 - さまざまなタイプのPPDが持つ性質

第14章 消費者動向 - 情報源

第15章 消費者動向 - 輸入および国産PPDの受け取られ方

第16章 消費者動向 - 高級植物タンパク質飲料を決定づける要素

このページに掲載されている内容は最新版と異なる場合があります。詳細はお問い合わせください。

目次

“The staggering growth in the PPD market makes it the most dynamic market in the drink spectrum with emerging product categories on the rise and new entrants flooding into the market. The intensifying competition from within and outside the PPD market will put pressure on the established brands in the five leading product segments, forcing the market to move towards further fragmentation. However, the pressure from the competition is unlikely to offset the momentum and the market is expected to follow its record-breaking growth rate in the short term.” - David Zhang, Senior Drink Analyst.

This report looks at the following areas:

  • Ingredients and added benefits lead the premiumisation route
  • Taste no longer plays a definitive role in the success of PPDs

Given the stagnant prices of PPDs, the market is increasingly under pressure to premiumise. Brands and operators will certainly benefit from a new PPD market with an expanding premium segment.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • Steady growth and strong performance makes PPDs stand out
    • Figure 1: Best- and worst-case forecast of China retail value sales of PPDs, by value, 2009-19
    • Figure 2: Best- and worst-case forecast sales of PPDs in China, by volume, 2009-19
  • High penetration leaves little room to expand user base
    • Figure 3: Penetration of PPDs, October 2014
  • The distribution of non-drinkers is polarised
    • Figure 4: Non-users of PPDs, by personal monthly income, October 2014
  • Walnut and soybean drinks are on the rise
    • Figure 5: Change in PPD consumption, October 2014
  • Walnut stands out from the crowd
    • Figure 6: Correspondence map of the PPD market in China
  • Peer-based information channels stand out
    • Figure 7: Sources of information, October 2014
  • Trustworthiness is the key advantage of imported PPDs...
    • Figure 8: Selected attributes towards imported PPDs
  • ... but domestic ones are thought to be more compatible with Chinese taste buds
    • Figure 9: Selected attributes towards domesticPPDs
  • Ingredients play the key role in determining premium PPDs
    • Figure 10: Factors determining premium PPDs, October 2014
  • What we think

3. Issues and Insights

  • Ingredients and added benefits lead the premiumisation route
  • The facts
  • The implications
  • Taste no longer plays a definitive role in the success of PPDs
  • The facts
  • The implications

4. Trend Applications

  • Trend: Sense of the Intense
  • Trend: The Real Thing
  • Trend: Mood to Order

5. Market Drivers

  • Key points
  • The ageing population drives the PPD market up
    • Figure 11: Population of China, by age, 2002-13
  • Health concerns make PPDs more appealing
  • Premiumisation shows potential
    • Figure 12: Urban per capita household consumption expenditure in cash in China, 2005-13
  • Significant dip in crude oil prices reduces packaging cost substantially
    • Figure 13: Brent crude oil monthly price, 2011-14

6. Market Size and Forecast

  • Key points
  • Steady growth and strong performance makes PPDs stand out
    • Figure 14: Value and volume sales for PPDs in China, 2009-19
  • Small for now but with huge potential in the future
    • Figure 15: Best- and worst-case forecast of China retail value sales of PPDs, by value, 2009-19
    • Figure 16: Best- and worst-case forecast of sales of PPDs in China, by volume, 2009-19
  • Forecast methodology

7. Market Share

  • Key points
  • Mixed performance strongly associated with segment differences ...
    • Figure 17: Market share of PPD market in China, 2011-13
  • The competition is intensifying
  • The three leading categories losing ground
    • Figure 18: Market segmentation of PPDs in China, by value, 2009-13

8. Who's Innovating?

  • Key points
  • Purity vs added flavours
    • Figure 19: Organic chocolate flavoured almond milk, Q4 2014
  • Category blurring brings new hope
  • Category blurring with fruit and vegetables
  • Category blurring with sports and energy drinks
    • Figure 20: Selected new PPDs with added fruit flavours as substitutes of sports drink, 2014
    • Figure 21: Caramel flavoured soymilk drink launched by Kikkoman in Japan, Q2 2014
  • Category blurring with other PPDs - breaking the barrier between white and black PPD drinks
    • Figure 22: Walnut and peanut flavoured milk launched by Yinlu, Q3 2014

9. Brands and Companies

  • Xiamen Yin Lu Co., Ltd
  • Coconut Palm Group
  • Hebei Chengde Lolo Co., Ltd
  • Hebei YangYuan Co., Ltd
  • Vitasoy International Holdings Ltd.

10. The Consumer - Penetration of PPDs

  • Key points
  • High penetration leaves little room to expand user base
    • Figure 23: Penetration of PPDs, October 2014
  • Young and mid-earners are more likely to buy PPDs
    • Figure 24: Usage of PPDs, by selected demographics, October 2014
  • Foshan shows highest penetration
    • Figure 25: Usage of PPDs, by city, October 2014

11. The Consumer - Reasons for Not Drinking

  • Key points
  • The distribution of non-drinkers is polarised
    • Figure 26: Usage of PPDs, by personal monthly income, October 2014
  • Reasons for not drinking
    • Figure 27: Reasons for not drinking, October 2014
    • Figure 28: Nature's organic original soy milk launched in Australia, Q1 2015

12. The Consumer - Change in PPD consumption

  • Key points
  • Walnut and soybean drinks are on the rise
    • Figure 29: Change in PPD consumption, October 2014
  • Young and female drinkers consume more soybean-based drinks
    • Figure 30: Consumers who have drunk more soybean drinks, by selected demographics, October 2014
    • Figure 31: Mango soy milk with collagen launched by Toraku in Japan, Q2 2013
  • Coconut drinks bear a premium image
    • Figure 32: Consumers who have drunk more coconut drinks, by selected demographics, October 2014
  • Peanut-based drinks show a rare skew towards young male consumers...
    • Figure 33: Consumers who have drunk more peanut drinks, by gender and age, October 2014
  • ... but consumers from higher tier cities tend to be less interested
    • Figure 34: Consumers who have not drunk peanut drinks, by city tier, October 2014
    • Figure 35: Peanut and rice drink from Seven Eleven in Taiwan, Q4 2014
  • Almond becomes less appealing to the young
    • Figure 36: Consumers who have drunk less peanut drinks, by city age, October 2014
    • Figure 37: Vanilla flavoured almond drink launched by Blue Diamond Growers in Mexico, Q4 2014
    • Figure 38: Vitasoy's oat and almond milk launched in New Zealand, Q4 2014
  • Lower tier cities are the key driver of the growth in the walnut segment
    • Figure 39: Change of consumption on walnut drinks, by city tier, October 2014

13. The Consumer - Attributes Associated with Different Types of PPDs

  • Key points
  • Walnut stands out from the crowd
    • Figure 40: Correspondence map of the PPD market in China
    • Figure 41: Attributes associated with different types of PPDs, October 2014
    • Figure 42: Stone ground walnut peanut PPDs by Clever Doctor in China, Q3 2014
  • Soybean drinks face challenges when premiumising
    • Figure 43: Leafy milk from Yakult Japan, Q1 2014
    • Figure 44: Black sesame flavoured soya milk launched by I-Mei in Taiwan, Q4 2013
  • Unique taste becomes the key feature of coconut drinks
  • Potential segmentation strategies for soybean drinks
    • Figure 45: Attitudes towards soy-based drinks with suggested targeting groups, October 2014
  • Female soybean drinkers consider it good for their skin
    • Figure 46: Consumers' attitude towards soybean drinks as good for their skin, by gender, October 2014
    • Figure 47: Orange flavour vitamin soymilk launched by Toraku in Japan, Q1 2015
  • Natural ingredients are important to low earners...
    • Figure 48: Attitude towards soy-based drink on natural ingredients, by personal monthly income, October 2014
  • ... and unique taste is more important to consumers with higher income
    • Figure 49: Attitude towards soy-based drinks having unique taste, by monthly personal income, October 2014
  • Potential segmentation strategies for coconut drinks
    • Figure 50: Attitudes towards coconut drinks with suggested targeting groups, October 2014
  • Men in their thirties consider coconut drinks high in calories
    • Figure 51: Pure coconut water targeting sports drink launched by Foco Switzerland, Q3 2014
  • Natural ingredients and comprehensive nutrition are more relevant to married couples
  • Regional difference: Foshan and Chengdu consumers like the thick texture of coconut drinks
    • Figure 52: The association between coconut drink and thick texture, by city, October 2014
  • Consumers from higher tier cities focus more on the beauty functions
  • Potential segmentation strategies for peanut drinks
    • Figure 53: Attitudes towards peanut drinks with suggested targeting groups, October 2014
  • Men in their twenties consider peanut drinks to have a unique taste
  • High calories in this category more likely to be recognised by low earners

14. The Consumer - Sources of Information

  • Key points
  • Peer-based information channels stand out
    • Figure 54: Source of information, October 2014
  • TV remains a key information channel for consumers...
  • ... but other traditional information channels seem to lose their glory
  • Mid-to-high earners pay more attention to online reviews...
    • Figure 55: Usage of online reviews as information channels, by personal monthly income, October 2014
  • ... online video streaming sites tend to be more attractive as information channels for high earners
    • Figure 56: Usage of online video streaming sites as information channels, by monthly personal income, October 2014
  • Older female consumers are less likely to obtain information from TV adverts
    • Figure 57: Penetration of TV adverts of PPDs, by gender and age, October 2014
  • Repertoire behaviour is commonly seen when gathering information
    • Figure 58: repertoire behaviour on information gathering in the PPD market in China, October 2014

15. The Consumer - Attitudes towards Imported and Domestic PPDs

  • Key points
  • Trustworthiness is the key advantage of imported PPDs...
    • Figure 59: Selected attributes towards imported PPDs
  • ... but domestic products are thought be more compatible with Chinese taste buds
    • Figure 60: Selected attributes towards domestic PPDs

16. The Consumer - Factors Determining Premium Plant Protein Drinks

  • Key points
  • Ingredients play the key role in determining premium PPDs
    • Figure 61: Factors determining premium PPDs, October 2014
    • Figure 62: Organic PPDs introduced globally
  • Purity vs added flavours
    • Figure 63: Organic chocolate flavoured almond milk, Q4 2014

17. Appendix - Reasons for Not Drinking

  • Figure 64: Reasons for not drinking, October 2014

18. Appendix - Change in PPD consumption

  • Figure 65: Change in PPD consumption, October 2014
  • Figure 66: Change in PPD consumption - Soybean drink, by demographics, October 2014
  • Figure 67: Change in PPD consumption - Coconut drink, by demographics, October 2014
  • Figure 68: Change in PPD consumption - Peanut drink, by demographics, October 2014
  • Figure 69: Change in PPD consumption - Almond drink, by demographics, October 2014
  • Figure 70: Change in PPD consumption - Walnut drink, by demographics, October 2014
  • Figure 71: Change in PPD consumption - Grain drink, by demographics, October 2014
  • Figure 72: Attitudes towards imported and domestic PPDs, by Change in PPD consumption - Soybean drink, October 2014
  • Figure 73: Attitudes towards imported and domestic PPDs, by Change in PPD consumption - Coconut drink, October 2014
  • Figure 74: Attitudes towards imported and domestic PPDs, by Change in PPD consumption - Peanut drink, October 2014
  • Figure 75: Attitudes towards imported and domestic PPDs, by Change in PPD consumption - Almond drink, October 2014
  • Figure 76: Attitudes towards imported and domestic PPDs, by Change in PPD consumption - Walnut drink, October 2014
  • Figure 77: Attitudes towards imported and domestic PPDs, by Change in PPD consumption - Grain drink, October 2014

19. Appendix - Attributes Associated with Different Types of PPDs

  • Figure 78: Attributes associated with different types of PPDs, October 2014
  • Figure 79: Most popular attributes associated with different types of PPDs - Soybean drinks, by demographics, October 2014
  • Figure 80: Next most popular attributes associated with different types of PPDs - Soybean drinks, by demographics, October 2014
  • Figure 81: Other attributes associated with different types of PPDs - Soybean drinks, by demographics, October 2014
  • Figure 82: Most popular attributes associated with different types of PPDs - Coconut drinks, by demographics, October 2014
  • Figure 83: Next most popular attributes associated with different types of PPDs - Coconut drinks, by demographics, October 2014
  • Figure 84: Other attributes associated with different types of PPDs - Coconut drinks, by demographics, October 2014
  • Figure 85: Most popular attributes associated with different types of PPDs - Peanut drinks, by demographics, October 2014
  • Figure 86: Next most popular attributes associated with different types of PPDs - Peanut drinks, by demographics, October 2014
  • Figure 87: Other attributes associated with different types of PPDs - Peanut drinks, by demographics, October 2014
  • Figure 88: Most popular attributes associated with different types of PPDs - Almond drinks, by demographics, October 2014
  • Figure 89: Next most popular attributes associated with different types of PPDs - Almond drinks, by demographics, October 2014
  • Figure 90: Other attributes associated with different types of PPDs - Almond drinks, by demographics, October 2014
  • Figure 91: Most popular attributes associated with different types of PPDs - Walnut drinks, by demographics, October 2014
  • Figure 92: Next most popular attributes associated with different types of PPDs - Walnut drinks, by demographics, October 2014
  • Figure 93: Other attributes associated with different types of PPDs - Walnut drinks, by demographics, October 2014
  • Figure 94: Most popular attributes associated with different types of PPDs - Grain drinks, by demographics, October 2014
  • Figure 95: Next most popular attributes associated with different types of PPDs - Grain drinks, by demographics, October 2014
  • Figure 96: Other attributes associated with different types of PPDs - Grain drinks, by demographics, October 2014

20. Appendix - Source of Information

  • Figure 97: Source of information, October 2014
  • Figure 98: Most popular source of information, by demographics, October 2014
  • Figure 99: Next most popular source of information, by demographics, October 2014
  • Figure 100: Other source of information, by demographics, October 2014
  • Repertoire
    • Figure 101: Repertoire of source of information, October 2014
    • Figure 102: Repertoire of source of information, by demographics, October 2014
    • Figure 103: Change in PPD consumption, by repertoire of source of information, October 2014

21. Appendix - Attitudes towards Imported and Domestic PPDs

  • Figure 104: Attitudes towards imported and domestic PPDs, October 2014
  • Figure 105: Most popular attitudes towards imported and domestic PPDs, by demographics, October 2014
  • Figure 106: Next most popular attitudes towards imported and domestic PPDs, by demographics, October 2014

22. Appendix - Factors Determining Premium PPDs

  • Figure 107: Factors determining premium PPDs, October 2014
  • Figure 108: Most popular factors determining premium PPDs - Rank 1, by demographics, October 2014
  • Figure 109: Next most popular factors determining premium PPDs - Rank 1, by demographics, October 2014
  • Figure 110: Other factors determining premium PPDs - Rank 1, by demographics, October 2014
  • Figure 111: Most popular factors determining premium PPDs - Rank 2, by demographics, October 2014
  • Figure 112: Next most popular factors determining premium PPDs - Rank 2, by demographics, October 2014
  • Figure 113: Other factors determining premium PPDs - Rank 2, by demographics, October 2014
  • Figure 114: Most popular factors determining premium PPDs - Rank 3, by demographics, October 2014
  • Figure 115: Next most popular factors determining premium PPDs - Rank 3, by demographics, October 2014
  • Figure 116: Other factors determining premium PPDs - Rank 3, by demographics, October 2014
  • Figure 117: Most popular factors determining premium PPDs - Rank 4, by demographics, October 2014
  • Figure 118: Next most popular factors determining premium PPDs - Rank 4, by demographics, October 2014
  • Figure 119: Other factors determining premium PPDs - Rank 4, by demographics, October 2014
  • Figure 120: Most popular factors determining premium PPDs - Rank 5, by demographics, October 2014
  • Figure 121: Next most popular factors determining premium PPDs - Rank 5, by demographics, October 2014
  • Figure 122: Other factors determining premium PPDs - Rank 5, by demographics, October 2014
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