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市場調査レポート

中国の茶飲料市場 (2015年7月)

Tea Drinks - China - July 2015

発行 Mintel China 商品コード 297624
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国の茶飲料市場 (2015年7月) Tea Drinks - China - July 2015
出版日: 2015年07月31日 ページ情報: 英文
概要

中国のRTDティードリンクの消費者は、今までよりも物事に敏感になっており、販売価格の低さといった単純な仕掛けには反応しなくなってきています。個々の製品やその消費者に合わせた、適切なコミュニケーション・チャネルやアピールポイントの選択が非常に重要となってきています。特に、健康・美容面でのアピールポイントを適確に遡及することが、今後の市場開拓において重要となるでしょう。

当レポートでは、中国の茶飲料(ティードリンク)市場について調査しており、市場の課題 (様々な消費者相への遡及方法など)、市場動向の推移と予測、成長促進・阻害要因、消費者動向、主要企業のプロファイル、今後の市場発展の方向性などを調査・考察しております。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 関心の低い若年層消費者をどうやって誘引するのか?
  • 女性消費者を対象に、消費機会・場所を踏まえた戦略をどうやって構築するのか?
  • 高級品市場をどうやって開拓するのか?

第4章 市場動向とその活用方法

  • 市場動向:「自分のブランド」を育てる
  • 市場動向:影響力のある人々
  • 市場動向:「本物」の追求

第5章 市場規模とその予測

  • 要点
  • 市場成長率の低下
  • 予測手法

第6章 市場の分類

  • 要点
  • 紅茶・緑茶のシェア低下

第7章 市場シェア

  • 要点
  • 市場集中化の進展
  • JDB group:市場の主導権を維持するが、裁判では敗訴

第8章 イノベーションへの取り組み

  • 要点
  • 高級品による若年層消費者の開拓
  • RTDティー市場でのカテゴリー区分が消失し始める
  • 健康上の利点:製品高級化の重要なポイント
  • 製品サイズの問題:大型ボトルの急成長
  • 倫理性:東アジア市場で関心が高まる

第9章 ブランド・企業

  • 要点
  • Tingyi Holding Corporation
    • 製品開発・販促活動
  • Uni-President China Holdings, Ltd.
  • JDB Group

第10章 消費者:購入行動の変化

  • 要点
  • アイスティー:市場縮小の機器
  • 緑茶:若年層消費者が離れつつある
  • 40代男性:伝統的な中国茶への志向が強い

第11章 消費者:茶飲料の利用機会

  • 要点
  • RTDティー:カジュアルな飲料としての地位を保つ
  • 女性は、外食や (自宅での) お茶会でRTDティーを飲む機会が多い
  • 男性は、スポーツ活動の途中でRTDティーを飲む機会が多い
  • 若年層は仕事・勉強の最中にRTDティーを飲む機会が多い
  • 地域性の違いの大きさ
  • 店内消費チャネル:RTDティー飲料との厳しい競合

第12章 消費者:購入チャネル

  • 要点
  • RTDティーが現在も小売チャネルの大半を占める
  • スーパー/ハイパーマーケット:RTDティーの消費者の大半を惹きつける
  • スーパーマーケットは男性に、ハイパーマーケットは女性により人気が高い
  • 美容品小売店:若い女性層を接触できる数少ない機会
  • オンライン市場:まだその潜在性を十分に発揮していない
  • 自動販売機:独身者・若年層しか誘引できていない

第13章 消費者:利用した情報チャネル

  • 要点
  • 口コミが重要な役割を果たす
  • 受動的なコミュニケーション戦略:男性消費者にはより有効に働く
  • 高所得層:ニッチな情報チャネルを使用する傾向

第14章 消費者:高級品に対する考え方

  • 要点
  • いまだに強大なブランド価値
  • 知名度の高いブランドが、若年層の確保に苦慮
  • 洗練化:製品の高級化の有効手段
  • 茶葉:大都市ではアピール手段として有効に働く
  • 健康上の利点のあるRTDティー:女性消費者の乗り換え需要を促す
  • 高齢層:フレーバー無しの、純粋な茶の風味を好む

第15章 消費者:季節性に対する考え方

  • 要点
  • 季節に関係なく飲用に適している茶飲料
  • 季節限定RTDティー:ライフスタイルの表現手段として機能

第16章 消費者:味覚・フレーバーに対する考え方

  • 要点
  • 消費者は新しいタイプのRTDティーを求めている
  • 若年層は甘み付きティーを受容

第17章 消費者:健康・機能性に対する考え方

  • 要点
  • 天然成分:高級品としての強力なアピールポイント
  • 機能性:RTDティー市場での今後の開発目標

第18章 消費者:Mintropolitan (都市消費者)

  • 要点
  • なぜMintropolitanなのか?
  • Mintropolitanとは誰か?
  • 季節性RTDティーがライフスタイルの表現手段として機能

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目次

“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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