中国のアルコール飲料市場

2024年、中国のアルコール飲料の市場規模は数量ベースでも金額ベースでもわずかに減少しました。売上の落ち込みの主な原因は、中国経済の低迷と消費マインドの低下で、消費行動がより慎重になったことです。これは、消費者がアルコール飲料を購入する際に、より合理的な購買決定を行ったオフトレードにおいて顕著でした。オン・トレードもまた、消費者がバーやレストラン、KTV（個室カラオケ）での消費を控えたことで影響を受けました。

この調査レポートは中国のアルコール飲料市場を分析・予測したEuromonitor Internationalの市場調査報告書です。最新の小売販売データ（2020年～2024年）を提供しており、成長を牽引するセクターを特定することができます。主要企業、主要ブランドを特定し、市場に影響を与える主な要因（法律、流通、価格問題など）を戦略的に分析しています。2029年までの予測では、市場がどのように変化するかを示しています。

対象製品：ビール、サイダー／ベリー、RTD、スピリッツ、ワイン

データ範囲：市場規模（実績と予測）、企業シェア、ブランドシェア、流通データ

本レポートを購入する理由

• アルコール飲料市場の詳細な把握
• 成長分野を特定し、変化を促す要因を特定
• 競合環境、市場の主要プレーヤー、主要ブランドを理解
• 5年間の予測を用いて、市場の今後の予測を評価

Euromonitor Internationalは、市場調査レポート、ビジネス参考書、オンライン情報システムの出版において50年以上の実績があります。ロンドン、シカゴ、シンガポール、上海、ヴィリニュス、ドバイ、ケープタウン、サンティアゴ、シドニー、東京、ベンガルール、サンパウロ、ソウル、香港、デュッセルドルフ、メキシコシティにオフィスを構え、100カ国にアナリストネットワークを持つ同社は、独自の能力と多様な市場を理解し、情報に基づいた戦略立案を支援する信頼性の高い情報資源を開発しています。

目次

目次と表の一覧

エグゼクティブサマリー

• 2024年のアルコール飲料：全体像
• 2024年の主要動向
• 競合情勢
• 小売業の開発
• オントレードとオフトレードの分割
• アルコール飲料の次はどうなるのか

市場背景

• 立法
• 法定購入年齢および法定飲酒年齢
• 飲酒運転
• 広告
• 喫煙禁止
• 営業時間
• オントレード施設

税金と関税

動作環境

• 密輸/並行輸入
• 免税
• 越境輸入/個人輸入

主な新製品の発売

• 見通し

市場指標

市場データ

免責事項

情報源

中国のビール

主なデータ結果

2024年の発展

• ビール消費は中価格帯のラガーやニッチビールに移行している
• 高品質ビールとクラフトビールは、中国の大手ビール醸造所にとって依然として重要な戦場
• 地元の小規模な食料品店やスーパーマーケットがビール小売販売を支配している

展望と機会

• 数量成長の鈍化はプレミアム化別刺激によって相殺される
• 生鮮ビールの急速な成長により、ビール醸造所はタイムリーな配送とコールドチェーン物流を強化しています。
• 中国のビールカテゴリーを再構築するフレーバーイノベーションは、お茶を注入したビールや地元産のビールをもたらす

カテゴリーの背景

• ラガー価格調査手法

カテゴリーデータ

中国のワイン

主なデータ結果

2024年の発展

• ワイン産業の復活は貿易政策の変更と消費者の嗜好の変化別支えられている
• 伝統的な地元ブランドと国際ブランドの革新がワインの魅力を高める
• スーパーマーケットと小売eコマースがワインの流通を促進

展望と機会

• 2025年にかけてワインカテゴリーは安定成長が見込まれる
• 手頃な価格のワインは消費者に求められる
• 製品イノベーションにより若年層の消費が拡大すると期待される

カテゴリーデータ

中国のスピリッツ

主なデータ結果

2024年の発展

• 消費者が購入に慎重になるにつれ、酒類の販売量は減少している
• 手頃な価格の中国酒ブランド「Niulanshan Er Guo Tou」がNiulanshan Distillery Co Ltdを押し上げる
• eコマースが普及する中、食料品小売業者が主導権を握る

展望と機会

• 中国の酒類は、風味の革新と低アルコール度数製品を活用して、関連性を維持
• 飲酒動向の変化によりウイスキーの売上が減少
• 中国では小型ボトルが若い成人の飲酒者を魅了している

カテゴリーの背景

• ウォッカ、ジン、その他のブレンデッドスコッチウイスキー、ダークラム、ホワイトラムの価格帯の調査手法

カテゴリーデータ

中国のサイダー/ペリー

主なデータ結果

2024年の発展

• 風味の魅力と新興ブランド別サイダー/ペリーの急増
• Somersbyのマーケティング戦略がカテゴリーの成長を促進
• 2024年にはコンビニエンスストアがサイダーの流通をリード

展望と機会

• レギュラーサイダーは2025年に力強い成長が見込まれる
• 小売eコマースは引き続き成長の原動力となる
• 芸術的なデザインと独創的なフレーバーがサイダー分野のイノベーションを推進

カテゴリーデータ

中国のRTDS

主なデータ結果

2024年の発展

• RTDは消費者の嗜好の変化の中で緩やかな数量成長を享受
• 上海バッカス酒有限公司がRTD市場で圧倒的なリードを維持
• ハイパーマーケットやコンビニエンスストアはRTDにとって重要なチャネル

展望と機会

• RTDは2025年に回復する見込み
• 体験型マーケティングがRTDカテゴリーの開発を支えると期待される
• フレーバーの革新は、若者の売上を伸ばすために活用される

カテゴリーデータ

In 2024, alcoholic drinks in China witnessed a slight decline in volume and value terms. The downturn in sales can be primarily attributed to the weaker Chinese economy and lower consumer confidence, leading to more cautious spending behaviour. This was evident in the off trade where consumers undertook more rational purchasing decisions when buying alcoholic drinks. The on-trade was also impacted with consumers opting to lower consumption in bars, restaurants and KTVs (private karaoke rooms) in...

Euromonitor International's Alcoholic Drinks in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Alcoholic drinks in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• On-trade vs off-trade split
• What next for alcoholic drinks?

MARKET BACKGROUND

• Legislation
• Legal purchasing age and legal drinking age
• Drink driving
• Advertising
• Smoking ban
• Opening hours
• On-trade establishments

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

• Contraband/parallel trade
• Duty free
• Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

• Outlook

MARKET INDICATORS

• Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024

MARKET DATA

• Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
• Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
• Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
• Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
• Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
• Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
• Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
• Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
• Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
• Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
• Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
• Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
• Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
• Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

BEER IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Beer consumption shifts toward mid-priced lagers and niche beers
• High-quality and craft beer remains a key battleground for major breweries in China
• Small local grocers and supermarkets dominate retail beer sales

PROSPECTS AND OPPORTUNITIES

• Slowing volume growth will be offset by stimulus from premiumisation
• Rapid growth of fresh beer drives breweries to enhance timely distribution and cold chain logistics
• Flavour innovation to reshape China's beer category brings tea-infused and localised brews

CATEGORY BACKGROUND

• Lager price band methodology
• Summary 2 Lager by Price Band 2023

CATEGORY DATA

• Table 16 Sales of Beer by Category: Total Volume 2019-2024
• Table 17 Sales of Beer by Category: Total Value 2019-2024
• Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
• Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
• Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
• Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
• Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 24 Sales of Beer by Craft vs Standard 2019-2024
• Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
• Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
• Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
• Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
• Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
• Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
• Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029

WINE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Revival in wine industry is supported by trade policy changes and shifting consumer preferences
• Innovations from traditional local and international brands boosts wine appeal
• Supermarkets and retail e-commerce propels distribution of wine

PROSPECTS AND OPPORTUNITIES

• Stable growth expected for wine category over 2025
• Affordable wines will be sought after by consumers
• Product innovation is expected to expand consumption among younger adults

CATEGORY DATA

• Table 32 Sales of Wine by Category: Total Volume 2019-2024
• Table 33 Sales of Wine by Category: Total Value 2019-2024
• Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
• Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
• Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
• Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
• Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 41 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
• Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
• Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
• Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
• Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
• Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
• Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
• Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
• Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029

SPIRITS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Volume decline in spirits as consumers become more discerning in their purchases
• Affordable Chinese spirits brand Niulanshan Er Guo Tou puts Niulanshan Distillery Co Ltd in the lead
• Grocery retailers assert control as e-commerce gains ground

PROSPECTS AND OPPORTUNITIES

• Chinese spirits leverage flavour innovation and lower-ABV offerings to maintain relevancy
• Whisky sales decline amid changes in drinking trends
• Small-sized bottles attract young adult drinkers in China

CATEGORY BACKGROUND

• Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
• Summary 3 Benchmark Brands 2024

CATEGORY DATA

• Table 63 Sales of Spirits by Category: Total Volume 2019-2024
• Table 64 Sales of Spirits by Category: Total Value 2019-2024
• Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
• Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
• Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
• Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
• Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
• Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
• Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
• Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
• Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
• Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
• Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
• Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
• Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
• Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
• Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

CIDER/PERRY IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Surge in cider/perry due to flavour appeal and emerging brands
• Somersby's marketing strategies propel category growth
• Convenience retailers lead cider distribution in 2024

PROSPECTS AND OPPORTUNITIES

• Regular cider is expected to witness robust growth in 2025
• Retail e-commerce will continue to be the driving force in growth
• Artistic design and creative flavours drive innovation in the cider category

CATEGORY DATA

• Table 84 Sales of Cider/Perry: Total Volume 2019-2024
• Table 85 Sales of Cider/Perry: Total Value 2019-2024
• Table 86 Sales of Cider/Perry: % Total Volume Growth 2019-2024
• Table 87 Sales of Cider/Perry: % Total Value Growth 2019-2024
• Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
• Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
• Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
• Table 95 Forecast Sales of Cider/Perry: Total Volume 2024-2029
• Table 96 Forecast Sales of Cider/Perry: Total Value 2024-2029
• Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
• Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

RTDS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• RTDs enjoy modest volume growth amid shifting consumer preferences
• Shanghai Bacchus Liquor Co Ltd holds dominant lead in RTDs
• Hypermarkets and convenience retailers are important channel for RTDs

PROSPECTS AND OPPORTUNITIES

• RTDs to recover well in 2025
• Experiential marketing expected to support development of RTDs category
• Flavour innovation will be used to drive sales among young adults

CATEGORY DATA

• Table 99 Sales of RTDs by Category: Total Volume 2019-2024
• Table 100 Sales of RTDs by Category: Total Value 2019-2024
• Table 101 Sales of RTDs by Category: % Total Volume Growth 2019-2024
• Table 102 Sales of RTDs by Category: % Total Value Growth 2019-2024
• Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
• Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
• Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 107 GBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 108 NBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 109 LBN Brand Shares of RTDs: % Total Volume 2021-2024
• Table 110 Forecast Sales of RTDs by Category: Total Volume 2024-2029
• Table 111 Forecast Sales of RTDs by Category: Total Value 2024-2029
• Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
• Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029