China Beverage Fast Consumer Goods Market Analysis

The Shanghai Business-Fasting Consumer Goods Research Center lasted more than two months and visited nearly a hundred senior executives of FMCG products on the spot, and together with over 120 fast-moving consumer goods companies listed on the Shanghai, Shenzhen and Shenzhen Stock Exchanges, they released and released. 2013 Fast Consumer Goods Annual Report. According to the report, in 2012, 67.2% of the surveyed companies reported an increase in the number of surveyed companies, which was a year-on-year increase, 10% less than in 2011, 12.3% in sales, and 20.5% in sales. , more than 15 percentage points more than in 2011.

The market share of carbonated beverages continues to decline and fertilizer sales promotion
Although current carbonated beverages still occupy a strong market share, it is an indisputable fact that it has been gradually eroded. The relevant public information shows that in 2000, carbonated beverages accounted for 36% of the domestic market share, and then from 2006 to 2010, its share fell from 30.96% to 22.34%, and continued to decline to 21.9 in the first three quarters of 2012. %. However, the output of tea drinks and fruit juice drinks has increased by more than three times in recent years. According to the analysis report on the operation status of the beverage industry in the first to third quarters of 2012 released by the National Bureau of Statistics of China Industry and Enterprise Information Distribution Center, as of the end of September 2012, drinking water, carbonated beverages, tea beverages, herbal tea, juices, and functional beverages occupy respectively. China's beverage industry accounted for 25.7%, 21.9%, 16.4%, 7.2%, 22.2%, and 6.6% of sales. The overall prosperity of the domestic beverage industry has declined. One of the differentiation trends is that the proportion of healthy beverages has risen while the share of carbonated beverages has shown a downward trend.

The beverage giants have frequently "slimmed down" and discontinued their price hikes. In recent days, many beverage companies have started to “faten” in an unconventional manner, and they have not increased their prices. According to news, the two giants of Coca-Cola and Pepsi Co., Ltd. changed their variety of carbonated drinks from 500 milliliters to 600 milliliters, but the price did not increase.

"International Finance" reporter visited some supermarket chains, department stores, and convenience stores in Shanghai and discovered that carbonated drinks such as Coca-Cola, Pepsi, Sprite, Fanta, Merino, etc. were "fat" in the previous 500 ml. Based on the addition of 20% to a net content of 600ml, some beverages are also marked with the words “Send 100ml” and “Add 100ml more” to remind consumers that the retail price remains at 2.5 to 3%. Between the yuan, no rise was seen. According to supermarket clerk introduction, when the supermarket was purchased at the end of December last year, 500 ml of Sprite and Coke had become 600 ml, but the purchase price remained unchanged, and the sales price would not naturally rise.

“Now consumers are more concerned about health, and beverages are also favored for low-calorie products such as juices, herbal teas, and tea drinks.” Xiao Xiao, a beverage analyst at Beijing Oriental Agri Consulting Co., Ltd., said in an interview with the “International Finance” reporter. Due to the fact that carbonated beverages containing high sugar and caffeine components are currently considered to be detrimental to health, market share has continued to fall. In this context, the increase in Coca-Cola and Pepsi is a move to rescue the market, but both parties tacitly avoid prices. war. The two giants chose to act in the year of closing, which can also reduce the adverse effects of lower prices.

Tea beverages, fruit and vegetable beverages are developing well

Juice drinks include fruit and vegetable juices and fruit and vegetable beverages. Fruit and vegetable juices are made directly from fresh or refrigerated fruits and vegetables, and fruit and vegetable beverages are ready-made beverages prepared by adding water, sugar liquid and sour agent to fruit juices and concentrated fruit and vegetable juices. In China, the juice content of fruit and vegetable juice drinks should not be less than 10%, otherwise they will belong to other types of beverages.

In recent years, the juice beverage market in China has experienced rapid development. The rapid rise of the fruit juice market is inextricably linked to the increase in consumers’ health awareness. Juice beverages, especially pure juices, are rich in essential vitamins and trace elements, and are therefore healthy and delicious. Become the main reason for juice to attract consumers.

In December 2011, China produced 1.629 million tons of fruit and vegetable juice drinks, an increase of 11.16% year-on-year. From January to December 2011, the national output of juice and vegetable juice beverages reached 19,200,000 tons, an increase of 8.66% over the same period of last year.

The competition for Chinese fruit juice beverages has become increasingly fierce. There are three competitive forces in the market: One is the Taiwanese company unified and Master Kong. It wins with packaging innovations and tastes; the other is a well-known domestic company including Huiyuan, Wahaha and others; Big multinational companies such as Coca-Cola, Pepsi, etc. At present, there are many first-line beverage brands such as Wahaha, Huiyuan, farmer orchards, multi-fresh oranges, Minute Maid orange, queer, and Lulu. Due to the fierce competition of big brands, it is very difficult for foreign brands to enter the juice beverage market. At the same time, the price of juice drinks is increasingly transparent, and the profits of manufacturers and distributors are continuously thinning. Finding new profit growth points has become a top priority for companies. In order to gain a leading position in the highly competitive juice market, differentiated operations that suit market needs are the key.

Although China has a large population, the consumption of fruit juice drinks is relatively low. The per capita annual consumption is less than 1 kilogram, which is 1/10 of the world average and 1/40 of the average level in developed countries. This shows that fruit juice beverages still have huge room for development in China. With the gradual improvement of the living standards of urban and rural residents, the consumption of fruit juice drinks will inevitably grow further. In the future, the development prospects of China's juice industry will be good, and at the same time, it will also have very good investment advantages.

Functional beverages are in the ascendant

More than 10 years ago, Jianlibao, known as "Asian Magic Water," opened up the first glory of a functional beverage, and its annual sales have reached more than 2 billion yuan. Afterwards, major domestic beverage giants have developed functional beverages, and they all regard this area as a new business “Blue Ocean”. In 2011, sales of Red Bull alone exceeded 8 billion yuan. However, in the past few years, the development of functional beverages has not been as fast as expected.

Since 2012, the new round of functional beverage development has reached a climax. According to information provided by Shanghai Business, first of all Wahaha Group's Kaili high-profile listing. Immediately after the black card 6 hours, Dongpeng special drink, Dali music tiger, Tai Fook charging, Sakamoto Sanada and other new products have begun to appear. According to data released by the National Bureau of Statistics in the first three quarters of 2012, the proportion of functional beverages in the entire market reached nearly 13%, while drinking water was 25.6% and carbonated drinks were 21.9%. In 2013, beverages may have a new impact.

Relevant data show that at present, the industrial value of China's functional beverages has reached as much as 1.5 billion U.S. dollars and the number of product types exceeds 150.

There are many types of functional beverages, some of which are “cross-border” in the classification. For example: Although six walnuts are plant protein beverages, it emphasizes the function of “usually using the brain and drinking six walnuts”; JDB Although Wong Lo Kat is a herbal tea product, it emphasizes the fact that he is not afraid of “flaming up”. In herbal tea products, in addition to red tea, red bottles and green boxes of three kinds of herbal tea, Wong Lo Kat also developed a sugar-free, low-glucose herbal tea and herbal tea solid beverage, which greatly enriched the herbal tea category. Master Kong, unified and other frequency push new tastes, Tiandi Hao is a market segment, have opened up innovative plant functional beverages.

In fact, functional beverages generally include vitamins, glucose, minerals, electrolytes, lysine, and even taurine. These ingredients certainly have some anti-fatigue and moderate amounts of calcium, potassium, minerals, and electrolytes. Such role, more suitable for specific groups and adults with greater physical loss.

More and more beverage manufacturers are hoping to incorporate elements that are beneficial to human health into the water and develop more and more functional beverages. According to analysis in the industry, with the increase of consumer health awareness, the demand for functional beverages will continue to increase.

According to data released by the National Bureau of Statistics of China's Industry and Enterprise Information Distribution Center, the product structure of the beverage industry in China has been continuously optimized in recent years, and the proportion of healthy beverages has continued to rise, while the market share of carbonated beverages has gradually declined. According to the data, the prospects for the development of functional beverages such as low-calorie beverages, healthy nutritional beverages, and live bacteria-containing milk beverages are promising. It is expected that the sales of functional beverages in the beverage industry will reach around 20% in 2013.

Functional beverages are more suitable for specific populations and adults with greater physical loss. They are not suitable for children who are in developmental stages because children tend to exercise less. Excessive supplementation of these ingredients can increase the burden of self-regulation on children and excessive drinking. Will exceed the child's digestive system and kidney, liver and nervous system capacity.

Some emphasis on anti-fatigue, refreshing, and some functional beverages containing caffeine to stimulate the central nervous system, consumers should not drink too much before going to bed; and some functional beverages are suitable for drinking after intense exercise and heavy sweating. However, for patients with heart disease and hypertension, the sodium contained in it may increase the burden on the body and may cause an increase in heart load and blood pressure; some heart disease and hypertension are not suitable for excessive drinking, and some elderly people are Children can not drink freely.