2015 beverage market development trend

Since 2001, China's beverage market has maintained double-digit growth for 13 years. However, in 2013, the high growth rate of the beverage industry slowed down significantly. The data showed that the beverage industry in China increased by 13.61% year-on-year in 2013. Although the results are still decent, the increase has decreased compared with previous years. In 2014, the beverage industry faced a more severe situation. The industry referred to 2014 as the “small year” of the beverage industry.

According to media reports, at the 2015 sales conference held by Wahaha Group, Zong Qinghou admitted to the distributors that 2014 was the worst sales year in recent years, and overall sales fell by 7%. At the same time, Master Kong’s announcement showed that its beverage business segment experienced a year-on-year decline in turnover in the third quarter of this year, with a decline of 19.95%. According to statistics, the turnover of Master Kong instant noodles in the third quarter has shown a positive year-on-year growth from the fourth year of 2010. The momentum in the third quarter of this year has been turned around, showing the first year-on-year decline in five years. According to a unified insider, the 2015 unification will focus on the growth of quality sales and abandon the growth of some non-profitable businesses.

In 2014, the “batterie” of the beverage market was in addition to the decline in the growth of the industry's leading enterprises, mainly due to the severe economic and consumption situation. In addition, the rainy weather in the country during the summer of 2014 contributed to the poor market conditions. Under such a changing environment, what will happen to the development of China's beverage market in 2015? Distributors and manufacturers should choose what kind of product distribution and production?

specification:

There will be more and more small-size products, especially the 200-300ML aluminum can market

After years of rapid development, the beverage industry has precipitated many classic products and brands. In terms of packaging specifications, it is mainly about 500ML PET packaging, 1L packaging products, and 310ML cans. There are also a number of Tetra Pak products with different specifications and materials that fill the market gap.

For the choice of packaging specifications, many companies are based on the specifications of others. The packaging strategy is one of the important components of the company's product strategy. At the beginning, Wang Laoji was mainly engaged in 310ML cans, but He Qizheng was different from the 600ML specification PET, quickly occupying part of the market. Now continue to use large cans, in fact, it is also hope that the difference in the packaging.

However, judging from the trend of beverage development, the future development of Chinese beverages will be small-scaled, mainly because consumers are pursuing oversaturated consumption and quality-oriented consumption. Especially for urban consumers, small but beautiful products will The more they earn their attention. With the upper limit of 500ML specifications, most products newly launched on the market today are below 500ML, satisfying more and more quality consumers, and thus are more likely to express the quality and value of the brand.

The mainstream products include Nestle coffee and tea and milk tea. It has become a small and beautiful landscape on the market. Product prices are also not low, and consumer loyalty is also high. In the future, in terms of shape, small-size aluminum can products will be a direction for product development, such as hawks and ginseng drinks.

Taste:

Unprecedented prospects for light-flavored beverages, especially light functional beverages

The beverage market has a wide range of flavors, mainly relying on the category and content of the product. The juice is thick and sweet, green tea is refreshing and refreshing, Coke refreshing, herbal tea taste, plant protein beverages are rich, coffee is relatively smooth and mellow... ... The growth of each type of product is based on its taste, why should we highlight the taste? Because the quality of beverage sales depends largely on the taste of the product.

From the products currently sold on the market, vitamin drinks represented by Danone's pulse are actually a light-flavored product. In the strictest sense, it is a mineral water added with vitamin taste, which is more tasteful than water, and it has no The fruitiness of the juice, coupled with the demand for functionality, has driven the market to fluctuate within a short period of 10 billion years. If there is no differentiation of such tastes, the pulse will not have the functional appeal of a blue hat, and it is difficult to start such a huge market scale. This kind of beverage with light taste and light functional appeal has gradually become an important force driven by pulsation, and it has a strong tendency to compete with herbal tea and vegetable protein beverages.

In addition to pulsation, Coca-Cola has also launched its own water-moving music products, while Uni-President has introduced Haizhiyan products, and many companies have launched light-flavored products such as lemon flavor and mint flavor in 2014. The market has been successful. It is expected that light taste soft drinks will continue to maintain rapid growth in 2015. This not only satisfies people's desire to purchase beverages to quench their thirst in summer, but also satisfies the young people's pursuit of rich taste.

Category:

Small beverages have great potential for nuggets, especially for fungus and clams

At present, the major beverages in China are mainly carbonated, fruit juices, plant protein beverages, tea beverages, milk beverages, and herbal beverages. The pattern of products has been formed. Carbonated drinks are represented by two music, and other companies basically have no chance. The fruit juice market is one of the largest sources of Huiyuan, and the others are grass. The herbal tea beverage market is the two tigers, Wang Lao Ji and Jaddo, and there is no other basic opportunity. The tea beverage market, Master Kong, is in competition with the unification of the two. There is no big opportunity for other companies. The Wahaha dairy market is dominated by other brands. Plant protein drinks, six walnuts, Lulu, and Coconut Island are three-legged and occupy the respective category market. Other companies can only engage in guerrilla warfare. There is not much of the pure land left for Chinese beverage companies to grow, and the intense competition for category products makes it increasingly difficult for the market to differentiate between categories.

In the face of such a sharp competition, it is very difficult for companies to make breakthroughs. For Chinese beverages to maintain rapid growth, breakthroughs must be made before they can be connected to the high-growth relay batons of walnut varieties. What are the current categories of products that have the opportunity to achieve the billion market?

From the point of view of the entire market development, there is a huge space for future Nuggets for beverages of the small category. Under the market of big trends and large categories, the category of small items is the height of the current market Nuggets. In 2015, small specialty beverages will have a lot of room for development. Because the growth of big brands is weak and the growth of large categories is weak, the characteristics and value of small, specialty drinks will be more prominent. For example, since 2013, Sanada’s beverage has emerged from the entire beverage market and became the representative of the lung-modifying beverage in the PM2.5 era. It has gained the attention and pursuit of the market and the outlook is unsurpassed. From the raw material point of view, in the future China's small category beverage market, there will be brand breakthroughs in the edible fungus beverage market. The hot selling of Zhongjing mushroom sauce and Jiangyan monkey biscuits has laid a cognitive space for edible mushroom drinks. The polysaccharides in edible fungi are raw materials for more expensive pharmaceutical products, so there is huge room for future development. In 2015, the launch of Jiangzhong Monkey Drink was a start.

Price:

The retail price of 4-5 yuan will be consolidated, especially the 4 yuan price market

The Chinese beverage market has evolved from the 2 yuan era to the 3 yuan era. At present, the price of 2 yuan has been dominated by carbonated beverages and tea beverages, while the 3 yuan price product is occupied by juices and various plant beverages, subject to market competition, inflation and The impact of the continuous increase in labor costs is currently advancing toward the 4-yuan price point. More and more products will be smashed at the price of 4 yuan. In the future, bottled beverages will compete around the price of 4 yuan.

It can be foreseen that after entering 2015, the development and birth of various new beverages will be priced between 4-5 yuan. Otherwise, the product will not have any room for operation and development, and it will not be able to create market competition. When the new product is insufficient in scale, it can only obtain a living space through a value war, otherwise the price war will only make itself a victim of a large-brand price meat grinder. In fact, it is mainly a matter of choice between value and price. The choice of value or price is determined by the company’s strategy and resources. It is not taken for granted.

For example, the retail price of the real Tian Tian drink into the market is located at 4 yuan, and the unified milk tea is more expensive, and future market competition with no value will be eliminated.