Explore new growth in the beverage market

Our reporter Luo Chen

At the recent FBIF2021 Food and Beverage Innovation Forum held in Hangzhou, Zhejiang, Yu Jian, general manager of Kantar Worldpanel Greater China, and Zhang Lin, managing director of Kantar Insights China, analyzed the Chinese beverage market and interpreted the beverage industry in all aspects.

O2O channel sales are booming

There is still room for further improvement in vertical sub-categories

"In the past five years, the phenomenon-level product in the beverage market is not only Vitality Forest, but also many popular items.

Mature track still has a lot of potential The most critical factor in the success of Yuanqi Forest is that it has chosen a very large track

The penetration rate of sugar-free products in the comprehensive and three-dimensional healthy beverage market has increased from 52% to 63% in one year, not only by sparkling water, but also by other categories

Taste iteration captures consumers' taste buds The Kantar Worldpanel survey shows that, in addition to price, taste is still the core decision-making factor for consumers to purchase new products

Play around with big and small scenarios and discover new consumption forces Consumers’ demands for beverages in their lives can be divided into different occasions, so it is very important to find the power point of each occasion and seize the minds of consumers on specific occasions

Seize the touch points of physical channels to achieve sinking and intensive cultivation.

In addition to the near field format, the O2O channel is also the "new darling" of the beverage industry

New needs of consumers need to be met urgently

Four areas of innovation are the blue ocean of competition

Based on Kantar's "Diet China 2021" study released this year, Zhang Lin introduced eight major needs for beverage consumption

Restoration of vitality consumers have special needs for "restoration of vitality", such as body detoxification, reducing anger, maintaining cardiovascular health, etc.

The continued popularity of zero-sugar beverages in the lightweight hydration market is in line with the findings of Diet China 2021: consumers are looking for beverages with less fat, cholesterol and sugar, that is, beverages that are helpful for body management

Pleasant Rest Consumers looking for a "pleasant rest" mainly seek to obtain spiritual energy from sensory experiences, and gain confidence and calmness during or after drinking

Soothing Rewards Many young consumers want a product that helps relieve stress and relieve anxiety at the end of a busy day

"China Food News" (July 19, 2021 07 edition)

(Editor in charge: Luo Chen)