What is the market of food and beverage industry now? Do you know that?/You know what? Do you want to know what you don't know? The following is the "template essay of food and beverage industry analysis report" compiled by me for your reference only. Welcome to read this article. Template of food and beverage industry analysis report (1)

product strategy

(1) product taste: product taste is one of the most important factors for consumers to choose beverages, and product taste must be tested by consumers. According to the survey, taste is an important influencing factor for college students to accept new products. At the same time, according to the characteristics of college students' consumption of beverages, beverage manufacturers should constantly increase the taste innovation in the college students' beverage market, constantly introduce new tastes, and shorten the product update cycle to meet the various taste needs of college students.

(2) Product types: While promoting beverage types in a comprehensive and balanced way, we should also choose product types according to the characteristics of college students' market. At the same time, according to the survey, gender differences also have a certain impact on the product types of college students' beverage market. Boys prefer carbonated drinks and girls prefer juice drinks. In view of this market phenomenon, beverage manufacturers and distributors should investigate the gender ratio of colleges and universities as much as possible, then determine the proportion of various beverages in a timely manner according to the proportion, and finally increase the sales ratio of carbonated drinks and juice drinks in colleges and universities.

(3) product packaging strategy: it is best to use bottled and canned products, or to use environmentally friendly paper packaging, and at the same time, several packaging forms can complement each other, but the packaging style must be unified, the color matching should be obvious and have visual impact, and the most important thing is to be fashionable enough to catch up with the current trend, which is in line with college students' consumption psychology of pursuing fashion.

(4) product capacity strategy: according to the survey, the beverage with a capacity of 251-511ml is most easily accepted by college students. Therefore, when targeting the college students' market, manufacturers should try their best to keep the beverage capacity within this range.

price strategy.

the price strategy should be appropriate. In view of the particularity of college students' consumption market, the price of products can be slightly lower than that of leading brands in the market. If some products have high production costs or add special nutrients, their prices can also be slightly higher than those of leading brands in the market. According to the survey, the specific price should be located in the price range of 3-5 yuan.

channel strategy.

increase the distribution rate as much as possible. Fully investigate and master the situation of zero entities in colleges and universities, strengthen the distribution of goods in supermarkets, convenience stores, canteens and grocery stores in colleges and universities, increase the distribution rate of products as much as possible, promote the sales of other channels with supermarkets in colleges and universities, reduce the circulation links of channels, and rationally design and manage distribution channels, thus reducing the circulation cost, making the sales price get the price and benefiting college students.

promotion strategy.

Comprehensive use of various promotion strategies, such as personnel promotion, advertising, public relations, business promotion and sales promotion. For example, regular free drinks, buy one get one free, discount promotions, prize sales and other promotional activities.

promotion strategy.

Strengthen cooperation with universities, and increase the popularity of products by sponsoring university associations and other activities; At the same time, we can also promote our products through TV media, which is a fast and effective media platform. For example, Gowasu of Wahaha sponsored Hunan Satellite TV's "I am a singer" and other very popular programs at present, and the popularity of the products was rapidly improved and the sales market was opened. Therefore, for manufacturers to promote products in colleges and universities, they can comprehensively use various media platforms to promote products, especially the promotion of new products, and make full use of platforms such as Weibo, Internet and TV media.

other strategies.

(1) Make further market investigation and analysis on college students' beverage consumption market, fully grasp college students' consumers' hobbies and beverage consumption habits, and seek a breakthrough.

(2) standardize research and planning activities. Before the product goes on the market or in the operation process, the market research of consumers, sales channels and competitors is conducted regularly to understand consumers' needs, dealers' psychological dynamics and market competition dynamics, and on this basis, a comprehensive and meticulous integrated marketing plan is made.

attachment: questionnaire on college students' beverage consumption market.

1. What is your gender?

A, male b, female.

2. Do you usually drink?

A, often drink b, occasionally drink c, never drink.

3. What is your average monthly living expenses?

A, 611-811 yuan b, 811-1111 yuan c, 1111-1211 yuan d, more than 1211 yuan.

4. How much do you spend on drinks in a week?

A, 1-11 yuan b, 11-21 yuan c, 21-31 yuan d, 31 yuan or above.

5. What kind of drinks do you usually buy?

A, carbonated beverage b, tea beverage c, fruit juice beverage d and milk beverage.

e. functional drinks.

6. where do you usually buy drinks?

A, large supermarket b, small supermarket c, roadside stall d, others.

7. What kind of packaging do you like for drinks?

A, bottled b, canned c, paper d and others.

8. what is the capacity of the drinks you usually buy the most?

　A、251ml B、511ml C、1L D、1.5L。

9. What do you pay more attention to when buying drinks?

A, package b, color c, taste d, price e and others.

11. What is your usual price for drinks?

A, 2-3 yuan b, 3-5 yuan c, d above 5 yuan, others.

11. How much sugar do you like in your drinks?

A, two-thirds b, one-third c, sugar-free d, others.

12. Which brand of drinks do you usually buy?

A, uni-president b, Wahaha c, master kong d, others.

13. What color do you like to drink?

A, Bai Ming b, pink c, purple d, sky blue e, others.

14. What kind of drinks do you like best?

a. add pulp b, milk c, coffee d and others.

15. If a new product comes on the market, what factors will you buy it for? (multiple choices)

A, advertising factors b, feel fresh, and want to taste the influence of people around you.

D, attracted by packaging e, others.

16. What factors will affect your choice of purchasing drinks to the greatest extent (sorting questions) _ _ _ _ _ _ _ _ _ (multiple choices).

a. Is the nutrition rich? B. Is there too much pigment? C. The concentration of juice.

D. Choice of the taste of fruit juice (such as meat) E. Whether the price is reasonable.

F. the strength of advertising G. whether the packaging is exquisite H. the materials used.

17. How do you usually know a drink (multiple choices)?

A, promotion b, friend recommendation c, advertising.

D, newspapers and magazines e, try it yourself.

18. What kind of product promotion method do you like (multiple choices)?

A, advertising b, store promotion c, newspaper and magazine reports.

D, free taste of e, others.

19, will the beverage spokesperson affect your purchase intention?

A, can b, can't c, it doesn't matter.

thank you for your cooperation. I wish you a good mood every day. Template of food and beverage industry analysis report (2)

1. Investigation background

A food enterprise intends to develop beverage products in the near future. Due to the fierce brand competition in today's beverage market, some new beverages have emerged in recent years. With the extremely rich products, the violent explosion of media and advertising information, and the mass consumer market splitting into a large number of niche markets, the market environment of beverage products has become more unpredictable. I hereby entrust my investigation agency to conduct market research on the beverage industry on the market.

second, the purpose of the survey

is to comprehensively and systematically understand China's current policies and regulations on the beverage industry, the types and functions of beverages, the market share of various beverage products, and the production, sales and operation of various beverage enterprises, so as to provide accurate, authentic and credible information for a food enterprise to expand its business in the beverage market, so that it can have a macro grasp of its development in the future.

third, the survey method

this survey generally adopts the method of copywriting survey. Among them, the main method is information contact method, and secondly, literature screening method is used to complete this investigation.

IV. Background materials of the survey

After searching various materials, the specific contents of the survey are as follows:

(1) National policies and regulations on beverage products.

on xx 1, the general principles for beverages will replace the original international GB11789——1996 classification of soft drinks. For the first time, the General Principles of Beverages classifies the beverages currently on the market into 11 categories, including carbonated beverages, fruit and vegetable juices, protein beverages, packaged drinking water, tea beverages, coffee beverages, plant raw materials, flavored beverages, special-purpose beverages and solid beverages. However, all the beverage products that are not included in this category 11 and meet the definition of beverage are classified into category 11-other beverages.

the basic technical requirements of various beverages are very clear in the general principles for beverages. For example, juice drinks and vegetable juice drinks should be marked with the original juice or vegetable juice content, and drinks with juice (pulp) content less than 11% should not be called juice drinks in the future. Similarly, the content of vegetable juice (pulp) in vegetable juice drinks must be greater than or equal to 5%. At the same time, if the fruit juice is added with sugar, the words "sweetened" should be clearly marked in the vicinity of the product name, such as "sweetened apple juice".

(2) categories and functions of existing beverages in China's market.

According to its functions, it can be divided into polysaccharide drinks, vitamin drinks, mineral drinks, sports balance drinks, probiotics and prebiotics drinks and low-energy drinks. Their specific functions are as follows:

1. Polysaccharide drinks: most of them refer to drinks containing dietary fiber, which can regulate the stomach.

2. vitamin drinks: vitamin drinks can not only supplement the vitamins needed by human body, but also remove the garbage in the body and play an anti-aging role.

3. Mineral drinks: used to supplement various mineral elements such as iron, zinc and calcium needed by human body, enhance human immune function and physical fitness, improve osteoporosis and effectively resist fatigue.

4. Sports balanced drinks: can reduce consumption and restore vitality. .

5. Probiotics and prebiotic drinks: promote the growth of beneficial bacteria in human intestines and stomach, improve intestinal function, help digestion and care skin.

6. Low-energy drinks: The calories, fat content and sugar content are lower than other functional drinks, especially those that supplement physical fitness, which are suitable for obese people.

(3) the overall scale of China's beverage market.

with the internationalization of China's market after China's entry into WTO, some large international beverage manufacturers have also landed in Chinese mainland, a huge consumer market, since 1979. First of all, there is a drink war between Coca-Cola and Pepsi-Cola in China, then there is a brother battle between Taiwan Province's two beverage groups and Master Kong, and then there is a quiet arrival of French Danone and Lipton, the fourth largest beverage brand in the world. The whole beverage market is gestating a new brand competition and market division. With their deep brand resources, strong financial support and successful experience in expanding foreign markets, these multinational companies have formed a encirclement trend for local beverage enterprises in Chinese mainland. The development scale of various beverages is as follows:

1. Packaged water market: the largest share of the beverage market, mainly because China's population will grow at an annual rate of about 4%. Its main brands include: Nongfu Spring, Wahaha, Master Kong, Robust and so on.

2. Fruit juice and beverage market: The market oligopoly trend of fruit juice and beverage industry is inevitable. At present, the top 11 brands in the juice market are Uni-President, Master Kong, Huiyuan, Coke's Fruit Orange, Jianlibao's fifth season, Pepsi's Fruit Fun, Farmers' Orchard, Wahaha's Extraordinary Juice, Shunxin's Hand-in-Hand Juice, and Lotte's joint venture with Winbond.

3. carbonated beverage market: the decline in China market is irreversible. At present, the market capacity of carbonated drinks is relatively stable on the surface, but its percentage in the whole beverage market is declining year by year. Not to mention carbonated drinks, Pepsi and Coca-Cola have been singing "double reed". The market share of Coca-Cola and Pepsi in carbonated drinks in China reached 48.47% and 37.26% respectively, and the sum of them exceeded 85%. CR4 in bottled water market also exceeds 51%.

4. Tea drinks: a typical duopoly. The share of Master Kong's family is close to 51%. Together with reunification, the total share of the two is close to 81% in first-and second-tier cities.

5. Special purpose beverage market: more than half of the share is occupied by Red Bull. 6. Protein drinks: Mengniu Yili, two giants, and many small and medium-sized enterprises have obvious competition.

7. Plant beverage: At present, herbal tea is the largest category and industry representative in the plant beverage market. Typical representative Wang Laoji.

8. Coffee drinks: There are only a few brands of ready-to-drink coffee drinks in China, such as Yaha and Nestle. There are a few regional brands in Shanghai, Guangzhou and Shenzhen, such as Bangde, Lishen, Moore and Braun, which have a simple flavor, and most of them are milk coffee, and their popularity is also low.

9. Solid beverages: Basically, each beverage category can have its own solid form, and tea and coffee account for the largest share of the solid beverage market.

(IV) Scale, production and sales volume, market share and distribution of major beverage manufacturers in China 1. Carbonated beverage industry: The market share of Coca-Cola is about 48.47% of that of Coke, that of Pepsi is 37.26%, and that of others is about 14%.

2. Fruit juice industry: Tea drinking ranks first in China with a market share of 45%, while fruit juice ranks second with a share of 21%. Unified fresh orange multi-market juice share is 21%.

3. Occupancy rate of functional drinks: Red Bull, Pulse, pocari sweat, Jianlibao and Nestle Energy E account for 31%, 21%, 17%, 13% and 9% respectively.

4. Tea: The brands are concentrated in Master Kong and Uni-President, among which iced black tea and iced green tea are market-oriented. The brands of tea drinks most frequently consumed by heavy consumers are Master Kong iced black tea, unified iced black tea, Master Kong iced green tea and unified green tea, accounting for 35.7%, 25.1%, 21.3% and 11.5% respectively. Wang Laoji is in an absolute leading position in the herbal tea industry.

(5) raw materials and supply in the beverage market.

the main ingredients of soft drinks are