Beverage market research report

Introduction: Beverage is the favorite of most people, and it is cool in summer to quench their thirst. What is the prospect of China's beverage market? I have compiled the research report of China's beverage market for everyone, and those who are interested can learn about it.

beverage market research report

1. Background

At present, the beverage market in China is dominated by carbonated drinks, bottled water, tea drinks, juice drinks and functional drinks.

Among them, carbonated drinks have entered a mature stage, and the market has been basically divided by "Liangle", and the total share of the two is close to 81%, so it is difficult for other competitors to shake their market position; The bottled water market is huge, but due to the simple production process, numerous brands and frequent changes in the market structure, it has not yet formed a stable dominant brand; The tea beverage market is about to enter a mature stage, and Master Kong and Nongfu Spring occupy a comparative advantage, but Wahaha, Coca-Cola and Nestle's iced tea, Pepsi and Lipton's iced black tea are eroding the market share of the former two, and the pattern is still reshaping; Fruit juice drinks are in a period of rapid growth and have not yet formed a stable market structure; New categories such as functional drinks and coffee drinks are in the market introduction period. Although the current consumption is not high, the prospects are very promising.

it can be said that China's beverage market is full of vitality and contains a lot of business opportunities, both from the perspective of market scale growth potential and from the perspective of market competition pattern changes.

in order to know more about the beverage market in Xi' an, we launched a market research.

II. Overview of the survey

1. Purpose of the survey:

In order to improve the competitiveness of manufacturers in the beverage industry and understand the consumption psychology and demand of Xi 'an citizens for beverage products, so that manufacturers can produce products that are more suitable for consumers, with complete varieties and outstanding characteristics, a survey was conducted on Xi 'an citizens.

2. Survey object:

Take citizens of xx city as the survey object, and the subjects are between 16 and 31 years old; We are divided into below 16 years old, 16-31 years old, 31-51 years old and over 51 years old as the survey interval.

3. Investigation process:

(1). First, after group discussion, we quickly worked out an investigation plan, focusing on investigating consumers' price range of drinks, brand preferences of existing drinks, views on new brands and expectations for future drinks.

(2) According to the research plan, we designed questionnaires, and we conducted 311 questionnaires. And the division of labor: Bell Tower, Chang 'an University Town, East Street, West Street, South Street, North Street and other areas were investigated.

(3) We spent one day on-site questionnaire survey in each designated destination, and our investigation team completed the task with good quality and quantity through hard work.

(4) Survey methods: Questionnaire survey and personnel fixed-point visit were adopted; Self-filled questionnaires are used for distribution.

III. Investigation results and analysis

1. Analysis of beverage products

(1) Analysis of tea drinks

Tea drinks in the existing market can be divided into three categories: pure tea, flavored tea and steamed tea, and manufacturers such as Master Kong, Nongfu Spring, Robust, Wahaha and Coca-Cola mostly take flavored tea as the main force.

specifically, it can be divided into iced black tea, iced green tea, milk tea, peach tea, iced tea, American ginseng flower, grape tea, winter melon tea and lemon tea.

According to the consumers' purchasing situation of different kinds of tea drinks, the three favorite tea drinks are green tea, black tea, iced tea and

(2) Analysis of carbonated drinks

According to the differences in raw material composition and taste of products, carbonated drinks can be divided into the following five categories: juice-type carbonated drinks with original juice content of not less than 2 or 5%, such as orange juice soda, orange juice soda, pineapple juice soda or mixed juice soda.

because it contains a certain amount of fruit juice, it can not only relieve summer heat and quench thirst, but also has a certain nutritional function. It is a carbonated beverage with high nutritional value. At present, there are few fruit juice carbonated beverages on the market in China.

fruit-flavored carbonated drinks with fruit-flavored edible essence as the main flavoring agent, and the original juice content is less than 2 or 5%, such as orange soda and lemon soda.

There are mainly Sprite, Fanta, Very Lemon, Very Apple and other products, which are mainly consumed by young people.

cola-type carbonated drinks contain caramel color, cola essence, or spicy and fruity mixed flavors similar to cola and fruity flavors.

colorless cola contains no caramel color.

The main products are Coca-Cola, Pepsi-Cola and Coca-Cola, which are mainly consumed by young people.

Low-calorie carbonated drinks and sodas with sweeteners replacing sugar in whole or in part.

there are mainly products such as cola and soda water, which are suitable for the elderly and obese people to drink.

Other products include carbonated drinks containing plant extracts or non-fruity edible essences as perfuming agents and supplementing electrolytes and energy lost after exercise, such as ginger ale and sports soda, which are suitable for drinking after exercise.

(3) Analysis of water drinks

Water drinks are divided into mineral water, purified water and distilled water.

The English literal translation of mineral water is spring water, which is healthy water with mineral nutrition and can bring people life and vitality.

Purified water originated from "space water", that is, the water that astronauts recycled in the spacecraft cabin after purification and purification. After this water was used for commercial development, some processes were added, but while removing impurities such as bacteria and purity, minerals beneficial to human body were also removed from the water. Long-term drinking will easily lead to mineral deficiency and disease, and most experts hold a negative attitude towards it.

(4) Analysis of functional drinks

All drinks that meet the nutritional needs of some special people by adjusting the composition and content ratio of natural nutrients in drinks are collectively called' functional drinks', including sports drinks, nutritious drinks, energy drinks and other special-purpose drinks.

"Functional drinks can be divided into the following categories: polysaccharides, vitamins and minerals, sports balance, probiotics and low-energy drinks.

(5) Fruit juice drinks

The per capita consumption of fruit juice drinks in China is 1/7 of that in the world, which is less than 2% of that in developed countries.

With people's pursuit of health and fashion, fruit juice beverage, as a natural drink, has undoubtedly become the first choice for consumers, and the market potential of fruit juice beverage in China is huge

.

It is against this background that from 2111 to 2112, international beverage companies such as Coca-Cola, Pepsi, Nongfu Spring and Taiwan Province Dingxin Group entered or increased their investment. At the same time, domestic juice beverage companies such as Huiyuan Juice and Lulu Group also stepped up their expansion, and the competition in China's juice beverage market became increasingly fierce.

2. Analysis of consumer behavior

(1) Frequency of drinking: According to the survey data, the proportion of light consumers (drinking less than 1-2 times a week) is only 11%, while the proportion of light consumers (3-5 times) is 21%, accounting for 32% between mild and severe (5-7 times a week), and severe.

This shows that there is a strong demand for beverages in Xi 'an, and the cake in the beverage market is very big.

weekly drinking frequency table price demand table

(2) purchase price: at present, the prices of drinks on the market are mostly above 2 yuan, 2-3 yuan, 3-5 yuan and 5 yuan.

According to the survey results, consumers' demand for the price of drinks is mainly 2-3 yuan, while consumers in 2 yuan and 3-5 yuan are more acceptable, and the demand above 5 yuan is relatively small.

(3) reasons for buying: mainly when you are thirsty, and the chances of buying after exercise and shopping are also great.

tea drinks are quite popular when you are thirsty.

3. Consumers' buying habits

(1) Buying motivation: quenching thirst is still the main motivation for consumers to buy drinks.

According to the survey data, the number of people who buy is the largest when they quench their thirst, followed by sports, parties and shopping.

The survey shows that taste is the most important factor affecting consumers' purchase, followed by nutrition, price and so on. Brand and health are also important factors.

packaging, fashion and other factors also affect consumers' consumption concept to some extent.

Of course, with the development of the times and the improvement of living standards, people's consumption demand is also increasing, which affects consumers'

most important taste, and people's requirements are also constantly

improving. They all hope to introduce new flavors frequently and

add new beneficial nutrients.

purchasing priority

(2) preference for certain brands of beverages:

A. Coca-Cola: It has a good evaluation of all aspects of Coca-Cola, whether it is taste, packaging, advertising or impression. After all, it is an old brand for so many years and naturally has its own unique side.

B. Pepsi-Cola: According to our survey data, the popularity of Pepsi-Cola is higher than that of Coca-Cola by a certain percentage. In this way, the dominance of Coca-Cola has been replaced by Pepsi-Cola.

C. Nongfu Spring: Most consumers like it and the average level. Nongfu Spring has some long-term customers, but not many. If Nongfu Spring wants to make more profits, I think he must continue to improve all aspects of technology.

D. Master Kong: His situation is very similar to that of Nongfu Spring.

Bingfeng: As a local brand in Xi 'an, it is also an old brand. In terms of taste, consumers' love is good, and it is even in other aspects.

(3) packaging analysis: judging from the packaging materials of products, there are mainly paper-plastic aseptic packaging, hot-filled plastic bottles and cans. Judging from the current survey results, college students prefer bottled drinks.

(4) Access to information: People mainly get their drinks through TV. Of course, the introduction of friends is also an important channel.

(5) Important factors affecting purchase: The survey shows that taste is the most important factor affecting consumers' purchase, followed by health, and health is also an important factor no matter what it is now.

Factors such as price, brand, packaging and fashion also affect consumers' consumption concept to some extent.

Of course, with the development of the times and the improvement of living standards, people's consumption demand is also increasing, which affects the most important taste of consumers, and people's requirements are also increasing.

Everyone hopes to introduce new flavors frequently and add new and beneficial nutrition.

(6) Sports drinks: People generally prefer drinks with louder brands, such as Red Bull, which ranks first. It is an old brand with many years of experience and people certainly support it.

Like Pulse, it has won the trust of young customers through some publicity and its own strength.

as the name implies, sports drinks are characterized by replenishing energy. However, according to the survey, people still choose sports drinks with quenching thirst as the primary factor, and taste as the secondary factor, followed by replenishing energy. It can be seen that sports drink manufacturers should vigorously publicize their own characteristics and improve customer recognition.

3. Demand for drinks

Among the surveyed college students, they think that fruit juice and vegetable drinks will be more popular in the next few years, which is inseparable from the pure nature and nutrition of the raw materials of drinks. Modern college students have been biased towards healthy drinks, and the development potential of tea drinks can not be underestimated. While pursuing health, college students also want to have a slim figure, especially girls. This demand is particularly great. The development potential of dairy products and carbonated drinks is not as optimistic as the previous ones. Carbonated drinks are not as popular as they used to be, which is related to their health. Drinking too much is bad for your health, while milk drinks have certain limitations, which are related to the timeliness of drinking. Therefore, college students generally think that fruit juice, vegetable drinks and tea drinks will be more popular in the next few years.

However, in the survey, college students are also very concerned about the quality and safety of beverages. When both KFC and McDonald's have quality and safety problems, they attach great importance to the additives of beverages, and they can't ignore the problems related to human health. When they buy beverages, they often check the production period of products, and expired products are very harmful to human health. Relatively speaking, consumers don't pay as much attention to the packaging problem as others, but problems still exist. In fact, the packaging of drinks should also be paid attention to, such as the bursting of bottles, holes, the plastic of bottles containing drinks, and whether the packaging box can bear the weight of drinks, which must be paid attention to by manufacturers.

Comments on current beverages: There are opinions on the current beverage consumers' incomplete nutrition and bad taste.

manufacturers must grasp consumers' psychology and develop varieties that are more in line with consumers.

opinions on current drinks

expectations for future drinks: with the improvement of living standards, price is no longer the main factor, and consumers want new tastes and more healthy elements.

Expectations for the future drinks:

IV. Conclusions and suggestions

1. Conclusion

Drinks range from luxury on the dining table in the early high-class society to frugality as a sign of filial piety and love for the elderly and children when they first enter ordinary people's homes. Up to now, there are all kinds of drinks with different prices, grades and different packaging all over the street, and almost everyone can buy the drinks they want anywhere without hesitation.

since its birth, the most fundamental purpose of beverages

is to let people have more thirst-quenching drinks to choose from besides ordinary water.

in people's traditional ideas, drinks are more used as a supplement to ordinary water.

But today, drinks are likely to replace ordinary water in China people's drinking consumption.

From the survey of college students, we can see that drinks have unconsciously become a necessity of college students' daily life and become as natural as dressing and eating.

In today's market, there are various kinds of drinks, and manufacturers are constantly bringing forth the old and bringing forth the new to provide people with drinks with different tastes, ingredients and functions.

people have different choices when facing various types of drinks.

generally speaking, most consumers will not be limited to one kind of beverage, but will drink several kinds; The proportion of people who fall in love with one type of beverage is small, accounting for only; Some consumers switch between different kinds of drinks, and there is no clear choice. They just "drink whatever they have", no matter what kind.

However, in the survey of college students, when asked which drinks will be more popular in the next few years, they all have a soft spot for tea drinks. At the early stage of entering the market, tea drinks once existed because of their great conflict with traditional tea drinking concepts and habits.