Original title: Analysis of the current situation and development trends of China’s tea beverage industry in 2022. Sugar-free tea may be favored by consumers. "Picture"
1. Overview of tea beverages
Tea beverages refer to beverages processed from tea extracts, tea powder , and concentrated liquids as the main raw materials. They have the unique flavor of tea, contain natural tea polyphenols, and other active tea ingredients. They have both nutritional and health effects. They are a refreshing and thirst-quenching multi-functional beverage. Tea beverages are divided into six categories according to product flavor: tea beverages, flavored tea beverages, compound (mixed) tea beverages and tea concentrates, carbonated tea beverages, and other flavored tea beverages.
Tea beverage classification
Source: Compilation of public information
2. Development background of the tea beverage industry
From the policy background, the relevant policies for the tea beverage industry are mainly to support the production and development of the entire tea industry chain. For example, in September 2021, the " Guidance on Promoting the Healthy Development of the Tea Industry " mentioned that processing companies are supported to build or transform tea deep processing production lines to improve processing quality and production efficiency. Guide processing enterprises to develop matcha , tea dishes, new tea drinks, tea-containing foods, seasoned tea, health products, cosmetics and other deeply processed products to meet diversified consumer needs. Research and promote high-efficiency processing technology for summer and autumn tea, extract functional ingredients such as tea polyphenols, tea polysaccharides , tea pigments , and promote the in-depth development of tea products. Expand the functional uses of tea products.
Related policies for the tea beverage industry
Source: public reports from governments and associations, compilation of public information
3. Tea beverage industry industry chain
1, industrial chain
The tea beverage industry chain is relatively simple. The upstream is mainly tea cultivation and processing, packaging materials and machinery, additives and sweetener companies; the midstream of tea beverages is mainly the production of tea beverages, including extraction, blending, filling, packaging and other links; the downstream of tea beverages is mainly sales channels, including online and offline sales channels.
Tea beverage industry chain
Source: Compilation of public information
2, consumer portrait
Relevant data shows that among the soft drinks categories commonly consumed by Chinese white-collar workers in 2021, consumers choose tea drinks (including herbal tea) the most, accounting for 59.4%, followed by 47.8% consumers will choose carbonated drinks, and 39.3% consumers will choose milk drinks.
Soft drink categories commonly consumed by Chinese white-collar workers in 2021
Source: Compilation of public information
4. Current status of the tea beverage industry
1, market size
In recent years, tea beverage categories have gradually enriched, and the rich categories have stimulated consumers' shopping desires. The overall market size of the tea beverage industry is on the rise. In 2020, due to the impact of the new crown epidemic, the overall scale of the industry has declined, and the market size of China's tea beverage industry is 103.192 billion yuan. The market size of China's tea beverage industry in 2021 will be 108.073 billion yuan, with a year-on-year growth of 54.73%.
Market size of China’s tea beverage industry from 2016 to 2021
Source: Euromonitor, compilation of public information
2, market structure
In the past five years, the growth rate of China's tea beverages has been slowing down, but the growth rate of sugar-free tea beverages has been rising, and its share in the overall tea beverage market has gradually expanded. Sugar-free tea beverages are taking over from sugary tea beverages and becoming a new growth engine for the tea beverage market. It is expected that the market share of sugar-free tea beverages will grow to 12.3% in 2024.
Market structure of China’s tea beverage industry from 2014 to 2024
Source: Frost & Sullivan, compilation of public information
3, retail volume
According to Euromonitor statistics, the overall retail volume of tea beverages in China has shown a downward trend. Due to the impact of the COVID-19 epidemic, the retail volume of tea beverages in China dropped significantly in 2020. The annual retail volume was approximately 12.297 billion liters. In 2021, the retail volume of tea beverages in China rebounded slightly, with the retail volume reaching 12.506 billion liters.
China's tea beverage retail sales from 2016 to 2021
Source: Euromonitor, compilation of public information
5. Competitive landscape of the tea beverage industry
1, competitive landscape
From the perspective of the industry competition landscape, the brands with higher market shares of tea beverages are still traditional beverage brands. According to statistics, in 2019, Master Kong, Uni-President, Nongfu Spring respectively occupied the top three in the market, and the industry concentration was high.
Competitive landscape of tea beverage brands in China in 2019
Source: Euromonitor, public information collection
2, analysis of key enterprises
Nongfu Spring Co., Ltd. is one of the top 20 beverages in China, focusing on the research and development and promotion of various soft drinks such as natural water, fruit and vegetable juice beverages, special purpose beverages and tea beverages.
Tea beverage products are the most concerned category among the company's beverages. In the first half of 2022, the revenue was 307 million yuan, accounting for 19.92%. It is the company's second largest category. The growth rate in 2021 and 2022H1 is divided into respectively reached 48.30% and 51.53%. The growth of tea drinks mainly comes from the increase in health demand. The popularity of sugar-free tea products has continued to increase the sales of oriental leaf. At the same time, the newly launched milk tea and sparkling tea focusing on low-sugar concept have gained high recognition in the market.
Sales volume of Nongfu Spring tea beverage products from 2017 to 2022
Source: company announcement, compilation of public information
6. Development trend of tea beverage industry
The post-90s generation and the Z generation have gradually become the main consumers. The new generation of consumers grew up in a wealthy living environment, have higher pursuits of self-care and quality of life, and pay more attention to health. Driven by the post-90s generation and the Z generation, national attention to health is increasing year by year. Health has become an important consumption theme, and sugar-free and low-sugar beverages have become the new favorites of consumers. Compared with the foreign sugar-free tea beverage market, the proportion of sugar-free tea beverages in my country is still at a low level, the market development stage is still in the early stages, and there is broad room for development. With the improvement of consumption power and the popularization of health awareness, sugar-free tea beverages are expected to penetrate rapidly and become the largest category in the tea beverage market, occupying the highest share.
Original title: Analysis of the current status and development trends of China's tea beverage industry in 2022. Sugar-free tea may be favored by consumers. "Picture"
Huajing Industrial Research Institute conducted an in-depth analysis of the development status of China's tea beverage industry, the industry upstream and downstream industry chain , the competition landscape and key enterprises. Analysis to minimize corporate investment risks and operating costs and improve corporate competitiveness; and use a variety of data analysis technologies to predict industry development trends so that companies can seize market opportunities in a timely manner; for more details, please pay attention to the "2022-2027 China Tea Beverage Industry Market Panoramic Assessment and Development Strategic Planning Report" published by Huajing Industry Research Institute.
