Lead: Drinks are the favorite of most people. In summer, they cool and quench their thirst. What is the prospect of China beverage market? I have compiled the "China Beverage Market Research Report" for everyone. Those who are interested can learn about it.
Beverage market research report
I. 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 the "two music", and the total share of the two is close to 80%. 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 leading brand; The tea beverage market is about to mature, and Master Kong and Nongfu Spring have comparative advantages, but Wahaha, Coca-Cola and Nestle's iced tea, Pepsi-Cola 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 prospect is very promising.
It can be said that the beverage market in China is full of vitality and contains a lot of business opportunities, both in terms of market scale growth potential and changes in market competition pattern.
In order to better understand Xi 'an's beverage market, we conducted a market survey.
Second, the survey overview
1. Purpose of investigation:
In order to improve the competitiveness of manufacturers in the beverage industry, understand the consumption psychology and demand of Xi citizens for beverage products, and make manufacturers produce products with complete varieties and outstanding characteristics that are more suitable for consumers, a survey was conducted among Xi citizens.
2. Respondents:
Taking citizens of xx city as the survey object, the main body is 16-30 years old; We are divided into/kloc-under 0/6 years old, 16-30 years old, 3 1-50 years old, and over 50 years old as the investigation interval.
3. Investigation process:
(1). First of all, after group discussion, we quickly made a research plan, focusing on consumers' price range of beverages, brand preferences of existing beverages, views on new brands, and expectations for future beverages.
(2) According to the research plan, a questionnaire was designed and 300 questionnaires were distributed. And division of labor: the Bell Tower, Chang 'an University Town, East Street, West Street, South Street, North Street and other areas were investigated.
(3) We conducted a one-day on-the-spot questionnaire survey in each designated destination, and our investigation team completed the task with good quality and quantity.
(4) Survey method: Questionnaire survey and fixed-point visit; Self-administered questionnaires are used for distribution.
Third, the survey results and analysis
1, beverage product analysis
Analysis of (1) tea beverage
Tea drinks in the existing market can be divided into three categories: pure tea, flavored tea and steamed tea. Master Kong, Nongfu Spring, Robust, Wahaha, Coca-Cola and other manufacturers mostly focus on flavored tea.
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, lemon tea and so on.
Judging from the different kinds of tea drinks consumers buy, the three most popular tea drinks are green tea, black tea and iced tea.
(2) Analysis of carbonated drinks
According to the different ingredients and tastes of raw materials, carbonated drinks can be divided into the following five categories: juice carbonated drinks with a raw 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 effect. It is a carbonated beverage with high nutritional value. At present, there are few fruit juice carbonated drinks in the domestic market.
Fruit-flavored carbonated drinks, such as orange juice soda, lemon soda, etc., with fruit-flavored edible essence as the main flavoring agent and the original juice content below 2% and 5%.
There are mainly Sprite, Fanta, Very Lemon, Very Apple and other products, mainly consumed by young people.
Coke-type carbonated drinks contain caramel color, cola essence or mixed fragrance of spices and fruits similar to cola fruit and fruit flavor.
Colorless coke contains no caramel color.
The main products are Coca-Cola, Pepsi Cola and Coca-Cola, and the main consumers are young people.
Low-calorie carbonated drinks and soda water with sweeteners replacing sugar in whole or in part.
Mainly available
Music, soda and other products are suitable for the elderly and obese.
Other products include carbonated drinks, which contain plant extracts or non-fruity food spices as flavoring agents to supplement electrolytes and energy lost after exercise, such as ginger ale and sports soda, which are suitable for drinking after exercise.
(3) Water and beverage analysis
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 rich in mineral nutrition and can bring life and vitality to people.
Pure water originated from "space water", that is, the water recovered by astronauts after purification and purification in the spacecraft cabin. After the water was used for commercial development, some processes were added. However, while removing impurities such as bacteria and purity, minerals beneficial to human body are also removed from the water. Long-term drinking can easily lead to mineral deficiency in human body and cause diseases. Most experts hold a negative attitude towards this.
(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, exercise balance, probiotics and low-energy drinks.
(5) Fruit juice drinks
The per capita consumption of fruit juice drinks in China is 65,438+0.7 of the world's per capita consumption, which is less than 2% of the developed countries in the world.
With people's pursuit of health and fashion, fruit juice beverage, as a natural beverage, has undoubtedly become the first choice for consumers, and it has great market potential in China.
It's huge.
It is against this background that from 200 1 to 2002, international beverage enterprises such as Coca-Cola, Pepsi, Nongfu Spring and Taiwan Province Ding Xin Group either entered or increased their investment. At the same time, Huiyuan Juice, Lulu Group and other domestic juice beverage enterprises have also stepped up their expansion, and the competition in China juice beverage market is becoming increasingly fierce.
2, consumer behavior analysis
(1) Frequency of drinking: According to the survey data, the proportion of light consumers (drinking less than 1-2 times per week) is only 10%, while the proportion of light consumers (3-5 times) is 20%, which is between mild and severe (5-7 times per week).
This shows that Xi has a great demand for beverages, and there is a big cake in the beverage market.
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.
The survey results show that consumers' demand for drinks is mainly 2-3 yuan, which is more acceptable to consumers in 2 yuan and 3-5 yuan, and the demand above 5 yuan is relatively small.
(3) Reasons for buying: Mainly when you are thirsty, the chances of buying after exercise and shopping are also great.
Tea drinks are very popular when you are thirsty.
3. Consumers' buying habits
(1) purchasing motivation: quenching thirst is the main motivation for consumers to buy drinks.
According to the survey data, the number of people who buy in the case of quenching thirst is the largest, followed by sports, parties, shopping and so on.
The survey shows that taste is the most important factor affecting consumers' purchase, followed by nutrition and price, and brand and health are also important factors.
For packaging, fashion and other factors, how much also affects consumers' consumption concept.
Of course, with the development of the times and the improvement of living standards, people's consumption demand is also increasing, affecting consumers.
The most important taste, people's requirements are also constant.
Improvement, everyone wants to introduce new flavors frequently,
Supplementing new and beneficial nutrition.
Purchase priority
(2) Preference for certain brands of beverages:
A. Coca-Cola: Coca-Cola has a good impression in all aspects, whether it is taste, packaging or advertising. After all, it is an old brand for so many years and naturally has its own unique side.
B, Pepsi: From the data of our survey, it is obvious that Pepsi is more popular than Coca-Cola in a certain proportion, so it seems that Coca-Cola has been replaced by Pepsi.
C. Nongfu Spring: Most consumers like it, and the level is average. Nongfu Spring has a certain number of long-term customers, but not many. If Nongfu Spring wants to make more profits, I think it must continue to improve all aspects of technology.
D. Master Kong: His situation is very similar to Nongfu Spring.
Bing Feng: As a local brand of Xi 'an, it is also an old brand. In taste, consumers' love is good, even in other aspects.
(3) Packaging analysis: According to the packaging materials of products, there are mainly paper-plastic aseptic packaging, hot filling plastic bottles and canning. Judging from the current survey results, college students prefer bottled drinks.
(4) Access to information: People mainly get 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. Now, no matter what it is, health is also an important factor.
For price, brand, packaging, fashion and other factors, how much also affects consumers' consumption concept.
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 improving.
Everyone hopes to introduce new flavors and add new beneficial nutrition frequently.
(6) Sports drinks: People generally prefer drinks with loud brands, such as Red Bull, which ranks first. This is an old brand with many years of experience, and people certainly support it.
Like Pulse, we have won the trust of young customers through some publicity and our own strength.
As the name implies, sports drinks are characterized by replenishing energy. However, according to the survey, people still choose sports drinks to quench their thirst as the primary factor, taste as the secondary factor, followed by energy supplement. It can be seen that sports beverage manufacturers should vigorously promote their own characteristics and improve customer recognition.
3. Beverage demand
Among the college students surveyed, they think that fruit juice and vegetable drinks will be more popular in the next few years, which is inseparable from the natural and nutritious raw materials of drinks. Modern college students have been inclined to healthy drinks, and the development potential of tea drinks should not be underestimated. While pursuing health, college students also want to have a slim figure, especially for 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 before, which is related to their health. Drinking too much is not good for your health, but milk drinks have certain limitations, which are related to the timeliness of drinking. Therefore, college students generally believe 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 drinks. When KFC and McDonald's have quality and safety problems, they attach great importance to beverage additives and cannot ignore problems related to human health. When they buy drinks, they often check the production period of the products. The expired products are very harmful to human health. Relatively speaking, consumers pay less attention to packaging than others, but the problem still exists.
Now, in fact, we should pay attention to the packaging of drinks, such as: the bottle burst, there are holes, the plastic of the bottle containing drinks, and whether the packaging box can bear the weight of drinks can not be underestimated. These are all things that manufacturers must pay attention to.
Views on current beverages: There are views on the malnutrition and bad taste of current beverage consumers.
Manufacturers must grasp the psychology of consumers and develop varieties that are more in line with consumers.
Views on current beverages
Expectation 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 future drinks:
Four. conclusion and suggestion
1, conclusion
There are many kinds of drinks, ranging from luxuries on the dinner table in the early upper class to frugality as a symbol of filial piety for the elderly and children when parents first entered ordinary people's homes. Up to now, the streets are full of drinks with different prices, grades and packages, and almost everyone can buy the drinks they want anywhere without hesitation.
Since its birth, the most fundamental purpose of drinks is.
It is to let people have more thirst-quenching drinks to choose from besides ordinary water.
In people's traditional concept, drinks are more used as a supplement to ordinary water.
But so far, beverages have great potential to replace ordinary water in drinking and consumption in China.
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 many kinds of drinks, and manufacturers are constantly innovating to provide people with drinks with different tastes, different ingredients and different functions.
Faced with various types of drinks, people have different choice habits.
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 a kind of beverage is small, accounting for only; Some consumers switch between different kinds of drinks without a clear choice. They just "drink whatever they have", no matter what kind.
However, in the survey of college students, when asked which kind of drinks will be more popular in the next few years, they all have a soft spot for tea drinks. At the beginning of entering the market, tea beverage had a great conflict with the traditional concept and habit of drinking tea, which was once controversial, but now this product has a bigger market.
Advertising contact takes the lead, and product contact adds fuel to the fire.
With the understanding of the types of beverages, people also come into contact with beverage brands from different aspects, so as to make a choice of brands.
In this survey, when asked about the two main ways to learn about different brands, most of the college students claimed that they learned about different brands of drinks mainly through TV advertisements, and more than half of them didn't know until after drinking. Other introductions such as relatives, friends and retailers have also played a certain role in consumers' understanding of various beverage brands.
2. Suggestions
(1) Enterprises should strengthen publicity, change consumers' consumption concepts and guide consumption.
(2) Enterprises adhere to the principle of "surviving by quality and developing by reputation".
Based on creating customer satisfaction.
(3) Increase the added value of products.
(4) Have a good product strategy.
(5) The price strategy should be appropriate.
(6) Advertising promotion: advertising contact takes the lead, and product contact adds fuel to the fire.
(7) subdivide the target market.
(8) Enterprises bring forth the old and bring forth the new, develop brand-new products and open up new competitive positions.
Investigation report on beverage market in xx city
As the weather warms up, the beverage market has finally become another bright topic of residents' consumption.
Looking at the xx beverage market, it is changing rapidly, and heroes of all walks of life have the heart to dominate the world, or strategize or build an iron horse.
At the moment, smoke is everywhere, and the situation is chaotic and complicated.
In order to understand the present situation and expected development of the beverage market in xx city, find out the problems and solve them.
We conducted a 20-day market survey on the beverage market in xx city.
Among them, it includes consumer survey, seller survey and manufacturer survey.
At this point, we can get a glimpse of xx's beverage market.
Consumer part
Report Name: xx Citizen Beverage Market Survey
Survey location: Erqi District, Guancheng District, Mangshan District, Jinshui District and Zhongyuan District.
Respondents: Consumers of all ages.
Survey method: street sampling questionnaire survey.
Sample: 500 copies
Effective statistics: 356 copies
Report content:
The water market is in full swing.
Pure water or mineral water occupies a dominant position in xx beverage market.
The comprehensive mention rate is 45.7%.
And the water market is relatively concentrated.
Mainly manifested in two aspects: First, the consumer groups are concentrated, mainly men and women aged 2 1-35.
Second, the brand concentration, Wahaha, Robust, Nongfu Spring three points in the world.
The fruit juice market is in the ascendant.
As a new fashion beverage, fruit juice beverage has a huge market share.
Teenagers under the age of 20 constitute a huge consumer group of juice drinks.
Women are more prominent than men, not only under the age of 20, but also in other age groups.
In the fruit juice beverage family, Coca-Cola's queer and unified fresh orange are particularly popular and become the new favorites of young consumers.
Others, such as Lulu and Huiyuan, have low reference rates, and the recognition of Rongshi, which was very popular in previous years, is even zero.
Tea drinks squeeze into the new rich.
Tea beverage advocates a new concept of health, which has opened up a huge market for it and become a drink suitable for all ages, with a comprehensive mention rate of 28.6%. After fruit juice, it has become the beverage empire of the newly rich.
Although there are more and more brands of tea drinks, the overall pattern has not changed much.
Still unified, Master Kong * * *, among which green tea and iced black tea have always occupied the mainstream of tea drinks.
Beer is dominant.
The consumption group of beer is concentrated in men.
Especially men aged 35-50 and above.
Although the proportion of consumers in these two age groups is too small in this survey, as the peak season of beer sales, its comprehensive mention rate is not low. According to the survey, it can be seen that native products such as oak and Venus occupy the vast majority of the market.
Carbonated drinks, monopoly.
With the diversified development of beverages.
The status of carbonated drinks is in jeopardy.
However, Coca-Cola, as the leader of carbonated drinks, almost monopolized the whole carbonated drinks market because of its successful brand management.
And Pepsi, Coca-Cola and other products, although occupying a certain market, are obviously not competitive.
The survey results also show that 72. 1% of consumers pay attention to taste, followed by brand and price.
Most people buy in the supermarket. Random interviews found that the reason for this situation is that the prices in supermarkets are relatively uniform and the quality is guaranteed.
The survey results show that the development potential of xx beverage market is huge. First of all, people's buying motives mostly stay in the stage of quenching thirst.
Second, people's purchases of drinks are on the rise.
The reason for this change is mostly the change of consumption concept.
According to the above points, enterprises only need to strengthen publicity, change consumers' consumption concepts and guide consumption.
The beverage market is bound to have new development.
64% consumers are satisfied with the xx market, and some are not satisfied with the xx beverage market. Their opinions mainly focus on price and quality.
Consumers' suggestions on the xx beverage market mainly focus on price adjustment and counterfeiting, and a few want to increase the categories of beverages. It can be seen that the requirements of consumers are getting higher and higher, and some consumers hope to establish a special beverage supermarket. These should be the direction of enterprise efforts.
(2) Seller's part
After investigating a series of vendors, including a large number of vendors, well-known supermarkets and retail stalls in xx city, who still hid half their faces behind her guitar from us, a beverage market in xx gradually appeared before our eyes.
With the unlimited stimulation of consumer demand, the beverage market is diversified, and the competition is more and more extensive and dispersed. However, the market is relatively concentrated.
For example, similar to the results of consumer surveys, localized products such as Coca-Cola series and oak dominate the carbonic acid and beer markets respectively.
Wahaha, Robust and Nongfu Spring divide the water market into three parts.
Master Kong, unified tea market.
Queer and fresh oranges are more popular in the juice market.
The only difference from the results of consumer surveys is that Huahuaniu products, which are welcomed and recognized by the general public, have been forgotten by sellers. It is understood that Huahuaniu products are hard to find on the shelves of some supermarkets.
This just exposed the huge defects of its distribution channels, and at this point, Yili and Guangming did relatively better.
It's hard to raise flowers if you like them. 9 1.7% of sellers have a soft spot for products with large sales volume, but it is also generally reflected that products with large sales volume tend to have low profits.
This may be that you can't have your cake and eat it.
In today's increasingly fierce competition, manufacturers have great expectations of manufacturers, of which 54.2% and 45.8% hope that manufacturers will increase their support for product promotion activities and carry out sales incentives.
The results of consumer surveys are exactly the same, and most of their opinions and suggestions focus on non-uniform prices. In addition, some manufacturers, especially retailers, are very dissatisfied with the different treatment of different manufacturers by manufacturers, especially the difference in purchase prices.
Therefore, manufacturers should strive to unify prices, which is very helpful to establish a good brand image.
(3) Parts of the manufacturer
After contact and communication with some manufacturers, the mystery of the beverage market can finally be further unveiled.
Look at his face.
In today's increasingly mature market economy, the diversified development of the beverage market not only diversifies the types of beverages, but also diversifies the brands of beverages. Numerous brands compete in the limited profit space. you
Going on stage after singing has seriously affected people's normal audio-visual performance. Various manufacturers have launched new projects in succession, trying to expand the product portfolio in order to achieve peer-to-peer effect, such as: Coca-Cola launched the Sunshine and Queer series, Jianlibao launched the fifth season, and so on.
Of course, there are many successful cases, but this development trend of big and complete, small and complete is not optimistic. If this continues, it will inevitably lead to market chaos.
With the deepening and full competition of the beverage market, there may be two trends in its development: first, the so-called long-term integration will be divided and the long-term integration will be merged. Now, the development of large, small and comprehensive will inevitably end with the reorganization of the industry, and specialized production will form scale effect and realize profit.
Second, innovate, develop new products and open up new competitive positions.
After this survey, we are delighted to see that the xx beverage market is booming and has great potential. With the further deepening of competition, the xx beverage market is bound to be more standardized.
The business world is like a battlefield. Enterprises must be brave in innovation to adapt to the changes in the market if they want to wash away the lead and create brilliance again. However, no matter how the market changes and the competition changes, the principle of survival by quality and development by reputation cannot be changed.
As Confucius said, a gentleman is in the world, and there is no Mo Ye.
Creating customer satisfaction is always the foundation of an enterprise.
We look forward to the glory of xx beverage market tomorrow with full enthusiasm!
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