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Flavours in Soft Drinks in China

May 2011

Flavours: Soft Drinks-China

© Euromonitor International

Introduction

Concept Drivers
Flavour Volumes

Carbonates
Fruit/Vegetable Juice RTD Tea and Coffee

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Introduction

Flavours: Soft Drinks-China

© Euromonitor International

Flavours in soft drinks in China
“Understanding the local flavour preferences is extremely important to business. For example, Bird’s Nest, the saliva of swallows, has been used in Chinese cuisine for over 400 years and is considered both premium and nutritious. Therefore, it will be highly appreciated as a flavour by Chinese consumers.” Leading manufacturer

“It’s not ethical, responsible or legal to include unauthorised food additives to create flavours that will attract customers.” Food safety authority

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Introduction

Flavours: Soft Drinks-China

© Euromonitor International

Scope
• This report examines the key flavours prevalent in Soft Drinks in China and identifies opportunities and issues in

flavour variants for the future. • The flavours are measured in tonnes and refer to the volume of flavour used in formulating each category, as sold to consumers in a given year. • Euromonitor International defines the Soft Drinks market as comprising the following core categories, of which carbonates accounted for 70% of all ingredient volumes in 2011 and fruit/vegetable juice accounted for 12% of total volumes.

Flavour Ingredient Volumes in Soft Drinks in China in 2011
12%

Carbonates
7% 3% 3% 2% 2% 1%

Fruit/Vegetable Juice RTD Tea RTD Coffee Bottled Water

Sports Drinks Energy Drinks Concentrates

70%

Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised

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Introduction

Flavours: Soft Drinks-China

© Euromonitor International

Flavour wheel

A variant is a complex blend of flavours, eg citrus, that conveys a marketing description. In order to evoke the best consumer response the flavour description and brand ethos should all align. For the purposes of this report, the standard flavour wheel has been used to classify broad flavour types.

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Introduction

Flavours: Soft Drinks-China

© Euromonitor International

Key findings
Localisation Traditional local flavours still dominate in China. Citrus, green apple, grape and green tea are the most common flavours for soft drinks. Increasing health and wellness awareness has a primary negative effect on carbonates which are perceived as unhealthy. Fruit-flavoured carbonates, such as green apple, grape and citrus, are becoming more popular than regular carbonates. Herbal/medicinal tea is believed to cool internal body heat during hot summer weather. With the success of Wang Lao Ji’s RTD herbal tea, more and more manufacturers are working to launch beverages containing Chinese herbal cures. Brand manufacturers launched diversified fruit and vegetable flavour combinations to cater to consumers’ daily demand for nutritional products. The leading RTD tea brands have launched a series of mixed tea blends, such as jasmine and green tea, rose and red tea, milk and tea, coffee, milk and tea. This type of...
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