Research and Markets, the largest resource for market research information in world providing essential market research reports, industry research, industry analysis, forecasts, market studies, company profiles and country reports.
Welcome - Home - Register - Login - Help/FAQ - 0 items View Basket
Worlds Largest Market Research Resource - 392007 Live Reports
Search Research and Markets
  Search
Enter keywords, a title or
a report id number below.





Advanced   
Company search
Register for free email updates of market research
Currency
  Select a currency for use throughout the site



Viewing report

Order by Fax
Printer Friendly
PDF Brochure
Send to Friend
Enquire before Buying
ElectronicAdd to Basket



Tea in China
Euromonitor International, July 2007, Pages: 48


  Description  
  Table of Contents  
  Companies Mentioned  
    
    
   
 Enquire before Buying  
 Send to a Friend  

Our Tea in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2001-2006), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2011 illustrate how the market is set to change.

Product coverage includes: black standard tea; black speciality tea; green tea; fruit/herbal tea; instant tea.

Data coverage: market sizes (historic and forecasts), company shares and brand shares.

Why buy this report?

- Get a detailed picture of the hot drinks industry
- Pinpoint growth sectors and identify factors driving change
- Understand the competitive environment, the market’s major players and leading brands
- Use five-year forecasts to assess how the market is predicted to develop

Rising incomes boost growth

Hot drinks continued to see strong growth in 2006, being buoyed by rising consumer income levels. These encouraged higher consumption levels, a trading up to higher quality products and also a shift away from unpackaged tea. Growing health awareness also encouraged sales growth, benefiting traditional leader green tea and also a range of tea variants with a healthy positioning and also supporting growth in fortified/functional 'other' plant-based hot drinks.

Convenience drives growth for instant drinks

Instant tea and instant standard coffee both saw strong growth in 2006. With growing urbanisation and a greater focus on working long hours and socialising, time-strapped consumers were attracted by the convenience offered by these products. In addition, players attempted to position instant tea and instant standard coffee as an indulgent treat, with the launch of flavoured variants of coffee and instant tea containing jelly.

Heavily fragmented shares with a large number of specialists

Hot drinks is heavily fragmented, with many of the leading players being present in only one product area. Leading player VV Group is, for example, only present in soyabean powder with Wei Wei Soyabean Milk Powder. Third-ranked Guangzhou Kraft is only present in instant standard coffee, while fifth-ranked Unilever is only present in tea. The forecast period is expected to see an increasing number of competitors enter this dynamic area. Nonetheless, the leading players may well gain share as they continue to expand distribution and invest in marketing and new product development.

On-trade dynamic with new chained entrants

The off-trade continued to dominate volume sales of hot drinks in 2006. However, the on-trade proved considerably more dynamic. Growth in the on-trade was boosted in general by rising income levels, which encouraged consumers to socialise more away from home. In addition, however, on-trade sales of coffee were boosted by the expansion of Starbucks and a number of independent cafés following a similar formula. On-trade sales of tea were meanwhile supported by strong expansion of chained tea houses by Tenfu Group, Beijing Zhangyiyuan Beverage Co Ltd and Beijing Wuyutai Tea Co Ltd.

Growing maturity but growth to continue in forecast period

Sales growth is expected to slow for hot drinks during the forecast period. During the review period, expansion focused on the major cities, where an affluent and sophisticated consumer base responded enthusiastically to new trends. During the forecast period, however, players will be attempting to grow sales in smaller cities and rural areas, where consumers often have a preference for traditional products, such as unpackaged green tea. Nonetheless, growth will continue at a good rate, being largely supported by widening interest in coffee and in healthy tea variants such as Oolong and Pu-Erh.



Customers who bought this item also bought

Tea in Australia

RTD Tea in South Africa

RTD Tea in Taiwan

Hot Drinks in Canada

RTD Tea in China

RTD Tea in Vietnam

RTD Tea in Switzerland

RTD Tea in Austria



Top of page


   All rights reserved. � Copyright 2008 Research and Markets
   Terms and conditions Privacy Policy Publishers Employment Opportunities Site Map Link to us Webmaster


Research and Markets RSS Feeds