China’s Latest Trends in Food & Beverage Industry 2020中国食品饮料趋势报告

"What should I eat today?" It is a question that everyone asks themselves on a daily basis. Compared with even just a few years ago, the current food and beverage consumption trend is very different with the price being no longer the only decisive factor affecting the food and beverage markets. The market is changing as quickly as never before. Thus, to better understand the current market demand and to be up to date with the latest trends, a constant research on consumer behavior is essential. Based on the relevant results of the latest food and beverage related trend reports, in this article we walk you through the forecasted trends in the food and beverage industry after 2020.  

“今天吃什么？”是时常围绕在每个人心中的疑问，特别是工作日里，吃饭是一个永恒的话题。而与十几年前相比，现在的饮食消费趋势早已大不相同，价格已不再是影响市场份额的决定性因素。建立在市场需求上的趋势，需要更多针对消费者的行为研究。本文将根据几份食品饮料趋势报告的相关结果，对2020年后即将呈现的食品饮料行业趋势进行预测，感兴趣的话欢迎继续阅读下去吧！

Eating Healthy

吃得健康

According to CTR Report on Consumer Behavior Attitude and Influence Trend 2020, amongst the "most wanted things", improving exercise and losing weight features in the top four segments respectively. Further, according to the data of Ipsos's White Paper on Adult Health Management, 84% of people said that compared to before they had paid more attention to health since 2020. Based on such reports and by observing the overall trends on social media in terms of lifestyle, it can be easily noticed how health has become an increasingly important part of the modern life style in the Chinese society. Based on this, it should not come as a surprise that on a daily basis, people are naturally paying more attention towards their eating healthy.

根据CTR《2020消费者行为态度与影响趋势报告》数据显示，在“最想做的事情中”，加强锻炼和健身减肥这两个选项在前四名中分别占据了一席之地；而根据益索普《成人健康管理白皮书》的数据显示，84%的人表示从2020年开始自己比以往更关注健康，这些数据显然可以证明，健康已成为现代人生活方式中非常重要的一环。相应地，作为日常生活的基础，人们自然会更注重健康在饮食上的应用。

At present, although the products with no sugar / reduced sugar are still relatively limited, these products are about to enter a stage of rapid development. Until now, most consumers' choice of such products is influenced by taste and, in fact, among the products with the same concept, consumers still tend to choose products with more sweetness. In addition, single portion packaging is also part of this new trend of healthy products, as it is easier to monitor their consumption.

目前无糖/减糖概念的产品虽然种类仍较为单一，但即将进入一个快速发展的阶段，大部分消费者对这类产品的选择受口味影响，在相同概念的产品中，消费者倾向于选择在甜味上表现更好的产品。除此之外，小包装也因更易控制摄入量，被列入健康产品的一种新趋势中。

The Plant-Based Revolution

植物革命

As we mentioned in our previous article, plant-based products have set off a wave in the world. Especially in view of the broader prospects of China's meat consumption markets, it can be predicted that plant-based meat will soon start its journey in China and health is indeed one of the most significant factors driving the purchasing power of plant-based products.

正如我们在之前的文章中所提到的，植物制品已经在全球掀起一阵风潮，特别是鉴于中国肉类消费市场具有的广阔前景，可以预见，植物肉也即将在中国开始它的新征程，而健康也是驱动植物制品购买力的最主要因素之一。

According to Ipsos's Insight into the Trend of Artificial Meat in China, 83% of the consumers who have purchased plant-based meat have bought it twice or more. This high repurchase rate is reflective of the future growth potential of plant-based meat products. The data also shows that consumers in first tier cities have a higher willingness to try plant-based meat, amongst which the majority are consumers aged 25-34. Overall, food safety, taste and price are the biggest driving powers of consumers for plant-based meat.

根据益索普《人造肉中国趋势洞察》的数据显示，在购买过植物肉的人群中，83%的消费者曾经购买过2次及以上，高复购率给予了植物肉产品足够的生存空间。数据还显示，一线城市消费者对植物肉有更高的尝试意愿，其中又以25-34岁的消费者占主要比重，食品安全、口味及价格是消费者对植物肉最大的顾虑。

IDI Italian Design Icons 2020 - Save the date

Instant Food

方便速食

According to the data report of National Flavor in 2019-2020 released by Tmall, the sales of semi-finished food in 2019 increased by 111% year-on-year; the sales of new convenient instant food such as self-heating hot pot on Tmall increased by more than 50%. Convenience is still the most important advantage of instant food, but the pursuit of delicious but convenient food is becoming a trend that cannot be ignored. In addition to instant food, most consumers also have increasingly higher expectations for the taste, health, ingredients selection and measure of the products. We have reason to believe that brands able to innovate and adapt to the latest consumers demand can overcome the market of price war and focus on making real instant food "delicious".

根据天猫发布的《2019-2020国民味道》数据报告显示，2019年半成品菜销量同比增长111%；自热火锅等新式方便速食在天猫上的销售增长超过50%。“便利性”目前仍是方便食品最主要的市场优势，但追求美味及便利食品正餐化正在成为不可忽略的趋势。绝大部分消费者对方便食品的要求除了快速即食之外，对产品的口味、健康程度、选材、分量也有很大期待，我们有理由相信，有创新能力的品牌可以越过价格战的市场，将目光投向制造真正的即食“美味”。

Low-Alcohol Beverage

低酒精饮料

With an increasing attention to health, moderate drinking has gradually become a popular habit of modern Chinese people. The market of low alcohol / non-alcoholic drinks, especially among young consumers, is set to boom. According to a forecast released by the Food Standard Agency, the Asia Pacific low alcohol beverage market is expected to grow by more than 8.5% between 2019 and 2025. Low consumption threshold, more taste, lower calories and increased circulation in different social settings are the main reasons why low alcohol drinks attract consumers. This can also be seen from the response of the largest alcoholic beverage companies in the market. For example, in January this year, Budweiser launched a brand-new low alcohol essence sparkling water brand, Bud Light Seltzer, with only 100 calories, 5% alc/vol and less than a gram of sugar.

伴随着对健康的关注度的逐渐提升，饮酒适度也逐渐成为现代人的一种共同认知，低度数/无酒精型酒饮的市场，特别是在年轻消费者中，正是由此打开。根据食研会FTA发布的一项预测，亚太地区低酒精饮料市场预计将在2019年至2025年期间增长8.5%以上。低消费门槛、多口味、低热量、多消费场景是其吸引消费者的主要原因。这一点也可以从酒业巨头的对市场的响应中看出来，例如今年1月，百威就推出了全新低酒精气泡水品牌Bud Light Seltzer，每罐的酒精度为5%vol，仅有100卡路里与不到1g的糖。

With the improvement of ingredients selection, people's demand for food and drink is gradually diversifying. It can be predicted that in the coming years, more customized and functional products will quickly appear in the food and beverage industry. How can existing brands tackle the increasing competition and challenges faced by the new trends, while broadening their market opportunities? Stay updated with our next publications to find the answer!

随着物质条件的提升，人们对饮食的需求逐渐多样化，可以预见到在未来的数十年间，食品饮料行业将会出现更多定制化、具有功能性的产品。而现有品牌在这样的趋势中应该何去何从，又能够如何拓宽业务领域，在价格战、品质战中获取先机？这个问题，请容我们在下一篇文章中为您解答。

For more information on trends in the food and beverage industry or more research reports on consumer behavior, don’t hesitate to contact us at [e-mail].

想要了解更多食品饮料行业的趋势或更多对消费者的行为研究报告，欢迎通过 [e-mail] 联系我们。

LATEST ARTICLES

近期内容

Click to visit our website

点击此处访问我们的网站