Friendly reminder: Click the blue text above to follow "FMCG Distributor Professional Consulting" for more marketing and distributor internal management content.
The beverage industry is a development hotspot in China's consumer goods sector. Current per capita beverage consumption is still below the world average, and with the continuous improvement of national living standards, the beverage market has huge potential. Currently, the development of beverages for nutrition supplementation, meal replacement, enhancing physical fitness and intelligence, and leisure will further highlight the future potential of the beverage market. To this end, AdTime has released the "Beverage Consumer Data Survey Report," which conducts in-depth research based on beverage target user profiles and online sales, and proposes actionable strategies and recommendations based on the actual situation of clients in this industry.
Statistics show that for purified water/mineral water and tea beverages, consumers show no significant difference in habits, and these two categories are among the most popular beverage types. Men have more demand for carbonated soft drinks and functional beverages than women, while women have greater demand for fruit and vegetable juices and dairy-containing beverages. AdTime's digital marketing recommendation is that men and women have significant differences in beverage category preferences, so placing corresponding advertisements on different vertical media can more precisely target customer groups. For beverages targeting women, calorie/heat content can be highlighted.
Consumer preferences for beverage categories by income and region show that low-income consumers consume more carbonated beverages; high-income consumers have higher demand for coffee beverages. There is little difference among different income groups for tea beverages, fruit juices, and vegetable juices. Shenzhen residents prefer purified water/mineral water, Shanghai residents prefer tea, and Beijing residents prefer coffee. AdTime's digital marketing recommendation is that consumer behavior varies by region, so regional differentiation can be applied in advertising campaigns to achieve optimal results.
For consumers of different genders, television remains the main media channel for obtaining beverage information, while the internet has surpassed traditional channels such as outdoor advertising, magazines/newspapers, and radio to become the second largest information dissemination channel. In addition, beverage information dissemination channels include supermarkets, mall promotions, and recommendations from friends or family. Female consumers are more receptive to advertising information from these two channels. AdTime's digital marketing recommendation is that female consumers are more receptive to word-of-mouth communication, and combining corresponding vertical websites, BBS, and Weibo for EPR promotion will be a good choice.
Middle-income consumers are more sensitive to obtaining beverage information through supermarket/mall promotions; television remains the most influential beverage information dissemination channel, especially for low-income consumers. Internet media information has a more obvious effect on high-income groups. AdTime's digital marketing recommendation is that the internet can cover high-income groups more effectively than traditional media. Combining vertical professional websites and BBS forums for internet promotion, with hard ads and word-of-mouth marketing, can improve conversion rates.
Consumer brand preferences by region show that purified water/mineral water is the largest beverage category. Nongfu Spring has the highest brand awareness and popularity, with slightly lower preference among consumers in Guangzhou and Shenzhen; the most preferred juice brand in Shanghai is Wei Chuan Daily C. In Beijing and second- and third-tier cities, Huiyuan Juice has the highest awareness, while in Guangzhou and Shenzhen, Minute Maid has the highest preference. Nationwide (except Shanghai), the most popular tea beverage brands are Kangshifu, Uni-President, and JDB. In Shanghai, the most popular tea beverage brands are Suntory and Kirin (Afternoon Tea), both Japanese brands. Among carbonated beverages, Coca-Cola is the most popular brand among consumers, while Pepsi has higher popularity in Shanghai, Guangzhou, and Shenzhen. Among dairy-containing beverages, Mengniu and Yili have the highest brand awareness, while in Shanghai, the most preferred dairy-containing beverage brands are Bright and Wei Chuan, with Bright being a local Shanghai dairy brand. Among coffee beverages, Nescafe is the most favored brand among consumers in various regions, followed by Starbucks. Among functional beverages, Mizone is the most favored, followed by Gatorade.
Male consumers prefer to visit news, finance, sports, IT/digital, and automotive websites when online; female consumers prefer leisure and entertainment, fashion and beauty, online shopping, and maternal and child parenting websites. AdTime's digital marketing recommendation: use different types of media to cover consumers of different genders and optimize advertising campaign effectiveness.
AdTime's comprehensive marketing recommendation: Consumers place the most emphasis on taste when purchasing beverages, followed by brand and nutritional value. Female consumers prefer fruit/vegetable juices and dairy beverages, are more sensitive to calories, and lean towards healthy beverage products. Male consumers have higher loyalty to brands or products, usually choosing fixed brands, while women are more easily influenced by advertising. Older consumers prefer tea beverages, while younger consumers have a greater preference for carbonated soft drinks. Beijing, Shenzhen, and second- and third-tier cities have higher preference for domestic brands, while Shanghai and Guangzhou consumers prefer imported brands. High-income consumers pay more attention to brand than middle- and low-income consumers when purchasing beverages, and low-income consumers are more price-sensitive.
Television remains the main channel for consumers to receive beverage advertising information, with the internet second only to television, surpassing traditional channels such as newspapers, magazines, and outdoor advertising. There are slight differences in beverage category consumption among first-tier cities Shanghai, Beijing, Guangzhou, and Shenzhen, and second- and third-tier cities have different brand preferences compared to first-tier cities.
Consumers of different genders have little difference in main needs for beverage products, with some slight differences. Female consumers prefer healthy drinks, and fruit/vegetable juices and dairy-containing beverages are more popular among them; men have higher demand for carbonated soft drinks and functional beverages. At the same time, women are more easily influenced by external factors, such as friend recommendations and advertising, to try new brands or products.
Consumers of different ages have significant differences in beverage needs. Young people have a greater preference for carbonated beverages, and as consumers age, their demand and preference for tea beverages gradually increase. Young people prefer to buy beverages at convenience stores, while as age increases, consumers buy more at large supermarkets, mainly for family bulk purchases.
Young people are more easily influenced by external factors than older people and are more receptive to new brands and products. For female consumer groups, word-of-mouth marketing can be used in advertising. For different age groups, advertisers can place ads on classified advertising networks. For example, beverage brands targeting young people can place ads on networks where young people are concentrated.
Daonong recently opened a public account specifically about how traditional enterprises can do WeChat marketing well. If you are interested, you can follow it. You can follow by searching the WeChat ID above or scanning the QR code below.
--------------------------------------------