The foodservice channel is a channel that many beverage categories attach great importance to. From the 'old three' of cola, Sprite, and Minute Maid Pulpy Orange that became popular in the 1990s, to the coconut juice and herbal tea that are now gaining momentum, the beverage categories sold in foodservice are gradually increasing and showing a trend of diversification. But for consumers, each category has a different consumption significance. Therefore, to gain a foothold in the foodservice channel, one must recognize its value.
Which categories are suitable for strengthening their presence in the foodservice channel and can secure a place in the current market?
Carbonated Beverages In the 1980s, Chinese consumers' demand for beverages was limited to quenching thirst. With economic development, carbonated beverages attracted many consumers with their unique sweet and fizzy taste and began to rise in the Chinese market. Among them, Coca-Cola and Pepsi were the earliest to enter the foodservice channel. In the banquet market, carbonated beverages once dominated the beverage category. After more than a decade of development, carbonated beverages have become one of the strongest categories in foodservice beverages. Not only foreign brands like Coca-Cola, Sprite, and Pepsi, but also local Chinese brands such as Beijing Beibingyang, Shenyang Bawangsi, Tianjin Shanhaiguan, Qingdao Laoshan, Wuhan Daqiao, and Chongqing Tianfu Cola once held a place in regional foodservice beverages.
Herbal Tea Whether evaluated from the perspective of the beverage industry or the general consumer, the herbal tea category, represented by JDB and Wong Lo Kat, has always been legendary. Before herbal tea broke out of the southern local market, it was a drink with heat-clearing and medicinal properties. Given the unstable climate in many parts of China, the heavy oil and spicy diet, and the increasing work pressure of urban consumers, JDB's red-can Wong Lo Kat positioned as 'fear of getting heaty' became a common need for Chinese people. With this clear concept, it directly hit the market pain point and quickly spread nationwide, especially achieving remarkable results in foodservice channel distribution. In recent years, JDB and Wong Lo Kat's layout in the foodservice channel has made their control over this channel increasingly strong, further helping herbal tea grow into a towering tree in the foodservice beverage field after years of changes.
Plant Protein Beverages For plant protein beverages, the value of the foodservice channel is particularly evident. In the early stage of the category, plant protein beverage brands represented by Lulu began to consciously cultivate foodservice consumption. Scene-based guidance like 'drink hot Lulu in winter' played a pioneering role in the penetration of the category. Liuhe Taohua, on the other hand, treated foodservice as an independent channel from the beginning, adopting differentiated product items and targeted sales strategies, effectively leveraging the immediate consumption market and accelerating the brand and category's consumption popularity. Other brands directly made the foodservice channel their strategic focus and market breakthrough, carrying out more focused operations, such as Sichuan Weiyi and Jilin Hongbaolai.
Ambient Lactic Acid Bacteria Beverages Ambient lactic acid bacteria beverages have been booming in recent years. Traditional channels are highly competitive, and market growth has soared. Due to their specific functions, lactic acid bacteria beverages have inherent advantages in entering the foodservice channel. For example, the function of promoting intestinal motility and aiding digestion has been recognized by consumers, and only before, during, and after meals can consumers more deeply experience the digestion-aiding function of lactic acid bacteria beverages.
Dairy Products If other beverage categories have one or two core values in the foodservice channel, the value of dairy products may be more prominent. First, aiding digestion. Yogurt or lactic acid beverages are the main dairy products in the foodservice channel, and their functional attributes can help consumers relieve greasiness while enjoying food. Second, assisting meals. Liquid milk or milk-containing beverages have a good taste and beverage consumption attributes, which can enhance consumers' appetite. Third, relieving alcohol. This function is an attribute of yogurt, making it a sufficient reason for dairy products to enter the foodservice channel. Fourth, desserts. Some dairy products containing fruit components or colloids, such as large-fruit yogurt and milk pudding, are considered desserts by some consumers. Fifth, nutrition. Taking liquid white milk or cheese as an example, their value to consumers is to supplement nutrition, especially suitable for special periods like breakfast or special groups like children. Sixth, ingredients. Dairy products can not only be directly consumed as food but also serve as ingredients for certain foods. For example, the very popular Starbucks adds milk to its latte, cappuccino, and other fancy coffee varieties, further expanding the value of dairy products.
Coconut Juice In recent years, coconut juice has become popular. Since the main attribute of coconut juice is not quenching thirst but a nutritious, healthy, and health-care beverage, one of its main sales channels is table consumption. Among coconut juice brands, the veteran Yedao first pioneered the foodservice market and has a stable consumer base in Fujian and other places; Special Forces directly targeted the Jiangsu foodservice market, achieving sales exceeding one billion yuan in a single province. In recent years, coconut juice companies have paid more attention to the development of the foodservice channel. Especially in the process of advancing into the inland market, many companies, including Susa and Huanlejia, prefer the foodservice channel when entering new markets.
Juice Category Juice is a large category in foodservice beverages. For example, mango juice, hawthorn juice, and peach juice are all very strong in the foodservice channel. Among all juice categories, Minute Maid Pulpy Orange, launched by Coca-Cola, has become a super single product in the foodservice channel. After landing in China in 2004, Pulpy Orange took only three years to become the sales champion in the low-concentration juice market, together with Uni-President's Fresh Delight, occupying half of the juice market. For many years, Pulpy Orange has been ubiquitous in the foodservice channel, almost a must-have for meals, becoming a classic in the juice beverage market.
Vinegar Beverages Compared with other categories, vinegar beverages have not developed on a large scale in the foodservice channel. But one brand must be mentioned: Tiandi No.1. Tiandi No.1, with its appeal as the 'fifth dish' during meals, combined with the comprehensive effects of vinegar beverages in relieving greasiness and appetizing, has become the preferred beverage on dining tables in the southern region, especially in Guangdong. The overall market capacity of vinegar beverages is estimated by the industry to be around 30 billion yuan, and Tiandi No.1, as the vanguard and leading brand of vinegar beverages, has a market share of less than 10%. The sales of vinegar beverages in the foodservice channel are conservatively estimated at around 5 billion yuan.
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