As Chinese consumers become more health-conscious, plant-based protein beverages, traditionally positioned as nourishing, are gaining popularity.

Mintel's latest report, "Plant-Based Protein Beverages 2016," shows that coconut juice is one of the fastest-growing subcategories. Among Chinese consumers who drank plant-based beverages in the six months before October 2015, 30% said they drank more coconut juice than before, ranking it above soy beverages (29%) and grain beverages (26%).

Additionally, according to Mintel data, the majority of Chinese consumers (87%) have consumed plant-based protein beverages in the past six months. Since 2010, the overall plant-based protein beverage market in China has grown steadily, with compound annual growth rates of 24.4% in sales value and 21.3% in volume. It is predicted that the total sales volume of plant-based protein beverages in China will increase from 5.843 billion liters in 2015 to 10.797 billion liters by 2020.

Yang Qing, Mintel's food and beverage analyst, said, "The penetration rate of plant-based protein beverages is very high, and the increase in sales growth is mainly driven by the growing number of premium products on the market. However, we also find that preferences vary by region across different subcategories. For example, northern regions prefer almond milk, while eastern and southern regions favor coconut juice."

Compared to previous years, the consumption occasion of "gathering with family and friends" saw the largest increase, rising from 38% in 2013 to 57% in 2015. Breakfast was the most common occasion in 2013, but by 2015, "leisure at home" ranked first (63%), and "eating at home" ranked third (55%).

Yang Qing said, "This is mainly driven by women, consumers with high school education or below, and those in second- and third-tier cities. Since usage occasions have extended beyond breakfast, manufacturers should add new elements to make plant-based protein beverages more suitable for leisure and diverse occasions."

Although Chinese consumers often give plant-based protein beverages as gifts during festivals or special occasions, 70% of surveyed consumers said they buy them mainly for their own use. According to Mintel's report, consumers who buy for self-use are mostly from higher-income households (monthly household income over 16,000 RMB in first-tier cities, and over 14,000 RMB in second- and third-tier cities) and from first-tier cities. In contrast, those who buy as gifts tend to prefer international brands and online purchases.

Yang Qing concluded, "Attitudes toward gifting reveal a halo effect of perceived higher quality for international brands, as well as a wider selection of large-pack products online. International brands' plant-based protein beverages are perceived to have better quality, fewer additives, and additional health benefits. These characteristics align with consumers' growing interest in clean labels and no-claims, giving international brands a favorable competitive starting point. Of course, local brands still hold advantages in localized flavors, extensive distribution channels, and high cost-performance."

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