---
title: "Summarizing New Products from Nongfu Spring, Genki Forest, Mizone, Nestlé, etc.: New Trends in Beverages!"
description: "China's beverage market is booming, with a market size of 991.4 billion yuan in 2019, expected to exceed 1.3 trillion yuan by 2024. Based on new product launches by leading domestic beverage companies in 2021, this article shares development trends in the domestic beverage industry, including sparkling water, packaged water, functional drinks, tea drinks, and juice drinks."
author: "高级研究员 海游"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2021-09-02"
language: "en"
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# Summarizing New Products from Nongfu Spring, Genki Forest, Mizone, Nestlé, etc.: New Trends in Beverages!

> China's beverage market is booming, with a market size of 991.4 billion yuan in 2019, expected to exceed 1.3 trillion yuan by 2024. Based on new product launches by leading domestic beverage companies in 2021, this article shares development trends in the domestic beverage industry, including sparkling water, packaged water, functional drinks, tea drinks, and juice drinks.

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In recent years, China's beverage market has flourished, reaching a market size of 991.4 billion yuan in 2019, and is expected to exceed 1.3 trillion yuan by 2024. The consumption scale of the beverage industry is gradually expanding, with a growth rate about four times that of the overall food industry, leading the rapid development of food and beverages.
Today, based on the new product launches by leading domestic beverage companies in 2021, we share the development trends of domestic beverages for brand owners' reference.
**The Unavoidable Sparkling Water**
The popularity of Genki Forest has brought sparkling water into a new realm, with leading beverage companies continuously joining this track. Suddenly, various sparkling waters have emerged, growing rapidly. What commonalities do these sparkling waters share?
**1. From 3 zeros to 10 zeros, more and more "zeros"**
Sugar-free beverages are prevalent and favored by young urban professionals: With the enhancement of consumers' health awareness, "natural and additive-free" has become the main reason for consumers to choose healthy drinks.
Over the past three years, sugar-free beverages have become popular, with significant growth in consumption scale. Young urban professionals are enthusiastic about them, becoming loyal users of sugar-free drinks.
The 3 zeros, namely: **0 sugar, 0 calories, 0 fat**, have basically become standard for sparkling water. Nongfu Spring's new product this year, Soda Sparkling Water, offers 4 zeros: **0 sugar, 0 fat, 0 calories, 0 potassium sorbate**.
Furthermore, Wahaha has launched a sparkling water with 10 zeros: **0 sugar, 0 fat, 0 calories, 0 additives, 0 preservatives, 0 surfactants, 0 thickeners, 0 flavors, 0 colors, 0 sweeteners**.
Summary: Last year's pandemic made consumers more deeply aware of the importance of health. Under the trend of overall health, consumers are paying more attention to the health components of beverages. If sparkling water sheds its healthy image, it seems to be labeled as "non-mainstream."
**2. More and more "additives" for health factors**
Nutritional and health upgrades are also major trends in sparkling water, for example:
**Danone Mizone Vitamin Sparkling Drink adds 4 vitamins and 11.5% of the daily required dietary fiber;
Mengniu Active Bacteria Bubbles introduces the concept of "active bacteria" aiding digestion into sparkling water for the first time;
Huabin Firse Protein Peptide Sparkling Water adds sturgeon collagen peptide, which has antioxidant properties, helping to scavenge free radicals, detoxify, and enhance immune function.**
Summary: In the era of normalized epidemic prevention, consumers' pursuit of beverage quality is gradually moving towards health + nutrition + immunity enhancement. This is the general trend and will be the main selling point of sparkling water in the future.
**3. More and more "cross-border" sparkling waters**
The reason for calling it cross-border is that sparkling water traditionally means soda + sparkling water. With the popularity of sparkling water, various cross-border combinations have emerged.
**For example: Nestlé Coffee Sparkling Soda is a coffee + sparkling combination;
Dali Heqi Zhengqi Sparkling Herbal Tea is herbal tea + sparkling; Mengniu Sour Milk Ruci Qizhi is lactic acid bacteria + sparkling; Vita Ta Shenqi Sparkling Lemon Tea is lemon tea + sparkling water; and of course, more juice + sparkling combinations.**
Summary: Chinese beverages have never lacked imagination. Sparkling water has clearly become an important category track in beverages. While a hundred flowers bloom, there is also fierce competition among heroes. The next competition will inevitably be within sub-segments of this track.
For example, who is the leader of juice sparkling water? Who is the leader of coffee sparkling water? Who is the leader of herbal tea sparkling water? Who is the leader of lactic acid bacteria sparkling water? Who is the leader of tea beverage sparkling water?
**4. Mainstream price has formed**
From the retail price perspective, the price range for newly launched sparkling water this year is mainly 5 yuan, with 4 yuan as a secondary price point, meaning that this price range is gradually becoming the mainstream consumer choice.
**Packaged Water Advances into Sub-categories, Sub-channels, and Natural Mineral Water**
Packaged water remains an important part of the beverage track. From the new products launched by leading packaged water companies this year, the sub-categories and sub-channels of packaged drinking water are becoming increasingly distinct.
**1. Sub-category packaged water**
In the past two years, products such as maternal and infant water, cooking and soup water, student sports water, and cooked water have been continuously mentioned, with more and more products targeting specific groups or product branches, further segmenting the drinking water market. For example, Nongfu Spring launched Wuyi Mountain Tea Brewing Spring Water this year, focusing on the tea brewing scenario for packaged water.
**Summary: The market layout of leading packaged drinking water companies is already complete. Although the market capacity is hundreds of billions, it is still difficult to get a share.**
Especially for products in the 2-3 yuan retail price range, giants leverage their total cost leadership from economies of scale, consumer education, and market harvesting.
New brands of packaged water find it hard to survive in this price range (except for companies with long-term capital investment). The best approach is: **enter sub-categories of packaged drinking water, grow strong in niche markets, and become the absolute No.1 with sales far exceeding the second place.**
Just like a certain brand is the No.1 in tea brewing water, a certain brand is the No.1 in maternal and infant water, and a certain brand is the No.1 in soup kitchen water. Only in this way can they complete the transformation from niche to mainstream.
**2. Sub-channel packaged water**
Traditional channels for packaged drinking water are oversaturated and extremely competitive, forcing leading companies to explore new blue ocean channels.
With the continuous improvement of users' income levels, household water is gradually being valued. Coupled with the gradually exposed incidents of barrel water pollution in the past two years, the demand for one-time large-packaged household water has increased rapidly.
For example, C'estbon launched a 12.8L household water this year, with its main selling point being one-time packaging, suitable for cooking, soup, tea, and other scenarios. Ganten launched a new 4.5L mineral water, mainly targeting household consumption, focusing on diversified drinking scenarios such as tea brewing and soup.
**Summary: Sub-channels for packaged water may be the survival path for small and medium-sized enterprises. When competing with mainstream packaged drinking water, it is best to avoid direct confrontation, focus resources on market channel gaps, and survive first before developing.**
The household channel is a sub-channel area, similar to cinema channels, catering channels, campus channels, bar KTV channels, leisure bathing channels, etc. As long as the strategy is correct, every sub-channel has broad prospects and great potential.
**3. Natural mineral water is the inevitable trend for packaged water**
Natural mineral water carries a health label and has gradually been accepted by consumers. In the first half of the year, many water companies launched new products under the banner of natural mineral water. Its main difference from purified water and drinking water is that it is healthier and more high-end.
For brand owners, this means higher prices and more profit margins.
**Trends in Functional Beverages**
In a broad sense, functional beverages include sports drinks, energy drinks, and other beverages with health benefits. With the listing of Dongpeng Te and the doubling of its market value, the functional beverage track has become even hotter. From this year's new product launches, the following trends can be observed.
**1. Low sugar and zero sugar are major trends**
The main selling point of Dongpeng Te's new functional beverage is: no sugar, energy, drink Dongpeng 0 sugar. Nongfu Spring's new version of Scream, Scream Isotonic Drink, also includes the concept of 0 sugar. Mizone 0 Sugar Vitamin Drink also features 0 sugar and 0 fat.
**The de-sugaring of functional beverages is gradually becoming popular.**
**2. The functionality of functional beverages is becoming more generalized**
**a. Collagen functional beverages**
Aimed at helping to "supplement" natural collagen, for example, Uni-President's functional beverage Uni-President Beauty Research Institute Bird's Nest Fish Collagen Peptide Drink, whose main selling point is the addition of 5000mg of Japanese imported fish collagen peptide per bottle.
**b. Plant extracts are more favored by functional beverages**
Consumers believe that foods and beverages containing plant ingredients are both high-quality and healthy, while also offering good taste.
**More and more people are discovering the benefits of plant extracts, such as energy and immune enhancement, skin health, and improved memory and concentration. Consequently, consumer demand for plant extract beverages has increased accordingly.**
Ingredients such as fruit and vegetable extracts and dietary fiber are gradually appearing in the ingredient lists of functional beverages.
Summary: In the future, the functionality of functional beverages may focus on specific body parts, such as bones, joints, eyes, sleep improvement, weight management, cholesterol management, healthy teeth, energy, and the elderly market segment.
**Development Trends of Tea Beverages**
**a. Huge market capacity:**
In recent years, the development speed of China's tea beverage market has exceeded 300%, and tea beverages have become the third largest beverage category after water and carbonated drinks, with rapid growth.
According to Frost & Sullivan statistics, from 2014 to 2019, the retail sales of tea beverages in China showed an increasing trend, growing from 65.3 billion yuan in 2014 to 78.7 billion yuan in 2019, with a compound annual growth rate of about 3.8%.
According to the growth rate, it is estimated that by 2026, the retail sales of China's tea beverage industry will reach over 100 billion yuan, approximately 100.6 billion yuan.
**b. The proportion of sugar-free is gradually increasing:**
Tea beverages are mainly divided into sugar-free tea beverages and sugary tea beverages. In recent years, with the promotion of the overall health concept, sugar-free beverage products have occupied an increasing market share.
Data shows that sugary tea beverages account for 94.79% of the market share, while sugar-free tea beverages account for 5.21%. It is expected that by 2024, the market share of sugar-free tea beverages in China will increase to 12.29%.
**Development Trends of Juice Beverages**
**a. Fluctuations in the juice market:**
From 2016 to 2017, the market size of low-concentration juice in China declined significantly, from 84.9 billion yuan to 78.82 billion yuan (with a decline in low-concentration juice sales). The market share also declined year by year from 2016, reaching only 64.2% by 2019.
From 2017 to 2019, due to the rapid development of the medium-concentration juice and 100% juice markets, the overall retail volume of juice in China rebounded slightly.
**b. The scale of 100% juice continues to expand:**
The consumption market for pure juice in China has been increasing year by year. In 2015, the consumption volume of pure juice in China was 550 million liters, which grew to 700 million liters by 2019, with a compound annual growth rate of 6.2%. Overall, it maintains a growth trend.
**c. The NFC juice market is gradually developing:**
The market share of NFC juice in pure juice in China is still relatively low. In 2019, NFC juice accounted for about 18.1% of the pure juice market, with a market size of about 2.7 billion yuan.
In the future, with the improvement of NFC juice production efficiency and cost reduction, the price of NFC juice is expected to decline, promoting the development of the NFC juice market.
**Final Thoughts:**
So-called laws are irreversible. The above are product development trends summarized from collecting various materials and combining the new products promoted by leading beverage companies this year. I hope they will be helpful for the product planning of small and medium-sized beverage enterprises.
**Are you "watching" me?**


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