This article is reposted from: Beverage Industry Network WeChat account | cn-beverage Beverage Industry Network
The beverage industry is a development hotspot in China's consumer goods. 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. AdTime has therefore released the "Beverage Consumer Data Research Report," which conducts in-depth research based on beverage target user profiles and online sales, and based on the actual situation of clients in this industry, proposes actionable strategies and recommendations.
Statistical data shows that for purified water/mineral water and tea beverages, consumers show no significant difference in habits; both are among the most popular beverage categories. Men have more demand for carbonated soft drinks and functional beverages than women, while women have greater demand for fruit juices, vegetable beverages, and dairy-containing beverages. AdTime's digital marketing suggestion is that men and women have significant differences in beverage category preferences, so placing corresponding advertisements on different vertical media can more accurately target customer groups. For beverages targeting female users, highlighting calories/heat can be more effective.
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. Different income groups show little difference in tea beverages, fruit juices, and vegetable beverages. Shenzhen residents prefer purified water/mineral water, Shanghai residents prefer tea, and Beijing residents prefer coffee. AdTime's digital marketing suggestion is that consumer behavior varies by region, so advertising campaigns can be regionally differentiated 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. Additionally, beverage information dissemination channels include supermarket and mall promotions, and recommendations from friends or family. Female consumers are more receptive to advertising information from these two channels. AdTime's digital marketing suggestion is that female consumers are more receptive to word-of-mouth communication, so combining vertical websites, BBS, and Weibo for EPR promotion would be a good choice.
Middle-income consumers are more sensitive to obtaining beverage information through supermarket/mall promotions; television remains the most influential channel for beverage information dissemination, especially for low-income consumers. Internet media dissemination has a more obvious effect on high-income groups. AdTime's digital marketing suggestion 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 complemented by word-of-mouth marketing, can improve conversion rates.
Brand preferences among consumers in different regions: purified water/mineral water is the largest beverage category. Nongfu Spring has the highest brand awareness and popularity, but consumers in Guangzhou and Shenzhen have slightly lower preference for this brand; the most preferred juice brand in Shanghai is Want Want Daily C. In Beijing, second- and third-tier cities, Huiyuan Juice has the highest awareness. 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 Want Want, with Bright being a local Shanghai dairy brand. Among coffee beverages, Nescafe is the most favored brand across 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 entertainment, fashion/beauty, online shopping, and maternal/child websites. AdTime's digital marketing suggestion: use different types of media to cover consumers of different genders and optimize advertising campaign effectiveness.
AdTime's comprehensive marketing suggestion: When purchasing beverages, consumers place the most emphasis on taste, followed by brand and nutritional value. Female consumers prefer fruit/vegetable beverages 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, while 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. First-tier cities like Shanghai, Beijing, Guangzhou, and Shenzhen have slight differences in beverage category consumption, and second- and third-tier cities have different brand preferences compared to first-tier cities.
Consumers of different genders have little difference in main demand for beverage products, with some slight differences. Female consumers prefer healthy beverages, with fruit/vegetable beverages and dairy-containing beverages being more popular among them; men have higher demand for carbonated soft drinks and functional beverages. Additionally, 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 demand. 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 with age, 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 for advertising recommendations. 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.
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