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The Beverage Market's 'Great Transformation': Development Loses Its 'Sense of Regularity,' with 'Consumption Folding' and the 'Lipstick Effect' Coexisting
Currently, if a consumer goods brand attempts to profile its target consumers, it will find it exceptionally difficult—if it still defines a consumer by labels such as age, gender, education, and income, it will likely only get a 'blind men and the elephant' result. Because in today's China, from first-tier cities like Beijing, Shanghai, and Guangzhou to fourth- and fifth-tier towns and rural areas, from the southeast coast to the northwest inland, from the post-95s 'Generation Z' to the 'silver-haired' elderly, frugality and luxury, showing off and practicality may be differences in consumption concepts among different consumers, or they may occur within the same consumer...
一木The New Era of Large Bottles: Decoding the Popularity of 1L Beverages
With more capacity than the standard 500ml drinks and more portable than traditional 1.5L or 2L family packs, 1L beverages are becoming the new trend. "I launched a private-label soda drink last April, and the 1L SKU is currently the bestseller," said Mr. Liu, a Shandong supply chain merchant. "In 2023, large bottle drinks sold significantly better than the previous year, with 1L sizes selling the best," added a Hunan distributor. A survey of supermarkets reveals that beyond common brands like Uni-President and Master Kong, which have long offered 1L packs, new entrants like Eastroc's 1L electrolyte drink and Genki Forest's 950ml product are also joining the trend.
一木