Z世代现制饮品消费洞察报告2024

Industry Overview - The ready-to-drink beverage market, including tea and coffee, has shown continuous growth. The tea beverage market is expected to exceed 1,700 billion yuan in 2024, while the coffee beverage market surpassed 1,000 billion yuan in 2023 and is projected to reach 1,100 billion yuan in 2024 [1][8] - Z-generation consumers are the core demographic for ready-to-drink beverages, with 47.6% of them increasing their frequency of purchasing freshly ground coffee, compared to 36.9% for tea beverages [1][27] - The perception of price changes among Z-generation consumers varies by gender, with 43.1% believing prices have decreased, while 40.2% feel prices have remained stable [1] Market Trends - The tea beverage market is entering a health-focused 4.0 era, while the coffee market is experiencing a golden age of localization [5] - The tea beverage market is characterized by a "one superpower, multiple strong players" competitive landscape, with brands like Mixue Bingcheng leading in store count [13] - The coffee beverage market is rapidly expanding, with 48.7% of coffee shops targeting a price range of 20-30 yuan per cup [16] Consumer Behavior - 72.6% of Z-generation consumers purchase ready-to-drink beverages weekly, with 47.6% increasing their coffee consumption frequency [27] - Z-generation consumers are driven by self-indulgence (51.1%), stress relief (36.9%), and functional needs like thirst quenching (33.3%) and mental alertness (23.8%) [30] - Brand reputation and cost-effectiveness are key decision-making factors for Z-generation consumers, with 53.5% prioritizing brand reputation and 33.3% valuing quick service [34][35] Product Preferences - Z-generation consumers prioritize taste and flavor (over 60%), followed by price, quality, and healthiness of ingredients [37] - 38.1% of Z-generation consumers prefer beverages priced between 15-20 yuan, while 36.9% favor the 10-15 yuan range [39] - Latte (60.7%) and fruit tea (54.7%) are the most popular beverage types among Z-generation consumers [58] Innovation and Marketing - Z-generation consumers are highly receptive to innovative and fun marketing activities, with 58.3% noting increased marketing creativity in the ready-to-drink beverage sector [70] - Cross-brand collaborations and festival marketing have become common strategies to engage Z-generation consumers [74][76] - Social media plays a significant role in influencing Z-generation consumers' purchasing decisions, with platforms like Weibo, Douyin, and Xiaohongshu offering unique marketing advantages [72][73] Challenges and Future Outlook - Z-generation consumers identify high product premiums (41.6%), inconsistent quality (38.1%), and lack of innovation (35.2%) as major pain points [90] - The future of the ready-to-drink beverage market will focus on health-conscious upgrades, personalized and diversified products, and functional and scenario-based innovations [91] - Brands are expected to emphasize low-sugar, low-fat, and natural ingredient options to meet the growing health demands of consumers [91]