Investment Rating - The report does not explicitly state an investment rating for the beverage industry. Core Insights - The report highlights the rapid growth and innovation in the ready-to-drink beverage sector, with a total of 2,681 new products launched in 2024, predominantly in tea and coffee categories [4][12][19]. - Consumer preferences are shifting towards health-conscious options, with a significant focus on the quality, price, and nutritional value of new products [24][33]. - The report identifies key trends in product innovation, emphasizing the importance of unique flavors, local ingredients, and effective online marketing strategies [45][46]. Summary by Sections Overall New Product Overview - In 2024, a total of 2,681 new ready-to-drink products were launched, with tea drinks accounting for 70.7% and coffee drinks for 29.3% [12][19]. - Tea brands launched an average of 157.9 new products monthly, while coffee brands launched 65.5 [22][20]. - Seasonal trends show that tea brands introduce more products in summer and winter, while coffee brands focus on summer and holiday seasons [22][20]. New Product Focus Areas - The report identifies four main focus areas for new product development: product base, ingredients, flavor innovation, and brand marketing [45][46]. - There is a notable emphasis on health-oriented ingredients, local flavors, and diverse online marketing strategies [45][46]. New Product Trend Outlook - The beverage industry is experiencing a "quality upgrade" trend, with a focus on flavor and ingredient innovation [5][8]. - The tea market is projected to reach a scale of 1,757 billion yuan in 2024, with an 8.2% growth rate, while the coffee market is expected to reach 1,177 billion yuan with a 15.4% growth rate [10][8]. Consumer Preferences - Consumers show a high sensitivity to price, with 58.8% of tea drinkers and 45.5% of coffee drinkers prioritizing price in their purchasing decisions [33][29]. - Health and nutritional aspects are increasingly influencing consumer choices, with 42.7% of tea drinkers focusing on these factors [33][29]. Marketing Strategies - The report highlights the effectiveness of online platforms, particularly Douyin, in promoting new beverage products through innovative marketing strategies such as collaborations and interactive campaigns [36][43]. - The penetration rate of ready-to-drink beverages on Douyin has reached 86%, indicating a strong online presence and consumer engagement [36][43].
现制饮品新品趋势观察报告2024
Hong Can Chan Ye Yan Jiu Yuan·2025-01-22 02:27