【嘉世咨询】2024现制茶饮市场简析报告

Industry Overview - The beverage market has entered the era of freshly made drinks, with a trend of replacing traditional bottled beverages with freshly made drinks, including tea-based beverages, fruit juices, and coffee [2] - The freshly made beverage industry has undergone three major supply upgrades: the powdered mix era (1990-1995), the traditional chain era (1996-2015), and the new tea era (2016-present) [2][3] Market Size and Growth - The freshly made tea market has exceeded 200 billion RMB, with a CAGR of 7.6% expected from 2021 to 2025 [4] - The new tea beverage market, driven by delivery platforms, is projected to reach 347.6 billion RMB by 2027, with a CAGR of 26.0% [4] - The market size of freshly made tea in China is expected to grow from 2016 to 2025, with significant growth in delivery-based sales [5] Competitive Landscape - The freshly made tea market is divided into three price segments: low-end, mid-range, and high-end, with strong competition in the mid-range segment [6] - The top 5 brands in the freshly made tea market account for approximately 15% of the market share by store count, with regional leaders dominating specific areas [8] - Regional competition is intense, with the South China region being the most competitive, and brands like Gu Ming and Shuyi Shaoxiancao showing strong regional dominance [8][9] Consumer Behavior - Tea consumption is primarily driven by leisure occasions, with social gatherings, shopping, and afternoon tea being the top scenarios for tea consumption [10][11] - In first-tier cities, nearly half of consumers are already deep users of sugar-free tea beverages, with high user activity and frequent purchases [17][18] Market Trends - The low-tier cities are experiencing rapid growth in the number of freshly made tea stores, with the market size expected to grow from 73.2 billion RMB in 2022 to 273.9 billion RMB by 2028, with a CAGR of 24.6% [19][20] - New tea beverage players are leveraging their natural advantages to enter the coffee market, combining tea and coffee ingredients to create innovative products [22] International Expansion - The Southeast Asian market for freshly made beverages is expected to grow from 16.3 billion USD in 2022 to 49.4 billion USD by 2028, with a CAGR of 20.3%, making it the fastest-growing market globally [24][25] Digital Transformation - The tea beverage industry is accelerating its digital transformation, with a focus on digital management in store operations, raw material supply, and membership management [26][27] Challenges - The tea beverage industry faces challenges such as limited consumer groups, low supply chain concentration, franchise irregularities, and food safety concerns [28][29][30][31] Future Directions - The industry is moving towards a "zero-additive tea" era, with brands focusing on health-conscious products and classic elements [33] - The integration of tea and coffee experiences, along with a focus on refreshing and non-bitter flavors, is becoming a key direction for category upgrades [33] - Overseas markets remain an important growth avenue, with brands needing to balance localization and differentiation [33]