2024年中国果汁市场报告

Citrus Juice Market Development Officer, Olivia TaitJanuary 2024 APPENDIX 1. Market size and key statistics2 1.1 Market size1.2 Import market1.3 Juice drinking culture in China1.4 Health messaging being generated by medical entities1.4.1 Improving physical health1.4.2 Promote metabolism1.4..3 Improve immunity1.5 Fresh juice bars and shops1.6 Drinks competing directly with juice245666666 2.1 Huiyuan2.2 Master Kong2.3 Uni President2.4 Minute Maid2.5 Orchard Farmer2.6 Pepsi Cola2.7 BVI (Wei-Chuan)3. Consumer surveyAcknowledgement 1.MARKET SIZE AND KEYSTATISTICS 1.1 MARKET SIZE In China, the juice market is divided into three categories. The first is lowconcentration fruit juice with a fruit juice content of 5-10%, such as Coca Cola's Qoo,Minute Maid's pulp juice and Master Kong's orange juice. In Australia, this categorywould be referred to as ‘fruit drinks’. The second category is composite juice, made from various fruits and vegetables,with a concentration of about 30%, such as Watsons' Juice Mr. The third category is 100% fruit juice, which can be divided into 100% concentratedreduced fruit juice (FCOJ) and 100% non-concentrated fruit juice (NFC). The very literal meaning of NFC in China refers to a fruit juice that is “directly filledafter being squeezed from fresh fruits”. It is considered to be natural with noadditives, has a high nutritional value and tastes good. This fresh, unadulteratedjuice taps into the quality perception and the rising demand for products that areconsidered healthy. Low concentration juice accounts for over 74% of the sales in China's juice industry,and the overall decline in sales in the juice market is mainly driven by the decline inlow concentration juice sales. Emerging health trends such as low sugar, low calorie,and minimally processed, juices with a low concentration of fruit content are beingabandoned by the main consumer group of beverages, young people, in favour ofhealthier, fresh tasting, and high appearance new drinks. The decline in juiceconsumption at the lower end, fruit drinks, is being off-set by an increase in demandof juice drinks made with a higher concentration of fruit juice and fresh juice – purejuice. In 2022, China’s total juice market was valued at AU$29.91 billion, showing anincrease of 5% from 2021. Low concentrate juice accounts for 74% of the total juice market. Supermarkets are the largest juice sales channel, accounting for a 61% share,followed by convenience stores (15%) and e-commerce (13%). 1.2 IMPORT MARKET In 2022, China imported 350,313 tonnes of juice, with a value of US$556 million. Theaverage price was US$1,587 per tonne. Brazil (23%), Thailand (21%) and Vietnam (11%) are the top three juice exporters to theChinese market, based on volume. In 2022 Australia exported 484 tonnes of juice to China, with a value of US$1.6 million. Ten exporting countries account for 87% of China’s total juice import market.Australia accounts for 0.1% of the total import market. 1.3 JUICE DRINKING CULTURE IN CHINA Chinese consumers rarely drink juice for breakfast. The occasion for drinking juice ismore often during lunch or dinner, or as beverage between meals. Traditional Chinese beverages include sour plum juice, sea-buckthorn juice andhawthorn juice.Sour plum juice is made from black plums, peaches, grapes andsugarcane, boiled with rock sugar. Rock sugar is believed to moisten the lungs,relieving coughing. Black plum and hawthorn are believed to reduce oil and fat,while strengthening the spleen. 1.4 HEALTH MESSAGING BEING GENERATED BY MEDICAL ENTITIES From the perspective of traditional Chinese medicine, the belief is that drinking fruitjuice has the following benefits for physical health: 1.4.1. Improving physical health The commonly used ingredients in traditional Chinese medicine health juice includemulberry, goji berries and lotus seeds. These ingredients all have the effect ofregulating the body. For example, it is believed mulberry can nourish the liver andkidneys, strengthen the spleen, and stimulate appetite; goji berries brightening theeyes and nourish the skin; lotus seeds nourish the spleen, benefit the stomach, clearthe heart, and calm the mind. By combining these ingredients into a juice format,one can regulate their physical fitness and improve their health status. 1.4.2 Promote metabolism Drinking more juice can increase the body's metabolic capacity, slow down agingand improve skin quality. 1.4.3 Improve immunity Drinking more juice can supplement the body's essential Vitamin C, enhance thebody's immune system, resist viruses, and reduce cold symptoms. 1.5 FRESH JUICE BARS AND SHOPS At present, there are no large-scale chain fresh juice stores in the Chinese market.However, many beverage stores offer juice drinks, fruit smoothies, fresh juice,concentrated juice drinks and concentrated juice tea drinks. The most popular beverage stores in the Chinese market are tea beverage shops,with most of them offering fru