Health drinks usher in development within three years

The beverage giant Coca-Cola handed out an “unforgetable” 2014 transcript, which once again proved the downturn in the carbonated beverage industry. However, as the world's largest beverage market, China’s market share in the carbonated beverage market has fallen behind.

Coca-Cola's performance hits Waterloo carbonated drinks into the recession

With the increasing demand for health indicators, carbonated beverages represented by Coca-Cola are referred to as "unhealthy drinks." This unhealthy label may be the main cause of the decline of the global market of Coca-Cola. Similarly, another carbonated drinks giant, PepsiCo, had the same performance as Coca-Cola. Compared with 2013, the company’s 2014 performance declined.

According to the PepsiCo financial report, the company achieved revenue of US$66.683 billion in 2014, which was basically the same as in 2013, but its net profit was US$6.513 billion, which was 3% lower than that in the 2013 fiscal year. In the fourth quarter of 2014, Pepsi revenue was 19.948 billion U.S. dollars, down 1% from 20.118 billion U.S. dollars in the same period in 2013; net profit attributable to shareholders of the company was 1.311 billion U.S. dollars, down 25% from 1.742 billion U.S. dollars in the same period in 2013.

In addition, in the unified group's business, occupying 62.3% of the company's beverage business, in 2014 operating income was 14 billion yuan, a year-on-year decline of 7.6%; net profit was 702 million yuan, a year-on-year decrease of 17.02%.

The industry believes that the decline in the carbonated beverage market has become an irreversible trend. However, as the world's largest beverage market, China is still the beverage industry’s most promising market. When the development of traditional beverage products meets resistance, the emergence of some new generation of products and concentration in the rum and wine debut, whether it indicates that China's beverage industry will become the world of herbal and health concept beverages in the future?

Beverage companies are busy pursuing innovative health drinks favored

Throughout China's beverage market, the current annual output growth rate has stabilized at about 15% through five years of industrial restructuring. However, the decline in the sales of traditional carbonated beverages has been irreversible, and the battle for protein drinks, herbal tea beverages, and botanical drinks is fierce. In this context, both the traditional beverage giants and the new generation of companies that have emerged in recent years are actively promoting innovation and exploration.

In the supermarket's beverage shelves, imported beverages and domestic beverages are filled with shelves. However, as people's concept of healthy consumption increases, they also tend to be rational in choosing beverages. Although beverage companies are constantly developing new products in order to participate in competition, many products are short-lived and quickly withdrawn from the market, which fully demonstrates the cruel competition in the beverage market.

When visiting supermarkets and browsing beverages on the website, beverage companies often push new ones. In addition, health-care beverages have been favored by major companies in recent years, and there is no lack of pharmaceutical industry participation.

Jiangzhong Group launched Eye-Eye Food and Drink----Blueberry Coriander Plant Drink (hereinafter referred to as "Blue Coriander"). This drink is made from blueberry and Chinese wolfberry. The reporter consulted its price in Jingdong, and its specification was 310ml*12 cans. The price of blueberry beverages is 81.6 yuan, and the price is higher than 6 yuan per bottle. In addition, Jiangzhong Group has also launched a mushroom mushroom plant beverage. The idea passed to consumers is to raise stomach.

Similar to Jiangzhong Group's diet beverages, many domestic companies are following the example and introducing new ones. When herbal tea drinks such as Wang Lao Ji and Jia Du Bao are hot, healthy beverages become the main products for beverage companies to follow suit. These beverages are also expensive. Ge Wei brand pure Pueraria juice low sugar Pueraria, 310ml / cans * 24 boxes in Jingdong sells for 115 yuan.

In this regard, marketing expert Xiao Zhuqing said in an interview with a reporter from the Securities Daily that China has a traditional tradition of medicine and food. As consumers increasingly pay attention to healthy diet, many beverage companies have started to launch large healthy beverages, including herbal medicines. Extracting ingredients to make herbal drinks is a trend.

Zhu Danpeng said that in the highly competitive environment of the beverage market, enterprises can only develop through innovation. However, companies cannot blindly innovate and must establish new products based on the preferences of mainstream consumers.

“At present, many herbal beverages are available, and the first thing is healthy health. However, most of these products are made by small manufacturers. If there are no large companies to do together, these small manufacturers will soon be out of the market.” Zhu Dan Peng said that at present, China The herbal beverage market represented herbal herbal beverages such as herbal tea, plant proteins represented by walnuts, and milk-based beverages and sports drinks. The beverages mentioned above have become the embryonic form of China's beverage market, and this pattern will not change much in the next decade.

Large health drinks are still under cultivation for three years or enter a period of rapid development

In fact, consumers’ concern for health continues to increase, which provides an excellent opportunity for the development of fast-moving consumer goods in a variety of categories. Nielsen's investigation report shows that in recent years, healthy consumption and healthy living environment have spawned a new round of consumption concepts. Among them, “nutrition fun” has made parents pay for children’s health products since the 1980s; social aging has given birth to a middle-aged and elderly nutrition market with great potential; followed by all-natural, non-additive products to become a market for instant noodles; and low in fat and sugar Low-salt, healthy foods are multifarious; high-protein products may "catch up with the United States."

According to Nielsen's retail monitoring data, as of November last year, pure natural and functional beverages categories had double-digit growth in 2014. Among them, the sales of mineral natural drinking water increased by 23% compared with the same period of last year, which was far higher than the overall growth rate of packaging water (14.3%). The sales growth rate of vitamin-rich beverages was 30%, followed by protein-rich drinks (24%) and energy drinks (21%).

According to the reporter’s understanding, there are many beverage companies participating in this spring rum and drinks, and the beverages of the big health category have become a landscape.

In the cobbled drinks market, the defensive workshops made by Yufangfang gained a lot in this rum. Yang Pengfei, president of Defang Square, said in an interview with the “Securities Daily” reporter that the company had discussed with interested customers through a targeted invitation method at the rum and drinks conference. The turnover of the rum was very high, and the agreement was reached and the deposit was paid. There are more than 300 customers.

In Yang Pengfei's view, the era of the food and beverage industry relying on strong advertising bombings to obtain consumer purchases has passed. At present, consumers seem more rational, and enterprises only have production that meets industry trends, and their cost performance and product quality are high. Get consumer recognition. “The large health beverage industry needs further development. It is currently in the early stage of rapid growth and enters a period of rapid development within three years.”