As the only omni-channel category with rapid growth in the retail market last year, the development of the beverage industry is remarkable. According to the "China Shoppers 2024 Report" released by Kantar Worldpanel, sales of beverage categories increased by 4.3% year-on-year in the first quarter of 2024, with "near water" beverage categories such as juice, ready-to-drink tea and bottled water growing particularly fast. In 2024, under the pressure of the environment, the beverage industry is accelerating the reshuffle, and the industry pattern is quietly reshaping.

The "pure", clean ingredient list is concerned

Affected by the "aspartame" incident last year, consumers attending the beverage show in 2024 paid great attention to the ingredient list when purchasing beverages. Consumers' sensitivity to various additives and preservatives has doubled, and posts on major platforms seeking to recommend "clean ingredient list drinks" are emerging in an endless stream. 0 sugar, gluten-free, 0 fat and other products are favored by consumers, and have become a hot direction for new innovation and iteration in the beverage industry.

According to incomplete statistics, in the first half of this year, only the domestic sugar-free instant drinking tea category, the number of new products on the market reached more than 40, in addition to Nongfu Spring, Uni-President, Master Kong, Wahaha and other domestic beverage leading enterprises, there is also no shortage of Qingdao Beer, Yili and other cross-border players. Just past 618 shopping carnival, once again confirmed the hot 0 sugar track. According to data from Jingdong Supermarket's food and beverage business department, during Jingdong Supermarket's 618 activity this year, the turnover of sugar-free beverage categories increased by 315% year-on-year.

"Health", light health, food to make up a hot topic

In 2024, the transmission effect of the consumption trend of "nutrition and health" has been comprehensively broken out at the level of beverage consumption market, and the concept of "light health" has been widely used in the marketing and promotion of beverage products this year. At present, in the domestic well-known content sharing platform small red book, the page view of the light health entry has exceeded more than 2 million times. In the form of "raw materials + efficacy", these products make the reasons for consumers to buy more clear by concretizing the "health attributes". And this convenient, cost-effective light health way has also alleviated the current consumer's health anxiety to a large extent. In a way, such products provide emotional value to consumers in addition to practical value.

"New", taste fresh, the psychological drive is obvious

In 2024, the role of new taste in leveraging the growth of the beverage market has been further highlighted, and new tastes, new experiences, and new concepts have become important factors to stimulate consumers' desire to buy. Catering to the consumer's curiosity psychology of coriander, bitter melon, ginger juice and other niche flavors, in the beverage show set off a wave of flavor innovation. Weiguoqing's kale fruit and vegetable juice, celery Qi vegetable, bitter melon bitter not bitter, coriander lemon tea, ginger lemon juice, Huiyuan's 100% coriander juice, etc., attracted many consumers to buy fresh taste, and was widely discussed on social platforms, and successfully circle a number of "fitness", "weight loss" people.

In addition, affected by the sinking trend of the tourism market, local characteristics of food and drink have been widely spread, and regional characteristics labels have successfully aroused consumers' curiosity and desire to explore, and also made strong regional relevance products become an important territory of the beverage consumption market this year. The heat of products such as "Changshan Hu Pomelo" and "Xiang pomelo" as raw materials, "Yunnan olive" as raw material, and "Laiyang pear" as raw material, such as Laiyang pear juice, is further rising.

Every year, the small changes in the beverage show are hidden in a successful brand case. From NFC to HPP, from low sugar to no sugar....... It is not only the progress of science and technology, but also the brand's deep insight into the market in the new consumption era.

If you want to learn more about the food industry, please visit the beverage show website to learn more.

Source: New consumption of alcohol and food

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