Personal space and time, followed by changing lifestages and quality seeking, has emerged as the major behavioural trend that influenced hot drinks consumption in China during 2012, according to a report by Canadean – Soft Drinks.
While personal space and time was the major driver behind the consumption of coffee and other hot drinks, changing lifestages mainly influenced tea consumption in the country.
The report, The Chinese Hot Drinks Market: What Consumers Drink and Why?, identified trust, experience seeking, changing age structures, health and busy lives as the other prominent behavioural trends that influenced hot drinks consumption in China.
Tea accounted for a whopping 85% of the total hot drinks market in terms of value, with other hot drinks and coffee contributing 10% and 5% share respectively.
A major chunk of the Chinese hot drinks market is owned by brands while the remaining is held by private labels.
The market has been mostly driven by older consumers and pre-mid-lifers, who held a share of 45% among themselves.
Male consumers formed 54.5% of the total Chinese hot drinks market and urban dwellers accounted for 98.7%.
Based on education, tertiary (1st stage) group leads with 62.6%, followed by post secondary - non tertiary group, which accounted for 13.9% of market share.
In terms of wealth, better off group accounted for 38.7% of the Chinese hot drinks market, moderate income group and hard pressed group stood next with 26.6% and 20.6% respectively.
