Fruit juice or fruity drink, which has a bright future?

At present, the soft drink market in China can be divided into the following categories: carbonated drinks, including fruit juice, fruit flavor, cola soda and so on. , with dozens of varieties such as Coca-Cola, Pepsi Cola and Jianlibao; Natural mineral water has developed rapidly in recent years; Fruit and vegetable beverage is a concentrated fruit and vegetable juice made from high-quality fruits or fresh vegetables under low temperature sterilization. Solid drinks, mainly soy milk powder, milk tea, etc. ; Other soft drinks include vegetable protein drinks such as soybean milk, coconut milk and almond dew, and functional drinks such as "Red Bull" multivitamin drinks, vitamin AD calcium milk and milk-containing drinks.

First, the development status of soft drink industry in China

1. The output keeps increasing rapidly, and the varieties tend to be diversified.

The annual output of soft drinks in China increased from 288,000 tons in 1980 to130,000 tons in 1998. In recent years, it is still increasing at an average annual rate of more than 20%, and 1 1 provinces and cities with an annual output of more than 300,000 tons have emerged. With the increase of output, the varieties are increasingly diversified, providing consumers with more choices. From the founding of the People's Republic of China to the reform and opening up, the varieties of beverages in China have been consistent for 30 years, and soda has become synonymous with beverages. Since the reform and opening up, the national beverages have developed from a single soda to ten categories, including carbonated drinks, fruit juice and fruit juice drinks, vegetable juice and vegetable juice drinks, bottled drinking water and tea drinks. Among them, carbonated drinks (soft drinks) account for 46% of the total output of soft drinks, although it has declined, it is still the leading product in beverages; Natural mineral water accounts for 18%, showing an upward trend; Fruit and vegetable juice beverage accounts for 1 1%, and milk beverage accounts for 4%; Plant protein beverage 2%; Solid drinks account for 3.5%; Other beverages accounted for 15.5%. Carbonated drinks, bottled drinking water and fruit and vegetable juice drinks form three categories.

2. Foreign-funded enterprises have obvious advantages

The rapid development of China's beverage industry and its vast consumer market have attracted many internationally renowned brand beverage manufacturers. With abundant financial resources and rich experience in market operation, many multinational companies occupy the domestic market by acquiring well-known domestic brands or joint ventures or sole proprietorships. Coca-Cola and Pepsi-Cola canned in China have entered the China market for more than ten years, and have already overwhelmed the traditional carbonated drinks in China. China is also using foreign capital and technology to develop its own brand. For example, China brand beverages "Eye-catching" and "Tiandi" developed by Coca-Cola Company, the annual sales volume increased by more than 10 times, occupying a considerable market share and becoming one of the fastest growing beverage varieties at the turn of the century.

3. Soft drink packaging tends to be diversified and convenient.

Soft drinks have changed the history of single bottles. At present, plastic bottles account for about 38%, metal cans account for about 30%, glass bottles account for about 25%, and composite soft packaging accounts for about 7%, which provides convenience for market distribution and purchase at different consumption levels.

4. The raw material production of fruit and vegetable drinks has been paid attention to.

China is rich in fruit and vegetable resources, which is very suitable for the development of fruit and vegetable drinks, but the supply of raw materials for fruit and vegetable drinks manufacturers has not been stable. At present, some enterprises have begun to develop their own raw material bases to provide reliable guarantee for the quality and scale of products.

Third, the advantages of developing China's beverage industry

1. A consumer market with great potential

The continuous improvement of the living standards of urban and rural people will put forward new requirements for beverage consumption. The consumption market of beverage products in China is huge, which is unmatched by any country.

2. Rich fruit and vegetable resources

According to statistics, the annual output of all kinds of fruits in China has exceeded 50 million tons, of which the annual output of apples has reached more than 6.5438+0.7 million tons, and the number of vegetables ranks first in the world. There are many kinds of beverages suitable for processing. This will provide rich raw materials for the development of fruit and vegetable juice drinks.

3. A good foundation for development

With a relatively strong material and technical foundation, we have built a number of enterprises with advanced equipment and created a team with comprehensive technology. On June 1999+05, China Beverage Industry Association announced the list of the top ten beverage industries in China, indicating that a number of key enterprises and leading enterprises with certain scale and market competitiveness have initially formed in China's beverage industry. The development of beverage machinery, packaging, food additives and other related industries has also provided conditions for the development of the beverage industry.

Fourth, the development prospect of soft drink industry in China

There is still a big gap between the development level of China's soft drink industry and that of developed countries in the world. At present, China's annual per capita consumption is only 8kg, which is one fifth of the world average and one quarter of the developed countries in Western Europe. The per capita consumption of fruit juice and fruit juice drinks is only one kilogram per year, which is one fortieth of that in western Europe. Judging from the gap between China's beverage industry and western European countries, China's beverage industry has great development potential.

With the increasing attention of urban and rural residents to health, people tend to drink nutritious and healthy drinks such as fruit juice, dairy products and natural mineral water. The consumption of aerated drinks, bottled water and fruit juice drinks will continue to increase, and alcoholic drinks will tend to decline. The production of soft drinks must develop rapidly to adapt to this situation. At the end of this century and the beginning of the next century, the guiding principle for the development of soft drink industry in China is to adhere to the principle of "natural, nutritious, high-quality, multi-variety and multi-grade", actively develop fruit and vegetable drinks, vegetable protein drinks and drinking mineral water, and appropriately develop solid drinks and special nutritious drinks under the condition of popularizing carbonated drinks. While developing production, we should strengthen marketing and expand domestic and foreign markets, especially rural markets, so as to promote production, do a good job in production and promote sales, and meet the growing needs of urban and rural residents to the greatest extent. The State Light Industry Bureau has listed the beverage industry as one of the key light industry development industries in the Tenth Five-Year Plan. It is necessary to give priority to supporting and helping solve the problems existing in the development of the top ten enterprises, so that the top ten enterprises can better play their backbone and leading role and promote the development of the whole industry.

According to experts' speculation, by 2020, the global fruit juice and carbonated drinks will increase to 73 billion liters. In the future, product quality and innovation are the key factors for the profits of beverage enterprises, and mergers and acquisitions between enterprises will also be a good way to occupy the market. Generally speaking, soft drink products have low technical content and are relatively easy to enter the market, so the competition is particularly fierce. At present, the advantages of several listed companies are not obvious Only those enterprises that have resource advantages and brand advantages, produce characteristic products, have high internal management level and realize economies of scale can obtain higher income levels. From the perspective of major sub-industries, fruit and vegetable drinks conform to the changes of people's consumption habits, and their development can greatly increase the added value of fruits, maintain the stability of fruit sales, put the fruit planting industry on the track of benign development and promote agricultural industrialization, so there will be more room for development. Although the competition in the drinking water industry is fierce and the industry is generally depressed, the drinking water market will gradually expand due to the continuous deterioration of the natural environment and the increasingly serious pollution of natural water sources. Carbonated drinks will still occupy a large market share.

China's beverage industry is not only closely related to people's lives and has great development potential, but also an industry with short development history and weak foundation and strength. Moreover, this industry is also facing a fierce domestic and international market environment. Its development needs the support and inclination of national and local governments in terms of funds and policies, and needs the concern and support of the whole society.

Development status of foreign soft drink industry

The largest soft drink market in the world is in North America and Western Europe. From 65438 to 0996, the sales of the two markets were $64 billion and $40 billion respectively, accounting for 62% of the total global market. From 65438 to 0998, the sales volume of soft drinks in western European countries has reached 57.642 billion L, with sales of 44.637 billion US dollars. The Asian region grew rapidly. The sales of soft drinks in Asian countries and regions reached 37.252 billion L from 65,438 to 0,998, with sales of 44.9 billion US dollars. The markets in Africa, the Near East and Australia are relatively small, among which the sales of soft drinks in the Near East 1996 are $5.3 billion. Although there is a certain market in Australia, the country has a small population and a small market scale.

In recent years, the world soft drink market has been growing, which is mainly due to the increase of consumption in developing countries and the change of beverage consumption patterns. Consumers in developed countries are gradually reducing alcoholic beverages and pursuing natural and healthy low-sugar foods and beverages. Therefore, on the one hand, it promotes the development of soft drink industry; On the other hand, beverage products gradually tilt like bottled drinking water and fruit juice drinks, and the status of carbonated drinks is challenged. Although there are huge soft drink markets in developed areas such as North America, Western Europe and Japan, among which carbonated drinks are mature markets, the future prospects are not optimistic. At present, large beverage manufacturers are shifting their strategic goals to the emerging soft drink market.

The regions with better growth prospects for soft drinks will be Eastern Europe, Africa, the Middle East and Southeast Asia. Generally speaking, the development prospect of soft drinks in the world is promising, and the future competition will be the competition of diversified product varieties, and the market in developed countries will take healthy and natural drinks as the development direction. In 200 1 year, the world beverage sales have exceeded $200 billion.

From the development trend of main soft drinks, carbonated drinks are the traditional mainstream products of soft drinks. In recent years, fruit juice drinks, bottled drinking water, coffee drinks and tea drinks have developed rapidly and become the development direction of drinks. Developed countries attach great importance to the development of new beverage products, with health care, convenience, novelty and interest as the theme, emphasizing nutrition strengthening and using unusual raw materials and spices. New product development includes functional drinks, health drinks, sports drinks, tea drinks, coffee drinks, flavored mineral water and so on.

The new trend of global beverage industry development

According to the survey of the World Beverage Development Seminar, there are new trends in the global beverage industry today:

1. The beverage market is diversified.

This diversification is manifested in the increasing variety of beverages and the changes of beverage consumption groups. The development of drinks in the world today, its varieties are extremely complicated. These large varieties can be further subdivided into smaller varieties. In addition, consumer groups are no longer constrained by the original consumption habits and preferences. An obvious example is that since the 1990s, the consumption of tea drinks in Europe and America has been on the rise, while the consumption of tea drinks in East Asia has decreased relatively, while the consumption of aerated drinks has increased substantially.

2. Consumption habits gradually converge

In recent years, fast food has become more and more popular all over the world, and consumers in many countries are willing to buy cooked food. People pay more and more attention to health and environment, and don't like foods with high sugar and additives. The consumption of wine and other wines is declining. Paper-packed drinks and foods are becoming more and more popular with the public.

3. People pay more and more attention to health functional drinks.

Medical care is a hot topic in recent years. How to achieve health care effect through diet has always been a topic that consumers and beverage manufacturers attach great importance to. Developed countries, especially those in Europe and America, are constantly introducing functional drinks, which are no longer limited to the scope of supplementary nutrition, and even extend to the field of disease prevention and treatment. According to statistics, almost all beverage manufacturers in the United States are developing and producing functional beverages, even Coca-Cola, which has the world's number one beverage brand, is no exception.

4. The consumption of aerated drinks, bottled water and fruit juice drinks increased.

In 2000, the world consumption of juice drinks was about 4,665,438+million tons, and the consumption of frozen products and other drinks was 9.5 million tons and 36.6 million tons respectively.

New varieties have entered the market one after another.

In today's world beverage market, new varieties emerge one after another, but what consumers need is new drinks that pay attention to natural health.