PETpla.net Insider 11 / 2012

BOTTLE MAKING 18 PET planet insider Vol. 13 No. 11/12 www.petpla.net The Chinese beverage market trends in flavours and ingredients For all the tea in China The Chinese beverage market is not only growing in volume, but is also pro- viding a challenge for global suppliers of flavours and ingredients. We wanted to know more about the Chi- nese market, and what, if any, trends can be identi- fied. We put our questions to Yan Wu, Marketing Manager Wild China. Main trends PETplanet: In terms of flavour, what are the main trends in China? And how do they differ from global trends? Yan Wu: Fashions in flavour differ between categories. For example, in the carbonated drinks segment, cola flavours are the most popular, whereas for juice drinks and nectars, orange is the consumers’ favourite flavour. Look- ing further afield, in the functional drinks category, the classic energy flavour is most popular, and black tea is preferred when it comes to tea. A significant difference between China and other countries is that throughout our extensive history, health and natural medicines have always been deeply rooted in our culture. This helps to explain why natural herbs and fruits are prominent ingredients in hinese drinks. PETplanet: How have these trends changed in recent years, and where are they heading? Yan Wu: Economic improve- ments in China’s standard of living have been well documented in recent years. What is less frequently reported is the influence that this has on Chinese consumer requirements concerning everyday products, such as foods and beverages. Chinese consumers are becoming increas- ingly health conscious, with many consumers going on a strict diet in a personal effort to improve their health. This may be summed up with the term Lohas, which stands for ‘A Lifestyle of Health and Sustainability’. As a result of China’s changing economic situa- tion, together with changes in con- sumer behaviour, Chinese consumers are increasingly looking for high-qual- ity products that cater to this changing lifestyle and are increasingly favouring products with healthy attributes. Another emerging theme in China is the increasing level of pressure upon employees’ work-life balance, a factor that we all greatly value. As such, consumers are seeking bever- ages that are convenient, healthy, and able to stimulate by providing a much needed source of energy. This is especially evident amongst the younger generation in China.