In recent years, the categories of tea beverages have been gradually enriched, and consumers' shopping desires have also been subtly stimulated. The overall market size of the tea beverage industry has also continued to grow.
According to the e-commerce data of Whale Staff, on the Tmall platform in February 2023, the monthly sales of tea beverage-related products will be nearly 1.49 million pieces, a month-on-month increase of about 15%; monthly sales will reach 66.75 million yuan, a month-on-month increase of about 6%.
*Data comes from Staff Whale-Industry Trend Analysis
According to the ranking of tea beverage sales brands in February, the top 10 brands are Suntory, Nongfu Spring, Vita (food), Master Kong, Lanfangyuan, Meco, Yuanqi Forest (food), Uni-President, HEYTEA, Vitasoy wait.
It can be seen that in the current tea beverage market, the performance of traditional tea beverage brands is relatively good. Brands such as Nongfu Spring, Master Kong and Uni-President are among the top 10 brands.
*The data comes from Whale Staff - Brand Ranking Analysis
From the perspective of the market structure, the concentration of the tea beverage market is still relatively high. From the perspective of data performance, the market share of the top three brands in overall sales is about 22%, 16% and 12% respectively, and the market share of the three brands has reached 50%. Among them, the Suntory brand has a relatively large market share. In February, the sales of Suntory brand products exceeded 14 million yuan.
*The data comes from Whale Staff - Brand Ranking Analysis
As Generation Z has gradually become the main force of consumption, the diversification of their needs and tastes is also driving iterative innovation in the tea beverage market. In order to meet the needs of different consumers, new tastes and forms are constantly emerging in the tea beverage market. At the same time, Generation Z has a higher pursuit of quality of life. Therefore, driven by Generation Z consumers, sugar-free and low-sugar beverages have also become the new favorites in the tea beverage consumption market.
In the list of the top 10 hot-selling tea drinks in February, "sugar-free and low-sugar", "0 sugar, 0 calories and 0 fat" became the high-frequency keywords among the hot-selling products, accounting for as much as 60%. This kind of "sugar-free" and "pure tea" drinks are very popular among consumers, and the sales of related products are relatively high.
*The data comes from Whale Staff - Analysis of Hot Selling Commodities
For example, Suntory's "Sugar-Free Oolong Tea" sold more than 41,000 pieces on Tmall in February, with sales of nearly 3.4 million yuan; Nongfu Spring Oriental Leaf's "Sugar-Free Jasmine Tea" drink also sold more than 33,000 pieces, with sales of nearly 760,000 yuan.
*Data comes from Whale Staff - Hot Product Details
However, compared with the foreign sugar-free tea beverage market, the development stage of my country's sugar-free tea beverage market is still in the early stage, and there is still broad room for development. At present, many tea drink brands, whether traditional tea drink brands or cutting-edge tea drink brands, have set foot in the sugar-free differentiated market. With the improvement of consumption capacity and the popularization of health awareness, sugar-free tea drinks are expected to penetrate rapidly.
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