Chain stores are gradually becoming the mainstream of the market, and the sinking market is developing steadily

Based on platform data and long-term industry observations, Meituan Gourmet and Kamen recently released the "2022 Tea Drinks Development Report" (hereinafter referred to as the "Report")

The growth rate of the number of stores has slowed down, and the growth rate of ready-made tea is the fastest

The scale of the global tea beverage market continues to rise.

In 2018, the global tea beverage market has exceeded 200 billion US dollars.

The size of China's tea beverage market is about twice that of coffee.

Stores have resumed growth, and the growth rate in 2022 is 14.

The chain rate has increased for 3 consecutive years, and chain stores have become the mainstream of the market for nearly 3 years.

First-tier cities tend to be saturated and the trend of sinking is obvious

Michelle Bingcheng has maintained the number one store growth in the past 3 years.

The first-tier and new-tier tea markets are becoming saturated, and the sinking market is developing steadily.

Guangdong is firmly in the top 1 in the total number of stores.

The growth rate of stores in many cities is significant.

The community has become a new target, and the location of new stores is inclined to residential quarters.

The growth rate of milk tea orders has slowed down, and the popular flavor is still dominant

Juice orders are declining, and compound flavors are more popular.

"Iced Lemonade" ranks first in sales in all tea categories.

The stable "sugar content" of young groups attracts attention

The trend of youth is obvious, and the proportion of women is relatively increasing.

Afternoon tea accounts for 60% of takeaway orders, and the peak consumption at the store is dinner time.

"Taste" occupies the first place in the attention, and the demand for "photographing and not queuing" is strong.

First-tier cities are more concerned about sugar intake, and there is still room for improvement in zero-calorie sugar.
From the perspective of the acceptance of milk tea sugar, Changsha has the highest acceptance, and its users who choose normal sugar account for 66.
1%; Beijing, Shanghai and Guangzhou generally have a higher level of health.
The proportion of user groups who choose less sugar or half sugar is higher, especially in Beijing and Shanghai, the customer group who chooses less sugar accounts for nearly 20%; the proportion of zero-calorie sugar in the consumer market still has a lot of room for improvement
.

Tea becomes a daily drink, socialization and integration are the trend

　　The "Report" summarizes the development trends of a number of tea beverage industries, and believes that in the rapidly changing tea beverage market, both upstream supply chains and first-line stores are moving towards more refined management, more systematic operations, and more standardized products.
Iterative upgrades
.

　　Tea has really become a daily drink, and it has entered thousands of households.
After several years of development, milk tea and fruit tea have really entered thousands of households
.
Tea stores are less reliant on space premiums.
Many times people don’t have more purpose in consuming a cup of tea, just for the product itself
.

　　Punching and sharing are still the mainstream customers who just need appearance, film production rate, and topicality.
Social attributes are still the key factor in whether a cup of tea is popular
.
Checking in and sharing tea products on social platforms is still an important factor for young people to choose tea
.

　　Low-calorie, low-sugar, healthy trend is worth paying attention to Low-calorie, low-sugar, and low burden have become one of the mainstream trends.
The mainstream consumer groups of tea drinks have begun to focus on sugar reduction and sugar control; refreshing taste is more popular, plant-based is popular, and health care is small.
Materials and functional small materials are increasingly appearing in products
.

　　The fusion of tea and coffee has gradually become a trend.
A large number of coffee brands are reshaping the coffee track with new tea, and new tea brands are also investing in and incubating their own coffee brands
.
In terms of business model, product form, marketing method and other aspects, the mutual reference between tea and coffee is increasing day by day
.

　　(Luo Chen and Zhang Yiting)

　　"China Food News" (August 29, 2022 Edition 07)

　　(Editor-in-charge: Luo Chen)