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饮料市场心趋势:碳酸让位矿泉水 茶饮料被边缘化

【字体: 】【2014-7-3】 【作者/来源 威廉希尔网】 【阅读: 次】 【关 闭
随着消费者对健康需求的提升,风光一时的碳酸饮料和茶饮料正在衰弱,与此对应的则是矿泉水销量增长迅猛。“一二线城市的消费者更偏向于喝矿泉水。”中国食品商务研究院研究员朱丹蓬表示,消费者习惯的改变,使得饮料大战的主战场从一二线城市转移至三四线城市。

消费者正在远离碳酸饮料

尽管可口可乐和百事可乐两位“大佬”依然将情感营销玩得出神入化,却依旧无法挽回碳酸饮料的颓势。

“现在威廉希尔外出就餐很少点可乐喝,在麦当劳等快餐店也会将套餐里的碳酸饮料换成别的饮料。”消费者刘女士说,自己尽量减少让孩子喝可乐的频次。事实上,碳酸饮料这一曾经造就饮料界奇迹的品类,正在经历最尴尬的时期——越来越注重健康的消费者正在逐渐远离。

碳酸饮料一直是可口可乐和百事可乐的天下,但随着消费观念的变化,“两乐”在饮料市场的整体份额不断下降。不仅在中国市场遭遇挑战,即使在其引以为傲的美国本土市场,两大碳酸饮料巨头的处境也不容乐观。

可口可乐威廉希尔4月15日公布一季度财报显示,威廉希尔在全球的汽水销量下滑1%,这是1999年以来的首降。有评论指出,碳酸饮料传统上的目标市场用户也就是年轻人在转向水、能量饮料和咖啡等饮品。饮料生产商们不得不转型来留住消费者。近年来,“两乐”推出无糖可乐、绿茶口味雪碧以及迷你装等举措,但没能将消费者成功拉回碳酸饮料的阵营中。为了拉动消费,碳酸饮料巨头依旧在今年展开了声势浩大的促销活动。笔者在电商平台看到,24瓶装的迷你装可口可乐售价为49元,仅为原价的一半。而在家乐福等卖场,可乐、芬达以及美汁源三种饮料的捆绑装也占据了超市货架的醒目位置。

在业内人士看来,碳酸饮料的颓势已经不可避免,“今年碳酸饮料销量继续下滑,年轻的消费者正在远离碳酸饮料。”营销专家李志起表示,两大饮料巨头今年来开始调整碳酸饮料的比重,增加果汁饮料等的比重,无奈碳酸业务占据大头的“两乐”依然尾大难掉。

矿泉水销量大增

与碳酸饮料的颓势形成鲜明对比的是矿泉水的崛起。尼尔森资料显示,包装水整体市场销售额每年都以两位数增长,2013年包装水整体市场销售额增长16.1%,2012年这一数据是18.8%,业内人士预测,今年包装水市场的销售额增幅超过20%,“高端水的增长超过40%”,朱丹蓬表示,今年初以来一二线的消费者购买高品质水的频次在提高。

“今年夏天饮料市场普遍比较平淡,唯一的亮点是矿泉水市场,尤其是高端水市场的竞争开始变得激烈。”李志起说,“搅局者”恒大冰泉以前所未有的速度攻占高端水市场。而在朱丹蓬看来,高端水销量未来还有很大的增长空间,“恒大冰泉的介入使得高端水市场的体量变大了”。

农夫山泉出自千岛湖,昆仑山矿泉水宣称出自6100米无污染水源,恒大冰泉则强调自己搬运的是长白山3000万年天然矿泉……在竞争激烈的瓶装水市场,水源地不仅成为各大水企宣传的噱头,更成为决定产品质量的关键,水企们开始展开对优质水源地的“圈地运动”。2014年4月,长白山地区靖宇县白浆泉的矿泉水探矿权以5万元起拍、1.5677亿元成交,成为史上拍卖价格最高的矿泉水探矿权。

茶饮料被边缘化

雀巢威廉希尔日前证实,其在中国内地市场的即饮茶产品业务已经全面停止,这也意味着雀巢冰爽茶退出中国市场。冰爽茶的退出,折射出的是茶饮料市场的尴尬——从畅销品类慢慢开始被边缘化。

“茶饮料已经从大众市场下滑成小众市场。”朱丹蓬表示,茶饮料今年仍然延续下滑态势。目前茶饮料市场两极分化严重,相关数据显示,在茶饮料市场,康师傅与统一各自占据了40%的市场份额。

茶饮料的收缩是全方位的。笔者走访多家超市和便利店发现,畅销多年的茶饮料阵营在收缩,货架上茶饮料的比例减小了不少。一家便利店的店主张先生说,从去年开始,茶饮料销量就严重下滑,今年卖得更不好了。在刚过去的5月,张先生便利店中茶饮料的销量仅为前年同期的一半,由于进货周期变长,张先生刻意减少了茶饮料的进货量。

相对较稳定的是功能饮料市场和果汁市场。一些小众品类在细分市场也取得不错的增长。目前来看,乳酸类饮料增长很快,而植物蛋白饮料则因为其“老少通吃”的营养性而逐渐畅销,这两大品类也成了各大饮料巨头争相加码的板块。

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