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China Fruit Juice Industry Report, 2006-2007

Published: Apr/2007

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In China, the output and sales of fruit juice drinks have developed so fast in recent years. In the first half of 2006, the output of fruit juice drinks reached 6.34 million tons, with a year-on-year increase of 29%. However, the sales volume and sales revenue of fruit juice drinks didn't grow synchronously. Fruit juice drinks market meets great challenges in the growth of sales revenue. Therefore, how to promote the simultaneous growth of sales revenue and volume becomes a knotty problem for fruit juice drinks industry.

 Monthly Output Growth of Fruit Juice Industry, 2004-2006
 

The market competition of fruit juice drinks becomes more and more drastic. There are now three different strong rival camps in the market: Taiwan-based enterprises like Union-President and MasterKong, mainland well-known enterprises like Huiyuan and Wahaha, and large multinational companies like Coco-Cola and Pepsi-Cola. Currently, many front-line beverage brands like Wahaha, Huiyuan, Nongfu Orchard, Unif Orangeade, Minute Maid Orange Juice with pulp, Qoo and LOLO appear in Chinese market, so foreign beverage brands difficultly enter Chinese fruit juice drinks market. At the same time, along with the increasing transparency of fruit juice drinks price, the profits of manufacturers and dealers become increasingly marginal. Therefore, seeking a new growth engine of profits becomes urgent for fruit juice drinks enterprises. But, in order to take the leading position in the growing competitive fruit juice drinks market, the enterprises have no choice but to implement differentiated operation strategy.

Now China's fruit juice drinks industry faces international competition and product internationalization under WTO system, so what fruit juice drinks manufacturers should make great efforts to accomplish most at present is the product standardization. The great importance of fruit juice drinks production should be attached to fruit resources. China is rich in fruit resources. The output of apples and oranges ranks first and third of the world respectively, and the outputs of pears and peaches are at the front rankings of the world as well. In 2006, the total output of apples in China will reach 25 million tons and its general price is stable but with slight decline. In addition, the total output of pears will reach about 12 million tons with the relatively stable price. Although the output of Chinese fruits is high, some fruits are only suitable for fresh eating and unfavorable to be processed into fruit juice, so processing raw materials are in short supply now. Contrasted sharply with the output of fruits, the consumption of fruit juice drinks are relatively low though China has a large population. The annual per capita consumption of fruit juice drinks is less than 1kg, one-tenth of the average level in the world, one-fortieth of the average level of developed countries. For example, currently the number is 45 in USA, 46kg in Germany, 16-19kg in Japan and Singapore. The world per capita consumption of fruit juice drinks has already reached 7kg. Provided calculating in terms of the world average consumption, the market capacity of fruit juice drinks in China should be 9.1 million tons while actually is only 1.3 million tons at present. This indicates China's fruit juice drinks industry still has a bright prospect.



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