中國酒精飲料市場

2024年，中國酒精飲料市場規模在銷售量和以金額為準均略有下降。銷量下降的主要原因是中國經濟放緩和消費者信心下降，導致消費行為更加謹慎。這在Off-Trade尤其明顯，消費者在購買酒精飲料時做出了更理性的購買決策。On-Trade也受到了影響，因為消費者減少了在酒吧、餐廳和KTV（私人卡拉OK包廂）的消費。

本報告對中國酒精飲料市場進行了分析和預測。報告提供了最新的零售數據（ Euromonitor International ），並指出了將推動成長的產業。報告還指出了主要企業和主要品牌，並對影響市場的主要因素（例如立法、分銷、定價等）進行了策略性分析。 2029年的預測揭示了市場未來將如何變化。

目標產品：啤酒、蘋果酒/莓果、即飲、烈酒、葡萄酒

數據範圍：市場規模（實際和預測）、企業市場占有率、品牌佔有率、分銷數據

為什麼要購買這份報告？

• 詳細了解酒精飲料市場
• 確定成長領域並確定變革的動力
• 了解競爭格局、主要市場參與者和主要品牌
• 使用五年預測評估未來市場前景

Euromonitor International在出版市場研究報告、商業參考書和線上資訊系統方面擁有超過50年的經驗。公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，並擁有遍布100個國家的分析師網路。憑藉其獨特的能力和對多元化市場的理解，公司有信心開發可靠的資訊資源，為制定明智的策略提供支援。

目錄

目錄和表格

執行摘要

• 2024 年酒精飲料：整體情況
• 2024年的主要趨勢
• 競爭格局
• 零售發展
• 區分On-Trade與Off-Trade
• 酒精飲料的下一步是什麼？

市場背景

• 立法
• 法定購買和飲酒年齡
• 酒後駕車
• 廣告
• 禁止抽煙
• 營業時間
• On-Trade設施

稅費

操作環境

• 走私/平行輸入
• 免稅
• 跨境進口/個人進口

重大新產品發布

• 前景

市場指標

市場數據

免責聲明

資訊來源

中國啤酒

關鍵數據發現

2024年的發展

• 啤酒消費正轉向中價格分佈的拉格啤酒和小眾啤酒
• 優質啤酒和精釀啤酒仍是中國大型啤酒廠的主戰場
• 當地的小型雜貨店和超級市場佔據著啤酒零售。

前景與機會

• 銷量成長放緩被優質化刺激所抵消
• 鮮啤酒的快速成長促使啤酒廠加強及時配送和低溫運輸物流。
• 口味創新重塑中國啤酒類別，帶來茶味啤酒和本地釀造啤酒

類別背景

• 拉格啤酒價格調查方法

分類資料

中國葡萄酒

關鍵數據發現

2024年的發展

• 貿易政策變化和消費者偏好轉變推動葡萄酒產業復甦
• 傳統本土品牌和國際品牌的創新提升了葡萄酒的吸引力
• 超級市場和零售電子商務推動葡萄酒分銷

前景與機會

• 預計到 2025 年，葡萄酒類別將穩定成長
• 價格實惠的葡萄酒受到消費者青睞
• 產品創新可望刺激年輕人消費

分類資料

中國烈酒

關鍵數據發現

2024年的發展

• 隨著消費者購買變得更加謹慎，酒類銷售量正在下降
• 平價白酒品牌「牛欄山二鍋頭」助力牛欄山酒業股份有限公司
• 隨著電子商務的興起，食品雜貨零售商佔據主導

前景與機會

• 中國的酒精飲料利用口味創新和低酒精濃度產品保持競爭力
• 飲酒趨勢的變化導致威士忌銷售下降
• 小瓶裝飲料吸引中國年輕飲酒者

類別背景

• 調查方法伏特加、琴酒、混合蘇格蘭威士忌、深色蘭姆酒和白蘭姆酒的價格分佈

分類資料

中國蘋果酒/梨酒

關鍵數據發現

2024年的發展

• 風味吸引力和新品牌蘋果酒/梨酒的激增
• Somersby 的行銷策略推動了品類成長
• 到 2024 年，便利商店將主導蘋果酒分銷

前景與機會

• 預計 2025 年普通蘋果酒將強勁成長
• 零售電子商務將持續推動成長
• 藝術設計和創新口味推動蘋果酒創新

分類資料

中國即時數據系統

關鍵數據發現

2024年的發展

• 消費者偏好變化，RTD 銷售量溫和成長
• 上海巴克斯酒業有限公司在即飲市場維持絕對領先地位
• 大賣場和便利商店是RTD的重要管道

前景與機會

• RTD 預計將於 2025 年恢復
• 體驗式行銷可望支持 RTD 類別的發展
• 口味創新將用於提高年輕人的銷售

分類資料

In 2024, alcoholic drinks in China witnessed a slight decline in volume and value terms. The downturn in sales can be primarily attributed to the weaker Chinese economy and lower consumer confidence, leading to more cautious spending behaviour. This was evident in the off trade where consumers undertook more rational purchasing decisions when buying alcoholic drinks. The on-trade was also impacted with consumers opting to lower consumption in bars, restaurants and KTVs (private karaoke rooms) in...

Euromonitor International's Alcoholic Drinks in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Alcoholic drinks in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• On-trade vs off-trade split
• What next for alcoholic drinks?

MARKET BACKGROUND

• Legislation
• Legal purchasing age and legal drinking age
• Drink driving
• Advertising
• Smoking ban
• Opening hours
• On-trade establishments

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

• Contraband/parallel trade
• Duty free
• Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

• Outlook

MARKET INDICATORS

• Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024

MARKET DATA

• Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
• Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
• Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
• Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
• Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
• Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
• Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
• Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
• Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
• Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
• Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
• Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
• Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
• Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

BEER IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Beer consumption shifts toward mid-priced lagers and niche beers
• High-quality and craft beer remains a key battleground for major breweries in China
• Small local grocers and supermarkets dominate retail beer sales

PROSPECTS AND OPPORTUNITIES

• Slowing volume growth will be offset by stimulus from premiumisation
• Rapid growth of fresh beer drives breweries to enhance timely distribution and cold chain logistics
• Flavour innovation to reshape China's beer category brings tea-infused and localised brews

CATEGORY BACKGROUND

• Lager price band methodology
• Summary 2 Lager by Price Band 2023

CATEGORY DATA

• Table 16 Sales of Beer by Category: Total Volume 2019-2024
• Table 17 Sales of Beer by Category: Total Value 2019-2024
• Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
• Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
• Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
• Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
• Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 24 Sales of Beer by Craft vs Standard 2019-2024
• Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
• Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
• Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
• Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
• Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
• Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
• Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029

WINE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Revival in wine industry is supported by trade policy changes and shifting consumer preferences
• Innovations from traditional local and international brands boosts wine appeal
• Supermarkets and retail e-commerce propels distribution of wine

PROSPECTS AND OPPORTUNITIES

• Stable growth expected for wine category over 2025
• Affordable wines will be sought after by consumers
• Product innovation is expected to expand consumption among younger adults

CATEGORY DATA

• Table 32 Sales of Wine by Category: Total Volume 2019-2024
• Table 33 Sales of Wine by Category: Total Value 2019-2024
• Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
• Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
• Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
• Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
• Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 41 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
• Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
• Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
• Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
• Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
• Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
• Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
• Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
• Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029

SPIRITS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Volume decline in spirits as consumers become more discerning in their purchases
• Affordable Chinese spirits brand Niulanshan Er Guo Tou puts Niulanshan Distillery Co Ltd in the lead
• Grocery retailers assert control as e-commerce gains ground

PROSPECTS AND OPPORTUNITIES

• Chinese spirits leverage flavour innovation and lower-ABV offerings to maintain relevancy
• Whisky sales decline amid changes in drinking trends
• Small-sized bottles attract young adult drinkers in China

CATEGORY BACKGROUND

• Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
• Summary 3 Benchmark Brands 2024

CATEGORY DATA

• Table 63 Sales of Spirits by Category: Total Volume 2019-2024
• Table 64 Sales of Spirits by Category: Total Value 2019-2024
• Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
• Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
• Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
• Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
• Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
• Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
• Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
• Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
• Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
• Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
• Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
• Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
• Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
• Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
• Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

CIDER/PERRY IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Surge in cider/perry due to flavour appeal and emerging brands
• Somersby's marketing strategies propel category growth
• Convenience retailers lead cider distribution in 2024

PROSPECTS AND OPPORTUNITIES

• Regular cider is expected to witness robust growth in 2025
• Retail e-commerce will continue to be the driving force in growth
• Artistic design and creative flavours drive innovation in the cider category

CATEGORY DATA

• Table 84 Sales of Cider/Perry: Total Volume 2019-2024
• Table 85 Sales of Cider/Perry: Total Value 2019-2024
• Table 86 Sales of Cider/Perry: % Total Volume Growth 2019-2024
• Table 87 Sales of Cider/Perry: % Total Value Growth 2019-2024
• Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
• Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
• Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
• Table 95 Forecast Sales of Cider/Perry: Total Volume 2024-2029
• Table 96 Forecast Sales of Cider/Perry: Total Value 2024-2029
• Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
• Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

RTDS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• RTDs enjoy modest volume growth amid shifting consumer preferences
• Shanghai Bacchus Liquor Co Ltd holds dominant lead in RTDs
• Hypermarkets and convenience retailers are important channel for RTDs

PROSPECTS AND OPPORTUNITIES

• RTDs to recover well in 2025
• Experiential marketing expected to support development of RTDs category
• Flavour innovation will be used to drive sales among young adults

CATEGORY DATA

• Table 99 Sales of RTDs by Category: Total Volume 2019-2024
• Table 100 Sales of RTDs by Category: Total Value 2019-2024
• Table 101 Sales of RTDs by Category: % Total Volume Growth 2019-2024
• Table 102 Sales of RTDs by Category: % Total Value Growth 2019-2024
• Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
• Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
• Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 107 GBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 108 NBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 109 LBN Brand Shares of RTDs: % Total Volume 2021-2024
• Table 110 Forecast Sales of RTDs by Category: Total Volume 2024-2029
• Table 111 Forecast Sales of RTDs by Category: Total Value 2024-2029
• Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
• Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029