This year, new beverage products have emerged one after another, brands have increased their subdivisions, and category competition has become more and more fierce. 2023 is coming to an end, what are the development trends of the beverage industry?What innovative ideas will be in 2024?
In this issue, we take stock of new beverage products and analyze the development trend of the industry, hoping that dealers and friends can benefit.
New products are emerging all the time
China's beverage industry has experienced a wave of carbonated drinks, bottled water, tea drinks, fruit juices, herbal teas, functional drinks, dairy drinks, and plant-based protein drinks.
From the perspective of recent times, new beverage products are more concentrated in plant protein drinks, functional drinks, tea drinks, juices and other categories, and the track is more subdivided. 
Plant-based protein beverages, Wu Zheng launched bottled oat milk, Evoke launched coconut water, Cocoa Full Score launched sugar-free coconut milk, Wang Laoji launched Zhiyun walnut milk vegetable protein drink, and Yinlu launched the country's first wall-breaking whole soybean milk.
In terms of energy drinks, Lemon Republic launched lemon electrolyte, kellyone launched two flavors of electrolyte water with honey lemon and cactus mint, and Genki Forest launched a new product super burn.
Tea drinks, Zhongwo launched barley tea;Suntory will launch honey lemon tea, hot lemon tea, fruity tea drink, Dongpeng Beverage will launch a new sugar-free tea oolong tea, and Wahaha will launch sugar-free tea and Taoyuan Tea Grape Dahongpao juice tea.
Juice aspect, Dayao Shangxin Kiln Guoli Fruit Juice, Huiyuan Shangxin Fermented Cranberry Juice Drink, Yuanqi Forest launched the Daily Shanye series of fruit juice drinks, and Nongfu Spring launched 175° Freshly Squeezed Orange Juice, Wahaha will launch 100% apple juice, pear stew, double grapefruit juice compound juice drink.
In addition to the above categories, dairy beverages, soft drinks, packaged water, coffee and other categories are also frequently released, but in the mainstream beverage categories, ready-to-drink tea and functional drinks have basically achieved positive growth for five consecutive years, and the growth rate is obvious.
According to the data of the Instant Win Intelligence Station, ready-to-drink tea has increased from 105%, rising year by year to 181%, a very significant increase;Energy drinks have also grown from 13 in 201964% to 15 in 202399%。
Trends in the beverage industry
By taking stock of recent beverage products, we have summarized six major trends.
Trend 1: Subdivision of categories has become the focus of attention
With the continuous improvement of consumers' requirements for beverage taste, function, nutrition, etcBeverage brands are focusing on segmentation and launching new products that meet different scenarios and consumer groups to meet the needs of a more segmented and diversified market.
The new plant-based protein drinks mentioned above cover oat milk, walnut milk, coconut water, soybean milk and other categoriesSugar-free tea, barley tea, etc. have also become category innovation outlets;The rise of the two major subdivisions of electrolyte water and sports drinks in functional drinks has accelerated, and Super Burning is the product of Yuanqi Forest's expansion of the subdivision of functional drinks.
Under the sugar-free tea outlet, oolong tea has become one of the key points of the brand's efforts.
Yuanqi Forest launched Burning Tea Mellow Oolong Tea.
Dongpeng Special Drink launched Pengyou Oolong Tea.
Oriental Leaves launches Black Oolong Tea.
Ike Fountain pushes the brewed oolong tea.
Let the tea launch the alpine oolong tea.
At the same time, in the research and development of new products, enterprises also hope to form a new trend through taste innovation, and the attention of niche categories such as prunes, citrus grapefruit, cranberries, blueberries, and sea buckthorn continues to increase.
Trend 2: Health trends are becoming more prominent
In the post-epidemic era, consumers are awakening to health awareness, paying more attention to health, natural, green, nutrition, low sugar and low energy, and paying more attention to the health attributes and functionality of products when purchasing beverages.
In 2023, sugar-free tea represented by Oriental leaves will explode, Nongfu Spring, Yuanqi Forest, and Tong.
1. Master Kong and other mainstream enterprises are competing to increase the number of new products, and the launch of products such as burning tea, making tea, and fiber tea has made the development of sugar-free tea enter a new stage of consumption. Wahaha and Dongpeng Special Drink also said that they will continue to focus on the sugar-free tea track in 2024.
At the same time, electrolyte water is also favored by consumers for its advantages of rapid replenishment of water and relief of fatigueVitamin C-rich fruit juice drinks, vitamin C drinks, etc., have also braved the wind and waves to start a recovery journey.
Beverages rich in functional ingredients and focusing on health concepts are the focus of attention of the majority of beverage manufacturers, and also provide consumers with more diversified choices.
Trend 3: Focus on deepening the catering channel
Since the beginning of this year, with the continuous recovery of consumption scenarios, consumers' willingness to eat out has increased, and the catering industry has ushered in a period of recovery and rapid growth.
Those who get the restaurant win the worldMany beverage products are famous through catering channels, such as Coke, Sprite, Fruit Orange, VV Soybean Milk, Dayao Soda, etc.
With the layout of catering channels, Dayao Soda has completed the construction of more than one million terminal channels, with sales of more than 3 billion yuan, and has become one of the well-known domestic beverage brands.
Before Wu Zheng's oat milk, Youyang Beverage's dry rice juice and Huifa Food's hawthorn fruit tea are all focused on deeply cultivating catering channels, hoping to overcome obstacles and soar at great speed with catering power.
Moreover,Today's catering, in addition to the basic dining function, has also added a variety of functions such as socializing, punching in, and gatheringThe check-in and sharing needs of the younger generation of consumers have made specialty restaurants, Internet celebrity restaurants, and small restaurants full of potential.
Trend 4: Segmentation of scenarios and differentiated marketing
In different scenarios, consumers have different needs for beverages.
Beverage needs in different scenarios.
In the workplace, coffee and energy drinks can awaken vitality and refresh the mind
In the catering scene, large bottles of plant-based protein drinks and fruit and vegetable juices can better relieve greasy and promote digestion
In between exercises, functional drinks can quickly replenish water and electrolytes, which is more popular with exercisers
When individuals are alone, self-pleasing consumption psychology plays a role, and all kinds of tea, sparkling water, and late-night water have become the favorite of young people
For picnics, camping, and gatherings, there is a wider selection of beverages, such as tea, lemonade, carbonated drinks, bottled water, etc.
Segmented scenario differentiated marketing can meet consumer needs and expectations in specific scenarios and moments. Coconut Thai coconut water locks in the specific scene needs of "Celebration Moment";Dayao energy coffee mainly focuses on work, sports and other scenes;Genki Senling Daily Mountain Juice is mainly used in consumption scenarios such as meal relief, family and friend gatherings, and camping tripsMengniu Maisheng Ice and Snow Energy Bottle focuses on the most dynamic scene, and the product label is more clear.
Through differentiated marketing in subdivided scenarios, products can firmly occupy consumers' minds in more suitable scenarios, thereby increasing market share and sales.
Trend 5: Digitalization and intelligent upgrading of retail terminals
Digitalization is one of the supports for the transformation and upgrading of beverage manufacturers, and its digital application is mainly reflected in production, marketing, product chain, product traceability, users and other levels.
Digital production line and smart factory of Dayao beverage;Dongpeng Special Drink's first-class staff management system, consumer interaction platform, and channel link are opened;Digital marketing of Yuanqi Forest;Zhengzhou Swire Coca-Cola's market access digital intelligent platform, etc., are all digital applications and practices.
Through digitalization, manufacturers can have a clearer picture of consumers, preferences, and discover more business opportunities, so as to find target markets and potential consumer groups more efficiently and accurately.
At the same time, with the rise of smart retail and unmanned retail, Yuanqi Forest, Coca-Cola, Nongfu Spring, Dongpeng Special Drink, Want Want and so on are actively deploying smart retail terminals.
In Smart Choice!In the article "Yuanqi Forest" does not hit the south wall", we also wrote that in an environment where it is more difficult for brands to enter the minds of consumers, smart cabinets have become a new position in retail. Using smart cabinets to personify the brand and interact with consumers is the focus of more brands.
The intelligent upgrade of retail terminals is also one of the manifestations of beverage brands in digital application and channel management.
Trend 6: Pay more attention to brand building
In the three years of the epidemic, manufacturers have paid more attention to the investment in channels and content marketing, and the investment in brand building has been weak. Entering 2023, enterprises will pay more attention to brand building on the basis of strengthening marketing.
By creating a unique brand image and story, beverage companies can establish an emotional connection with consumers, and through brand building and shaping, they can effectively improve the market competitiveness and brand recognition of their products. 
In 2023, the launch of Wu Zheng's bottled oat milk not only broke the bottleneck of Tetra Pak oat milk, but also allowed Wu Zheng to set a benchmark as "China's pioneer and innovator of glass bottle oat milk".The new top-notch wheat field duck raw coconut milk is to redefine the coconut milk of young people and seize the blue ocean market. At the same time, Dayao has become the representative of big soda, Hao Ma Stew has become the representative of stewed pears, coconut palm has become the representative of coconut water, Simon has become the representative of 0 sucrose yogurt, Portuguese has become the representative of large fruit juice, Oriental leaves have become the representative of sugar-free tea, and Yuanqi Forest has become the representative of sparkling water.
Many beverage brands are also increasing their activity in the market, and continue to display products, concepts, marketing, services, etc. to the public through their appearances in various brand exhibitions such as the National Sugar and Wine Fair, Zhengzhou Sugar and Wine Fair, and the China Beverage High-Quality Development Conference, so as to enhance brand awareness and reputation, further strengthen brand awareness, and consolidate consumer loyalty.
2023 is coming to an end, 2024 is about to begin, in the face of many uncertainties in the adjustment period, if you can't accumulate thick and thin, outstanding strength, you may be swept away by the big waves, to remove the false and retain the true. In 2024, Ruicheng Wine and Food Exhibition is willing to continue to work hand in hand with the majority of wine and food manufacturers to overcome obstacles!