china buys a crowdsurvey production mixed juice drink purchases findings of a survey conducted may...
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China BuysA CrowdSurvey Production
Mixed Juice Drink PurchasesFindings of a survey conducted May 26, 2014
China Buys
Past series of reports:1. Domestic Milk Report2. Imported Milk Report3. Yoghurt Report4. 100% Juice Report
Current:5. Mixed Juice Report
Future series of reports:6. Milk Powder Report7. Bottled Water Report8. Carbonated Drink Report9. Yoghurt Drink Report10. Energy Drink Report
11. Tea Report12. Coffee Report13. Beer Report14. Yellow Rice Wine Report15. White Wine Report16. Red Wine Report17. Shampoo Report18. Hair Conditioner Report19. Body Wash Report20. Sunscreen Report21. Facial Wash ReportAnd More is going on……
China Buys• China Buys is a new series of reports on the
purchasing behavior of those who will be the heart of China—that part of the population under age 40 that is enabled in more than one sense of the word.
• China Buys will ask large number of consumers every week where they buy different products, what brands they have bought recently and what brands they will buy in the near future.
• We will then look at the differences between consumers—do women buy differently from men? Do consumers in one province buy differently than another? How does age impact purchase location and preference? And we will bring these answers to you within a week.
• This is the latest in a series of reports on surveys conducted by CrowdSurvey, China’s largest mobile research panel.
• Copyright CrowdSurvey, a joint venture of Weichaishi and nQuire China.
China Buys Mixed Juice Drinks• This report is about a recent survey
regarding Chinese purchases of mixed juice drinks, drinks that have fruit but are not 100% juice.
• We asked almost 9,000 consumers to tell us about their past purchases of mixed juice drinks, the locations where they bought it and how frequently they consume it.
• This is a companion report to our recently published report on 100% fruit juice purchases.
Key Findings• One key finding of this survey is that preference for Cocal Cola branded mixed
fruit drinks is stronger with younger respondents than those who are older. The exact opposite trend was noted for Hui Yuan.
• Another trend noted in all of the beverage surveys we have conducted so far is that younger respondents are far more likely to purchase from a convenience store. Willingness to buy from a convenience store declines steadily as age increases.
• Unmarried respondents drink mixed fruit beverages more frequently than their married counterparts.
Who We Talked To—And Who We Didn’t
• Readers are strongly advised to look carefully at the demographics section at the end of this report. There are only a handful of respondents over the age of 60, for example.
• On the other hand, we achieved very good geographic representation, with respondents coming from almost 200 cities in every province in China. Their incomes look fairly representative, as do their educational achievements. Only a third of our respondents are married—that’s far lower than for China’s under 40s as a whole, but understandable when we see that 45% of our respondents are under age 25.
• This report is not intended to represent the opinions or behavior of all of China. It captures meaningful data about the consumers whose decisions and attitudes will be important to businesses all over the world. Our survey was conducted using a questionnaire delivered by mobile applications on smart phones. That alone means that we had no access to those without smartphones, nor to those who shy away from downloading mobile apps.
Q1: Where do you most frequently buy mixed fruit drinks?
• Although supermarkets still account for more than half of mixed fruit juice purchases, the percentage is far lower than for 100% juice and dairy products.
• Purchases in convenience stores declined as respondent age increased, as it did with 100% juices and dairy products. Respondents under 25 reported 33% of purchases at convenience store. This declined to 28% for those between 25 and 29, and to 24% for those between 30 and 39. For those between 40 and 49, convenience store purchases were 21%. Cell sizes were too low to make statements about those over 50.
30.0%
13.7%
51.6%
0.2%4.5%
Base=8,952
Percnet
Q2. What was the brand of mixed fruit drink you purchased most frequently last
month?• Respondents reported having bought
28 different brands of mixed fruit drink in the past month. Coca Cola led, followed by Hui Yuan and Kan Shifu, the same brands that led in 100% juice. But they only garnered 62% of mentions, compared to the 95% the same three companies got for 100% juice.
• Coca Cola mixed juice products were more popular with younger respondents. 32% of those under 24 named Coca Cola, compared to 28% of those between 25 and 29 and 23% of those between 30 and 39.
• The exact opposite was true for Hui Yuan, with 17% for under 24s, 23% for 25-29 year olds and 30% for over 30s.
28.9%
21.8%
11.7%8.8%
3.7% 2.6% 2.5%
16.4%
3.4%
Base=8,952
Percent
Q3. How Frequently Do You Consume Mixed Fruit Juice Drinks?
• 41% of respondents drink a mixed fruit juice beverage weekly and 37% drink one monthly.
• Singles drink mixed fruit drinks more frequently than married respondents. 53% of unmarried drink almost every day or weekly, compared to 47% of married respondents.
Almost every day
Weekly Monthly Rarely
10.0%
41.3%37.3%
2.2%
Base=8,952
Percent
If You Need More Information
• We hope this information is valuable. We offer it to you for free. (Of course, we hope that you will want more information that we can charge you for. Not too much—just 3,000 RMB.)
• If you do want more information please send an email to [email protected].
Methodology• CrowdSurvey is powered by China’s largest
crowdsourcing company Weichaishi and nQuire China, a full service market research company headquartered in Shanghai.
• Respondents are recruited by an invite placed on their Weichaishi mobile application.
• Those who complete the survey are rewarded with 0.2 yuan.
• The survey consists of three questions and is part of their welcome dashboard when they start the mobile app.
• All of Weichaishi’s users are eligible to participate.
Demographics 1• AgeAs we have mentioned in the report, our respondents are younger than China as a whole. Almost half of respondents are under age 24.
18-24 25-29 30-39 40-49 50-60 Above 60 Under 18
44.6%
34.1%
15.5%
2.1% 0.2% 0.1%3.4%
Percent
base=8,952
Demographics 2• Gender-As is often the case with surveys conducted electronically, slightly more women than men participated in the study
53%
47% Female
Male
base=8,952
Demographics 3
• Education
29.1%
0.4%4.7% 4.2%
11.4% 9.8%
40.5%
Percent
base=8,952
Demographics 4• Marital Status
0.7%
34.3%62.1%
2.7% 0.1%
Percent
DivorcedMarriedNot MarriedRefuse to answerWidowed
base=8,952
Demographics 5• Employment by sector
Constructi
on
Education
Emerging M
anufactory
Farm
ing/Breeding
Govern
ment Orga
nization
High Tech
and Servi
ces/F
inancial
Hospita
lity/C
atering
Individual B
usiness
Media/Sports
/Enterta
inment
Medical a
nd Health Care
Miltary/
Public Se
curit
y
Students
Professi
onal Servi
ces
Public/T
ransporta
tion
Servi
ces
Trading
Traditional Manufacto
ry
5.5%9.9%
2.6% 1.0%6.0% 6.6% 3.3%
3.9% 2.3%4.5%
0.9%
30.1%
0.5%2.1%
7.8% 7.3%5.7%
Percent
base=8,952
Demographics 6
• Income
15,000 and below
15,001-25,000
25,001-40,000
40,001-60,000
60,001-85,000
85,001-120,000
120,001-150,000
150,001-200,000
200,001-300,000
300,001-500,000
500,001-650,000
650,001-1,000,000
1,000,001 and above
45.1%
13.5%15.7% 11.9%
6.4%4.1% 1.6% 0.9% 0.4% 0.1% 0.0% 0.1% 0.2%
Percent
base=8,952
