© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.2024中国饮料行业趋势与展望饮料行业洞察NielsenIQ A&I Beverage Team
© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.2023年中国快消同比微跌 0.5%，饮料继续领涨。-0.5 6.0 -2.4 0.0 -0.5 3.4 -2.1 -7.0 -11.4 整体快消品饮料乳制品家庭护理酒类个人护理零食粮油主食母婴快消各行业销售额增速 | 尼尔森IQ监测全渠道（不含O2O） | 2023全年线下渠道-3.6%整体电商含抖音+5.7%传统电商-5.8%O2O+2.6%整体快消品增速23年全年同比数据来源: 尼尔森IQ 零售研究数据，共55个监测品类2
© 2023 Nielsen Consumer LLC. All Rights Reserved.317.617.618.318.821.118.420.421.221.218.516.516.116.616.717.519.419.418.517.917.415.415.114.314.715.110.99.49.18.78.31.81.92.02.12.120192020202120222023即饮咖啡亚洲传统饮料果汁包装水功能饮料碳酸饮料即饮茶+6.2%-7.0%+8.8%+1.6%+18.9%+11.4%+3.4%+9.2%-2.4%-2.7%+0.5%-7.0%+0.5%-2.0%-5.4%-2.0%+13.1%+17.9%+6.6%+9.4%+17.2%+16.3%+7.7%+20.8%-7.9%+1.8%-9.6%-20.5%-7.6%-9.6%-7.7%-3.7%28162595293428633041聚焦饮料行业线下市场，品类结构显著重塑：即饮茶正式起飞，超越碳酸饮料占据市场销额份额第一。果汁/功能饮料/即饮咖啡等跟健康/功能性相关品类亦觅得机遇。全国线下 | 饮料分品类 | 销售额份额占比及增长 vs LY | 2019 - 2023饮料7大品类总体量 (亿元)数据来源: 尼尔森IQ 零售研究 2312期数据
© 2023 Nielsen Consumer LLC. All Rights Reserved.4顺时势而逐红利，稳根基而谋长远。即饮咖啡即饮茶包装水功能饮料碳酸饮料亚洲传统饮料果汁2023年总铺货同比变化(500)05001,0001,5002,0002,50020222023(500)05001,0001,50020222023(50)05010015020222023(500)05001,00020222023数据来源: 尼尔森IQ 零售研究 2312期数据碳酸饮料即饮咖啡果汁即饮茶包装水功能饮料亚洲传统饮料
© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.顺势而为 变中求胜
© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.19.014.555.754.96.411.37.67.05.75.91.31.64.34.7201920236即饮装依旧是主力，细分规格之势下亦可觅得饮料行业新增长点。小瓶(0-400] ML中瓶(400-600] ML大即饮(600-1249] ML大瓶 (1249-1999] ML超大瓶 (2000-3999] ML桶装 4000ML & Above多连包&箱装全国 | 饮料行业规格段分布大即饮是性价比也是畅享的快乐plus大！超大！是独乐乐不如众乐乐之选桶装独属于包装水的增长点多包&箱装是外出聚会必备也是居家囤货首选+101%+105%+72%+40%+213%销额占比：基于各个品类。销额增速：2023 vs 20195.926.018.30.93.2CSDRTDTJuicePWATERFD6.11.95.28.12.8CSDRTDTJuicePWATERFD+18%+27%+11%+32%+25%4-9L +15%RDT +34%CSD +6%FD +25%10L+ +5164%数据来源: 尼尔森IQ 零售研究 2312期数据
© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.7大厂拥有更为成熟的品牌力和供应链，进一步衍生更为细分的规格布局，是他们顺应消费者碎片需求下的顺理成章之举。前十厂商非前十厂商151515141259565655566781012777767877722222454542019202020212022202329272423214547505050778910999995556620192020202120222023小瓶(0-400] ML中瓶(400-600] ML大即饮(600-1249] ML大瓶 (1249-1999] ML超大瓶 (2000-3999] ML桶装 4000ML & Above多连包&箱装全国 | 前十厂商规格段分布全国 | 非前十厂商规格段分布数据来源: 尼尔森IQ 零售研究 2312期数据小瓶(0-400] ML中瓶(400-600] ML大即饮(600-1249] ML大瓶 (1249-1999] ML多连包&箱装超大瓶 (2...
