中国复合蛋白饮料及谷物饮料市场报告

曼氏（上海）香精香料有限公司Toreplacethelogotype:Double-clickonthelogoClickonColours/MotifsandtexturesClickonImagetoselectthelogofromtheimagebankPressOKTochangetheimage:DeletetheexistingimageInsert/Image/fromfilePlacetheimageonbackground复合蛋白饮料及谷物饮料市场报告Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page2CONTENT01.市场分析及数据02.聚焦中国复合蛋白饮料03.聚焦中国谷物饮料04.关于谷物及燕麦的消费者研究05.曼氏谷物牛奶新概念推荐及品尝Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page31市场分析及数据Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page4市场分析01.中国《饮料通则》将所有饮料分为11大类碳酸饮料类carbonateddrinks果汁和蔬菜汁类fruitandvegetablejuices蛋白饮料类proteindrinks包装饮用水类packageddrinkingwater茶饮料类teadrinks咖啡饮料类coffeedrinks植物饮料类botanicaldrinks风味饮料类flavoreddrinks特殊用途饮料类drinksforspecialdietaryuses固体饮料类powdereddrinks其它饮料类otherdrinks含乳饮料植物蛋白饮料：豆奶、椰汁等复合蛋白饮料：花生牛奶等谷物饮料：谷物浓浆等可可饮料其他植物饮料：凉茶等Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page5市场分析02.2010~2011各饮料子品类增速对比图（销售额）*乳饮料+风味奶不包括酸味奶乳娃哈哈营养快线，蒙牛酸酸乳等，包括旺仔牛奶，银鹭花生牛奶类产品。示意产品示意产品示意产品示意产品示意产品Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page6市场分析03.乳饮料及风味奶市场规模大，但增速依旧迅速*乳饮料+风味奶不包括酸味奶乳娃哈哈营养快线，蒙牛酸酸乳等，包括旺仔牛奶，银鹭花生牛奶类产品。大品类饮料Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page7市场分析04.乳业信任危机让消费者开始重视植物蛋白饮料?Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page8市场分析05.复合蛋白饮料战线开始蔓延至全国性品牌，竞争加剧伊利谷粒多蒙牛谷加倍娃哈哈花生牛奶Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page9市场分析06.乳业巨头纷纷看好复合蛋白饮料市场前5位排名2009(89.91%)2010(91.96%)2011(92.9%)No.1MengNiu/蒙牛MengNiu/蒙牛MengNiu/蒙牛No.2YiLi/伊利YiLi/伊利YiLi/伊利No.3Bright/光明Bright/光明Bright/光明No.4SanYuan/三元SanYuan/三元SanYuan/三元No.5YinQiao/银桥YinQiao/银桥YinQiao/银桥2011年常温奶UHT奶品牌前五名（累计销售额）Source:NielsenRetailIndex/数据来源：尼尔森零售跟踪调查Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page10市场分析07.谷物饮料竞争主要集中在地区知名企业Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page11市场分析08.银鹭花生牛奶领衔复合蛋白饮料市场前5位排名凉茶（91.74%）果汁(55.45%)茶饮料(85.7%)即饮奶茶(99.66%)酸味奶(88.87%)液态奶(84.29%)乳饮料+风味奶(84.39%)No.1加多宝王老吉美汁源康师傅阿萨姆奶茶娃哈哈蒙牛旺旺No.2和其正统一鲜果多统一呦呦蒙牛伊利银鹭No.3广药王老吉康师傅娃哈哈统一奶茶伊利旺旺蒙牛No.4霸王汇源阿萨姆奶茶麒麟奶茶美汁源银鹭伊利No.5泰山椰树呦呦三得利达利园光明光明第一品牌Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page122聚焦中国复合蛋白饮料Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page132-a什么是复合蛋白饮料？Toinsertorreplacetheimage:DeletetheexistingimageorvisualzoneInsert/Image/fromfileSelectUseasbackgroundTochangeSeptember2012orFlavoursMarketing:View/headerorfooterChangetheSeptember2012orFlavoursMarketingApplytoallFlavoursMarketing|ConfidentialSeptember2012|Page14聚焦复合蛋白饮料01.什么是复合蛋白饮料？以乳或乳制品，和不同的植物蛋白为原料，经加工或发酵制成的产品，可添加食品辅料。植物蛋白质是指含植物蛋白的可食用原料或加工制品。采用发酵工艺制成的产品，根据其发酵后是否杀菌处理分别成为杀菌型（非活菌性）和未杀菌（活