中国酒精饮料市场

2024年，中国酒精饮料市场规模在销售量和以金额为准均略有下降。销量下降的主要原因是中国经济放缓和消费者信心下降，导致消费行为更加谨慎。这在Off-Trade尤其明显，消费者在购买酒精饮料时做出了更理性的购买决策。On-Trade也受到了影响，因为消费者减少了在酒吧、餐厅和KTV（私人卡拉OK包厢）的消费。

本报告对中国酒精饮料市场进行了分析和预测。报告提供了最新的零售数据（ Euromonitor International ），并指出了将推动成长的产业。报告还指出了主要企业和主要品牌，并对影响市场的主要因素（例如立法、分销、定价等）进行了策略性分析。 2029年的预测揭示了市场未来将如何变化。

目标产品：啤酒、苹果酒/莓果、即饮、烈酒、葡萄酒

数据范围：市场规模（实际和预测）、企业市场占有率、品牌份额、分销数据

为什么要购买这份报告？

• 详细了解酒精饮料市场
• 确定成长领域并确定变革的动力
• 了解竞争格局、主要市场参与者和主要品牌
• 使用五年预测评估未来市场前景

Euromonitor International在出版市场研究报告、商业参考书和线上资讯系统方面拥有超过50年的经验。公司在伦敦、芝加哥、新加坡、上海、维尔纽斯、杜拜、开普敦、圣地牙哥、雪梨、东京、班加罗尔、圣保罗、首尔、香港、杜塞尔多夫和墨西哥城设有办事处，并拥有遍布100个国家的分析师网络。凭藉其独特的能力和对多元化市场的理解，公司有信心开发可靠的资讯资源，为制定明智的策略提供支援。

目录

目录和表格

执行摘要

• 2024 年酒精饮料：整体情况
• 2024年的主要趋势
• 竞争格局
• 零售发展
• 区分On-Trade与Off-Trade
• 酒精饮料的下一步是什么？

市场背景

• 立法
• 法定购买和饮酒年龄
• 酒后驾车
• 广告
• 禁止抽烟
• 营业时间
• On-Trade设施

税费

操作环境

• 走私/平行输入
• 免税
• 跨境进口/个人进口

重大新产品发布

• 前景

市场指标

市场数据

免责声明

资讯来源

中国啤酒

关键数据发现

2024年的发展

• 啤酒消费正转向中价格分布的拉格啤酒和小众啤酒
• 优质啤酒和精酿啤酒仍是中国大型啤酒厂的主战场
• 当地的小型杂货店和超级市场占据着啤酒零售。

前景与机会

• 销量成长放缓被优质化刺激所抵消
• 鲜啤酒的快速成长促使啤酒厂加强及时配送和低温运输物流。
• 口味创新重塑中国啤酒类别，带来茶味啤酒和本地酿造啤酒

类别背景

• 拉格啤酒价格调查方法

分类资料

中国葡萄酒

关键数据发现

2024年的发展

• 贸易政策变化和消费者偏好转变推动葡萄酒产业復苏
• 传统本土品牌和国际品牌的创新提升了葡萄酒的吸引力
• 超级市场和零售电子商务推动葡萄酒分销

前景与机会

• 预计到 2025 年，葡萄酒类别将稳定成长
• 价格实惠的葡萄酒受到消费者青睐
• 产品创新可望刺激年轻人消费

分类资料

中国烈酒

关键数据发现

2024年的发展

• 随着消费者购买变得更加谨慎，酒类销售量正在下降
• 平价白酒品牌「牛栏山二锅头」助力牛栏山酒业股份有限公司
• 随着电子商务的兴起，食品杂货零售商占据主导

前景与机会

• 中国的酒精饮料利用口味创新和低酒精浓度产品保持竞争力
• 饮酒趋势的变化导致威士忌销售下降
• 小瓶装饮料吸引中国年轻饮酒者

类别背景

• 调查方法伏特加、琴酒、混合苏格兰威士忌、深色兰姆酒和白兰姆酒的价格分布

分类资料

中国苹果酒/梨酒

关键数据发现

2024年的发展

• 风味吸引力和新品牌苹果酒/梨酒的激增
• Somersby 的行销策略推动了品类成长
• 到 2024 年，便利商店将主导苹果酒分销

前景与机会

• 预计 2025 年普通苹果酒将强劲成长
• 零售电子商务将持续推动成长
• 艺术设计和创新口味推动苹果酒创新

分类资料

中国即时数据系统

关键数据发现

2024年的发展

• 消费者偏好变化，RTD 销售量温和成长
• 上海巴克斯酒业有限公司在即饮市场维持绝对领先地位
• 大卖场和便利商店是RTD的重要管道

前景与机会

• RTD 预计将于 2025 年恢復
• 体验式行销可望支持 RTD 类别的发展
• 口味创新将用于提高年轻人的销售

分类资料

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