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果汁,忽然又支棱起来了

果汁“画风一转”又成了增长明星

果汁“画风一转”又成了增长明星

曾经温吞的果汁市场又变得“有点甜”了。

小食代翻查2022年的财报资料看到,去年多家饮料上市公司的果汁业务增长均达到双位数。到今夏旺季之际,可口可乐、怡宝、农夫山泉元气森林、味全、汇源等玩家也纷纷推出了果汁新品。

那么,作为饮料中一个“古早”甚至前些年规模逐年下滑的赛道,果汁在中国市场为什么突然又翻盘了呢,这个品类又将如何迭代?

逆袭

事实上,由于“减糖”需求等原因,果汁市场前几年一直处于下滑状态。在北美市场,百事公司甚至把Tropicana(纯果乐)、Naked Juice等知名果汁品牌都卖给私募。

数据也是如此。小食代从欧睿国际处拿到的数据显示,在2017~2021年间,中国果汁零售额规模逐年收缩,从2017年的871.39亿滑落至2021年的752.59亿。

但到去年,果汁“画风一转”又成了增长明星。贝恩公司和凯度消费者指数联合发布《2022年中国购物者报告,系列二》显示,去年前三季度,果汁为饮料销售额增速最快的细分品类,增幅达22%。

果汁去年是不少饮料厂家有力的增长引擎。

统一集团高层曾在2022业绩会上透露,其果汁产品去年持续强劲增长,2022年营收为30亿元,同比增长35.4%,增速高于过去三年营收年复合增长率19.8%。该公司年报还披露道,去年果汁事业收入创下6年来新高。

作为可口可乐在华两大装瓶商之一的中粮可口可乐也有不俗表现。其2022年报显示,期内果汁品类收入同比增长18.6%至30.02亿。其中, “果粒橙”收入显着提升,新品销售成绩理想。

此外农夫山泉2022年报称,其果汁饮料产品全年收益28.79亿元,同比增长10.1%。

一位大型饮料经销商告诉小食代,其所代理的农夫山泉NFC果汁略有增长,畅销产品依然为橙汁。“传统产品增长应该是前几年大跌后的复苏。去年感觉比较火的是小众产品,像山姆会员店的小青柠汁,还有沙棘汁这种用地域性水果制成的产品也在逐渐推广开来。”他说。

变革

事实上,尽管果汁含糖量高的大痛点尚未被解决,但诸如小众果汁之类的创新正推动这条赛道重拾增势。

在市面上,目前常见的果汁来自大众水果,包括橙汁、苹果汁、葡萄汁等等。其水果原料通常不难买到,一般来说价格也不会太贵。在这种情况下,直接吃水果要比喝果汁更符合人们所追求的天然和新鲜。

“过去消费者为什么不爱喝果汁或者喝得不多,是因为中国水果随处可得。但果汁更多是工业化产品,而且口味好的是大多是浓度低、有添加剂,主要成分是便宜的苹果汁或橙汁,糖分还高。”一位在饮料企业有多年管理经验的人士向小食代分析指出。

但近年来,越来越多小众水果成了果汁“新面孔”。当中既有像杨梅、荔枝等讲究产地的原料,也有蓝莓、西梅这类被认为有特别益处的产品。

“果汁这个品类有很多创新,我们看到有一些更加小众的果汁在推动整个品类增长,包括椰子水或青柠汁等各种各样的产品,这些在不断改变果汁品类的格局,也使得该品类有更好的增长。”凯度消费者指数大中华区总经理虞坚去年曾告诉小食代。

除了小众原料,加气口感也是果汁创新的一大方向。

例如,元气森林旗下的“满分”品牌就主打果汁型气泡饮品,卖点包括“果汁含量99%”、含气口感。也有传统品牌将产品延伸至碳酸汽水领域。比如,可口可乐美汁源去年推出了气泡果汁系列,当中果汁含量不少于2.5%。

不仅仅是供给端的企业创新,疫情后消费者对果汁中所含营养的需求也推动了增长。农夫山泉的一位高层曾在2022业绩会上称,疫情后消费者对维C饮料需求扩大,市场上也出现了柠檬汁饮料的细分产品。

“现在维生素C的概念还是很深入人心的,未来我们也会去强化这个品类,不会放过这种市场机会。”上述高层表示,接下来一方面会拓展原有产品,如营销升级、提高NFC果汁的渠道渗透,另一方面也会上新来完善果汁组合。今年4月,农夫山泉便推出了“大柠檬”复合果汁饮料。

展望

虽然果汁在某些营养成分上存在优势,但也由于太甜、糖分高的消费认知被减掉“健康分”。

多位消费者与小食代交流时表示,由于担心太甜,他们平时基本不怎么喝果汁。“如果喝就喝鲜榨的,感觉即饮的加了很多糖。”一位85后消费者表示。

上述饮料界人士认为,减糖是未来果汁品类取得突破的方向之一,“比如用新技术优化果糖成分,但不是使用代糖”。

前述经销商则指,由于果汁甜度高,加之控糖消费趋势流行,其认为果汁销量提升空间有限,市场增长更多会依靠高端化带动售价提升。

在果汁高端化趋势中,浓度更高的纯果汁为备受看好的细分品类。

东北证券的一份研报指出,按照果汁含量,果汁饮料大致可分为100%的纯果汁(如NFC果汁)、果汁含量为30%-99%的中浓度果汁及果汁含量在30%以下的低浓度果汁。2019年,低浓度果汁市场份额最高,零售额占比约为75.3%,但这一品类在逐渐被纯果汁取代。

该机构引用的弗若斯特沙利文数据显示,2014-2019年纯果汁年复合增速高达9.8%,远高于低浓度果汁和行业平均水平,看好未来纯果汁成为行业趋势。

目前,市场玩家们也在竞相加码纯果汁。例如,中粮可口可乐2021年上市了“美汁源100%果汁”,包括橙汁和芒果凤梨汁两种口味。元气森林满分今年推出了不含气的NFC橙汁。

此外,汇源果汁也打算将纯果汁打造成最大板块。该公司在今年的经销商大会表示,将重新聚焦中高浓度果汁产品,将原有的385个SKU瘦身至78个,未来销售结构按高(100%系列)、中(果汁含量约30%)、低(果汁含量约10%)浓度=5:4:1来配比。

在高端化、更多小众产品涌现等因素带动下,中国果汁市场有望进一步回暖。欧睿国际数据显示,2023~2027年间,我国果汁零售额规模预计会逐年扩大,2027年规模超过790亿,但离2017年的高点仍有一段距离。

上述饮料界人士认为,果汁未来能从挖掘早餐等场景,以及白领女性和幼儿的细分群体需求来寻求增长。此外,品牌也需要用合适的包装规格实现多渠道发展。