Health Wine Transactions Quintuple Over 10 Years, a Close Look at China's 2016 Market
In 2001, China's health wine industry had a scale of only 800 million yuan; in 2005 it reached 4.5 billion yuan; in 2008, it broke through the 10 billion yuan mark. And by 2015, the national health wine market had exceeded 20 billion yuan in transaction value. Some industry insiders predict that in 2016, this momentum will continue to heat up.
According to a Moutai liquor agent, internationally, the consumption of health wine, wellness wine and nutritional wine accounts for about 12% of total alcohol consumption (including baijiu, wine, fruit wine, etc.). If calculated at this ratio, the health wine market scale would reach around 60-70 billion yuan. This shows that the health wine market still has a lot of room for development, and among the mainstream best-selling products in the 2016 market, the emergence of some newly rising health wine brands cannot be ruled out.
Health Wine Trend Analysis
For the health wine industry, one fact that cannot be ignored is that it has maintained relatively high-speed growth for many consecutive years. According to relevant data, since 2010, the health and wellness wine industry has maintained an average annual growth rate of around 30%. And after 2012, compared with the baijiu industry, this trend became even more obvious. Relevant experts believe that starting in 2012, the baijiu industry, which occupies the dominant position in China's alcohol sector, saw an overall decline, thus bringing an excellent development opportunity to the health wine industry, which had long been squeezed. In 2013, the annual average growth rate of baijiu, the leading player in the alcohol industry, was only less than 10%.
"The upward trend in the health wine industry is obvious, and this is related to the characteristics of its small category." Industry insiders say that health wine has a relatively small sales volume, and with a small base, its growth rate is naturally astonishing; in terms of percentage increase, it far exceeds the baijiu industry.
Since 2012, one of the directions of change in the baijiu sector has been the popularization of products. Affected by this, the proposition of popularization in the health wine sector has once again drawn attention. Industry insiders believe that in 2016, health wine companies may also, like baijiu companies, hold high the banner of popularization.
In fact, the popularization concept of health wine is not behind that of baijiu, but when baijiu companies have successively made this concept their main focus, the in-depth use of this concept by health wine is regarded as a matter of course.
According to analysis, also constrained by relevant central policies, high-end luxury health wine is not favored. The industry believes it has a certain market potential, but will not occupy too large a share, while driven by the big health industry and propelled by the concept of healthy consumption, popularized health wine will achieve relatively rapid development.