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随着消费者对健康需求的提升,风光一时的茶饮料正在衰弱,饮料品类结构发生变化,水、功能性及植物蛋白等品类兴起,消费者可选择的种类增加,产生了明显的品类排挤效应,导致茶饮料出现负增长。尼尔森资料显示,2014年整体茶饮销售额(不含奶)负增长达3.6%,除了受到夏季气温偏低的天候影响之外,品类之间的消费转移也是主要原因之一,显示消费者期待创新的饮料商品。
As consumers’ demand for health improves, tea drinks with a thriving look are debilitating, beverage product mix changes, water, functional and plant protein categories rise, consumer choices increase, creating a clear category-crowd effect , Resulting in negative growth of tea drinks. Nielsen data show that in 2014 the overall negative sales of tea (excluding milk) negative growth of 3.6%, in addition to the impact of the weather in the low summer temperatures, the transfer of consumption among categories is also one of the main reasons that consumers are looking forward to innovation Drink product.