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Asia Pacific: Chinese Millennials favor milk, fruit juice for health

Fruit juices made from ingredients grown in the US are highly appealing to many Chinese Millennial fruit juice drinkers, according to consumer research by Surveygoo.

Commissioned by Welch’s Global Ingredients Group, 300 Chinese fruit juice drinkers aged 18-35 were asked to choose indicators of a high quality juice.

About 60% chose the claim: “Made with fruit grown in the USA”, 46% chose “Made with fruit grown in Europe” and 24% picked “Made with fruit grown in Asia”.

The research explored in depth the attitudes and behaviors of Chinese Millennials, also known as Post 90s, who drink fruit juice.

It found that the provenance of a fruit juice is of paramount importance to these consumers, with 84% of respondents stating that they believe it is important to know the origin of the fruit used to make their juice.

“Millennial fruit juice drinkers equate American goods with high quality, and brands that highlight this on-pack and in other marketing activities could gain an edge in China’s competitive juice market,” said Wayne Lutomski, VP International & Welch’s Global Ingredients Group.

Health is important

The survey found that health is a leading priority for Chinese Millennials who drink fruit juice.

The three most important things these consumers are looking for from their juices are nutrition and health (78% of respondents), good taste (71%) and specific health benefits (63%).

They ranked milk and 100% fruit juice as the two healthiest choices in a list of popular beverages.

This positive attitude towards 100% juice reflects the wider trend in the Chinese fruit juice and drinks market.

According to Euromonitor, sales of 100% juice in China have enjoyed a compound annual growth rate of 14.6% over the past five years – second only to coconut water.

Heart health (66%), digestive health (65%) and mind health (63%) are the three health benefits Chinese Millennial fruit juice drinkers say they are most interested in getting from their fruit juice.

In addition, 61% of respondents said they are more likely to buy a fruit juice if it delivers polyphenols.

Meanwhile, 77% said they drink superfruit juices because of the health benefits they provide.