Chinanews client, Beijing, December 3 (Zuo Yukun) "Milk tea people, the soul of milk tea, it is impossible not to drink milk tea!" There are more and more people who like to drink milk tea, which has also supported a rapidly developing new tea Drink market.

  On December 3, the "2020 White Paper on New Tea Drinks" (hereinafter referred to as the "White Paper") released by Naixue's Tea in conjunction with CBNData predicts that the market for new tea drinks will exceed 100 billion yuan by the end of 2020.

Data map: milk tea.

Image source: Visual China

A rapidly growing market of hundreds of billions

  New-style tea drinking refers to a Chinese-style drink that uses high-quality tea, fresh milk, fresh fruits and other natural and high-quality ingredients through a combination of more diversified tea bases and ingredients. It has become a window for young people to contact traditional tea.

  "White Paper" data shows that in 2020, the scale of new tea consumers will officially exceed 340 million.

At the same time, the "White Paper" predicts that by the end of 2020, the scale of the new tea drink market will reach 102 billion yuan, and by 2021 it will exceed 110 billion yuan.

Image source: "2020 New Style Tea White Paper"

  The rapid expansion of the market has also brought new tea drinks into the 3.0 stage: online orders have increased significantly.

The "White Paper" shows that 54% of consumers choose to purchase new teas through online channels. Compared with 2019, the proportion of online orders for new teas has increased by nearly 20%.

  After the raw material iteration in the 1.0 stage and the category fusion multi-scenarios in the 2.0 stage, the digital 3.0 stage will have the characteristics of an intensive membership system, an e-commerce platform, online mini programs and digital operations.

Who is "tons, tons, tons"?

  "White Paper" user survey data shows that post-90s and post-00s consumers have become the mainstream consumers of new tea drinks, accounting for nearly 70% of the total number of consumers, of which nearly 30% of post-90s and post-00s consumers buy new teas on an average monthly basis Spend more than 400 yuan.

Image source: "2020 New Style Tea White Paper"

  On the whole, female consumers are still in a dominant position in the proportion of all age groups, but compared with the data in 2019, the proportion of male consumers has increased significantly, and the ratio of men to women has increased from 3:7 to 4:6.

Image source: "2020 New Style Tea White Paper"

  Research shows that 80% of consumers have high brand loyalty, and consumers are more inclined to choose top brands and high-quality products.

Compared with 2019, the purchase frequency of new-style tea drinks will increase in 2020, with more than 80% of consumers buying at least once a week.

Safety and health become a new trend

  It is worth noting that compared with the "White Paper on New Tea Consumption in 2019", "quality and safety" has surpassed "taste and taste" as the primary consideration for consumers.

  In addition, health is still an important content of consumers' concerns. Nearly 70% of consumers will choose to reduce sugar content, compared with 50% last year.

At the same time, healthy elements such as artificial meat, plant-based, 0-calorie sugar, and explosive bacteria are also widely used in new tea products.

Image source: "2020 New Style Tea White Paper"

  Under the trend of pursuing health, new types of tea beverages have emerged on the basis of milk covered tea and fresh fruit tea, as well as fresh fruit bubble tea and fruit milk tea.

  In 2020, how many cups of milk tea did you drink and how much did you spend?