Fruit juices made from ingredients grown in the USA are highly appealing to many
Chinese Millennial fruit juice drinkers, according to new consumer research.
In a survey of 300 Chinese fruit juice drinkers aged 18-35, commissioned by Americabased
Concord grape juice producer Welch’s Global Ingredients Group, respondents
were asked to choose indicators of a high quality juice. Over half (60%) chose the claim:
“Made with fruit grown in the USA”. This compared favorably with results for “Made
with fruit grown in Europe” (46%) and “Made with fruit grown in Asia” (24%).
The research, conducted independently by Surveygoo, 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.
Wayne Lutomski, Vice President International & Welch’s Global Ingredients Group, said:
“This survey confirms what we are hearing anecdotally on the ground in China:
Millennial fruit juice drinkers are looking for products that are made in the USA. They
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.”
Health is also a top priority
The survey also found that health is a leading priority for Chinese Millennials who drink
fruit juice. In fact, the three most important things these consumers are looking for from
their juices are nutrition and health (chosen by 78% of respondents), good taste (71%)
and specific health benefits (63%).
Furthermore, Chinese Millennial juice drinkers 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.
A true American superfruit
The findings from the survey highlight opportunities for manufacturers to create
differentiated fruit juice products that will resonate with Chinese Millennial fruit juice
drinkers. Key learnings point towards demand for juices like Concord grape juice, which
tastes great, delivers polyphenols to help support a healthy heart and is made from fruit
grown in the USA by Welch’s over 900 grower owners.
Wayne Lutomski concluded: “Our survey demonstrates that Chinese Millennial fruit
juice drinkers are knowledgeable about provenance and nutrition, and have clear ideas
about what they find appealing in a product. They appreciate the taste and goodness of
100% fruit juice and are familiar with polyphenols, the beneficial plant nutrients found
in superfruits like Concord grapes. Concord grape juice, with its delicious flavor,
American roots and research-backed health benefits, is the perfect ingredient for
manufacturers looking to create products that align with these consumers’ preferences
and stand out in the Chinese beverage market.”
Concord grape juice is now available to manufacturers throughout China and other parts
of Asia via Welch’s Global Ingredients Group. Visit welchsgig.com for more information.
For more information on this survey, contact Richard Clarke, Ingredient
Tel: +44 1293 886291 (office) / +44 7766 256176 (cellphone)
For more information on Welch’s Global Ingredients Group’s products, contact
Stephanie Wu Zach Longhini
Marketing Manager Business Development Manager
WILD Flavors (Beijing) Co., Ltd. Welch Foods, Inc.
+86-10-6787-4455 ext. 255 +1-978-371-3779
About Welch’s Global Ingredients Group
Established in 2014 as a division of Welch Foods, Inc. (Welch’s), Welch’s Global
Ingredients Group offers grape juice expertise and solutions to companies across the
globe. Our primary ingredients include Concord and Niagara grape single-strength
juices, juice concentrates and purées made in the USA, as well as a range of powders and
fruit bites. Our sales territories are North, Central and South America; Asia, with special
emphasis in Japan, Korea and China; and EMEA. In EMEA and China we operate through
our distribution partner, WILD.
Welch’s is the processing and marketing subsidiary of the National Grape Cooperative.
Located across America and in Ontario, Canada, the cooperative’s approximately 900
family farmers own the company and grow the delicious and inherently healthy Concord
Grape used in Welch’s juices and other grape-based products. Welch’s is committed to
research and development that will meet the growing demand for products that address
consumers’ health and nutrition needs. Welch’s products are sold throughout the United
States and in approximately 40 countries around the globe. Welch’s is an Equal
Opportunity Employer – Minorities/Female/Disabled/Veterans. For more information,