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Owning to the long history and origin of Longjin in Hangzhou, the tea culture leads to local residents’ high preference to tea drinking. Similarly, their love on tea extends to RTD drinks as well, which makes RTD tea very popular in Hangzhou. With the increasing awareness and healthy living, non-alcoholic drinks with green and healthy concepts are widely accepted by local residents, such as NFC (Not From Concentrate) juice, water as well as other zero-sugar, low calorie and high-fibre drinks.
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As Hangzhou is the origin of Longjing tea, local people embrace the long history of tea culture and enjoy drinking tea. Enjoying tea has become a form of meditation to the majority of people in Hangzhou who want to change the fast pace of life; downshifting even for just a short while.
Local non-alcoholic brands compete by providing vast ranges of product options through a wide network of distribution channels. They launch new products in the market, sometimes through innovative modes of retailing to attract the attention of the younger generation.
Herbal tea is nutrient-rich, with a record of providing healthy medicinal benefits for physiological processes. The increasing popularity of herbal tea contributed to rising demand and created the trend of ready-to-drink tea. To capture young tea-lovers, RTD milk tea saw the proactive launch of new products in the market.
Consumers are becoming more health- and fitness-conscious, with surging demand for juice and bottled water for healthier lifestyles due to their low calories. Furthermore, consumers are paying more attention to the origin of bottled water, which offers opportunities to premium brands containing natural elements.
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