With the continuous development of the economy and the deep-rooted concept of healthy consumption, consumers' demand for tea beverages has gradually shifted from traditionally flavored packaged teas to Sugar-free teas and health-focused teas. The demand for product added value and healthiness, along with changes in the composition of products in the tea beverage market, have collectively promoted the development of the tea beverage industry. According to data from Ai Media Consulting's recently released “China's Tea Beverage Industry Development and Consumer Insight Report 2024-2025,” the scale of China's new-style tea beverage market reached 333.38 billion yuan in 2025, an increase of 13.5% year-on-year. With the prominence of healthy consumption trends, the market size of related tea beverage products will further expand. Sugar-free and low-sugar products will further expand market capacity, providing new growth for the tea beverage industry.
Market Scale: Expected to Reach 374.93 Billion Yuan Next Year
In recent years, the state has introduced a series of policies to promote the healthy and sustainable development of the tea industry, coordinating the coordinated development of tea culture, tea industry, and tea technology, accelerating quality improvement and brand building, and enhancing the quality, benefits, competitiveness, and sustainable development capabilities of the tea industry. Under the guidance of policy benefits and healthy consumption trends, the tea beverage industry is ushering in new opportunities for market development.
Data from Ai Media shows that the scale of China's new-style tea beverage market last year reached 333.38 billion yuan, the scale of health-focused tea beverages was 41.16 billion yuan, and the market scale growth rate of sugar-free beverages was significant, reaching 40.16 billion yuan. With the prominence of healthy consumption trends, the demand for health-focused tea beverages and sugar-free tea beverages continues to increase. New-style tea beverages have also launched many low-sugar and sugar-free products. The market size of related tea beverage products will further expand, and it is expected that the scale of the new-style tea beverage market next year will reach 374.93 billion yuan. It is estimated that by 2028, the scale of the health-focused tea beverage market will exceed the 100-billion-yuan level.
A tea beverage refers to a liquid beverage made by processing tea or tea extracts, concentrates, tea powders (including instant tea powder, ground tea powder), etc., as raw materials, with or without the addition of food raw materials and/or food additives.
The upstream raw materials of China's tea beverage industry include fruits, sugar, sugar substitutes, tea leaves, plastic products, etc.; the midstream is tea beverage manufacturers; the downstream is sales and distribution channels, divided into online e-commerce platform sales and offline supermarket, convenience store, restaurant sales, etc.
Upstream Industry Chain: Tea Production Situation is Relatively Stable, Supply of Raw Materials for Tea Beverages is Guaranteed
Tea, as a natural and healthy drink, has a vast consumer base and is an important raw material for the production of sugar-free beverages in our country. Data shows that the output of tea in our country last year reached 3.55 million tons, an increase of 6.1% year-on-year. Analysts from Ai Media believe that Chinese Tea culture has a long history. In recent years, due to people's pursuit of healthy drinks, many tea-related exhibitions, tea-themed restaurants, and hotels have been launched one after another. Overall, the demand drives the growth of the supply side, the tea production situation is relatively stable, and the supply of raw materials for tea beverages is guaranteed.
Midstream Industry Chain: Numerous Tea Drink Brands, Fierce Market Competition
Data from Ai Media shows that 31.7% of Chinese tea beverage consumers have purchased packaged tea drinks from Master Kong, 30.7% of consumers have purchased Oriental Leaf under Nongfu Spring; other brands such as Genki Forest, Wanglaoji, Dongpeng Special Drink, etc., are all favored by consumers to varying degrees. Large food and beverage companies often have multiple branded products under their umbrella, such as Cha Li Wang, Uni-President Ice Black Tea, Assam Milk tea, Double Extract, Xiao Ming Classmate, etc., under the Uni-President Group, and Oriental Leaf, Milk Tea, etc., under Nongfu Spring. Companies vie for the market through multi-brand strategies, aiming to occupy a certain position in different consumer segments.
Downstream Industry Chain: Online and Offline Sales Channels Broaden Simultaneously, Promotion Channels Become More Diverse
In recent years, the downstream of the packaged tea beverage industry chain covers a wide range of distribution networks and retail channels. Traditional offline sales channels are no longer able to meet market needs, and broadening both online and offline sales channels has become the main trend. Online sales channels cover traditional e-commerce platforms, short video sharing platforms, and local life platforms, etc. Offline sales channels include large supermarkets, chain convenience stores, and new retail stores, etc. In addition, data shows that content sharing platforms, TV advertisements, short video platforms, etc., have become the main channels for consumers to learn about packaged tea beverage brands, accounting for 49.3%, 46.3%, and 45.4%, respectively.
User Research: Zero Sugar, Zero Calorie, Zero Fat Tea Drinks Are Favored
Data shows that female consumers account for a higher proportion among Chinese tea beverage consumers, at 65.2%; the age group is concentrated between 25-45 years old, accounting for 84.8%, with an obvious trend towards younger consumers; there is a larger proportion of middle-to-high-income groups, with monthly income concentrated between 5,000-10,000 yuan, accounting for 41.2%, followed by 10,001-15,000 yuan, accounting for 31.2%.
Illustration provided by Beijing Tea World New Media Platform
Over 70% of tea beverage consumers drink packaged tea beverages 1-4 times a week. Data shows that over 70% of Chinese tea beverage consumers drink packaged tea beverages 1-4 times a week, and the proportion of those who drink every day is relatively small, at 11.1%. 39.2% of consumers purchase packaged tea beverages priced between 6-10 yuan, while the proportion of consumers purchasing packaged tea beverages priced above 15 yuan and below 4 yuan is relatively low, at 8.8% and 3.4%, respectively. From the consumption frequency and unit price of packaged tea beverages, the consumption of packaged tea beverages is currently undergoing an upgrade trend, with more consumers willing to pay for high-quality packaged tea beverages.
Quenching thirst, relieving greasiness, replenishing water during exercise, and leisure entertainment have become the primary consumption scenarios for tea beverages. 48.0% of tea beverage consumers buy packaged tea beverages to quench thirst and relieve greasiness, and 47.7% of consumers do so to replenish water and energy during exercise. In addition, leisure entertainment, essential for dining, new flavors being launched, DIY beverages, etc., have also become important consumption scenarios for Chinese tea beverage consumers when buying packaged tea beverages. Packaged tea beverages, with their stable quality, convenience for carrying and drinking, and diverse flavors, have greatly broadened consumption scenarios and expanded the consumer base, providing suitable drink choices for different groups and occasions.
Taste and sugar and calorie content are the main factors of concern for consumers. Over half of consumers pay attention to the taste of packaged tea beverages when purchasing. Sugar and calorie content and Health benefits are also factors that consumers pay considerable attention to when purchasing packaged tea beverages, accounting for 40.3% and 39.5%, respectively. More than 30% of consumers also pay attention to factors such as price, ingredients, brand, and nutritional components. Analysts from Ai Media believe that as the concept of healthy eating gradually penetrates the minds of people, many consumers start paying attention to the sugar and calorie content of beverages, and sugar-free tea beverages have begun to occupy an important position in the tea beverage consumption market.
Over 80% of consumers are optimistic about the market prospects of tea beverages, with high concern for food safety and taste. Over 80% of Chinese tea beverage consumers expressed optimism or very optimistic about the market prospects of tea beverages. Regarding areas for improvement in packaged tea beverages, 54.5% of tea beverage consumers believe that food safety is the most important, followed by taste, nutritional value, and price, accounting for 49.7%, 47.7%, and 40.9%, respectively. In addition, some consumers believe that packaged tea beverages need to make further improvements in product packaging and product promotion.