新產(chǎn)品開發(fā)過程探討-文庫吧資料
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【正文】 KO Share Category Dynamics 2023 2023 乳制品 1 697 844 21 N/A Fastgrowing and government supported but with high entry barriers 大豆飲品 80 104 30 N/A Traditional beverage healthconsciousness make this category increasingly important 包裝茶飲料 142 233 65 1% Highest growth category but mainly in plain teas 包裝水 2 740 852 15 1% Large growing category with established strong players 機(jī)能飲料 23 29 26 0% Small and dominated by Gatorade and Red Bull 果汁 132 165 25 N/A Fastgrowing with most products in 30% juice range, affordability issue 果味飲料 603 666 10 N/A Most fragmented category with pouch pack mainly with lowjuice content 25% 碳酸飲料 3 1396 1506 8 32% Decelerating category with established strong multinational players Total 3813 4400 15 Source: everassion consulting 2023 report ko estimates 1. Including milk / milk drinks and yogurt / yogurt drink 2. Excluding carboy / water coolers 3. Including Jianlibao and Xurisheng 15 主要軟飲料品種購買情況 家庭購買率 （ %） 碳酸飲料 果汁飲料 包裝茶 液體牛奶 酸奶 /乳酸飲料 1998 1999
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