Research Practice 2_Secondary Research Summary

Part 1. Define My Focus Area & Research Questions

Introduction

My research focuses on how social and cultural factors shape Gen Z’s preferences for different types of bubble tea. I want to explore how Gen Z uses bubble tea not only as a casual drink but also as a cultural symbol and a medium for social interaction. Bubble tea has grown beyond being a simple beverage; it now represents a social tool among young people. Understanding this phenomenon is important because it reveals how cultural trends and marketing strategies shape consumer behavior in tea consuming. This research can help explain why bubble tea is ordered during specific social occasions and how it influences group interactions.

Research Questions

Main Question:
How do Gen Z use bubble tea to socialize?
Sub-questions:
1. How do peer recommendations and social settings affect Chinese Gen Z’s choices for different types of bubble tea?
2. How do seasonal changes or specific daily events influence the decision to choose one type of bubble tea over another?
3. In what unavoidable social scenarios or cultural contexts do Chinese Gen Z feel compelled to order bubble tea, even if it may not be their first preference?
4. How does Chinese Gen Z’s selection of low-sugar bubble tea varieties serve as both a social currency in peer interactions and a conscious demonstration of health-conscious identity formation?

Part 2. Secondary Research Findings

Finding 1:中国新式茶饮行业研究报告China’s new tea beverage market research report

Link: 中国新式茶饮行业研究报告
Data Overview:
This report (published around 2021) provides comprehensive data on the growth of China’s new tea beverage market. It includes statistics on market size, consumer demographics, and trends such as the rising popularity of bubble tea among younger consumers. Key points include rapid market expansion, changing consumer tastes, and the influence of branding and innovation.
Citation (APA style):
Dfcfw. (2021). 中国新式茶饮行业研究报告. Retrieved from https://pdf.dfcfw.com/pdf/H3_AP202110161523125968_1.pdf?1634403773000.pdf=

The “中国新式茶饮行业研究报告” (Dfcfw, 2021;pdf.dfcfw.com) shows that the tea beverage market in China is expanding rapidly.

The overall market size is growing significantly.
Younger consumers, including Gen Z, are a driving force behind this growth.
Innovations in product offerings and brand positioning are crucial factors of sales.

Relevance:
This report supports the idea that bubble tea has evolved into a key part of the beverage market and highlights trends that may explain its social role among young consumers.

Limitations/Biases:
The report’s data are from around 2021 and focus on overall market trends. It provides less insight into the specific social aspects of bubble tea consumption and just name a few. It may not capture the most current changes in consumer behavior, since the data is collected 3 years ago.

Finding 2: 上海市消保委发布《Z世代饮料消费调查报告》Shanghai Municipal Consumer Protection Commission releases “Generation Z Beverage Consumption Survey Report”

Link: 上海市消保委发布《Z世代饮料消费调查报告》
Data Overview:
This report, issued by the Shanghai Consumer Protection Committee and published on China Quality News in 2022, focuses on beverage consumption patterns among Shanghai’s Gen Z. It highlights key findings such as high consumption frequency, the preference for socially oriented drinks (with bubble tea being a top choice in social scenarios), and a strong emphasis on healthier “0糖” (zero sugar) options. Its regional focus offers a detailed look at urban trends, though its findings might not fully represent nationwide behavior.
Citation (APA style):
中国质量新闻网. (2022). 上海市消保委发布《Z世代饮料消费调查报告》. Retrieved from https://m.cqn.com.cn/ms/content/2022-04/02/content_8803527.htm

The “上海市消保委发布《Z世代饮料消费调查报告》” (中国质量新闻网, 2022; m.cqn.com.cn) gives detailed insights into the beverage habits of Gen Z in Shanghai. Findings include:

High purchase frequency, with over half of respondents buying beverages at least three times a week.
A strong preference for bubble tea in social scenarios, with 65% of respondents selecting bubble tea when socializing.
A notable trend toward healthier options, with many opting for “zero sugar” drinks.
Shanghai Gen Z’s purchase of beverages is also affected by multiple factors. They are keen to recommend beverages to relatives and friends. 69% of people will buy a new beverage product because of a friend’s recommendation, 62% will choose to buy randomly, and 49% will buy drinks because of the recommendation of Internet celebrities and stars.

Relevance:
This source directly addresses Gen Z’s social consumption patterns and provides data on how bubble tea is positioned as a social drink. It gives evidence that bubble tea is not only about taste but also about socializing and identity expression.

Limitations/Biases:
Since the survey is limited to Shanghai, its findings may reflect urban trends that might differ from those in smaller cities or rural areas in China. Also, the sample is quite small with only 100 people. How does the reporter find those people? The report didn’t include.

Finding 3: Evaluation of “Foodservice Coffee and Tea – US – 2024”

The website from Mintel (found at Foodservice Coffee and Tea – US – 2024) is a high-quality industry report offering detailed insights into the U.S. coffee and tea service market for 2024.

Its focus on the U.S. market means it is less relevant for understanding bubble tea consumption among Chinese Gen Z. However, it provides a useful contrast regarding market analysis and consumer trends that may be similar in some respects, which is useful for comparisons.

Finding 4: 2024Z世代现制饮品消费洞察报告 Insights from the 2024 Gen Z Ready-to-Drink Beverage Consumption Report

Link: 2024Z世代现制饮品消费洞察报告
Data Overview:
This report, issued by a reputable research group Hongcan(红餐), provides detailed insights into the consumption habits of Gen Z regarding ready-to-drink beverages. It reveals that Gen Z demonstrates a high frequency of beverage purchases, with a strong preference for products that blend innovative flavors with social and health-conscious attributes. The report highlights that social interactions and peer influence play a major role in shaping beverage choices. Seasonal trends and limited-edition releases further drive the appeal of these drinks, making them a key component in the social lives of young consumers.
Citation (APA style):
2024Z世代现制饮品消费洞察报告. (2024). Retrieved from https://www.douban.com/note/865835896/?_i=1023609Oajnx8v
High Consumption Frequency:
The report shows that over 70% of Gen Z consumers purchase ready-to-drink beverages on a weekly basis. This high frequency suggests that these drinks are a regular part of their daily routine and social life.
Social and Emotional Drivers:
Gen Z consumers use ready-to-drink beverages—especially bubble tea—as a tool for social interaction. The drinks are seen not only as refreshments but also as a means to bond with friends, share experiences on social media, and express personal identity.
Emphasis on Health and Authenticity:
In terms of products, the taste and flavor of existing beverages are the core considerations for Gen Z consumers. According to the research of the Red Food Industry Research Institute, more than 60% of Generation Z consumers will consider the taste and flavor when choosing freshly made beverage products.

Relevance:
These findings are directly applicable to understanding how social and cultural factors drive Gen Z’s bubble tea preferences. They shed light on the decision-making process of young consumers—particularly university students—who balance social influences, innovative product features, and health considerations when choosing their bubble tea.

Limitations/Biases:
Since the report primarily focuses on urban consumers, its findings may not fully capture the behavior of Gen Z in smaller cities or rural areas. Additionally, the data may reflect current marketing trends that could evolve as consumer preferences shift.

Conclusion

The reviewed secondary sources have reshaped my understanding of bubble tea as more than just a popular beverage—it is a multifaceted product deeply embedded in the social fabric of Chinese Gen Z. The findings highlight that bubble tea plays a significant role in social interactions, serving as a bonding tool among friends, a shared experience in group settings, and even a medium for self-expression. Factors such as social context, marketing strategies, and product innovation all contribute to its widespread appeal.

One particularly unexpected insight is the evolving health consciousness among consumers. While many discussions about health and bubble tea tend to focus on sugar content, the data suggest that Gen Z’s concerns go beyond sweetness levels. Instead, they are paying closer attention to the overall quality and sourcing of ingredients inside the boba, including the tea base, milk options, and add-ins like tapioca pearls or fruit toppings. This shift indicates a deeper awareness of what they consume, rather than just a superficial preference for “healthier” options.

Moving forward, I recognize the need for a more in-depth exploration of the intersection between Chinese social habits and bubble tea culture. Macro-level data provide valuable insights into purchasing patterns and market trends, but they often overlook the psychological and behavioral aspects of consumer decision-making. I aim to investigate how social dynamics influence bubble tea consumption on a personal level—whether peer pressure, cultural norms, or emotional connections to specific flavors play a role in shaping purchasing habits. Understanding these underlying motivations will provide a more comprehensive picture of why and how bubble tea has become such an integral part of Gen Z’s social life in China.

References

艾瑞咨询iResearch. (2021). 中国新式茶饮行业研究报告. Retrieved from https://pdf.dfcfw.com/pdf/H3_AP202110161523125968_1.pdf?1634403773000.pdf=pdf.dfcfw.com

上海市消保委.(2022).《Z世代饮料消费调查报告》. Retrieved from https://m.cqn.com.cn/ms/content/2022-04/02/content_8803527.htm m.cqn.com.cn

Mintel. (2024). Foodservice Coffee and Tea – US – 2024. Retrieved from https://data-mintel-com.proxy.library.nyu.edu/databook/foodservice-coffee-and-tea-us-2024/#NET_S1_9809 data-mintel-com.proxy.library.nyu.edu

2024Z世代现制饮品消费洞察报告. (2024). Retrieved from https://www.douban.com/note/865835896/?_i=1023609Oajnx8v