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China's bubble tea market is experiencing robust growth, with the market size expected to reach over *** billion yuan by 2028. This surge in popularity reflects changing consumer preferences and the increasing accessibility of new-style tea beverages across the country.

Consumption patterns and purchasing habits

New-style tea beverages have become a regular indulgence for many consumers. A survey of bubble tea drinkers found that nearly two-thirds purchased this beverage two to three times a week. To meet this rising demand, third-party food delivery platforms have established themselves as a preferred purchase channel for consumers to buy new-style tea drinks. Among the choices available, mid-range beverages priced between ** and ** yuan are the most popular, dominating new product sales on Meituan, the country's largest food delivery platform. 

Brand competition and market penetration

As the market grows, competition among bubble tea brands intensifies. Mixue Ice Cream & Tea has emerged as the frontrunner, scoring points in a competitiveness index of new-style tea beverage brands, followed closely by Guming with points. Mixue's success is further evidenced by its extensive presence across *** Chinese cities, featuring the largest sales network among leading bubble tea brands. This widespread presence and strong performance indicate the intense competition and rapid expansion occurring within China's thriving bubble tea industry.