Coffee market size and development prospect forecast analysis

Coffee is one of the three major beverages in the world. It is a beverage made from roasted coffee beans. It is the main beverage popular in the world along with cocoa and tea. With the improvement of our people’s living standards and the continuous growth of awareness of coffee culture.

“Double Eleven” carnival, online coffee market explosive growth

From November 1st to 3rd, the coffee category increased by 1900% year-on-year, leading the fresh food. Among them, hanging ears, coffee liquid, and capsule coffee increased by more than 5000%. The three-day sales have all exceeded last year’s 11.11. After Nestlé achieved a 455% first-day sales increase on November 1, the overall network sales of Nestlé’s coffee business during the period from November 1 to 3 increased by nearly 400% year-on-year; Starbucks’ sales performance of Home Enjoy Coffee increased from 1 to 3 This is 30 times that of last year’s Double 11; the star brand Santon had 220,000 orders on November 1st, and the three-day sales of 80 million from November 1st to 3rd were nearly 3 times higher than last year.

The coffee market is improving and the rise of specialty instant coffee

Compared with other countries, China’s coffee consumption habits are far less than tea products, but with the improvement of our people’s living standards and the growing awareness of coffee culture, coupled with the huge demographic dividend, it stimulates domestic coffee consumption. The market scale continues to expand. Data show that in 2018, China’s per capita coffee consumption was 6.2 cups, and the coffee market was 56.9 billion yuan. It is estimated that by 2023, China’s per capita coffee consumption will be 10.8 cups, and the coffee market will be RMB 180.6 billion.

At present, the consumption of freshly ground coffee and coffee social culture represented by Starbucks is increasingly favored by more Chinese consumers in the context of consumption upgrades. In the Chinese freshly ground coffee consumer market, coffee brands and retail services include: non-chain coffee shops, coffee consumption in catering stores, coffee consumption in beverage stores, convenience store coffee, self-service coffee machines, etc. Data shows that the most popular coffee product in my country in 2018 is instant coffee, and its proportion may continue to grow. In 2018, my country’s instant coffee accounted for about 68% of my country’s total coffee market, ready-to-drink coffee accounted for about 10%, and freshly ground coffee accounted for about 18%.

With the rise of high-quality instant products, KFC, Luckin, Costa, Yingji, Yuyan, Manner, CoffiiJoy and other offline brands have begun to enter Tmall, launching high-quality instant products. Instant coffee brands are gradually increasing, and market competition is becoming more intense. With the rapid development of e-commerce, online sales platforms such as Tmall and WeChat applets have emerged, and online coffee sales have further increased.
Development prospects of the coffee industry

1. The coffee consumption scene is constantly changing

In recent years, with the continuous development of food delivery and the Internet industry, consumers at home and abroad have quietly changed their consumption habits of catering and coffee. Self-pickup and food delivery have become a new trend for consumers to buy coffee. At the end of 2017, the newly founded Ruixing Coffee opened a new retail model of online order + offline pickup. In September 2018, Starbucks officially launched the food delivery service “Special Star Delivery” in China; in October of the same year, Mcafee also launched a delivery service. In May 2019, Starbucks also launched the “Brown Express” service in China where orders are placed online and picked up in stores. In September 2020, the breakfast self-pickup cabinet will be put into trial operation, and the coffee consumption scene will be diversified and portable.

2. Unmanned retail may become the new normal of coffee consumption

Compared with stores, smart unmanned terminals require lighter costs, are not restricted by venues, and are more flexible. Therefore, unmanned retail is popular in China. On January 8, 2020, Luckin Coffee unveiled two terminal unmanned coffee machines “Rui Instant Buy” and the unmanned vending machine “Rui Cost-effective”, and officially launched the “unmanned retail strategy”, making full use of China’s new Internet The advantages of infrastructure have driven the unmanned retail industry to upgrade again. Driven by Luckin Coffee, unmanned retail may become the new normal of coffee consumption.

3. The taste and form of coffee products are gradually becoming diversified

At present, the main force in China’s coffee consumer market is dominated by young people, who are brave enough to try new things. Therefore, a single coffee beverage cannot meet their long-term needs. Coffee brands need to continuously innovate, introduce new ones, and be good at creating coffee products with unique “selling points” in order to continuously “stimulate” consumers’ desire to buy. As the Chinese coffee market continues to grow, it is believed that more and more coffee products will appear on the market.

4. IP cafes and creative surrounding collision development

With the improvement of people’s living standards, people are no longer satisfied with ordinary coffee products, and have more and more novel ideas about the taste of coffee, such as bottled coffee, beer bubble coffee drinks, cold brewed coconut milk coffee and cold brewed with nitrogen gas Coffee and so on; the container is no longer limited to traditional coffee cups, beverage bottles and beer bottles are all on the battlefield; many single products have broken the traditional “coffee” boundary and become more and more integrated. The collision between coffee and other surrounding beverages intensified, resulting in products such as coffee peel tea and coffee mask. In recent years, people’s weight requirements have become more stringent, resulting in low-fat, low-calorie, low-sugar, and high-protein coffee products.

Post time: Dec-25-2020