In recent years, with the improvement of national consumption level, China's coffee consumption market has ushered in a rapid growth rate. According to the Analysis Report on Market Demand and Investment Planning of China's Coffee Industry from 2020 to 2025 issued by Forward-looking Industry Research Institute, the average annual growth rate of China's coffee consumption is 15%, which is much higher than the 2% growth rate of the global market. It is estimated that the size of Chinese coffee market will reach 2 17655 in 2025.
According to the White Paper on the freshly ground coffee industry in China released by Deloitte this year, 67% of white-collar workers in first-and second-tier cities in China have developed the habit of drinking coffee, and the annual coffee consumption per capita in cities has reached 326 cups and 26 1 cup respectively, which is close to the frequency of one cup per day. This figure is close to the level of mature coffee markets such as Japan, the United States and South Korea.
For me, the most intuitive insight into the expanding coffee market in China is not only to see more and more young people "contaminated" with coffee and "addicted", but also to see new faces in coffee shops every time I open the US group to search for "dessert drinks".
According to the Shanghai Coffee Consumption Index released by Shanghai, there are nearly 7,000 cafes in Shanghai, ranking first in the world. Although the number of cafes in Shanghai has experienced the impact of the epidemic in the past two years, the total number of cafes in Shanghai has not decreased because of the epidemic, but has grown vigorously all the way.
Judging from the existing consumption patterns, coffee products are mainly divided into three categories: instant coffee, instant coffee and freshly ground coffee. Among them, the market share of instant coffee has been very large. Take Sandun and a half as an example. Although it was established only seven years ago, it has become a popular brand among online celebrities and can often be seen in coffee evaluation/recommendation.
Of course, the reason why instant coffee has more than half of the market share is because of its high cost performance and convenience. For sleepy office workers and student parties, it can not only save the time of going out or ordering takeout, but also meet the high-frequency demand and play a throttling role, which is undoubtedly the best choice.
The advantages of ready-to-drink coffee are similar to those of instant coffee, but in comparison, it is larger in size and shorter in shelf life, which is not convenient for consumers to hoard goods in shopping festivals, so it is one of the three categories with the smallest share, forming a monopoly situation of Nestle coffee. However, at present, more and more big brands such as Nongfu Spring, Uni-President, Master Kong, Wahaha, etc. It has also begun to lay out the ready-to-drink coffee product line, which should usher in greater development.
As for freshly ground coffee, although it accounts for less than instant coffee, it is undoubtedly the one with the greatest development potential. With the increase of coffee consumption groups, there is also a higher pursuit of coffee quality, which has given birth to more and more offline freshly ground coffee shops.
At present, the two most popular coffee shops in the domestic coffee market are undoubtedly "Luckin Coffee" and "Starbucks". Needless to say, Starbucks, a brand imported from abroad, once became a popular punching object for young people. In the past two years, it has been active in the front line of public view because of the "Starbucks Atmosphere Group".
But Starbucks is just an ordinary chain coffee shop brand abroad, and its price is slightly higher for ordinary office workers or students. Therefore, Luckin Coffee, founded on 20 17, has won many consumers and set a record of "opening a new store every 10 day" by virtue of its super high cost performance and online and offline simultaneous sales. Although it has experienced the scandal of "false financial report", it is still developing steadily.
I used to think that people who like coffee should be young and middle-aged people who have already had successful careers, but this is not the case.
According to DATA 100 "Insight Report on Coffee Market Trends", whether existing coffee consumers or potential coffee consumers, the post-90s generation undoubtedly occupies the largest proportion and contributes more than half of the consumption.
Why do more and more young people like drinking coffee? This is inseparable from the "refreshing" advantage of coffee itself.
The word "pressure mountain" sounds a little chronological in 202 1, but it does not affect it to become a true portrayal of today's young people.
In recent years, "996" and "Big Week" have become the key words of many young people's careers. Although some large factories announced the cancellation of these two policies in the second half of this year, in order to complete the KPI, overtime workers are still working overtime, just moving their offices from the company to their homes, and may even evolve into unpaid overtime, and the work pressure has not been substantially alleviated.
For the student party, it can be said that the pressure of "entering a higher school" has always been an unavoidable hurdle on the way to study. Although there is a "double reduction policy" this year, most young students after 00 still need to sacrifice their sleep time in exchange for more knowledge.
Anyway, their sex is because they don't get enough rest time after staying up late. The most direct consequence is that they don't have a good mental outlook to meet the task of the new day, and they have to choose coffee to "extend their lives".
This part of the young people who need coffee to refresh themselves because they stayed up late the night before, and the young people who make tea and soak their feet every night, can be said to be two "extreme" representatives of young individuals at present.