From the White Paper Report for coffee market in China, China's coffee market has a huge potential consumer group. However, some voices pointed out that institutions are blindly optimistic about the growth of China's coffee market. Although China has a large population base, only first- and second-tier cities have formed good coffee consumption habits, and a sinking market with a larger population base remains to be explored.
The "2021 China Coffee Industry Development White Paper" released by the Internet data information platform consumer community shows that the size of my country's coffee market reached 113 billion yuan in 2019, an increase of 31.24% year-on-year, and the industry size in 2020 is about 145.4 billion yuan. China is expected to be in 2021. The growth rate of the freshly ground coffee market alone will reach 20%, breaking through 100 billion yuan.
According to the White Paper Report for coffee market in China In 2021, the scale of Chinese consumers will increase from 334 million to 354 million, a growth rate of 6%; as the coffee market gradually sinks, the population growth rate is expected to be around 10%. At present, in the distribution of coffee industry consumption by regions, first-tier cities account for 37%, second-tier cities account for 32%, and third-tier cities account for 29%.
In the White Paper Report, the per capita coffee consumption in mainland China is 9 cups per year. The figure for Japan is 280 cups, the United States is 329 cups, and South Korea is 367 cups. It can be seen that there is still much room for growth in the domestic coffee market.
From the price point of view in White Paper Report, 36% of domestic coffee consumers can accept coffee in the range of 26 to 35 yuan, 27% of consumers prefer 16 to 25 yuan, and the proportion of potential consumers who choose the range of 16 to 25 yuan is the highest.
At present, coffee lovers in China are mainly white-collar workers in first-tier cities between the ages of 20 and 40. Most of them have a bachelor degree or above and have a relatively high income level. Among them, women accounted for nearly 60% of coffee lovers in first- and second-tier cities, and the proportion of men and women in the potential population was similar. And, as a whole, coffee lovers are dominated by Generation Z, and the number of women is higher than that of men. Among potential "fans", freelancers account for the highest proportion, reaching 24%. The proportion of students and housewives is also higher than the existing consumer groups. In the future, the professional boundaries of coffee consumers will become increasingly blurred.
The types of coffee are different online and offline. There are many types of online products. Hanging ears, instant, cold brew freeze-dried coffee are more popular. In 2021, the domestic ready-to-drink coffee market is expected to exceed 14.9 billion yuan, of which Nestlé accounts for more than half of the market share. Sumidagawa Coffee, which combines the Chinese team and the Japanese supply chain, has been exporting steadily in recent years. Hanger coffee accounted for 35.2% of the total market turnover; three and a half meals became a new "traffic" under strong marketing, with the main numbers 0 to 6 The coffee series has attracted young people between the ages of 25 and 30 to "early taste", and the post-90s fans account for more than 70%. Yongpu's freeze-dried powder coffee became famous in the first battle. During the period of June 18, the sales volume was close to 30 million yuan. Women between 22 and 30 years old are its main "circle powder" targets.
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