Chinese people like coffee more and more.

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Figure / Danilo De Cicco

Whether because of fashion or liking, coffee consumption in China continues to rise.

"how about a cup of coffee?" "I need a cup of coffee!" . In Italy, who would refuse that small cup of delicious coffee? This is not a simple habit, but a veritable infatuation. In front of a small cup of coffee, there are many work agreements that can be made, giving birth to many stories of love or friendship. In China, the drink corresponding to coffee has always been tea. In fact, since Yan Di Shennong discovered tea more than 4,000 years ago, this drink and its tea ceremony have become a symbol of Chinese people and Chinese culture and continue to this day. But according to some recent statistics, it seems that coffee, a black drink, has also become popular in the land of the descendants of the dragon and began to compete on an equal footing with its long-standing competitors.

Asia

New coffee products launched in Asia grew by 95 per cent between 2011 and 2016, while new tea-based products grew by just 55 per cent, according to data provided by Mintel, a global market research consultancy, in the Global New products Database. Jonny Fasith, a global beverage analyst at Mintel, confirmed that the continued growth of the global coffee industry was driven by the Asian market.

Usually, instant coffee dominates the Asian market. 29% of new products use ready-to-drink (ready-to-drink) formula, while coffee-based new products account for 16% of the total, compared with 12% in 2014. 42% of the products are instant products.

China

In China, coffee consumption is also growing rapidly. Even though most Chinese people between the ages of 20 and 49 living in metropolises (Mintel surveyed young westernized Chinese living in first-tier cities in Mintel's Marketing to Mintropolitans-China 2016 Report, who have higher education, high consumption, high culture and usually work in foreign companies) drink instant coffee, only 30% of them drink coffee once a day. In contrast, in Europe, the vast majority of people drink coffee more than once a day.

Retail sales of coffee in China rose 3% in 2016 to 65000 tons, according to data released by Euromonitor (Euromonitor International). This is due to the growing interest in the cultural connotations of the drink and its related uses. Nowadays, consumers are beginning to pay more attention to the quality of coffee consumed at home or outside. As a result, in order to meet these growing demand, many professional stores selling coffee, coffee machines and capsule coffee have been born. Figures released by Euromonitor also show that Nestle Coffee continued to lead China's instant coffee market in 2016, accounting for 66%. Being able to maintain this dominant position enables the company to gain a larger share of the market, thanks to the continuous innovation of the company.

Prospect

In order to maintain and promote the sales of coffee in the Chinese market, the industry's main competitors are preparing for the launch of quality products, capsules and new coffee machines to meet the increasingly high and complex needs of customers.

Translation: GE Bei

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