Will canned coffee be the next vent in the coffee market?

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An ancient field, hidden from the wind and waves, is quietly coming into force: canned coffee-coffee drinks that we can find everywhere in various retail stores.

Yes, the "crooked" canned coffee, which is despised by the freshly ground coffee market, is ushering in its best era since it was founded in the 1960s: the coffee market continues to grow, but in the bottled beverage industry, the coffee beverage market accounts for only 2% of the total share, and the huge market gap has attracted the attention of many beverage factories and become the first choice.

Canned coffee and frozen coffee

The main difference between canned coffee and refrigerated coffee lies in the different sterilization conditions, so the products can be divided into room temperature and cold storage. Normal temperature coffee is mostly packed in iron cans and aluminum foil, while refrigerated coffee is mainly packaged in glass bottles and cups. The different packaging materials not only affect the pricing and commodity impression, but also have different market segments and channel distribution.

Compared with canned coffee at room temperature, the flavor of frozen canned coffee is closer to that of freshly brewed coffee, and its late development is related to transportation and the change of selling environment. In recent years, because currently brewed coffee occupies most of the market, the prices of some frozen canned coffee are similar to them, so they compete and crowd out. Unlike canned coffee, it still has an obvious advantage of low price, so in addition to its own traceability and independent management of raw materials. Liu Juncheng, coffee quality appraiser at Weiquan Central Research Institute, said that obtaining the qualification of coffee quality appraiser from SCAA, an international notarization unit, and submitting the coffee bean formula carefully developed to the international coffee evaluation organization for coffee review rating are all ways to increase competitiveness in brand management.

The unique taste of canned coffee

The technological progress of Italian coffee machines and the popularization of coffee culture have greatly increased the number of freshly ground coffee shops, including convenience stores, which have also begun to sell freshly ground coffee, while canned coffee at room temperature tastes like condensed milk plus coffee. It is inevitable that some people will think that canned coffee at room temperature is seasoned because it is different from that of freshly brewed coffee.

But in fact, it is because after the production of filling and sealing cans, like other canned foods, they must be sterilized at high temperature and high pressure before they can be preserved at room temperature for a long time, because the raw materials contain ingredients such as milk. when sterilized at high temperature, such as the Mena reaction, the flavor of canned coffee at room temperature is completely different from that of freshly brewed coffee.

Canned coffee = "spiced coffee"?

Food Power collected and compared the common canned coffee products sold in the market, and found that the main ingredients were water, sugar, milk ingredients, and coffee. As can be known from the ingredient label, most canned coffee is mixed with milk powder, and only a small number of brands are made with milk. In the past, most consumers thought that manufacturers would use non-milk ingredients such as cream to add flavor, but in fact, canned coffee sold in the market rarely used cream.

When it comes to coffee ingredients, there is a common misunderstanding about canned coffee, that is, the "coffee extract" in the ingredient label. therefore, some consumers think that this means that canned coffee is chemically synthesized. but in fact, coffee extract only refers to coffee extracted from coffee beans, the manufacturer said that the label extract is only for identification, and we also found that some products directly marked the word coffee. It can be seen that there is no uniform regulation on this part in the current laws and regulations, and in addition, some products will add instant coffee powder, which is mainly used to add flavor, but it is not rumored to be made of artificial spices and other "seasoning".

The sustainable development of the canned coffee market

Never Coffee, which entered China's boutique coffee market through online channels in 2015, launched canned boutique coffee at a low price of 9.9%.

In 2016, following Nestl é, Uni-President and Coca-Cola, Starbucks joined Master Kang in mid-September to launch four locally made bottled Frappuccinos for ready-to-eat coffee markets.

In early 2017, Shudun City, an American cafe that represents the "third boutique coffee wave", launched a new product line that sells three flavors of canned sparkling cold coffee (sparkling cold brew), including original, ginger, citrus and lemon honey. The revision of packaging is to a large extent to reach more consumers. These canned drinks will not only be placed in a small number of Shu Dun Shing Men stores, but will also be introduced into retail channels and spread across the United States.

The move is also seen by the industry as inspired by Blue Bottle, which last year pioneered "New Orleans Ice Coffee", which is packed in cartons and cooled for 18 hours with organically roasted beans.

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The market game of large and small brands has also begun, although for many coffee manufacturers, canned coffee is another industry, a relatively unfamiliar field, but the coffee story of the beverage industry continues to occur, these trends are also worthy of attention.