Are Americans tired of Starbucks? Why did you start drinking canned coffee?

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Starbucks bottled coffee.

In 2007, Starbucks Chairman Schutz unveiled a new bottled coffee product in Shanghai.

The turnover of refrigerated bottled and canned coffee in the United States has soared by 29% to about $289 million in the year to September 10, according to IRI, a US research firm. Mintel, another research firm, estimates that the market for canned coffee at cold and room temperature in the United States is close to $2.7 billion and will exceed $4.4 billion over the next five years.

Why do Americans like to drink canned coffee?

"healthier than energy drinks"

First of all, young consumers think that refrigerated and room temperature coffee is healthier than energy drinks and sodas, and the price is generally lower than that of freshly brewed coffee in coffee shops, the Wall Street Journal reported. In addition, people increasingly drink coffee when they are busy. I don't have the patience to wait in line for the clerk to make it.

"you can drink for 10 days if you buy a bottle."

Chris Hardway, a 24-year-old receptionist in Little Rock, Arkansas, bought a 907-gram bottle of $10.99 cold coffee at the supermarket, poured a cup every morning and drank it on her way to work. A whole bottle can be drunk for about 10 days, Hadway said. "it's easier to buy and drink than to cook on a coffee machine," and faster than waiting in line at a coffee shop.

The age of 18 to 35 is the main consumption.

Industry analysts point out that people between the ages of 18 and 35 are fond of bottled coffee, which is also the main source of coffee consumption. Mintel found that 53% of millennials surveyed last month said they had drunk iced coffee in the past three months, up from 46% a year ago.

Business opportunities for bottled coffee? Manufacturers grab big cakes.

A hot battlefield on a refrigerated shelf

The major coffee beverage manufacturers are fully engaged in the production of bottled or canned iced coffee, iced mocha and cold-extracted coffee (slow-extracted coffee with cold water) in order to occupy the cold storage area of the supermarket.

The cost of making bottles and cans of coffee is high

However, the cost of making canned coffee and distributing it to the store is much higher than grinding beans and brewing coffee in a coffee shop. Berwick, chief executive of Pitt Coffee, an American boutique coffee chain, said that bottled cold coffee, in particular, is difficult and costly to produce, because this coffee drink requires twice as much coffee as the average canned iced coffee to extract enough aroma.

Complex sharing profit in supply chain

In addition, the supply chain of canned coffee involves many companies, from contract factories that produce concentrates to bottling plants that can coffee to refrigerated trucks that ship their products to shopping malls. However, Pitt Coffee has its own refrigerated logistics system, which saves some money. But despite the high cost, large coffee retailers are still bullish on the market and are trying to develop more products. "it's very important to produce products that allow people to drink while they're busy," Berwick said. "

One of the reasons why bottled coffee is so popular is that consumers don't want to wait in line in coffee shops. The picture shows the high-speed railway Miaoli Station Starbucks offers discounts to attract people to try to queue up.

Canned coffee is sold by vending machines on the streets of Tokyo.