2023 Coffee Shop Guide: 4 Main Consumer Groups Analyzed

Opening a coffee shop—or just trying to understand who’s actually buying your coffee? The numbers show clear patterns in who drinks coffee, how they buy it, and where. Whether you’re targeting Gen Z, setting your menu prices, or choosing between delivery and dine-in, this breakdown of China’s real coffee consumer data gives you the facts you need.

The biggest coffee buyers right now are women born in the 1990s, aged 22–32, spending $3–$6 per drink (20–40 RMB). They prefer quick, affordable, and convenient coffee—often on the way to work or as a morning boost. That’s your core customer, backed by the latest data.

Who Actually Buys Coffee in 2023?

Data from Meituan shows that female customers make up around 70% of the on-site coffee market. Most are between 22 and 32 years old, have some higher education, and are unmarried and child-free. This group has been the dominant coffee consumer over recent years. While 90s women still make up about half of all customers, their share has slightly dropped recently. Meanwhile, 80s-born consumers and minors are showing slow growth in coffee consumption.

How Much Are People Willing to Pay?

The most common price range for on-site coffee purchases is between 20 and 40 RMB (about $3–$6). Over the past three years, cafes in this price bracket have steadily grown to make up nearly 70% of all outlets. In contrast, cafes charging 40–60 RMB have seen a sharp decline—nearly 60% fewer locations—likely due to both the pandemic and the shift toward everyday coffee drinking. Budget-friendly coffee is winning.

When Do People Drink Coffee—and Where?

Lunchtime dominates coffee delivery orders, with 40% of all orders placed between 10 a.m. and 2 p.m. But breakfast is growing fast: compared to 2020, breakfast coffee orders rose significantly in 2021, as more people started their day with caffeine. For cafes, breakfast is an underrated opportunity. Convenience, discounts, and atmosphere are the top three factors driving customers to visit in person. "Passing by and picking up" leads as the main reason for visits (79.6%), followed by saving on delivery fees (41%) and enjoying the cafe vibe (40%).

What Should a Coffee Shop Strategy Look Like Now?

Smaller, efficient shops with delivery options are the current smart move. Keep rent low by reducing space, but include seating for in-store experience. Offer rewards like free drinks after several takeout orders to draw customers inside. Delivery boosts visibility and orders. And note: rural and small-city coffee markets are booming. Between January and February, third- and fourth-tier cities saw coffee order growth of 104.2%, outpacing first- and second-tier cities’ 72.1%. Top-performing smaller cities include Yanji, Yiwu, Kunshan, Zhangjiagang, and Jiangyin. In Yanji, evening coffee spikes between 4 p.m. and 8 p.m., making up 19.2% of night-time orders. Coffee sent to hotels grew 129.9%, to offices 52.1%, and to parks 89.2%.

What’s Everyone Actually Ordering?

The top-selling coffee by delivery is the coconut milk-based “Coconut Latte” , leading the “coffee milk tea” trend. Other top products include classic latte styles: regular Latte, Creamy Latte , Americano, and Strong Americano. Three of the top five are lattes, proving the ongoing dominance of milk-based coffee.

Frequently Asked Questions

Who is the largest group of coffee drinkers right now?

Women born in the 1990s (aged roughly 22–32), with some college education, unmarried, and typically without kids. They make up around 70% of on-site coffee consumers and are the most frequent buyers. Their share is slowly decreasing, but they remain the core demographic.

What price range do most coffee shops focus on?

Between 20 and 40 RMB (around $3–$6). This mid-range segment accounts for almost 70% of all coffee storefronts and has been growing steadily for three years. Higher price tiers (40–60 RMB) have declined sharply as consumers shift to everyday affordability.

When are the busiest times for coffee orders?

Lunch hours (10 a.m.–2 p.m.) dominate delivery orders (over 40%). But breakfast coffee orders are rising quickly—more people are starting their day with coffee. Convenience stores and cafes seeing early foot traffic should optimize for morning service.

What factors bring customers into coffee shops in person?

The top reasons are: passing by and picking up (79.6%), avoiding delivery fees (41%), and enjoying the café environment or aroma (40%). Location convenience matters most, followed by cost savings and ambiance.

Which coffee drinks are most popular on delivery?

The Coconut Latte is the top seller. Other bestsellers include regular Latte, Creamy Latte, Americano, and Strong Americano. Three of the top five are milk-based lattes, showing strong demand for creamy, sweet coffee options.

Are smaller cities seeing coffee growth?

Yes. Third- and fourth-tier cities had 104.2% order growth versus 72.1% in bigger cities. Top performing smaller cities include Yanji, Yiwu, Kunshan, Zhangjiagang, and Jiangyin. Evening coffee peaks exist in some locations like Yanji (4–8 p.m.), showing different consumption patterns outside major metro areas.

Recommended FrontStreet Beans for Café Menu Building

For shops targeting today’s core coffee crowd—especially millennial women seeking affordable, flavorful brews—try FrontStreet Coffee’s Ethiopia Yirgacheffe for bright floral notes, Colombia Huila for balanced caramel and citrus, or Guatemala Antigua for rich chocolate and spice. All three roast profiles work well in milk drinks and single-origin pours. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.