Analysis of four main Coffee consumers 2023 Guide to the latest Coffee Shop opening suggestions

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According to the latest Meituan data analysis: at present, post-90s women are the mainstream of coffee consumption, 20-40 yuan is the mainstream price band.

According to Meituan takeout data, from January to February this year, coffee takeout orders increased by 101.9% compared with the same period last year, and the search volume of coffee products also increased by 78.1% compared with the same period last year.

1. Post-90s women are the largest user group of current coffee.

Meituan data show that the mainstream consumers of China's current coffee are concentrated in female users, aged 22 and 32, with a certain educational background, unmarried and infertile groups, and their group boundaries are constantly widening.

The male to female ratio of current coffee users is basically stable at 3:7. Post-90s are core users, accounting for about 50%, with a slight downward trend in the past two years. Post-80s and underage users have a slight upward trend.

2. The daily trend is obvious, with 20-40 yuan as the mainstream price band.

In terms of the scale of per capita consumption, the stores with a price range of 20 to 40 yuan on Meituan line are dominant, and the proportion of stores has been increasing in the past three years, from less than 50% in 2020 to nearly 70% in 2022.

Affected by the epidemic and the regularization of coffee, the number of stores in the 40-60 yuan price range across the country has dropped by nearly 60%.

3. the proportion of orders during lunch is the highest, and the increase of breakfast scene is obvious.

Coffee takeout is the main period from 10:00 to 2pm, with takeout orders accounting for more than 40 per cent. Compared with 2020, the proportion of coffee breakfast orders increased significantly in 2021. More and more users are starting an energetic day with coffee. For coffee shops, the breakfast break is "promising".

4. Convenience, discount and scene are the three major factors that affect the rate of coffee arrival.

The "report" survey shows that among the reasons why users choose to go to the store, the largest proportion is "pick up by the way", accounting for 79.57%, and users have the highest demand for the convenience of the geographical location of coffee stores. "saving distribution fees" accounted for 40.97%, and "getting used to or like to go to the store to feel the atmosphere or aroma" accounted for 40.03%.

According to the current situation, the opening of coffee shops should be small and efficient. The storefront of the store does not need to be too large, which can reduce the cost of rent. Online takeout service, increase order volume, flow and achieve publicity effect. In-store but need to provide seats to the store for a better coffee consumption experience, offline can also increase takeout orders several times to exchange for a coffee drink, to encourage guests to come to the store to feel more professional coffee service.

In addition, the county coffee is also on the rise. Between January and February this year, coffee orders in third-and fourth-tier cities grew by 104.19%, more than 72.14% in first-and second-tier cities. Coffee consumption in the top five counties (including county-level cities) are: Yanji, Yiwu, Kunshan, Zhangjiagang, Jiangyin. Different from the corresponding periods of coffee consumption and peak hours in big cities, coffee consumption in Yanji still has a small peak between 16:00 and 20:00 in the evening, with coffee orders accounting for 19.2 per cent at night.

In addition, coffee orders sent to hotels increased by 129.9% year-on-year, coffee orders sent to office buildings / parks increased by 52.1%, and coffee orders in park scenic spots increased by 89.2% year-on-year. From a product point of view, the raw coconut latte, which opened the precedent of "coffee milk tea", is still the most popular coffee takeout. Lattes occupy three of the top five most popular products, namely, raw coconut latte, latte and raw cheese latte. The other two seats are American style and Canadian American style.

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

For more boutique coffee beans, please add private Qianjie coffee on Wechat. WeChat account: qjcoffeex