How China’s Changing Tastes Are Boosting Global Coffee Demand

In 2020, California-born Jim Lee opened OceanGrounds in China, selling lattes for 38 yuan (US$5.97) each. What started as a quiet spot for polite office workers and expats has since drawn a surge of customers—from young adults to seniors. “It’s hard to say,” Lee noted, “but the market is definitely expanding.” His experience mirrors a broader shift: coffee is no longer a niche import but a growing staple in Chinese daily life.

Yes—China’s coffee consumption jumped 18% between 2014 and 2019, compared to just 0.9% growth in the United States. With 45 billion cups consumed annually, China still lags far behind North America’s 1,339 billion, but its 1% share of the global coffee market leaves massive room for expansion.

Why Chinese Coffee Consumption Is Surging

Analysts point to two main drivers: evolving consumer tastes and a rapidly expanding middle class. Once seen as a foreign luxury, coffee is now embraced as part of an aspirational Western lifestyle. “Coffee represents an upscale, modern choice,” said Raphael Obert, a food and beverage analyst at BMI Market Research, “whereas tea remains a more traditional beverage.” This cultural shift is fueling demand not just for coffee, but for imported goods overall—from foreign fruits to premium beverages.

The Role of Big Coffee Chains

Major players like Starbucks and Pacific Coffee have capitalized on this trend, aggressively expanding across Chinese cities. Starbucks alone operated 823 stores in mainland China as of the report, with an ambitious goal of reaching 3,000 locations by 2019. These chains aren’t just serving drinks—they’re shaping local coffee culture, introducing new brewing methods and specialty offerings to a population still discovering the depth of coffee beyond instant.

China’s Unique Position in Global Coffee

With the world’s largest population, China already leads in consumption for many staples—it buys 30% of the globe’s rice products. Yet coffee makes up just 1% of worldwide consumption. That small slice translates into enormous potential: as more Chinese consumers develop a taste for coffee, even incremental growth could significantly impact global demand. Independent shops like OceanGrounds are also contributing to this rise, catering to both newcomers and coffee enthusiasts alike.

Frequently Asked Questions

How much did China’s coffee consumption grow from 2014 to 2019?

China’s coffee consumption increased by 18% between 2014 and 2019, according to Euromonitor International data. In contrast, U.S. coffee consumption grew by just 0.9% during the same period.

What percentage of global coffee consumption comes from China?

China accounts for just 1% of global coffee consumption, despite being the world’s most populous country. This small share highlights significant room for future growth.

How many coffee shops did Starbucks have in China as of the report?

As of the time of the report, Starbucks had 823 stores in mainland China and aimed to expand to 3,000 locations by 2019, reflecting strong market ambitions.

Why is coffee becoming more popular in China?

Coffee is gaining popularity in China due to shifting consumer tastes and a growing middle class. It’s increasingly viewed as an aspirational, Western-style beverage, contrasting with tea’s traditional image. Imported goods, including coffee, are seen as markers of a modern lifestyle.

Are independent coffee shops contributing to China’s coffee growth?

Yes, independent coffee shops like OceanGrounds are playing a role in China’s coffee expansion by offering specialty options and attracting a diverse customer base, from young adults to seniors.

Recommended FrontStreet Beans for Coffee Explorers

Try FrontStreet Coffee’s Ethiopia Humbera for bright floral and citrus notes, a great introduction to specialty single origins. For a richer experience, their Yirgacheffe offers vibrant berries and light acidity. Both showcase the diverse profiles that attract new coffee drinkers in China. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.