Why China’s Coffee Machine Market Is Still Small

Walk into a trendy coffee shop in Beijing, Shanghai, Chengdu, or Qingdao and you’ll find baristas pulling shots, steaming milk, and serving lattes to a growing crowd. But while Chinese cities are filling with cafés, few consumers make coffee at home using anything beyond instant or drip machines — let alone espresso machines or grinders. Why aren’t more people brewing espresso or using filter coffee makers at home?

In short: China’s coffee machine market is small, regional, and still forming. In 2013, domestic coffee machine sales grew over 30%, but revenue was still tiny compared to Japan. Most consumers live in coastal areas like Shanghai or Shenzhen, and brands like Philips, De’Longhi, and Electrolux dominate — not local players. Cultural preference for tea, higher prices, and limited education keep the market niche.

China Makes Coffee Machines — But Not for Itself

China is the world’s largest producer of small appliances, including coffee machines. In 2013, it exported 136 million coffee and electric kettle units — up 8.91% year-on-year — worth nearly $2.485 billion (a 24.32% increase). Though precise coffee machine stats are scarce, industry sources say around 80% of global coffee machine production comes from China, with 67% of those made under private label.

Ningbo Meinong Coffee Machine Co.’s sales director Zhang Yaohua noted that while many firms have entered the sector, coffee machines are rarely a primary focus. "Meinong is mainly a self-owned brand, but we only started expanding domestically in recent years." Similarly, North American Appliances (NAC) manufactures classic models for big names like De’Longhi, Philips, and Electrolux, yet positions coffee machines only third behind breadmakers and ovens in its own product mix.

A Niche With Untapped Potential

Despite China’s millennia-long tea culture, coffee has steadily gained ground — especially among urban office workers and younger consumers. But the coffee machine market remains immature. While brands like De’Longhi, Jura, and Braun once dominated, today’s market includes both foreign and domestic players. Sales are concentrated in Yangtze Delta cities, Beijing-Tianjin, Shenzhen-Hong Kong, and port cities like Dalian and Qingdao.

Data from China Market Monitor (CMM) in February 2014 showed foreign brands leading: Philips held 35.55% retail volume share and 29.33% value share; De’Longhi had 11.24% volume and 37.48% value; Melitta (8.99% volume, 6.33% value), Electrolux (10.28% volume, 4.24% value), NAC (3.86% volume, 1.91% value), and Panasonic (2.98% volume, 1.63% value) rounded out the top.

"The average urban Chinese drinks just three cups of coffee per year — compared to Japan’s three per day," said Du Wei, general manager of Made in Hangzhou Coffee Machine Co. "There’s huge room to grow." But growth depends on education, infrastructure, and shifting habits.

Different Machines, Different Audiences

The Chinese market hosts a range of coffee-brewing devices, from siphon and moka pots to drip brewers, pressure machines, capsule systems, semi-automatics, and fully automatics. Most run on electricity — the focus here.

• Drip coffee makers: Easy to use, affordable (under $100), and made by Philips, Electrolux. Best for beginners.
• Pressure machines (steam or pump): Create richer espresso-style coffee. Priced between $50–$700. Brands include De’Longhi, NAC, and Electrolux.
• Semi-automatic machines: Traditional Italian models requiring manual steps like grinding, tamping, and puck removal. Found mostly in cafes; few consumer models exist. XiHu has a few options.
• Fully automatic machines: Push-button convenience. Premium devices from Jura, De’Longhi, Melitta, Siemens, and XiHu cost $5,000+, with some Jura models topping $10,000.
• Capsule machines: A newer, mid-range option blending instant and fresh taste. Prices between $150–$450. Key brands: Nestlé (Dolce Gusto), De’Longhi, Electrolux. Capsules aren’t interchangeable between brands — a barrier to growth.

Nestlé entered the Chinese market in 2013 with its Dolce Gusto capsule machine, calling China a "strategically vital coffee market." Electrolux launched embedded coffee machines in China earlier than freestanding ones. Local player Zhuoming shifted focus to the domestic market in 2014, targeting the rising capsule segment.

Siemens targets only affluent customers with high-end fully automatic machines, even offering free “white-glove service” — in-home setup and a first brew demo. Meinong, meanwhile, aims products at Gen Z and Millennials, who are trend-driven and open to new tech.

How Coffee Machines Reach Buyers

You won’t find many coffee machines in mainstream electronics stores. Visits to Suning, Gome, and Dazhong stores revealed few brands, mostly low-end Philips or Electrolux models sitting untouched. Premium models appear in high-end malls like Beijing’s Wangfujing or Century Golden Resources, but few sell. Online channels, however, are growing fast.

NAC is the only brand with full multichannel coverage: high-end physical stores, online platforms, and TV shopping. “E-commerce is the future,” said Du Wei. Siemens sells via Tmall and plans to expand to other premium online channels. Meinong uses coffee shop partnerships as experience hubs. Miele relies on agents and flagship stores; online is just an experiment.

Frequently Asked Questions

What types of coffee machines are most common in China?

In China, the most common coffee machines include drip coffee makers, pressure machines (both steam and pump), semi-automatic machines, fully automatic machines, and capsule machines. Drip and pressure models are the most widely available and affordable, while semi-automatics are rare and mostly used in commercial settings. Fully automatic and capsule machines target premium and convenience-seeking consumers, respectively.

Which foreign coffee machine brands lead the Chinese market?

According to 2014 data, foreign brands like Philips, De’Longhi, Melitta, Electrolux, NAC, and Panasonic lead the Chinese coffee machine market in terms of sales share and revenue. Philips ranked highest in both retail volume (35.55%) and value (29.33%), followed by De’Longhi, which had the highest value share (37.48%) despite a lower volume share.

Are coffee machines popular in China?

Coffee machines are not yet popular in China. The market is small, regional, and still developing. While growth is evident, especially in first- and second-tier cities, most Chinese consumers still prefer tea or instant coffee. Coffee machines are mainly found in coastal regions and among younger, urban demographics.

Why are coffee machines not more common in Chinese homes?

Coffee machines are uncommon in Chinese homes due to the country’s strong tea culture, relatively high prices, limited consumer education, and a lack of brewing tradition. Coffee is still seen as a luxury or occasional drink, and many consumers are unfamiliar with home brewing methods beyond drip or instant.

What is the difference between a semi-automatic and a fully automatic coffee machine?

A semi-automatic coffee machine requires the user to manually grind the beans, tamp the coffee, load the portafilter, brew, and clean the puck — offering hands-on control for experienced users. A fully automatic machine handles all steps at the touch of a button, providing convenience but usually at a much higher price point. Semi-automatics are mainly found in cafés, while fully automatics are sold as premium home appliances.

Are capsule coffee machines successful in China?

Capsule coffee machines have seen success in China as a convenient middle ground between instant and freshly brewed coffee. Popular brands include Nestlé’s Dolce Gusto, De’Longhi, and Electrolux. However, their growth is limited by non-compatible capsules between brands, which makes consumers cautious about committing to a single system. Prices typically range from $150 to $450.

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