Analysis of domestic Coffee consumption habits: who is the largest Consumer Group

It has gradually become a consumption trend for brands to join cafes. In the choice of places and drinks, brand chain cafes are still the mainstream of consumption, accounting for 45% of the choice of places. And boutique cafes are also strong, 40%, some foreign coffee brands such as Caffe pascucci, Costa have entered China one after another.

There can be no less atmosphere and taste. In terms of the choice of focus on the cafe, the environmental atmosphere is equal to the coffee taste, and 38% of consumers choose taste as the most important factor, which shows that even though some people in the industry always complain that consumers are "face-controlled", but most, especially long-term consumers, still put coffee quality at the top of the consideration. Of course, the proportion of 28% of the environmental atmosphere is also telling practitioners to focus on the quality of coffee while not ignoring consumers' visual feelings, experiences and services.

Combined with the results of the selection of beverage categories, lattes are the most popular with an approachable taste, while individual coffee, as a representative of cafes, is closely followed by a similar proportion. it can be seen that the trend of the third wave of coffee is slowly affecting the consumption habits of business people and becoming the new favorite of coffee lovers.

White-collar workers are still the main consumer force. A survey shows that white-collar workers account for 30% of the total, making it the largest major consumer group. Followed by civil servants, schools and units, accounting for 15%. The proportion of freelancers and coffee workers is close to that of public utilities.

The main purpose is to meet friends. When it comes to the purpose of going to the cafe, meeting friends accounts for more than 65%, followed by work and business negotiations, accounting for about 50%.

Combining the two problems, we can see that the main purpose of coffee consumption is work and leisure. Those who have time and energy are mostly white-collar workers, followed by people who work more easily or freelancers. Of course, as a potential consumer group, students' strength should not be underestimated.