There is an opportunity for China's ready-to-drink coffee market to meet the hundreds of billions of mark in innovative packaging.
With the continuous improvement of the quality of public life and the continuous change of the concept of life, ready-to-drink coffee with gradual progress in production technology and product quality is heating up rapidly, and a large number of young people and business people are the potential groups behind it.
According to statistics, the per capita consumption of coffee in Western Europe is 5.4 kg, while that in Singapore and Japan is 1.9 kg and 1.4 kg respectively, while the current per capita consumption in China is less than 40 kg. Before 2003, the ready-to-drink coffee market in mainland China was still in the enlightening stage, with only 0.11 drinks per capita per year. Drinking less does not mean there is no market. Through years of cultivation of brands such as Starbucks and Nestl é, China's income from ready-to-drink coffee reached nearly 8 billion yuan in 2009 and climbed to 70 billion yuan in 2012, an annual increase of 15% to 20%.
Experts predict that according to this momentum of development, China's ready-to-drink coffee market will exceed 400 billion yuan within 10 years. If it is extended to freshly ground coffee and brewed coffee, the total market volume can even reach trillions of yuan.
At present, the ready-to-drink coffee on the market mainly uses glass bottles, metal cans, Tetra Pak diamonds, plastic bottles and other packaging forms, from the material and shape are different. Here are some innovative packaging for different materials of ready-to-drink coffee:
Glass bottle packaging
In November 2016, Starbucks announced that it would launch its "holiday limited flavor" red bottled star cappuccino-strawberry cheese milk flavor for the first time in China. Each bottle is equipped with a small cap for decoration, which is not only beautiful but also can be used as a decorative buckle.
Starbucks, as a well-known international chain brand, is still tirelessly studying marketing strategies, and this time it is tailor-made winter ready-to-drink drinks for the Chinese, bringing Starbucks consumers from inside to outside the store. " This point is worth learning from every enterprise.
Plastic bottle packing
In May 2016, Nestl é also launched its own high-end coffee, Xuekamusi, which is divided into two flavors: "cappuccino" and "Italian flavor". The full set of metal silver main color standard will improve the overall product grade. Highlight the mousse behind the shake, and the bottle design is also designed to be easy to grasp. The overall packaging is in line with the consumer positioning.
Metal bottle packaging
LaColombe, the US coffee industry leader and coffee shop chain, uses aluminum cans that can be recycled for its cold drink lattes. Aluminum cans are not surprising, but LaColombe adds a filter-like envelope at the opening of the aluminum cans. When consumers open the package and dump it, they can get a delicate foamy latte in the cup.
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