Taiwan drinks 2.85 billion cups of coffee a year to discuss the five conditions for good coffee

In recent years, American coffee is gradually loved by consumers, and consumers pay more attention to the origin and flavor of coffee beans, which also leads to the rapid growth of professional coffee shops. Newspaper department information photo

The rise of black gold business opportunities! How much do Taiwanese love coffee? Figures can talk. Coffee consumption in Asia has risen rapidly in recent years. Taiwan's coffee business opportunity is as high as 70 billion a year, and coffee bean imports in 2015 increased by 61% compared with 2011, equivalent to drinking 2.85 billion cups of coffee a year, or an average of 122cups per person per year. it has increased by more than 20% compared with the average of 100 cups two years ago, and the top coffee market is booming.

The import of coffee beans in Taiwan has increased by 1.6 times in the past 10 years.

The import of coffee beans (raw beans and cooked beans) in Taiwan has increased by 160% in the 10 years from 2004 to 2015, and the average number of coffee consumed by Chinese people per month has also increased from 13 cups in 2011 to 15.4 cups, an increase of 18.5%. The number of consumers who drink more than one cup of coffee a day has increased from 18% in 2011 to 23%.

Since 7-ELEVEN launched CITY CAFE in 2004, it has grown year by year. Its revenue has increased from 90 million yuan in 2004 to 11.8 billion yuan in 2016. The total number of cups sold has reached 300 million cups, a record high. It is obvious that the growth strength of the domestic coffee market is quite amazing.

The biggest change is that consumers are becoming more and more receptive to American coffee. In addition to unified Starbucks, UCC flagship stores, cama and other coffee chain stores, there are also more and more independent cafes. Unified Superstore said that according to the survey data, nearly 40% of consumers drink American coffee, and about 20% buy American coffee most frequently, and the proportion of men, over 40 years old and addicted to American coffee is relatively high among the most frequent and occasional American coffee buyers, thus driving the growth of American coffee drinkers. According to the proportion of CITY CAFE American coffee, it grew from 20% in 2012 to 30% in 2016.

The rise of American coffee 65% without sugar and milk

Unified supermarket observation shows that the level of American coffee drinkers has improved. Sixty-five percent of American coffee drinkers enjoy pure original flavor without sugar and cream when drinking American style, and feel that a good cup of coffee must have the first five conditions. they are smooth taste, strong coffee flavor, flower and fruit aroma, rich layers, and no bitterness; nearly 40% of consumers begin to pay attention to the roasting degree of coffee beans when buying coffee.

The whole family convenience store also found that American coffee is increasingly popular with consumers, showing changes in drinking habits, and consumers pay more attention to the origin and flavor of coffee beans, which also leads to the rapid growth of professional coffee shops.

Let's Cafe, a family convenience store, partnered with Japan's UCC to upgrade coffee beans, which successfully led to an annual growth of 40% in American coffee sales last year, with a total sales of nearly 100 million cups and revenue of about 3 billion yuan. The Cherry Blossom latte, which went on sale on March 15 this year, was driven by a heated discussion on the Internet, with a limited edition of 200000 cups, which sold more than 80% in three weeks, continuing to boost the growth of beverage sales.

The ratio of latte to American moved from 8:2 to 6:4

To further explore the reasons for the sharp growth of Let's Cafe American coffee, coffee drinkers have gradually shifted from the entry-level latte to the black coffee that emphasizes the original flavor of coffee beans. According to family sales data, the American style performed particularly well last summer after changing beans, with the ratio of lattes to American styles moving from 8:2 to 6:4 from July to November last year, indicating that the bean exchange strategy is working.