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Coffee Shops - China - November 2014

“The coffee shop market is poised to grow substantially through to 2019, driven by increased demand for coffee and lifestyle-related dining experiences. From 2009-13, the total value of coffee shops achieved a CAGR of 14.3%.

The adoption of the coffee shop culture is evolving; consumer preferences for the taste of coffee and a mix of experiential consumption create an excessive market dynamic for the coffee shop market. From the consumer perspective, there are four significant types of coffee shop user: some visit coffee shops occasionally as a treat to indulge themselves; some use this type of venue as a springboard to lead them to a different lifestyle temporarily; some have a strong desire to adopt the diet guided by coffee shops; and some are solely focusing on coffee.” 

– Esther Lau, Research Analyst

This report looks at the following issues:

  • War between the American, British and Korean chains
  • The next big wave - the beauty of emporium 
  • Rising coffee shop adopter vs the sophisticated group
A mixture of coffee shop usage and attitudes has shown that Chinese consumers remain unpredictable. Finding the balance between the quality of coffee and unique store ambience to achieve multiple purposes becomes of paramount importance. In short, recognising the desire for fast casual formats or a homely setting and novelty partnership to embrace creatively is certainly important for coffee shops in China.

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Table of contents

  1. Introduction

      • In this report we answer the key questions:
        • Definition
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Retail market value of coffee shops in China, 2009-19
                • Companies and Brands
                  • Figure 2: Market share of leading companies in the coffee shop market in China (outlets), 2012-13
                • The Consumer
                  • Target Groups
                    • Figure 3: Target groups, August 2014
                  • An unprecedented shift?
                    • Figure 4: Attitudes towards coffee shops, August 2014
                  • International coffee chains vs domestic coffee chains
                    • Figure 5: Eating and drinking at different venues, August 2014
                  • Deep-rooted tea culture
                    • Figure 6: Reasons for not visiting coffee shops, August 2014
                  • Occasions overview
                    • Figure 7: Occasions of visiting coffee shops during workdays and weekends, August 2014
                  • Enduring the exclusiveness
                    • Figure 8: Interest in product offerings and store designs at coffee shops, August 2014
                  • Word of mouth is key to tier 2 and 3 consumers
                    • Figure 9: Factors influencing coffee shop choice, August 2014
                  • What we think
                  • Issues and Insights

                      • War between the American, British and Korean chains
                        • The facts
                          • The implications
                            • The next big wave - the beauty of emporium
                              • The facts
                                • The implications
                                  • Rising coffee shop adopter vs the sophisticated group
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • Trend: Extend My Brand
                                            • Trend: Influentials
                                              • Futures: East Meets West
                                              • Market Size and Forecast

                                                • Key points
                                                  • The rise of coffee consumption fed the growth
                                                    • Figure 10: Retail market value of coffee shops in China, 2009-19
                                                  • Steady outlook
                                                    • Figure 11: Retail market value of coffee shops in China, 2009-19
                                                    • Figure 12: Retail market volume of coffee shops in China, 2009-19
                                                  • Forecast methodology
                                                  • Market Segmentation

                                                    • Key points
                                                      • Coffee chains is getting momentum
                                                        • Figure 13: Segment performance of coffee shop market in China, 2009-13
                                                        • Figure 14: Segment performance of coffee shop market in China, 2009-13
                                                    • Market Share

                                                      • Key points
                                                        • Figure 15: Market share of leading companies in the coffee shop market in China, 2011-13
                                                      • International chains eye expansion in China
                                                        • Korean storm
                                                          • Domestic chains losing ground
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Fashion brands and afternoon tea sets are a wonderful marriage
                                                                • Knowing more about coffee
                                                                  • Finding the healthy twist
                                                                    • Farm to table
                                                                      • Moving towards all-day dining?
                                                                        • The art of ‘Emporium’
                                                                            • Figure 16: Jigsaw Emporium with Fernandez & Wells, Duke Street, England 2014
                                                                          • Art and cafe
                                                                            • Figure 17: Café Nero coffee cup with Late Turner painting advert, Café Nero, England 2014
                                                                        • Companies & Brands

                                                                          • Starbucks
                                                                            • Costa
                                                                              • McCafé
                                                                                • Caffe Bene
                                                                                  • Pacific Coffee
                                                                                    • UBC Coffee
                                                                                    • The Consumer – Target Groups

                                                                                      • Key points
                                                                                          • Figure 18: Target groups, by demographics, August 2014
                                                                                        • The Contradicting Group
                                                                                          • Figure 19: The Contradicting Group, by demographics, August 2014
                                                                                        • Casual and Rising Users
                                                                                          • Figure 20: Casual and Rising Users, by demographics, August 2014
                                                                                        • The Disengaged
                                                                                          • Figure 21: The Disengaged, by demographics, August 2014
                                                                                        • Playing Cool
                                                                                          • Figure 22: Playing Cool, by demographics, August 2014
                                                                                      • The Consumer – Attitudes towards Coffee Shops

                                                                                        • Key points
                                                                                          • An unprecedented shift?
                                                                                            • Figure 23: Attitudes towards coffee shops, August 2014
                                                                                          • The next big wave?
                                                                                            • Figure 24: Attitudes towards coffee shops, by target groups, August 2014
                                                                                          • A war between the Korean and American-style
                                                                                            • Figure 25: Attitudes towards coffee shops, by target groups, August 2014
                                                                                          • Enduring the regional speciality
                                                                                              • Figure 26: La Cafeotheque, France, Paris, 2014
                                                                                          • The Consumer – Usage of Coffee Shops

                                                                                            • Key points
                                                                                              • International coffee chains vs domestic coffee chains
                                                                                                • Figure 27: Eating and drinking at different venues, August 2014
                                                                                              • Appreciation of coffee? Or room for food?
                                                                                                • Figure 28: Eating and drinking at different venues, by target groups, August 2014
                                                                                              • Independent café – at risk or see great opportunities?
                                                                                                • Figure 29: Eating and drinking at independent coffee shop/cafe, by target groups, August 2014
                                                                                                • Figure 30: Zhajiang mian offered by Ricci Café, China, Beijing 2014
                                                                                            • The Consumer – Reasons for Not Visiting Coffee Shops

                                                                                              • Key points
                                                                                                • Deep-rooted tea culture
                                                                                                  • Figure 31: Reasons for not visiting coffee shops, August 2014
                                                                                                  • Figure 32: Starbucks in Hong Kong Central, 2014
                                                                                                • Overpriced problem gives coffee generalists a competitive edge?
                                                                                                • The Consumer – Occasions of Visiting Coffee Shops

                                                                                                  • Key points
                                                                                                    • Occasions overview
                                                                                                      • Figure 33: Occasions of visiting coffee shops during workdays and weekends, August 2014
                                                                                                    • Workdays – business and studying purpose
                                                                                                      • Figure 34: Occasions of visiting coffee shops during workdays, by target groups, August 2014
                                                                                                      • Figure 35: Occasions of visiting coffee shops during workdays and weekends, by target groups, August 2014
                                                                                                    • Women are looking for a delicate meal, men are looking a short break
                                                                                                      • Figure 36: Occasions of visiting coffee shops during workdays, by target groups, August 2014
                                                                                                      • Figure 37: Occasions of visiting coffee shops during workdays, by target groups, August 2014
                                                                                                      • Figure 38: Occasions of visiting coffee shops during workdays, by target groups, August 2014
                                                                                                    • Scope for afternoon tea set for weekends?
                                                                                                      • Figure 39: Occasions for visiting coffee shops during weekends, by target groups, August 2014
                                                                                                    • Low earners use coffee shops to indulge themselves during weekends
                                                                                                      • Figure 40: Most popular occasions of visiting coffee shops during workdays and weekends – During workdays, by demographics, August 2014
                                                                                                      • Figure 41: Most popular occasions of visiting coffee shops during workdays and weekends – During weekends, by demographics, August 2014
                                                                                                  • The Consumer – Products and Store Design of Coffee Shops

                                                                                                    • Key points
                                                                                                      • Enduring the exclusiveness
                                                                                                        • Figure 42: Interest in product offerings and store designs at coffee shops, August 2014
                                                                                                      • Mix and match with local taste
                                                                                                        • Figure 43: Occasions of visiting coffee shops during workdays and weekends, by target groups, August 2014
                                                                                                      • Soaring demand for healthy dishes
                                                                                                        • Figure 44: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
                                                                                                      • Fancy festivals and seasonal twist
                                                                                                        • Figure 45: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
                                                                                                      • Feeling like home
                                                                                                        • Figure 46: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
                                                                                                        • Figure 47: Most popular interest in product offerings and store designs at coffee shops – Store design, by monthly personal incomes, August 2014
                                                                                                        • Figure 48: Korean coffee chain, Maan Café, China, 2014
                                                                                                      • Coffee shop extensions
                                                                                                        • Figure 49: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
                                                                                                        • Figure 50: Interest in product offerings and store designs at coffee shops – Product offerings, by gender and age, August 2014
                                                                                                        • Figure 51: Independent coffee shop - Book Worm Cafe, China, 2014
                                                                                                      • Thematic and contemporary design
                                                                                                        • Figure 52: Interest in product offerings and store designs at coffee shops – Product offerings, by gender and age, August 2014
                                                                                                        • Figure 53: Hello Kitty Café, Hong Kong, 2014
                                                                                                    • The Consumer – Marketing Channels for Coffee Shops

                                                                                                      • Key points
                                                                                                        • Appealing special offers and online marketing campaign
                                                                                                          • Figure 54: Factors influencing coffee shop choice, August 2014
                                                                                                          • Figure 55: Factors influencing coffee shop choice, by target groups, August 2014
                                                                                                        • Special in-store event and novelty product partnership
                                                                                                          • Emotional endorsement and socially responsible
                                                                                                          • Appendix – The Consumer: Usage of Coffee Shops

                                                                                                              • Figure 56: Eating and drinking at different venues, August 2014
                                                                                                              • Figure 57: Eating and drinking at different venues – Coffee shop users, by demographics, August 2014
                                                                                                              • Figure 58: Eating and drinking at different venues – International coffee chain, by demographics, August 2014
                                                                                                              • Figure 59: Eating and drinking at different venues – Domestic coffee chain, by demographics, August 2014
                                                                                                              • Figure 60: Eating and drinking at different venues – Independent coffee shop/café, by demographics, August 2014
                                                                                                              • Figure 61: Eating and drinking at different venues – Coffee shops in-store, by demographics, August 2014
                                                                                                              • Figure 62: Eating and drinking at different venues – Other food service channels users, by demographics, August 2014
                                                                                                              • Figure 63: Eating and drinking at different venues – Fast food chain, by demographics, August 2014
                                                                                                              • Figure 64: Eating and drinking at different venues – Bakery, by demographics, August 2014
                                                                                                              • Figure 65: Eating and drinking at different venues – Milk tea shop, by demographics, August 2014
                                                                                                              • Figure 66: Eating and drinking at different venues – Restaurant, by demographics, August 2014
                                                                                                              • Figure 67: Eating and drinking at different venues – Bar/pub/night club, by demographics, August 2014
                                                                                                              • Figure 68: Eating and drinking at different venues – Catering area in a hotel, by demographics, August 2014
                                                                                                          • Appendix – The Consumer: Reasons for Not Visiting Coffee Shops

                                                                                                              • Figure 69: Reasons for not visiting coffee shops, August 2014
                                                                                                          • Appendix – The Consumer: Occasions of Visiting Coffee Shops

                                                                                                              • Figure 70: Occasions of visiting coffee shops during workdays and weekends, August 2014
                                                                                                              • Figure 71: Most popular occasions of visiting coffee shops during workdays and weekends – During workdays, by demographics, August 2014
                                                                                                              • Figure 72: Next most popular occasions of visiting coffee shops during workdays and weekends – During workdays, by demographics, August 2014
                                                                                                              • Figure 73: Most popular occasions of visiting coffee shops during workdays and weekends – During weekends, by demographics, August 2014
                                                                                                              • Figure 74: Next most popular occasions of visiting coffee shops during workdays and weekends – During weekends, by demographics, August 2014
                                                                                                          • Appendix – The Consumer: Marketing Channels for Coffee Shops

                                                                                                              • Figure 75: Factors influencing coffee shop choice, August 2014
                                                                                                              • Figure 76: Most popular factors influencing coffee shop choice – Rank 1, by demographics, August 2014
                                                                                                              • Figure 77: Next most popular factors influencing coffee shop choice – Rank 1, by demographics, August 2014
                                                                                                              • Figure 78: Most popular factors influencing coffee shop choice – Rank 2, by demographics, August 2014
                                                                                                              • Figure 79: Next most popular factors influencing coffee shop choice – Rank 2, by demographics, August 2014
                                                                                                              • Figure 80: Most popular factors influencing coffee shop choice – Rank 3, by demographics, August 2014
                                                                                                              • Figure 81: Next most popular factors influencing coffee shop choice – Rank 3, by demographics, August 2014
                                                                                                          • Appendix – The Consumer: Products and Store Designs of Coffee Shops

                                                                                                              • Figure 82: Interest in product offerings and store designs at coffee shops, August 2014
                                                                                                              • Figure 83: Interest in product offerings and store designs at coffee shops – Product offerings, by demographics, August 2014
                                                                                                              • Figure 84: Most popular interest in product offerings and store designs at coffee shops – Store design, by demographics, August 2014
                                                                                                              • Figure 85: Next most popular interest in product offerings and store designs at coffee shops – Store design, by demographics, August 2014
                                                                                                          • Appendix – The Consumer: Attitudes towards Coffee Shops

                                                                                                              • Figure 86: Attitudes towards coffee shops, August 2014
                                                                                                              • Figure 87: Agreement with the statement ‘The experience in a coffee shop is more important than the food/drinks served’, by demographics, August 2014
                                                                                                              • Figure 88: Agreement with the statement ‘A coffee shop should specialise in coffee rather than serving a wide range of food and drink’, by demographics, August 2014
                                                                                                              • Figure 89: Agreement with the statement ‘It’s worth paying more for coffee from particular regions offering good beans’, by demographics, August 2014
                                                                                                              • Figure 90: Agreement with the statement ‘The coffee brewing method is an important factor when considering which coffee shop to go’, by demographics, August 2014
                                                                                                              • Figure 91: Agreement with the statement ‘Compared to full service restaurants, coffee shops often provide food with a healthy twist’, by demographics, August 2014
                                                                                                              • Figure 92: Agreement with the statement ‘I am more willing to visit coffee shops which are socially responsible’, by demographics, August 2014
                                                                                                              • Figure 93: Agreement with the statement ‘Coffee shops should provide more food/drink options that are good for weight control’, by demographics, August 2014
                                                                                                              • Figure 94: Agreement with the statement ‘I am interested in coffee shops providing exclusive international cuisine’, by demographics, August 2014
                                                                                                              • Figure 95: Agreement with the statement ‘Spending time on planning which coffee shops to visit is worthwhile’, by demographics, August 2014
                                                                                                              • Figure 96: Agreement with the statement ‘The sophisticated decorations of food/drinks are important to me’, by demographics, August 2014
                                                                                                              • Figure 97: Agreement with the statement ‘I tend to choose coffee shops with convenient locations, by demographics, August 2014
                                                                                                              • Figure 98: Agreement with the statement ‘Quick service is important to me when deciding which coffee shop to go to’, by demographics, August 2014
                                                                                                          • Appendix – Further Analysis

                                                                                                              • Figure 99: Target groups, August 2014
                                                                                                              • Figure 100: Target groups, by demographics, August 2014
                                                                                                              • Figure 101: Eating and drinking at different venues, by target groups, August 2014
                                                                                                              • Figure 102: Occasions of visiting coffee shops during workdays and weekends, by target groups, August 2014
                                                                                                              • Figure 103: Factors influencing coffee shop choice, by target groups, August 2014
                                                                                                              • Figure 104: Interest in product offerings and store designs at coffee shops, by target groups, August 2014
                                                                                                              • Figure 105: Attitudes towards coffee shops, by target groups, August 2014

                                                                                                          Companies Covered

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                                                                                                          Coffee Shops - China - November 2014

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