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Executive Summary
- Key issues covered in this Report
- The market
- The company
- Graph 1: new instant coffee** launches, by selected claim category, 2020-23
- Graph 2: new coffee* launches, by format type, 2020-23
- The consumer
- Graph 3: consumption penetration, 2021 vs 2023*
- Graph 4: consumption channel, 2023
- Graph 5: consumption occcasion, 2023
- Graph 6: trading up and down, 2023
- Graph 7: interest in innovation concept, 2023
- Graph 8: marketing schemes, 2023
- Issues and insights
- What we think
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The market
- Market size and forecast
- Graph 9: total retail value sales of drip bag coffee, 2021-23
- Graph 10: total retail value sales of pod coffee, 2021-23
- Market factors
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The company
- Market share
- Marketing activities
- New product trends
- Graph 11: new instant coffee* launches, by selected claim category, 2020-23
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The consumer
- Consumption trend
- Graph 12: consumption penetration, 2021 vs 2023*
- Graph 13: consumption penetration, 2023
- Graph 14: consumption penetration, by consumption penetration, 2023
- Graph 15: consumption penetration, by age, 2023
- Graph 16: consumption penetration, by monthly personal income, 2023
- Graph 17: consumption frequency, 2023
- Consumption channel
- Graph 18: consumption channel, 2023
- Graph 19: consumption channel – selected channel, by age, 2023
- Graph 20: consumption channel – selected channels, by monthly personal income, 2023
- Graph 21: consumption channel – selected channels, by consumption penetration, 2023
- Graph 22: trend of social buzz that is associated with "pod coffee/capsule coffee machine" on Douyin, 2022-23
- Graph 23: consumption channel – selected channels, by living situation, 2023
- Consumption occasion
- Graph 24: consumption occcasion, 2023
- Graph 25: consumption occasion of self-made coffee from capsule coffee machine, by monthly personal income, 2023
- Graph 26: consumption occasion of instant coffee, by age, 2023
- Graph 27: consumption occasion difference between each coffee types and ready to drink coffee drinks, 2023
- Trading up and down
- Graph 28: trading up and down, 2023
- Graph 29: trading up and down – buying the more expensive product from the same brand, by monthly personal income, 2023
- Graph 30: marketing schemes – selected scheme, by willingness of trade up, 2023
- Graph 31: trading up and down – instant coffee, by company type, 2023
- Interest in innovative concept
- Graph 32: interest in innovation concept, 2023
- Graph 33: interest in innovation concept – selected concepts, by willingness of trade up*, 2023
- Graph 34: interest in innovation concept – selected concepts, by generation, 2023
- Marketing schemes
- Graph 35: marketing schemes, 2023
- Graph 36: marketing schemes – selected scheme, by city tier, 2023
- Graph 37: marketing schemes – selected scheme, by age, 2023
- Graph 38: marketing schemes – selected scheme, by participated activities, 2023
- Graph 39: consumption trend, by living situation, 2023
- Graph 40: marketing schemes – selected scheme, by living situation, 2023
- Food personas
- Graph 41: food persona, 2023
- Graph 42: consumption channel, by food persona, 2023
- Graph 43: interest in innovation concept, by food persona, 2023
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issues and insights
- Stress the power of aroma to enhance multisensory experience
- Publicise coffee brands' efforts on social responsibility
- Make in-home coffee a constituent part of holistic wellness solutions
- Graph 44: new convenient coffee* launches, by functional claims**, 2022-23
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Appendix – size and forecast, methodology and abbreviations
Facing intense competition inside the coffee industry, brands will have to provide several justifications from quality to wellbeing for the value of their products.
Marta Zhang, Senior Research Analyst, Food and Drink, Foodservice, China
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