China’s Coffee Consumption Keeps Growing

“Our research shows that more on-premise coffee users get their coffee from convenience stores than from traditional chain coffee houses. This is perhaps due to Chinese consumers associating convenience stores with a full range of breakfast options. Convenience stores are also viewed as easily accessible and more affordable. Given this upward trend, other coffee vendors could introduce unique features, like providing various food and coffee pairings, in order to compete,” said Wang.

“While New Retail coffee is experiencing a lot of growth at the moment, consumer engagement remains low – partially because they are still relatively new. However, there is an opportunity for New Retail coffee houses to catch up in terms of popularity by offering aggressive discounts and delivery service.”

That said, big discounts alone will not be sufficient, as discounting is neither the best nor a sustainable strategy for a long-term business plan. There needs to be other merits such as offering healthy mix-and-match meal deals,” Belle added.

Latte the top choice

Mintel’s research reveals the favourite coffee beverages consumed in China’s coffee craze. More than half of on-premise coffee consumers order lattes (54 per cent) or cappuccinos (52 per cent). These are followed by mocha (45 per cent), Americano (38 per cent), flavoured coffee (36 per cent), espresso (26 per cent) and cold-brew coffee (23 per cent).

A relatively new concept in China’s coffee craze is coffee mixed with plant-protein milk, with 22 per cent of on-premise coffee consumers ordering it.

“Lattes and cappuccinos are the most popular drinks in coffee houses as they are generally very palatable due to their creamy texture and rich dairy flavour. Furthermore, as they are usually widely available, they are often a first step into coffee appreciation,” said Wang.

“Once consumers fully appreciate these basic beverages, they are more likely to try non-milk based drinks, like an Americano or cold brew coffee. However, only offering basic coffee selections makes it difficult to stand out in the homogenous coffee marketplace and attract more coffee consumers.

“As such, coffee houses can take inspiration from tea shop drinks by making their offerings more visually appealing and ‘instagramable’ in order to draw attention and pique consumer interest,” Belle concluded.