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市場調查報告書

中國的咖啡市場

Coffee - China - August 2014

出版商 Mintel China 商品編碼 259118
出版日期 內容資訊 英文 157 Pages
商品交期: 最快1-2個工作天內
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中國的咖啡市場 Coffee - China - August 2014
出版日期: 2014年08月01日 內容資訊: 英文 157 Pages
簡介

中國的咖啡市場近幾年達到急速成長,零售踃售額在2009∼2013年倍增。都市化的進展及所得水準的擴大、西方各國文化、生活型態的親近感提升等,都是推動市場成長的要素。隨著許多人愈來愈容易消費及買得咖啡,咖啡市場今後應該也將急速成長。目前西方各國的咖啡品牌雖然仍然通用,但目前仍留有需要開發配合中國人口味的產品這個課題。對大型企業而言,透過商品開發及廣,將輕度消費者轉變為重度消費者關係到今後的成長機會。此外,咖啡產品(即溶/鮮培)的高級化,也將是今後的一大市場機會。

本報告提供中國的咖啡市場現況與展望相關分析,為您彙整即溶咖啡目前的消費機會及今後的促進策略,鮮培咖啡普及化障礙及其克服方法、消費者對RTD咖啡的負面印象及其化解方法、促進年輕一代咖啡消費的策略、目前咖啡消費頻率、模式及品牌偏好、主要企業的事業策略、商品開發趨勢等。

第1章 簡介

第2章 摘要整理

第3章 課題與考察

  • 品牌產品企業,如何增加即溶咖啡的消費機會?
    • 事實·影響
  • 各企業如何克服鮮培咖啡味覺方面·成本方面的障礙?
  • 如何改變消費者對RTD咖啡的負面印象?
  • 如何促進年輕一代的咖啡消費?

第4章 消費方法的趨勢

  • 如何抓住移動中(on the go)的消費者?
  • 讓咖啡成為「有氣氛食品」的方法
  • 強化「感覺性的體驗」

第5章 市場規模與其預測

  • 要點
  • 中國市場:過去5年達到急速成長
  • 消費量更進一步擴大的空間
  • 咖啡市場預計今後5年達到2位數的成長
  • 預測手法

第6章 市場明細

  • 要點
  • 即溶咖啡的市場佔有率高,但成長率低
  • 鮮培咖啡:成長率最高的市場區隔
  • 市場規模(以數量為準)持續急速成長,但比收益額(以金額為準)成長率低

第7章 市場佔有率

  • 要點
  • Nestle S.A.壟斷中國的咖啡市場
  • Mondelez成為第2
  • Mondelez:藉由新產品開發與廣告擴大市場佔有率
  • 中國的咖啡市場由外資型企業支配

第8章 各公司的商品開發動向

  • 要點
  • 三得利:在中國國內銷售Liqu Salty Coffee和咖啡/奶茶·混合
  • Starbucks:在中國銷售低卡路里的Frappuccino Light Mocha
  • 新開發針對中國的芳醇咖啡
  • 新開發Nescafe:3D印表機制警報杯子
  • 為了讓咖啡成為健康飲料的選擇之一而使用咖啡豆
  • Old Orchard:開發冰咖啡用冷凍濃縮液

第9章 企業和品牌

  • Nestle
  • Mondelez International
  • Mocca Foods
  • Dehong Hogood Coffee Co. Ltd
  • 三得利
  • Uni-President
  • Kirin Beverage Corp

第10章 消費者:咖啡的消費情形

  • 要點
  • 咖啡在中國還不能說是主流飲料
  • 20多歲的青年男性消費率最低
  • 伴隨所得提高促進咖啡的消費

第11章 不喝消費者:咖啡的理由

  • 要點
  • 消費者討厭咖啡苦味的趨勢
  • 咖啡因對健康的負面影響:另一個疑慮之因
  • 市場門檻高度依不同城市而有所差異
  • 預計咖啡和無酒精飲品的混合可擴展到20多歲的消費群

第12章 消費者:各種咖啡的消費頻率

  • 要點
  • 即溶咖啡:最常被消費的咖啡
  • 北部城市咖啡消費頻率高
  • 因為咖啡機器容易買,咖啡豆·用具的潛在需求也擴大
  • 有小孩的家庭消費頻率更高
  • 咖啡的消費頻率也與所得一起提升

第13章 消費者:咖啡的消費機會

  • 要點
  • 對中國的消費者來說,咖啡是所謂「氣氛食品」
  • 可是也有功能性因素
  • 即溶咖啡培養重度用戶
  • 單份式式咖啡的消費機會很少

第14章 消費者:各種咖啡的認識

  • 要點
  • 為了滿足消費者需求的,強化在能量方面的功能
  • RTD咖啡:印象為單人享用而阻礙銷售額
  • 自製咖啡:無法在味覺·成本方面吸引消費者
  • 即溶咖啡:轉換到高級品(奢侈品)的機會

第15章 消費者:咖啡的購買·消費行動

  • 要點
  • 將消費咖啡視作生活習慣的一部分
  • 大部分消費者喜歡咖啡館連鎖·品牌的咖啡
  • 具有特定需求的消費者為對象的附補充功能咖啡
  • 僅有1/4消費者回答「有咖啡相關知識」

第16章 咖啡的態度

  • 要點
  • 消費者對鮮培咖啡的興趣
  • 彌補高級即溶咖啡相關市場差距
  • 高級即溶咖啡的潛在對象客戶
  • 各城市的年齡層
  • 年輕一代消費者(特別是女性),尋求更多的香味

第17章 消費者的分類

  • 要點
  • 消費者的明細
  • 購買高品質咖啡的消費者
  • 重視便利性的消費者
  • 重視產品多樣化的消費者
  • 失去熱情的消費者

第18章∼第27章 附錄:相關資料·圖表

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

“Brands can market the western coffee culture to Chinese consumers, but still need to localise their products to fit Chinese palates. For the dominant instant coffee segment, growth opportunities come from expanding usage occasions and upgrading the majority medium users to heavy users through product innovation and advertisements.” - Hao Qiu, Research Analyst.

This report looks at the following areas:

  • How can brands encourage more habitual consumption of instant coffee?
  • How can brands overcome the taste and cost barriers of fresh coffee?
  • How to change consumers' negative perception of RTD coffee?
  • How to motivate young consumers to drink more coffee?

China's coffee market has enjoyed a rapid rise and its retail market value almost doubled from 2009 to 2013. The market has benefited from China's ongoing urbanisation, the rising income levels of Chinese consumers and greater affinity towards western culture and lifestyles. As coffee products become more and more accessible and affordable to a larger population, the market is forecast to keep growing in the coming five years.

Brands can market the western coffee culture to Chinese consumers, but still need to localise their products to fit Chinese palates. For the dominant instant coffee segment, growth opportunities come from expanding usage occasions and upgrading the majority medium users to heavy users through product innovation and advertisements. Moreover, there exists opportunities to encourage consumers to drink more premium products, such as premium instant coffee and fresh coffee.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Retail market value of coffee in China, 2009-19
    • Figure 2: Share of China's coffee market segment by value, 2009-19
  • Companies and brands
    • Figure 3: Market share of non-liquid coffee retail market, by value 2013
  • The consumer
  • Usage of coffee
  • Reasons for not drinking coffee
    • Figure 4: Reasons for not drinking coffee, May 2014
  • Frequency of drinking different types of coffee
    • Figure 5: Frequency of drinking different types of coffee, May 2014
  • Occasions of drinking coffee
    • Figure 6: Occasions of drinking coffee, May 2014
  • Consumers' perception of different types of coffee
    • Figure 7: Consumers' perception of different types of coffee, may 2014
  • Coffee buying and drinking behaviours
    • Figure 8: Coffee buying and drinking behaviours, May 2014
  • Attitudes towards coffee
    • Figure 9: Attitudes towards coffee, May 2014
  • Key issues
  • How can brands encourage more habitual consumption of instant coffee?
  • How can brands overcome the taste and cost barriers of fresh coffee?
  • How to change consumers' negative perception of RTD coffee?
  • How to motivate young consumers to drink more coffee?

3. Issues and Insights

  • How can brands encourage more habitual consumption of instant coffee?
  • The facts
  • The implications
    • Figure 10: Examples of instant coffee with added benefits, Mainland China & Hong Kong, 2014
  • How can brands overcome the taste and cost barriers of fresh coffee?
  • The facts
  • The implications
  • How to change consumers' negative perception of RTD coffee?
  • The facts
  • The implications
    • Figure 11: Examples of coffee innovations with “natural” claims, Japan, 2014
  • How to motivate young consumers to drink more coffee?
  • The facts
  • The implications
    • Figure 12: Examples of coffee and soft drink blends innovation, China, 2006-14

4. Trend Applications

  • Capturing more consumers on the go
    • Figure 13: Examples of RTD coffee packaging innovations, Taiwan, France & Czech Republic, 2013-14
  • Making coffee a mood food
    • Figure 14: Examples of coffee products with emotional benefits, US, Finland & Vietnam, 2014
  • Enhancing the sensory experience
    • Figure 15: Examples of coffee featuring intensified physical and sensory experiences, US & Finland, 2014

5. Market Size and Forecast

  • Key points
  • China's coffee market value enjoyed a rapid growth in past five years
    • Figure 16: Retail market value of China's coffee market, 2009-14
  • Great room for future consumption growth
    • Figure 17: Non-liquid coffee retail market volume & volume consumption per capita, China, Japan, US and UK, 2013
  • Coffee market forecast to grow at a double-digit rate in five years
    • Figure 18: Retail market value of coffee in China, 2009-19
  • Forecast methodology

6. Market Segmentation

  • Key points
  • Instant coffee still dominates but is growing at a slower rate
    • Figure 19: Share of China's coffee market segment on value, 2009-19
  • Fresh coffee grew fastest among all three segments in value terms
    • Figure 20: Retail market value of China's coffee market, by segment, 2009-14
  • Market volume grew steadily but at a slower rate than market value
    • Figure 21: Retail market volume of China's coffee market, by segment, 2009-14

7. Market Share

  • Key points
  • Nestle dominates China's coffee market
    • Figure 22: Share of value in China's non-liquid coffee retail market, by company, 2012-13
  • Mondelez comes in second place
  • New variety extensions and advert help Mondelez increase market share
  • China's coffee market is dominated by multi-national brands

8. Who's Innovating?

  • Key points
  • Suntory launches Liqu Salty Coffee and Coffee Milk Tea Blends to China
  • Starbucks launches low-calorie Frappuccino Light Mocha in China
    • Figure 23: Example of low calorie coffee, China 2014
  • Brands innovate coffee with new mellow flavours and aroma in China
    • Figure 24: New coffee products with mellow taste and aroma, China 2014
  • Nescafe gets innovative with 3D-printed alarm cap
  • Coffee berries used to make coffee a healthier option
    • Figure 25: Examples of coffee & juice infusion innovations using coffee berry, Mexico & US, 2011-13
  • Old Orchard introduces iced coffee concentrates to the freezer section
    • Figure 26: Examples of iced coffee frozen concentrate, Canada, 2014

9. Companies and Brands

  • Nestle
    • Figure 27: Examples of mellow flavoured instant coffee, China, 2014
  • Mondelez International
  • Mocca Foods
  • Dehong Hogood Coffee Co. Ltd
  • Suntory
  • Uni-President
  • Kirin

10. The Consumer - Usage of Coffee

  • Key points
  • Coffee is far from a mainstream drink in China
    • Figure 28: Coffee usage in the last three months, May 2014
    • Figure 29: Coffee usage in the last three months, by city tier, May 2014
  • Young males in their 20s have the lowest usage rate
    • Figure 30: Coffee usage in the last three months, by gender and age group, May 2014
  • Income drives coffee consumption
    • Figure 31: Coffee usage in the last three months, by monthly personal income, may 2014

11. The Consumer - Reasons for not Drinking Coffee

  • Key points
  • Bitter taste puts consumers off from drinking coffee
    • Figure 32: Reasons for not drinking coffee, May 2014
  • Negative effect on health by caffeine is another major concern
    • Figure 33: Agreement on “I am concerned about the negative effect on the health of caffeine”, by gender, May 2014
    • Figure 34: Examples of low-caffeine coffee products, China, 2013-14
  • Market barriers vary by city
    • Figure 35: Most popular reasons for not drinking coffee, by city and tier, May 2014
  • Coffee blends with soft drinks could appeal more to people in their 20s
    • Figure 36: Most popular reasons for not drinking coffee, by gender & age group, May 2014

12. The Consumer - Frequency of Drinking Different Types of Coffee

  • Key points
  • Instant coffee is the most consumed coffee
    • Figure 37: Frequency of drinking different types of coffee, May 2014
  • Consumers from northern cities drink instant coffee more frequently
  • Potential for coffee beans and pods as coffee machines are more affordable
  • Families with kids drink coffee more frequently
    • Figure 38: Examples of coffee suitable for children, Europe & Asia, 2011-14
  • Coffee consumption frequencies go up as income rises
    • Figure 39: Frequency of drinking different types of coffee, by monthly personal income, May 2014

13. The Consumer - Occasions of Drinking Coffee

  • Key points
  • Coffee is a mood drink for Chinese consumers
    • Figure 40: Occasions of drinking coffee, May 2014
  • But there is also a functional element
  • Build medium users to heavy users of instant coffee
    • Figure 41: Occasions of drinking coffee, by frequency of drinking instant coffee, May 2014
  • Narrower consumption occasions for singles
    • Figure 42: Most popular occasions of drinking coffee, by marital status, May 2014

14. The Consumer - Consumer Perceptions towards Different Types of Coffee

  • Key points
  • Reinforcing energy boosting feature to meet consumer needs
    • Figure 43: Consumer perceptions of different types of coffee, May 2014
    • Figure 44: Examples of coffee highlighting energy boosting property, Vietnam, 2014
  • The artificial image of RTD coffee hinders its sales
  • Taste and cost put consumers off home-made coffee
  • Opportunities for instant coffee to trade up by premiumisation

15. The Consumer - Coffee Buying and Drinking Behaviours

  • Key points
  • Make coffee drinking part of lifestyles
    • Figure 45: Coffee buying and drinking behaviours, May 2014
  • Half of consumers prefer coffee from chain cafe brands
  • Coffee with added benefits targets consumers with specific needs
    • Figure 46: Examples of coffee with added benefits, Vietnam & Thailand, 2014
  • Only one in four consumers claim to be knowledgeable about coffee

16. The Consumer - Attitudes towards Coffee

  • Key points
  • A high level of interest in fresh coffee products among consumers
    • Figure 47: Attitudes towards coffee, May 2014
  • Fulfilling the market gap for premium instant coffee
    • Figure 48: Agreement on “There is no big difference in taste between instant coffee and freshly brewed coffee”, by monthly personal income, May 2014
    • Figure 49: Examples of premium instant coffee product launches, China, 2013-14
  • Potential targets for premium instant coffee
    • Figure 50: Agreement on “I am willing to pay more for premium instant coffee (eg using arabica beans, made from organic ingredients)”, by gender and age group and city, May 2014
  • Young consumers, especially women, demand greater flavour variety
    • Figure 51: Agreement on “there is a lack of various flavours of coffee (eg no coffee with nuts/fruit flavours) in the market”, by age and gender group, May 2014

17. Consumer Segmentation

  • Key points
  • Consumer segmentation
    • Figure 52: Consumer segmentation on China's coffee market, may 2014
    • Figure 53: Consumer attitudes towards coffee, by target groups, may 2014
  • Quality Coffee Pursuers
  • Convenience Seekers
  • Variety Seekers
  • Demotivated Drinkers

18. Appendix - Market Size and Forecast

  • Figure 54: Value sales of China's coffee retail market, 2009-19
  • Figure 55: Volume sales of China's non-liquid coffee retail market, 2009-19

19. Appendix - Market Segmentation

  • Figure 56: Value sales of China's instant coffee retail market, 2009-19
  • Figure 57: Value sales of China's fresh coffee retail market, 2009-19
  • Figure 58: Value sales of China's RTD coffee retail market, 2009-19

20. Appendix - The Consumer - Usage of Coffee

  • Figure 59: Coffee usage in the last three months, May 2014
  • Figure 60: Coffee usage in the last three months, by demographics, May 2014

21. Appendix - The Consumer - Reasons for not Drinking Coffee

  • Figure 61: Reasons for not drinking coffee, May 2014
  • Figure 62: Most popular reasons for not drinking coffee, by demographics, May 2014
  • Figure 63: Next most popular reasons for not drinking coffee, by demographics, May 2014

22. Appendix - The Consumer - Frequency of Drinking Different Types of Coffee

  • Figure 64: Frequency of drinking different types of coffee, May 2014
  • Figure 65: Frequency of drinking different types of coffee, May 2014
  • Figure 66: Most popular frequency of drinking instant coffee, by demographics, May 2014
  • Figure 67: Next most popular frequency of drinking instant coffee, by demographics, May 2014
  • Figure 68: Most popular frequency of drinking home-made coffee, by demographics, May 2014
  • Figure 69: Next most popular frequency of drinking home-made coffee, by demographics, May 2014
  • Figure 70: Most popular frequency of drinking ready-to-drink coffee drinks, by demographics, May 2014
  • Figure 71: Next most popular frequency of drinking ready-to-drink coffee drinks, by demographics, May 2014
  • Figure 72: Most popular frequency of drinking freshly made coffee at retail channels, by demographics, May 2014
  • Figure 73: Next most popular frequency of drinking freshly made coffee at retail channels, by demographics, May 2014

23. Appendix - The Consumer - Occasions of Drinking Coffee

  • Figure 74: Occasions of drinking coffee, May 2014
  • Figure 75: Most popular occasions of drinking coffee, by demographics, May 2014
  • Figure 76: Next most popular occasions of drinking coffee, by demographics, May 2014
  • Figure 77: Occasions of drinking coffee, by frequency of drinking instant coffee, May 2014
  • Figure 78: Occasions of drinking coffee, by frequency of drinking home-made coffee, May 2014
  • Figure 79: Occasions of drinking coffee, by frequency of drinking ready-to-drink coffee drinks, May 2014
  • Figure 80: Occasions of drinking coffee, by frequency of drinking freshly made coffee at retail channels, May 2014
  • Repertoire analysis
    • Figure 81: Repertoire of occasions of drinking coffee, May 2014
    • Figure 82: Repertoire of occasions of drinking coffee, by demographics, May 2014

24. Appendix - The Consumer - Consumers' Perceptions of Different Types of Coffee

  • Figure 83: Consumers' perception of different types of coffee, May 2014
  • Figure 84: Most popular consumers' perception of instant coffee, by demographics, May 2014
  • Figure 85: Next most popular consumers' perception of instant coffee, by demographics, May 2014
  • Figure 86: Most popular consumers' perception of home-made coffee, by demographics, May 2014
  • Figure 87: Next most popular consumers' perception of home-made coffee, by demographics, May 2014
  • Figure 88: Most popular consumers' perception of ready-to-drink coffee drinks, by demographics, May 2014
  • Figure 89: Next most popular consumers' perception of ready-to-drink coffee drinks, by demographics, May 2014
  • Figure 90: Consumers' perception of different types of coffee, by frequency of drinking instant coffee, May 2014
  • Figure 91: Consumers' perception of different types of coffee, by frequency of drinking home-made coffee, May 2014
  • Figure 92: Consumers' perception of different types of coffee, by frequency of drinking ready-to-drink coffee drinks, May 2014
  • Figure 93: Consumers' perception of different types of coffee, by frequency of drinking freshly made coffee at retail channels, May 2014

25. Appendix - The Consumer - Coffee Buying and Drinking Behaviours

  • Figure 94: Coffee buying and drinking behaviours, May 2014
  • Figure 95: Most popular consumers' drinking and buying behaviour towards coffee, by demographics, May 2014
  • Figure 96: Next most popular consumers' drinking and buying behaviour towards coffee, by demographics, May 2014

26. Appendix - The Consumer - Attitudes towards Coffee

  • Figure 97: Attitudes towards coffee, May 2014
  • Figure 98: Agreement with the statement ‘When drinking coffee out of home, the experience/services is more important than the coffee served', by demographics, May 2014
  • Figure 99: Agreement with the statement ‘It is important for me to learn more about coffee', by demographics, May 2014
  • Figure 100: Agreement with the statement ‘Coffee bought in coffee shops tastes better than home-made coffee', by demographics, May 2014
  • Figure 101: Agreement with the statement ‘There is no big difference in taste between instant coffee and freshly brewed coffee', by demographics, May 2014
  • Figure 102: Agreement with the statement ‘It is more time-saving to buy coffee out of home than making it at home', by demographics, May 2014
  • Figure 103: Agreement with the statement ‘Coffee is more effective for energy boosting than strong tea', by demographics, May 2014
  • Figure 104: Agreement with the statement ‘Coffee is a healthier option than energy drinks', by demographics, May 2014
  • Figure 105: Agreement with the statement ‘I am interested in learning more about how to make coffee at home', by demographics, May 2014
  • Figure 106: Agreement with the statement ‘Making coffee at home is an enjoyable process', by demographics, May 2014
  • Figure 107: Agreement with the statement ‘Quality of coffee is more important than how easy it is to make', by demographics, May 2014
  • Figure 108: Agreement with the statement ‘Making coffee at home is a symbol of pursuing better quality life', by demographics, May 2014
  • Figure 109: Consumer attitudes towards coffee, by frequency of drinking instant coffee, May 2014
  • Figure 110: Consumer attitudes towards coffee, by frequency of drinking home-made coffee, May 2014
  • Figure 111: Consumer attitudes towards coffee, by frequency of drinking ready-to-drink coffee drinks, May 2014
  • Figure 112: Consumer attitudes towards coffee, by frequency of drinking freshly made coffee at retail channels, May 2014

27. Appendix - The Consumer Segmentation

  • Figure 113: Target groups, by demographics, May 2014
  • Figure 114: Frequency of drinking different types of coffee, by target groups, May 2014
  • Figure 115: Occasions of drinking coffee, by target groups, May 2014
  • Figure 116: Consumers' perception of different types of coffee, by target groups, May 2014
  • Figure 117: Consumers' drinking and buying behaviour towards coffee, by target groups, May 2014
  • Figure 118: Consumer attitudes towards coffee, by target groups, May 2014
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