主なハイライト

中国におけるコーヒーの需要の増加は、ルチンコーヒーやスターバックスといった国際的および国内のコーヒーショップの強いチェーンに起因しています。これらの店舗は中国で大きく成長し、コーヒーをより手に入れやすく、親しみやすくしました。さらに、消費者が適度に摂取する際の健康志向の選択肢としてのコーヒーの認識も、その人気に寄与しています。また、eコマースプラットフォームの成長により、消費者が高品質なコーヒーを購入しやすくなりました。
中国では茶が伝統的な飲み物である一方で、コーヒーの需要は特に都市部や働くプロフェッショナルの間で増加し続けています。北京の中国コーヒー協会（CCAB）からのデータによれば、コーヒー消費は年率15%で増加しています。

• 好意的な政府の介入が市場の成長をさらに支援しています。たとえば、中国政府は国際的なコーヒー貿易と中国のコーヒー消費文化を促進するために、ハイコウでのIコーヒーエキスポを支援しました。Iコーヒーエキスポは、コーヒーの生産、マーケティング、消費に焦点を当てています。スターバックスやネスレのような現市場のリーダーも、中国におけるコーヒー文化の成長に重要な役割を果たしています。

政府の取り組みと電子商取引の浸透が市場を牽引する

中国の商業コーヒー生産は主に南部の二つの省、雲南省と海南省に限られていますが、福建省でも少量生産されています。雲南省は中国のコーヒーの60％以上を占めています。最近、雲南省の地方政府はお茶とコーヒー産業局を設立し、その使命は雲南のコーヒーを国内外の市場で推進することです。

• 中国はコーヒーの生産において他国に遅れをとっており、輸入に依存しています。アメリカ農務省（USDA）によると、2020年の中国のコーヒー生産量は180万60kg袋であり、中国は2020年に380万60kg袋を輸入しました。したがって、政府と製造業者はR&D活動にもっと投資し、コーヒーの生産を増やすためのより良い対策を講じる必要があります。

中国の小売のEコマース売上が増加しています。国際貿易局によると、2021年に中国の小売Eコマース売上は2.77兆米ドルに達し、前年より20%の増加を示しています。また、世界銀行によると、2021年には中国の人口の73%がアクティブなインターネットユーザーであり、2019年と比べて9%の増加を示しています。
中国の小売り電子商取引とインターネット利用のこのような増加は、オンラインインスタントコーヒー購入の規模にプラスの影響を与えるでしょう。2020年にアリババとEleが発表した共同調査によると、中国のオンラインコーヒー購入は2019年から1.5倍に成長しており、インスタントコーヒーは全体のコーヒー製品の13.5％を占めています。

• 1 イントロダクション

  • 1.1 調査の前提条件と市場の定義

  • 1.2 本調査の範囲

• 2 調査手法

• 3 エグゼクティブサマリー

• 4 市場ダイナミクス

  • 4.1 市場の促進要因

    • 4.1.1 政府の取り組みと電子商取引の普及

  • 4.2 市場の抑制要因

    • 4.2.1 カフェイン摂取による健康への悪影響

  • 4.3 ポーターのファイブフォース分析

    • 4.3.1 新規参入の脅威

    • 4.3.2 買い手・消費者の交渉力

    • 4.3.3 サプライヤーの交渉力

    • 4.3.4 代替品の脅威

    • 4.3.5 競合・競争状況の激しさ

• 5 市場セグメンテーション

  • 5.1 製品タイプ別

    • 5.1.1 ホールビーン

    • 5.1.2 挽きたてコーヒー

    • 5.1.3 インスタントコーヒー

    • 5.1.4 コーヒーポッド・カプセル

  • 5.2 流通チャネル別

    • 5.2.1 オントレード

    • 5.2.2 オフトレード

      • 5.2.2.1 スーパーマーケット/ハイパーマーケット
      • 5.2.2.2 専門店
      • 5.2.2.3 コンビニエンスストア
      • 5.2.2.4 オンラインストア
      • 5.2.2.5 その他の流通チャネル

• 6 競合情勢

  • 6.1 最もアクティブな企業

  • 6.2 有力な戦略

  • 6.3 市場シェア分析

  • 6.4 企業プロファイル

    • 6.4.1 Nestle SA

    • 6.4.2 Starbucks Corporation

    • 6.4.3 Luckin Coffee

    • 6.4.4 Hainan LISUN Investment Co

    • 6.4.5 Dehong Hogood Coffee Co. Ltd

    • 6.4.6 Gloria Jean's

    • 6.4.7 The Kraft Heinz Company

    • 6.4.8 The Coca-Cola Company

    • 6.4.9 JAB Holding Company

    • 6.4.10 Luigi Lavazza SpA

• 7 市場機会と今後の動向

The Chinese coffee market size is estimated at USD 2.1 billion in 2024. It is projected to reach USD 2.3 billion by 2029, registering a CAGR of 1.90% during the forecast period (2024-2029).

Key Highlights

• The growing demand for coffee in China can be attributed to a resilient chain of international and domestic coffee shops, such as Luchin Coffee and Starbucks, that have expanded significantly in China, making coffee more accessible and familiar. Further, the perceptioion of coffee as a health-conscious choice when consumed in moderation by consumers has contributed to its popularity. In addition, the growth of e-commerce platforms has made it easier for consumers to purchase high-quality coffee.
• While tea remains the traditional drink in China, the demand for coffee continues to grow, especially in urban areas and among working professionals. According to data from the China Coffee Association Beijing (CCAB), coffee consumption is increasing at an annual rate of 15%.
• Favorable government interventions are further supporting the market growth. For instance, the Chinese government supported the I-coffee Exposition in Haikou to promote the international coffee trade and coffee-drinking culture in the country. The I-Coffee Exposition is focused on coffee production, marketing, and consumption. The current leaders in the market, like Starbucks and Nestle, have also played a significant role in the growth of the coffee culture in China.

China Coffee Market Trends

Government Initiatives and E-commerce Penetration Drive the Market

• China's commercial coffee production is limited mainly to the two southern provinces of Yunnan and Hainan, while a smaller amount is produced in the Fujian province. Yunnan has more than 60% of China's coffee. Recently, Yunnan's local government established the Tea and Coffee Industry Bureau, whose mission is to promote Yunnan's coffee in the domestic and international markets.
• China lags behind other nations in the production of coffee and is dependent on imports. According to the US Department of Agriculture (USDA), coffee production in China in 2020 was 1800 thousand 60 kg bags 2020, whereas China imported 3804 thousand 60 kg bags in 2020. Thus, the government and manufacturers need to invest more in R&D activities and develop better measures to increase the production of coffee.
• Further, there is an increase in retail E-commerce sales in China. According to the International Trade Administration, in 2021, China's retail e-commerce sales reached USD 2.77 trillion, representing a 20% increase over the previous year. Also, according to the World Bank, 73% of China's population were active internet users in 2021, signifying an increase of 9% compared to 2019.
• Such an increase in China's retail e-commerce and internet usage will positively impact the scale of online instant coffee buying, according to the 2020 joint survey issued by Alibaba and Ele. China's online coffee buying has grown 1.5 times since 2019, with instant coffee constituting a 13.5% share of the overall coffee products.

Increasing Consumption of Instant Coffee in China

The instant coffee segment held a significant market share owing to its convenience. Moreover, middle-class consumers' rising household expenditure, changing lifestyles, and acceptance of Western cultural trends have increased demand for instant coffee across the country. In line with consumers' growing preferences for coffee over other beverages, instant coffee manufacturers have launched several flavored products to attract a broader customer base. Online retailing has been a minor distribution channel for instant coffee in China for the past few years. It is likely to gain prominence in the market during the forecast period owing to the convenience it provides to consumers. Consumers find it easy to choose their preferred brands from the wide variety of product choices available.

Further, product innovations are expected to aid the market growth during the forecast period. Players are innovating with products to differentiate product offerings and broaden the customer base. For instance, in August 2022, Zhongxuegao, a Chinese brand dubbed the 'Hermès of ice cream' for its premium prices, unveiled a new coffee pop-up product in nearly 600 cafés in China. The products included a blend of Zhongxuegao's almond and yogurt-flavored ice cream with cold-brew coffee, while others added Japanese probiotic milk beverage Yakult or jasmine green tea. Thus, many private-labeled companies launched their versions of coffee RTD cocktail drinks to satisfy the increasing demand for coffee and spirit-based RTD offerings.

China Coffee Industry Overview

The Chinese coffee market is highly competitive, with a strong presence of local and global players. Thus, to sustain their positions in the market, the players are bringing innovations in packaging and product offerings to cater to consumers' diversified demands for coffee. They also focus on social media platforms and online distribution channels for marketing and branding their products. Owing to a significant rise in the consumption of coffee, global and local players are investing in expanding their production facilities across the country. The key players in the market are Starbucks Coffee Company, Nestle SA, Gloria Jeans, JAB Holding Company, and Luigi Lavazza SPA.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

• 1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition

  • 1.2 Scope of the Study

• 2 RESEARCH METHODOLOGY

• 3 EXECUTIVE SUMMARY

• 4 MARKET DYNAMICS

  • 4.1 Market Drivers

    • 4.1.1 Government Initiatives and E-commerce Penetration

  • 4.2 Market Restraints

    • 4.2.1 Detrimental Health Impact of Caffeine Intake

  • 4.3 Porter's Five Forces Analysis

    • 4.3.1 Threat of New Entrants

    • 4.3.2 Bargaining Power of Buyers/Consumers

    • 4.3.3 Bargaining Power of Suppliers

    • 4.3.4 Threat of Substitute Products

    • 4.3.5 Intensity of Competitive Rivalry

• 5 MARKET SEGMENTATION

  • 5.1 By Product Type

    • 5.1.1 Whole-bean

    • 5.1.2 Ground Coffee

    • 5.1.3 Instant Coffee

    • 5.1.4 Coffee Pods and Capsules

  • 5.2 By Distribution Channel

    • 5.2.1 On-trade

    • 5.2.2 Off-trade

      • 5.2.2.1 Supermarkets/Hypermarkets
      • 5.2.2.2 Specialty Stores
      • 5.2.2.3 Convenience Stores
      • 5.2.2.4 Online Retail Stores
      • 5.2.2.5 Other Distribution Channels

• 6 COMPETITIVE LANDSCAPE

  • 6.1 Most Active Companies

  • 6.2 Most Adopted Strategies

  • 6.3 Market Share Analysis

  • 6.4 Company Profiles

    • 6.4.1 Nestle SA

    • 6.4.2 Starbucks Corporation

    • 6.4.3 Luckin Coffee

    • 6.4.4 Hainan LISUN Investment Co

    • 6.4.5 Dehong Hogood Coffee Co. Ltd

    • 6.4.6 Gloria Jean's

    • 6.4.7 The Kraft Heinz Company

    • 6.4.8 The Coca-Cola Company

    • 6.4.9 JAB Holding Company

    • 6.4.10 Luigi Lavazza SpA

• 7 MARKET OPPORTUNITIES AND FUTURE TRENDS