Retain the original flavor of fast coffee "at your fingertips"

When you are sleepy and tired, there are more and more ways to get a cup of "refreshing coffee": you can choose to go to Starbucks or Luckin downstairs to order, or you can grind coffee beans and use the coffee machine

Fast coffee maintains high heat growth

Hanging ear capsules are better known

According to iResearch, the size of China's coffee market in 2021 is about 381.

As one of the three major beverages in the world, coffee has become a favorite brewed beverage among consumers alongside tea in China.

Wendao Network released "2022 Quality Quick Coffee Market Insights", and conducted a subdivision study through the hundreds of thousands of post-fermentation graphic videos and comments on Xiaohongshu, Baidu, and Zhihu.

Among them, due to the early conception and long development time, the overall market size of the categories of "hanging-ear coffee" and "capsule coffee" is more mature, and the search trend and content volume have greater advantages

Freeze-dried and coffee liquid come later

The threshold for creative drinks is lowered

The three-and-a-half-popular product launched in 2018, cold-brewed instant instant coffee, quickly brought "freeze-dried coffee" into consumers' vision and changed people's perception that instant coffee is equal to "three-in-one"

What is the difference between freeze-dried coffee and instant coffee? In fact, freeze-dried coffee is also a kind of instant coffee, which can be said to be an "upgraded version" of traditional instant coffee

At the same time, coffee liquid has also gained a new market in China, and the popularity even overshadowed freeze-dried coffee for a time

Coffee liquor is the liquid coffee extracted from the ground coffee powder, which is better in solubility

Pay attention to appearance and social attributes

Fast coffee attracts young people

In addition, it is worth noting that, from "zero sugar and zero calories" to "raw coconut latte", co-branding, cross-border, and new products have become the core way of breaking the circle of fast coffee brand marketing.

E-commerce data shows that China's coffee consumers are showing a younger trend.

　　(Source: Beijing Youth Daily)

　　"China Food News" (Version 07, June 6, 2022)

　　(Editor in charge: Luo Chen)