Introduction:As coffee becomes an essential part of daily life, physical cafés are facing significant challenges. Once social hubs before the rise of specialty coffee, they have now largely been replaced by instant drinks and delivery services. This article delves into how coffee consumption patterns have been reshaped, reveals why freeze-dried instant coffee dominates nearly 70% of the market, and explores how DIY methods such as pour over are bringing coffee back to its essence—helping readers understand the key turning points in the survival struggles of cafés and shifting consumption trends.

Coffee consumption is growing at an average annual rate of 15%, yet surprisingly, freeze-dried instant coffee holds nearly 70% of the market share in China. Meanwhile, the closure rate of physical cafés exceeds 80%. As consumers no longer prioritize the in-store experience or sense of ritual but instead seek convenience, affordability, and instant caffeine replenishment, cafés have gradually shifted from being "destinations" to mere background presences. Through the observations of a seasoned coffee enthusiast, this article revisits the café culture before the widespread popularity of specialty coffee, analyzes how e-commerce and delivery platforms have changed the way we drink coffee, and explores how, as coffee returns to its basic function, the power of market discourse has shifted back into the hands of consumers.

“Back then, I thought being able to go to a café and have a cup of coffee was quite a prestigious thing,” a friend recalls. In the era before specialty coffee became ubiquitous—roughly before 2015—stepping into a coffee shop often came with a sense of ritual. People would dress up nicely, put on makeup, wear accessories, and even take a deep breath and adjust their posture before pushing the door open, all to appear composed and elegant.

At that time, few could clearly articulate why they drank coffee, but there was a shared understanding: drinking coffee was a way to showcase one’s taste and lifestyle attitude. Especially going to Starbucks—after placing an order, the first thing people usually did was take out their phones to take photos and check in. “Post something online, subtly showing off your ‘quality life,’” he said with a laugh. “Even though prices eight or nine years ago weren’t much different from now, it really wasn’t cheap back then.” Therefore, even if they didn’t know much about coffee itself, everyone who walked into a café had their own little agenda of self-presentation.

“But now when friends invite me to a café, I have zero interest—even think I’d rather just brew you a cup myself. Too bad my place is too messy to invite everyone over,” he continued. “Cafés for me are only good for chatting now. That sense of superiority from before is long gone because coffee has become way too everyday. What I want now is the coffee itself—the boost it gives me—not proving how refined I am by where I drink it.”

When people no longer make special trips to cafés, it shows that coffee has truly become integrated into daily life. The former supporting role has stepped back, and the main character has taken center stage. This evolution actually reflects a reshuffling and upgrading of mass consumption behavior. Only when the demand for coffee returns to its essence as a beverage does the overall market have the chance to expand further. Currently, coffee consumption continues to grow, but the driving force behind that growth is no longer physical cafés.

Modern consumers care most about three things when choosing coffee: being able to drink it anytime, anywhere; reasonable pricing; and acceptable taste. With the rapid development of e-commerce and delivery platforms, fewer people are visiting cafés, and more want to easily access a cup of coffee at home or in the office. As a result, freeze-dried (instant) coffee, ready-to-drink coffee liquids, and drip bags have become the mainstream of sales, among whichfreeze-dried instant coffee alone accounts for nearly 70% of the Chinese market share.

The impact of the pandemic has further exacerbated the challenges for physical coffee shops. According to statistics,the closure rate of physical coffee shops is as high as over 80%. Although new shops continue to open, very few are actually profitable through coffee sales alone. Coupled with rising costs such as rent and labor, coffee prices have also continued to climb.

“Going to a coffee shop for a cup is just too expensive. But I still need my caffeine…” Many consumers have started considering the possibility of making coffee themselves, turning to various e-commerce platforms to buy coffee powder or beans.Livestream sales and promotions are endless, and coffee prices continue to hit new lows. While it’s important to be cautious of products with prices so low they may compromise quality, the overall market does offer more choices and flexibility.

Delivery platforms are also caught up in price competition. Open an app, and you’ll find a wide variety of coffee brands, plus merchant discounts and coupons,making the price of a delivered coffee even cheaper than dining in, offering busy office workers the ability to enjoy a caffeine boost without leaving home—a true modern-day blessing.

(Continuing the conversation with the friend) “Thinking back to spending dozens of yuan on a cup at a café back then, I really felt quite fancy. Back then, it made me feel like a ‘rich person,’ which honestly wasn’t wrong, haha,” he laughed. “But now even if my financial situation has improved, I don’t particularly want to go to cafés often. On one hand, it doesn’t seem worth it, and the quality isn’t always consistent. On the other hand, my needs now are simple—I just want to spend a dozen or so yuan and have a cup of coffee anytime, anywhere, so I’d rather brew it at home myself.”

(Just kidding, of course)

Many people think drinking coffee from chain brands like Luckin isn’t “authentic”! But in reality, while these coffees may not be refined, they’re not bad either—and the prices are fair.“You should never wait until tomorrow to take advantage of a good deal”, he said half-jokingly. Though he doesn’t buy often, when he’s too busy or happens to be passing by, he’ll still grab a cup.

But he generally prefers pour over coffee, so he’s invested in a full set of pour over tools and brews himself one to two cups every day. Although the equipment might not look cheap, over the long term, when the cost is averaged out per cup of coffee,a regular pour over coffee costs less than ten yuan, and even using high-end beans like Geisha doesn’t exceed twenty-something yuan. “Brewing it myself is really satisfying!”

He added that pour over coffee isn’t as difficult as people imagine, nor does it require expensive professional equipment. “A regular kettle, grinder, and filter cup—as long as they can help me get through late-night work sessions and wake me up in the morning—that’s enough. Brewing coffee is really just a daily thing. There’s no unattainable barrier to it; people just think it’s more complicated than it is.”

What kind of coffee to drink shouldn’t be defined by cafés but decided by consumers themselves. In the future, the voice of the coffee industry will ultimately return to the public. For most people, a cup of coffee that provides a boost, tastes decent, and is reasonably priced is the most practical choice. No matter how capital competes or technology innovates, if stable pricing and quality aren’t delivered, consumers will ultimately vote with their actions. Whether to buy a cup outside or make it at home—the answer is becoming increasingly clear.

The above content is compiled by CoffeeHunters, a coffee news website.