Introduction:Freshly ground coffee is becoming a highlight of growth in China's coffee market, with a significant trend of consumers shifting from instant to freshly brewed coffee. This article delves into the evolution of the market size, diverse consumption scenarios, and brand competition landscape of freshly ground coffee, analyzing the reasons behind its rapid rise and future potential to help readers grasp the key trends and practical insights in this popular sector.
In recent years, China's coffee market has seen a new wave of consumer enthusiasm. Freshly ground coffee, with its characteristics of fresh extraction and diverse flavors, has gradually become the category with the most growth potential in the market. With the continuous expansion of chain brands, increased participation from cross-industry players, and the rise of healthy beverage concepts, the entire industrial chain is accelerating its upgrade, driving rapid expansion in the freshly ground coffee submarket.
The term "freshly ground coffee" generally refers to coffee beverages made by grinding freshly roasted coffee beans on the spot and then brewing them using methods such as pour over, drip filtration, or espresso. Whether in professional coffee shops, chain stores, or at home using pour over equipment, French presses, or moka pots, as long as it meets the criteria of being "freshly ground" and "immediately extracted," it can be classified under this category. It emphasizes the freshness of the beans and brewing techniques, which is why it is often regarded as a symbol of high-quality coffee.
According to industry observations, currently, instant coffee products still dominate China's coffee consumption, accounting for about 70% of the total market, followed by freshly ground coffee at around 20%, and ready-to-drink coffee at approximately 10%. However, as consumers' awareness of coffee quality improves, the demand for freshly ground coffee is steadily rising. Although its market share still lags behind that of instant coffee, it is one of the fastest-growing categories, with considerable untapped potential.
Professional research reports indicate that by 2024, the size of China's freshly ground coffee market is expected to exceed RMB 190 billion. Behind this trend, in addition to the expanding consumer base, more people are beginning to pursue the diversity and complexity of coffee flavors, which has led to a significant increase in the number of freshly ground coffee shops across various regions, along with improvements in service quality and product innovation.
The main consumption scenarios for freshly ground coffee include six types: chain coffee shops, independent coffee houses, fast food chains, tea beverage brands, convenience stores, and self-service coffee machines. According to enterprise registration data, in the past decade, the cumulative number of coffee-related enterprises in China has exceeded 168,000, indicating a continuously growing vibrancy in the industry.
Taking chain brands as an example, as of 2022, there were approximately 23,000 chain coffee stores in China, with Guangdong Province leading the nation in number. Notably, the distribution of freshly ground coffee shops is mostly concentrated in southern cities in regions such as South China and East China. In contrast, markets in northern and central-western regions still have significant room for growth, providing a solid foundation for future expansion.
Currently, the main players in the market include well-known chain brands such as Starbucks, Luckin Coffee, Manner, seesaw, and Saturnbird, as well as cross-industry entrants such as China Post and Li-Ning. Even tea beverage brands like HEYTEA and Cha Yan Yue Se have launched their own lines of freshly ground coffee, showcasing a trend of diversification among industry participants. These brands continue to attract different consumer groups through differentiated positioning and innovative products.
With the growing popularity of healthy eating concepts, more and more consumers are inclined to choose beverages without additives and with transparent ingredients. Freshly ground coffee, often made from freshly roasted high-quality coffee beans and professionally brewed by baristas on-site, not only preserves the original aroma and flavor of the coffee to the greatest extent but also typically avoids adding extra sugar or creamers. When consumed in moderation, it is relatively health-friendly, making it a favorite among those who value quality of life.
Although the average price of freshly ground coffee is generally higher than that of instant or ready-to-drink products, with advancements in brewing technology, improved supply chain efficiency, and market expansion, its price range has gradually become more affordable. Consumers can now find freshly ground coffee options that suit their personal taste and budget across different price points, further driving the market’s accessibility.
The above content is compiled by CoffeeHunters, a coffee news website.
