Original title: analysis on the Development trend of China's Instant Coffee Market in 2021 High-quality instant coffee successfully entered the "track" Source: prospective Industrial Research Institute

With the development of freshly ground coffee and ready-to-drink coffee, and the trend of residents' consumption upgrading, the growth of instant coffee market, which used to be famous for "convenience" and "parity", has slowed down. In the process of post-90s and post-00s gradually becoming the main consumers of fast consumer goods, a number of "boutique instant" coffee brands have emerged in the domestic instant coffee market, relying on the "boutique" selling points, so that they can successfully enter the track of instant coffee with small packages. in the boutique and portable to achieve a differential competition, and finally won the pursuit of capital and market.

Major listed companies in the coffee industry:At present, the main listed companies in the domestic coffee industry are: Nongfu Spring (09633.HK), Kang Shifu Holdings (00322) and so on.

The core data of this article:The growth rate of instant coffee market and the financing of instant coffee brands

1. The growth rate of China's instant coffee market is slowing down.

For a long time, instant coffee has occupied a dominant position in the Chinese coffee market. In 2018, the instant coffee market accounted for 71.8% of the overall domestic market. However, with the development of freshly ground coffee and ready-to-drink coffee, and the trend of upgrading of household consumption, the growth of the instant coffee market, which used to be known as "convenient" and "inexpensive", has slowed down. According to the data released by Mintel Mintel, the growth rate of China's instant coffee market will decline to about 4% after 2019.

2. The demand for differentiation appears, and the "high-quality instant solution" successfully enters the track.

From the perspective of the evolution of market participants, Nestl é launched "1-2" instant coffee in China in 1989, which is also considered to be the beginning of the development of modern Chinese coffee market, and then Maxwell and UCC of Japan continued to enter the Chinese market and occupy a place. However, with the popularity of "slow coffee" culture in China and people's pursuit of quality life, the current ground coffee market is constantly expanding. In contrast, "affordable, convenient and mediocre" has become the label of instant coffee.

However, the slowdown in market growth has not caused entrepreneurs to ignore the consumer demand of the younger generation. For example, post-90s and post-00s generation pay attention to the convenience and efficiency of product consumption, but they do not like mediocrity. At the same time, they also maintain the pursuit of "refined life". They are more willing to spend money on "exquisite". As a result, the consumer portrait of the new generation of instant coffee is very clear.

In the process of post-90s and post-00s gradually becoming the main consumers of fast consumer goods, a number of "boutique instant" coffee brands have emerged in the domestic instant coffee market, relying on the "boutique" selling points in order to successfully enter the track of instant coffee with small packages. in the boutique and portable to achieve a differential competition, and finally won the market pursuit. The competition trend of instant coffee has gradually changed from "average instant" to "high-quality instant".

The outbreak of the subdivided track has also attracted the attention of the capital market. Since 2019, the major brands in the boutique instant coffee market have successively obtained financing scales ranging from tens of millions to hundreds of millions of yuan:

3. "high-quality instant solution" is favored by the market.

How is the performance of high-quality instant solution in the market? Take the online celebrity brand-three-and-a-half as an example, in 2015, the brand was founded; in 2019, three-and-a-half meals topped the coffee category at 16: 00 in Tmall; and during Tmall's 618 in 2020, three and a half meals beat the two giants Nestl é and Starbucks. Tmall ranked first in the major category sales.

For more industry-related data, please refer to the forward-looking Industrial Research Institute's "Analysis report on Market demand and Investment Planning of China Coffee Industry". At the same time, forward-looking Industrial Research Institute provides solutions such as industrial big data, industrial planning, industrial declaration, industrial park planning, industrial investment, IPO investment feasibility study, prospectus writing and other solutions.

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