The latest analysis of coffee business opportunities

        Do you have to have a cup of coffee every morning to go to work? Do you know how much Taiwanese love coffee? Behind a cup of coffee hidden business opportunities and wrestling, absolutely beyond your imagination!

        According to the import and export statistics of the Ministry of Finance and the information of the Agriculture Commission, the import scale of coffee beans has increased rapidly in recent years. Both the import volume and the import amount have been growing at the same time. At the same time, the domestic production of coffee beans has also increased. Taiwan's consumption capacity and planting capacity for coffee beans have shown great momentum and economic strength. This wave of "black gold" is not only fierce, but also the future is still bullish!

        In 2019, the media announced that there are as many as 600 million coffee cups in Taiwan, which can be stacked into 130000 Taipei 101 buildings. According to the survey released by the International Coffee Organization (ICO), Taiwan drinks 2.85 billion cups of coffee a year, with a market size of more than 70 billion yuan. In early 2020, the latest media reported that the density of Taiwan's own bakery cafes is the highest in the world, with 13 cups sold per second Take coffee out!

        When the "coffee" business war is on the market stage, the World Innovation Institute and go survey work together to reveal the appearance of consumers in the coffee consumption wave!

        The post-40s love coffee

        If you want to understand the coffee economy, you need to know who the consumers are. According to the survey, in addition to water, the most common drink that Chinese people usually choose is "coffee" (65%), which means that two out of three people usually drink coffee, followed by "tea" (61%) and "fresh milk" (49%).

                Comparing the drinks most frequently chosen by customers of different generations, although the 20 and 30 generations preferred tea (64% and 67% respectively) in addition to drinking water, nearly 50% and 60% of them chose coffee, while the largest customer group of coffee (over 70%) was after 40 generations.

        More than half of the people drink coffee every day and go to cafes as many as seven times a month

        How often do Taiwanese drink coffee? How much will it cost for coffee? On the whole, 55% of the people drink coffee every day, spending 209 yuan a week on average, which is equivalent to 896 yuan a month, and the average number of times to go to the cafe is as high as seven times a month.

                In particular, the post-40s, who are the most coffee drinkers, not only drink coffee more frequently (more than 27 times a month), but also spend the most (more than 210 yuan per week); in contrast, although the 20th and 30th generations drink coffee less frequently and spend less, they also drink at least 22 times a month, about 5.5 times a week! If you look at the frequency of drinking, even in the 20 generations with the lowest frequency, the number of people who drink coffee every day is 41%, and that of the 30 generations is about 50%, not to mention that after 40 generations, the number of people who drink coffee every day is about 60%! It can be seen that coffee consumers have strong consumption power.

        Most often drink coffee "at home"

        If you think that most of these caf é s drink coffee in supermarkets, cafes or offices, it's a big mistake! According to the survey data, most people drink coffee "at home" (65%), followed by "supermarkets / convenience stores, cafes and offices" (61%, 40% and 38% respectively). According to the difference among different generations, the proportion of the 20th generation choosing to go to the coffee shop (47%) was the highest, which showed that the coffee shop was the most popular among the 20th generation, while the first choice of the 30th and 40th generations was super business and office, while the 50th and 60th generations preferred to drink coffee at home, which should be related to their age and working stage.

        80% of them have experience in "sending cups" and 90% are willing to buy back

        Further observation of consumers' willingness to buy Super commercial coffee "send Cup" shows that nearly 80% of them have used it, among which the 20th generation has the highest usage rate (84%). Among consumers who buy this service, 93% are willing to buy it back again, which shows that the commercial model of pre-sale of send cup is generally accepted. This also reflects that four super commercial companies have launched pre-sale service of send cup one after another, expecting to buy it back Stick to consumers with "batch collection, cross store collection, and free transfer".

                In addition, from the differences between "going to supermarket" and "going to coffee shop", we can find that the customers of "going to supermarket" are about 30-49 years old (46%), their coffee costs are low (39% of them spend less than 100 yuan per week), they think the reasonable price of a single cup of coffee is 52 yuan (62% of the whole coffee group think that the reasonable price of a single cup is less than 50 yuan), and they choose to drink coffee at home or office The proportion of instant coffee was higher (41%), which was more economical, convenient and high CP value coffee drinks.

        Most of the customers in coffee shops are over 60 years old (28%), and most of them are heavy coffee drinkers (34%) or single coffee drinkers (20%). They think that the reasonable price of a single cup of coffee is 87 yuan (more than 80% of the overall consumers think that the reasonable price of a single cup is more than 50 yuan). When they drink coffee at home or office, they will also drink their own hand made coffee (48%) and coffee shop ready brewed coffee (47%) It's a high quality coffee drinking experience. It can be seen that consumers will choose to consume coffee in different channels with different needs.

        Hand made coffee, filter coffee: preferred at home or office

        As for how to drink coffee at home or in the office? The top five were hand brewed coffee (41%), filter style coffee (39%), instant coffee (35%), home or office coffee machine (34%) and instant coffee (29%). It shows that coffee makers pay more attention to brewing details at home or in the office, and enjoy high-quality handmade boutique coffee in line with their own taste.

                In particular, the post-50s love "hand brewed coffee", and the proportion of consumers in the 60s is as high as 50%. The difference is that the proportion of people in the 20s who buy "coffee in the cafe" at home or in the office is higher than that of other generations.

        Latte and American style won the fourth place

        What kind of coffee do you usually drink? According to the survey, latte (58%) and American coffee (42%) were the most popular tastes, while single coffee, which was popular among coffee fans, came in fourth.

                Further observation on the taste of different generations shows that the 20th and 30th generations prefer "fancy drinking method", adding mixed coffee with different flavors and elements, which is most attractive to the young generation pursuing freshness; while the 50th generation group embraces a single pure taste, preferring American coffee, single coffee and espresso.

        Starbucks is far ahead, Louisa and 85 degree C are far ahead

        Starbucks is not unexpected to become the hot choice of all generations (86%), and the top three chain cafes that consumers visit most frequently are Louisa coffee (55%) and 85 degree C (40%). Among the three, the proportion of the 20th generation choosing Louisa coffee is higher.

                Obviously, price is not the appeal of Starbucks. The people who choose Starbucks favor its comfortable atmosphere, member discounts and brand power. The price and location advantages of Luisa coffee and 85 degree C are also popular among consumers because of its good taste and more choices. As for CAMA, which is the fourth most frequently visited coffee in the 20th and 30th generations, it has its own coffee The proportion of fans who like the coffee / coffee bean flavor and hand brewing is high.

                One in four is a heavy coffee drinker

        From the perspective of the overall coffee drinking population, about one in every four people is a heavy coffee drinker (who drinks coffee every day and spends more than 200 yuan a week). The frequency and cost of drinking coffee are observed. They not only drink coffee every day, but also drink it 38 times a month, with an average cost of 460 yuan a week. Their consumption power is two times higher than that of the whole coffee group. Among them, the proportion after 40 generations is still the highest, while that of the 20 generations is still the highest Among them, one in six was a heavy coffee drinker.

                Statistics show that 70% of heavy coffee drinkers run to a cafe at least once a week. Although there is little difference between the places where they go to drink coffee and the whole, they choose to go to the coffee shop more than the whole (+ 11% vs. TTL); among them, the "service and member discount" is more attractive to them to go to the chain coffee shop for consumption.

        What do you like to drink? Most people chose latte, but compared with the whole, the proportion of American style (49%, + 7% vs. TTL) and single product (21%, + 6% vs. TTL) were higher.

                One in seven drinks a single coffee

        Among many coffee flavors, single coffee is becoming more and more popular, with about one in seven people drinking single coffee (15%). The reason is not only driven by the "third wave of coffee trend" and the emphasis on sustainability development, but also the hope to have a deeper understanding of the origin of their own coffee and the traceability of their production history.

        The average cost of drinking coffee 30 times a month was 284 yuan (+ 75 yuan vs. the whole), with the highest proportion after 40 generations (72%, + 5% vs. TTL); nearly 70% thought that the reasonable price of a single cup was above 51 yuan, with an average of 73 yuan (+ $17 vs. TTL).

        In the choice of coffee drinking places, the proportion of people who drink single coffee, whether at home or in coffee shops, is higher than the overall double-digit; they enjoy drinking coffee in many chain coffee shops, among which Louisa, CAMA, brown coffee shop, Iker coffee, Seattle gourmet coffee, Oklahoma coffee farm and Shangdao Caf é are more than 5% higher than the overall; these people are attracted to the chain The consumption factors of cafes, such as "convenient location, reasonable price, enjoying personal time, good coffee beans / meals, like hand washing", are higher than the overall.