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Nestle to further tap China market with new drip coffee

2020-2-7 11:33

 

Chinese consumers' rising awareness of coffee varieties, their demand for beverages made of freshly ground beans, with an emphasis on convenience and low price, have accelerated the development of drip coffee products in the market.

Global food and beverage producer Nestle unveiled its first drip coffee product in China last month.

Drip coffees, or small cones or cubes containing ground coffee that "hang by the ear", to use Chinese consumers' preferred phrase for them, allow fresh brews to drip through them when immersed in hot water in a mug.

Nescafe's gold drip coffee series have launched two products in the emerging market segment. The hand-brew master drip coffee, in turn, has two kinds-dark roast and medium roast, mixing coffee beans grown in Yunnan province with those from Colombia, Brazil and Ethiopia.

Coffee is the mainstay of Nestle's beverage business that boasts three brands: Nescafe, Nespresso and Starbucks.

While full-year coffee business figures for 2019 are yet to be finalized, Nestle China said it grew in double digits in 2018 on the back of innovation.

The new drip products have been launched in response to the fast-growing market trend in China. Ground coffee has the potential to become a further growth driver, just as instant coffee varieties became popular a few decades back, according to Nestle.

Nestle is also the world's largest coffee producer, taking up 23 percent of the $77 billion global coffee retail consumption market. Nescafe is available in more than 180 countries. Nespresso has over 600 boutiques and attracts about 465,000 daily visits to its e-commerce platforms.

Adrian Ho, senior vice-president, coffee business unit, Nestle China Ltd, said China has big potential for coffee consumption. To exploit opportunities brought by the rapid development of the Chinese market, brands must keep changing and innovating, he said.

Nestle is not the only company that has taken a shine to drip coffees. Luckin, which operates coffee houses that compete with Starbucks, has jumped on the drip bandwagon. Its mobile app as well as its e-stores on JD and Tmall are seeking to capitalize on its large database of consumers. To further endear itself to coffee connoisseurs on its app, Luckin rolled out its snack business as a bonus in November last year.

The coffee chain store operator-turned-retailer established its coffee bean roasting factory in Fujian in July last year. For the purpose, it collaborated with two entities: Japan's Mitsui Foods, one of the world's top three coffee bean traders, and Yeuan Yeou Enterprise, a prominent professional coffee roaster in Asia.

The Fujian factory can annually produce some 30,000 metric tons of roasted coffee beans worth 1.5 billion yuan ($215.2 million).

Zhu Danpeng, an independent food and beverage analyst, said it is no surprise that drip products are emerging as a growth point in the coffee market that was tending toward homogenization. Drip coffees are cheaper and offer more convenience compared with hand-brewed coffee consumed at coffee houses, he said.

According to Mintel Group Ltd, China's hand-brewed coffee house market sales were worth 64.7 billion yuan in 2018, up 7.5 percent over 2017. Mintel estimated the market is expected to rise at 6 percent year-on-year between 2019 and 2023.

 

中国消费者对咖啡品种的认知程度不断提高,对现磨咖啡豆饮料的需求,强调方便、价格低廉,加快了滴灌咖啡产品在市场上的发展。


上个月,全球食品和饮料生产商雀巢在中国推出了第一款滴灌咖啡产品。


滴滤式咖啡,或者是“挂在耳朵上”的含有磨碎咖啡的小甜筒或小块咖啡,用中国消费者喜欢的说法,就是让新鲜的咖啡泡在杯子里的热水里,滴滤出来。


雀巢金滴咖啡系列在新兴市场推出了两款产品。手工制作的滴滤咖啡有两种,一种是深焙咖啡,另一种是中焙咖啡,将云南出产的咖啡豆与哥伦比亚、巴西和埃塞俄比亚出产的咖啡豆混合在一起。


咖啡是雀巢饮料业务的支柱,拥有三大品牌:雀巢咖啡、雀巢胶囊咖啡机和星巴克。


尽管2019年全年的咖啡业务数据尚未最终确定,但雀巢中国表示,在创新的支撑下,2018年的咖啡业务实现了两位数的增长。


随着中国市场快速增长的趋势,新水滴产品应运而生。根据雀巢的说法,磨碎的咖啡有可能成为未来的增长动力,就像几十年前速溶咖啡品种流行起来一样。


雀巢也是世界上最大的咖啡生产商,占全球770亿美元咖啡零售消费市场的23%。雀巢咖啡在180多个国家有售。Nespresso拥有600多家精品店,其电子商务平台每天的客流量约为46.5万人次。


雀巢中国有限公司咖啡事业部高级副总裁Adrian Ho表示,中国有巨大的咖啡消费潜力。他说,为了利用中国市场快速发展带来的机遇,品牌必须不断变化和创新。


雀巢并不是唯一一家喜欢滴滤咖啡的公司。瑞幸经营着与星巴克(Starbucks)竞争的咖啡馆,它也加入了滴酒不沾的潮流。阿里巴巴的移动应用、京东商城和天猫商城都在寻求利用其庞大的消费者数据库。为了让自己的应用程序更受咖啡鉴赏家的喜爱,瑞幸在去年11月推出了零食业务作为奖励。


这家由咖啡连锁店运营商转型为零售商的公司去年7月在福建成立了咖啡豆烘焙厂。为此,它与两家实体展开合作:世界三大咖啡豆交易商之一的日本三井食品(Mitsui Foods),以及亚洲著名的专业咖啡烘焙商Yeuan Yeou Enterprise。


这家福建工厂每年能生产约3万吨烘焙咖啡豆,价值15亿元人民币(2.152亿美元)。


独立食品和饮料分析师朱丹鹏(音)说,在趋于同质化的咖啡市场,滴滤产品正成为一个增长点,这并不奇怪。他说,与在咖啡馆里喝的手工煮的咖啡相比,滴灌咖啡更便宜,也更方便。


根据英敏特集团有限公司的数据,2018年,中国手工制作的咖啡馆市场销售额为647亿元,比2017年增长了7.5%。Mintel估计,在2019年至2023年期间,该市场预计将同比增长6%。

 

原作者: Wang Zhuoqiong 来自: china daily