Analysis of the Four Main Coffee Consumer Groups: 2023 Latest Coffee Shop Opening Guide

Coffee Consumption Trends and Market Analysis

According to the latest Meituan data analysis, post-90s women are currently the mainstream coffee consumers, with the 20-40 yuan price range being the dominant price band. Meituan delivery data shows that during January-February this year, coffee delivery orders grew by 101.9% compared to the same period last year, while coffee product searches increased by 78.1% year-over-year, ranking first among all food and beverage categories.

1. Post-90s Women Are the Largest User Group for Fresh Coffee

Meituan data reveals that current mainstream consumers of freshly brewed coffee in China are concentrated among women aged 22-32, those with some educational background, and those who are unmarried and childless. This demographic boundary continues to expand. The gender ratio of fresh coffee users remains stable at approximately 3:7. Post-90s generation members constitute the core user base, accounting for about 50%, though this proportion has shown a slight downward trend in recent years. Post-80s generation and minor users have shown slight upward trends.

2. Daily Consumption Trend is Evident, 20-40 Yuan is the Mainstream Price Range

In terms of per capita consumption scale, Meituan's online stores in the 20-40 yuan price range occupy a dominant position. Over the past three years, the proportion of stores in this price segment has continuously increased, rising from less than 50% in 2020 to nearly 70% in 2022. Affected by the pandemic and the dailyization of coffee consumption, the number of stores nationwide in the 40-60 yuan price range has decreased by nearly 60%.

3. Lunch Period Has the Highest Order Share, Breakfast Scene Shows Significant Growth

Coffee delivery's main hours are from 10 AM to 2 PM, with delivery orders accounting for over 40% of the total. Compared to 2020, the proportion of coffee breakfast orders increased significantly in 2021. More and more users are starting their energetic days with coffee. For coffee shops, the breakfast period holds great potential.

4. Convenience, Discounts, and Scenarios Are the Three Main Factors Affecting Coffee Shop Visit Rates

According to the "Report" survey, among the reasons users choose to pick up orders in-store, "picking up along the way" accounts for the highest proportion at 79.57%, indicating users' highest demand for convenient coffee shop locations. "Saving delivery fees" accounts for 40.97%, while "habit or preference for in-store atmosphere or aroma" accounts for 40.03%.

Based on the current situation, coffee shops should focus on being small and efficient. Stores don't need to be too large, which can reduce rental costs. Launching delivery services can increase order volume, traffic, and achieve promotional effects. However, stores need to provide seating for a better coffee consumption experience. Offline, they can also offer activities such as exchanging a specific coffee drink after accumulating several delivery orders, encouraging customers to visit and experience more professional coffee service.

5. County-Level Coffee Market Is Strongly Emerging

Additionally, county-level coffee consumption is showing strong growth. During January-February this year, coffee order growth rates in third and fourth-tier cities reached 104.19%, exceeding the 72.14% growth in first and second-tier cities. The top five counties (including county-level cities) for coffee consumption popularity are: Yanji, Yiwu, Kunshan, Zhangjiagang, and Jiangyin. Unlike large cities where coffee consumption corresponds to peak work hours, Yanji still shows a small peak in coffee consumption between 4-8 PM, with evening coffee orders accounting for as high as 19.2% of the total.

Furthermore, coffee orders delivered to hotels increased by 129.9% year-over-year, orders to office buildings/parks increased by 52.1%, and orders to parks and scenic areas increased by 89.2%.

6. Product Preferences: Coffee-Milk Tea Fusion Trend

In terms of products, the coconut latte, which pioneered the "coffee-milk tea" trend, remains the most popular coffee delivery item. Among the top five most popular products, latte-type products occupy three positions: coconut latte, latte, and cream cheese latte. The other two positions are Americano and strong Americano.

Important Notice :

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