The joint coffee "Sauce Latte" launched by Luckin Coffee and Kweichow Moutai was officially launched, once setting off a wave of consumer spending. Before this, Luckin has also launched co-branded coffees with many brands, and each time it has been very popular. Behind this, in addition to consumers’ curiosity, more importantly, many consumers have already developed Developed coffee consumption habits. Here, combined with data, let’s take a look at the current consumption trends in the coffee market.
According to sales data from the Whale Consultant e-commerce data analysis platform, in July 2023, JD.com’s coffee market sales were 2.7 million+, a year-on-year increase of approximately 25%; sales were 200 million+, a year-on-year increase of approximately 52%. From a price point of view, the average market price of coffee is also rising, with a year-on-year increase of about 21%.
*Data comes from Whale Consultant-Industry Trend Analysis (obtained from public channels, data is for reference only)
As the coffee track continues to heat up, the market scale continues to expand, more and more institutions and companies have entered the coffee field, and market competition has intensified. However, in general, the effect of leading brands in the coffee market is quite significant. . From the perspective of brand market share, brands such as Nestlé, Starbucks, and Luckin Coffee have relatively high market shares.
In July this year, Nestlé’s sales on the JD.com platform were nearly 43 million yuan, accounting for nearly 21% of the market; Starbucks’ sales were nearly 24 million yuan, accounting for about 12% of the market; Luckin’s sales exceeded 14 million yuan that month, and its market share was 7%. In addition, Santon and a Half is second only to Luckin, with a market share of about 6%, while the remaining brands have a market share of less than 5%.
*Data comes from Whale Consultant-Brand Ranking Analysis (obtained from public channels, data is for reference only)
Three stores including Nestle Coffee’s JD.com self-operated official flagship store, Starbucks Home Coffee JD.com self-operated flagship store and Luckin Coffee (luckincoffee) JD.com self-operated flagship store were the stores with the highest online sales in July. The sales volume is more than 10 million, and the market share is more than 5%. On a year-on-year basis, store sales also showed positive growth.
*Data comes from Whale Counselor-store ranking analysis (obtained from public channels, data is for reference only)
At present, coffee is becoming more and more popular, and coffee consumption has gradually changed from a petty bourgeoisie lifestyle to the daily life of more consumers. As people's demand for coffee continues to rise, high-end coffee is also welcomed by more consumers.
From the market price segment analysis data, we can see that coffee products in the price range of "119 yuan and above" ranked first in terms of transaction volume. In July, the sales volume of products in this range was 86 million+, accounting for a market share of 86 million yuan. About 42%.
*Data comes from Whale Consultant-Price segment analysis (obtained from public channels, data is for reference only)
With the further popularization of coffee consumption and the development of national coffee consumption habits, the coffee market may sink further in the future. Driven by the wave of domestic coffee consumption, the coffee industry is expected to maintain rapid growth.
Whale Advisor data comes from public sources, and the data acquisition may be incomplete. The analysis results are for reference only.
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