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Brewing the Best Instant Coffee

9 September 2021 by Mordor Intelligence



Opportunities for rising coffee consumption

– Ready-to-drink coffee is gaining more traction in Japan

– Coffee appeals to the young, rich, and urban consumers in China. Manufacturers have targeted Westernized young professionals as the primary focus market for RTD coffee. Since the rural market is untapped in China, it has a greater scope to grow further in the RTD coffee market.

– Indian consumers believe RTD coffee is a healthy substitute for carbonated drinks. They are keen on coffee that caters to the calorie-conscious and diabetic population.

– Strong demand from younger consumers amidst the thriving cafe culture in India is further propelling the market.

What strategies have been implemented by key players across these three geographical regions?

– In Japan, brands are engaging in coffee-based innovations with value-added coffee-based RTD beverages and flavored coffee drinks. Attractive packaging and the availability of varying quantities of coffee are factors driving the market in the country.

– On the other hand, in India, new coffee products with various added flavors are helping the market grow.

– In China, the strategy of the major players focuses on increasing the number of specialty stores.

Key drivers that led to a spike in coffee consumption:

– Unhealthy eating habits, busy lifestyles, and stringent work schedules are factors driving consumers toward RTD coffee in India

– In China, the younger generation considers coffee a way of life, promoting a certain urban lifestyle. The influence of cosmopolitan Beijing and Shanghai further increased the trend of coffee consumption in the country.

– The flavor-added coffee drinks and iced products with longer shelf life are expected to provide significant opportunities for the market in Japan.

Learn more about coffee and its place in our future at our content sessions during the upcoming FHA Match: Drinks. On 15 September, Avinash Desamangalam, Research Manager, Food & Agriculture at Mordor Intelligence, together with experts from Specialty Coffee Association of Indonesia, EDE Consulting, Farmer Connect and ASEAN Coffee Federation will be part of a panel discussion titled ‘Towards a Sustainable Coffee Future in Asia: Climate Threads, Tech & Transparency’, on 15 September, 1100hrs, Day 1 of FHA Match: Drinks. Register and view the full program here.

This report was contributed by FHA Match: Drinks content partner: