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1、Executive Summary Coffee is one of the fastest growing segments of the beverage sector in China projected to grow with a CAGR of 15% to 300,000 tons by 2020 from 45,000 tons in 2006 Market Low coffee consumption at only 5 cups per capita per year provides robust growth opportunity for coffee in Chin
2、a Drivers Asian Times Online Coffee Market Growth Production 000 tons 300.0 300 +15% 200 100 45.0 0 2006 2020e Hot Drinks Market Share (2010) 10% 20% Tea Coffee Others 70% 6 Market Overview Global China Supply Chain Exports and Imports Drivers United Nations Department of Economics and Social Affair
3、s; Peoples Daily Online; Coffee Club 15 Rising disposable income leading to greater spending on coffee via branded retail outlets Rise in Disposable Income Impact Average real income and the share of urban households is projected to grow at a rate of 5.4% and 2.2% p.a. respectively from 2006 to 2025
4、 In addition, urban consumer spending is expected to rise with a CAGR of 186% from USD570 bn in 2005 to USD4,660 bn by 2025 Coffee is primarily consumed at retail outlets which is relatively high priced Rise in disposable income of urban household coupled with rise in spending power acts as a major
5、growth driver for the coffee market in China Urban Disposable Income (per household) USD bn 19,700 Urban Consumer Spending USD bn 20,000 15,000 10,000 5,000 3,940 0 2005 Source: PWC ; Mckinsey; China Daily +124% 10,500 2015e 2025e 5,000 4,000 3,000 2,000 1,000 570 0 2005 4,660 +186% 2,015 2015e 2025
6、e 15 Rapidly changing lifestyle is a major contributor to the growth of coffee market in China Changing Lifestyle Impact Changing lifestyle is a major contributor to the growth of coffee market in China An increasing number of fashion conscious affluent Chinese population are greatly imbibing the co
7、ffee culture A trend of increasing share of discretionary spending is also contributing significantly towards driving the coffee market in China Coffee consumption in china is considered as a discretionary spending as it is priced higher than tea and primarily sold in large retail chains By 2025, th
8、e share of discretionary spending is expected to reach 63% of total consumer spending in China Share of Spending Basic Spending Discretionary Spending % 100% 37% 57% Source: McKinsey; KPMG 50% 43% 0% 2005 +20% 63% 2025e 16 Low level of per capita consumption provides a huge opportunity for growth to
9、 the coffee market in China Low Per Capita Consumption China is one of the largest market for tea in the world and the consumption level of coffee in China is only 5 cups per capita per year World average of coffee consumption is 240 cups per capita per year Annual domestic production and consumptio
10、n of coffee is only 45,000 tons and 35,000 tons respectively, significantly lower than that of the global annual production of 10 mn tons Coffee market in China is characterized by a huge untapped potential having a high growth prospective Per Capita Coffee Consumption Impact Chinas per capita coffe
11、e consumption is the lowest No. of Cups 1,459 offering substantial opportunity for growth 1,500 1,117 1,071 1,051 1,000 500 0 982 850 735 731 400 360 140 5 Finland Sweden Netherlands Norway Denmark Austria France Germany USA Japan Korea China Source: Minyanville Coffee Consumption = Per capita per y
12、ear 17 Favorable demographics in China to lead to the growth of the coffee market Young Population Drive Coffee Demand Impact Coffee is fast emerging as the drink of choice for the young Chinese population Young people returning from abroad after completing their education are expected to drive the
13、demand for coffee in China Consumption of coffee in a cafe is being increasingly considered as a major cosmopolitan style by the youth of China Consumption of coffee is growing at a rapid rate especially among the young population Being priced higher than tea, drinking coffee is also considered as a
14、 symbol of wealth by the young population in China Demography Age Split (2010) Major Attractions of Coffee Outlets 35 yrs Young population is the primary target of the coffee retail outlets in China Music and Branded Fresh Ambience Wares Pastries, Cookies Major Purposes Served Business Friends Meeti
15、ng Meeting 18 High cost of labour is one of the major challenges faced by the coffee market in China Rising Labour Costs Impact Rising labour costs is one of the major challenges faced by the coffee producers, processors and retailers in China Wage and welfare payments for a worker in China is the highest compared to any other economy in Asia - Highest minimum wage is in Shenzhen, Chinas export hub at USD207 per month - Highest hourly wage rate is obtained by workers in Beijing at USD2.98 per hour 12th five year plan of the government focu
