Nestle to tap into high quality coffee experiences
HONG KONG: Global food and drink company Nestle is doubling down on its coffee strategy in China, aiming to capture the growing appetite for diverse and high-quality coffee experiences among Chinese consumers.
Jiang Haiying, senior vice-president of Nestle Greater China Region and head of the coffee business unit, said the growth potential of the Chinese market has 'strengthened our commitment to accelerate our coffee business in China'.
Jiang said that the company's Asia, Oceania and Africa region holds high expectations for its performance in China, expressing confidence that the market will continue to deliver sustained growth.
She said that Nestle Coffee will pursue 'bigger, fewer and better and more focused innovation projects', targeting cutting-edge trends in Chinese consumer behavior and coffee consumption to drive the next wave of expansion.
According to Nestle's 2025 first-quarter results report released on April 24, the company's global coffee business achieved growth of 5.1% year-on-year.
Data from the China Coffee Industry Report 2024, jointly released by the World Federation of Chinese Catering Industry, show that although China's coffee exports hit a record low of 20,000 tonnes in 2023, imports grew by over 20%, reflecting surging domestic demand.
Coffee consumption in China has jumped 167% over the past decade, reaching 350,000 tonnes. The market has shifted from being dominated by instant coffee to a more diversified landscape, with freshly brewed coffee and retail coffee emerging as core segments.
Research institute Mintel Group forecasts that the retail value of instant coffee will reach 12.47 billion yuan in 2023, up 5% year-on-year, and grow at a compound annual growth rate of 6.3% to reach 16.9 billion yuan by 2028. — China Daily/ANN
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