2024年咖啡产业研究报告：影响市场与消费者行为的六大趋势（英文版）-德勤

Deloitte Coffee Study 2024Forces shaping the market and consumer behavioursSeptember 2024Contents1. Key findings 042. Setting the scene 052.1 The waves of coffee 052.2 The Swiss coffee industry 073. Trends shaping the market 113.1 Sustainable coffee 113.2 Speciality coffee 163.3 Certified coffee 193.4 Functional coffee 213.5 Direct trade 233.6 Convenience coffee 254. The coffee consumer 284.1 Generational gaps 284.2 Home brewing 314.3 Coffee e-commerce 335. Conclusion 356. Contacts and authors 367. Endnotes 3702Deloitte Coffee Study 2024 | Forces shaping the market and consumer behavioursAbout the studyThis study is based on an online survey of 7,000 coffee drinkers aged 16 and above. The survey was conducted in March 2024 across 13 countries, 500 participants in Brazil, China, France, Germany, India, Italy, Japan, Mexico, South Korea, Spain, the United Kingdom, and the United States as well as 1,000 participants in Switzerland. The data of all countries were weighted equally in the analysis. The country samples were nationally representative of age and gender – in China and India also of income, and in Switzerland of language distribution. Additionally, face to face interviews were conducted with experts from the coffee industry. Independent in its approach and drawing on our research capabilities, the Deloitte Coffee Study is a holistic industry assessment comprising diverse points of view.03Deloitte Coffee Study 2024 | Forces shaping the market and consumer behaviours1. Key findings The coffee industry and environment are evolving fast which requires coffee roasters, traders, brands, distributors, retailers and machine manufacturers to follow relevant trends and understand consumer preferences. In this study Deloitte explores prominent trends in coffee and consumer insights based on a survey of around 7,000 coffee drinkers in 13 countries and interviews with experts from the coffee industry.The bean boomCoffee consumption is spreading to parts of the world where it is not a traditional beverage – for example, to China and India. The popularity of coffee is growing in these emerging markets and the number of coffee shops is increasing rapidly.Green stamp of approvalCoffee production faces serious challenges where climate change, deforestation and plant diseases are concerned. Consumers increasingly demand sustainable coffee and look for certifications that ensure social and ecological standards have been respected in the value chain.How convenientEasy accessibility to coffee and saving time during preparation are crucial factors in coffee consumption. In this context, canned and bottled coffee are two well-known options. But they are not often adopted by consumers for their regular consumption.Generation revelationsCoffee consumption differs between younger and older generations. For example, younger coffee drinkers tend to consume less coffee on average but show a higher propensity to get it to go.Do it yourselfPreparing coffee at home rat