COFFEE IN CHINA: MARKET TREND AND CONSUMER DEMAND

Although it remains a tea consuming nation, both production and consumption of coffee in China has been increasing at double-digit rates and is not expected to slow down (International Coffee Organization (ICO), 2015). With investments and upward trends in production and rapid increases in consumption of coffee in China it is important for producers and retailers of the bean1 in China to understand the new Chinese coffee consumer. Using survey data from Wuhan, China we help understand the Chinese coffee consumer by explaining their consumption using standard OLS regression. Results show that whether or not consumers make/brew their own coffee, how long consumers have been consuming coffee regularly, the size of the coffee cup most often purchased and individuals’ prediction of their coffee consumption in the following year are all important in explaining Chinese coffee consumption. We suggest for long-run success, that Chinese coffee producers and retailers in China focus on the quality of their coffee bean. 1 ‘bean’ refers to coffe