瓶装咖啡暗战汹涌：东鹏、瑞幸环伺，星巴克守擂Bottled coffee battles fiercely: Dongpeng, Luckin Coffee surround, Starbucks defends
一直处于边缘的瓶装咖啡正成为市场焦点。
在此之前，星巴克、Costa、Peet’s coffee、农夫山泉、东鹏、菲诺、隅田川甚至是伊利等品牌，都开始在瓶装咖啡领域开始了布局。而瑞幸的入局，更是这个市场变得热闹起来。据了解，4月底瑞幸咖啡推出的瓶装即饮咖啡系列“瑞幸即享”，上市首日销量突破100万瓶。根据瑞幸即享咖啡官方数据披露，其瓶装即饮咖啡上市首日24小时线上渠道售出超100万瓶。
经历了几轮咖啡大战的洗礼，咖啡已经在中国市场实现了快速普及和飞速增长。但随着咖啡渗透率的增强，即饮瓶装咖啡也成为了全新的增长极。
根据马上赢数据显示，2026年第一季度，即饮咖啡以7.22%的增幅成为了同比增长的先锋，超越了包括即饮茶、功能饮料、即饮奶茶等传统热门类目。
而且瓶装咖啡饮料的市场规模或许还将持续走高。而且据欧睿国际预测，2025年中国即饮咖啡零售规模为77.8亿元，预计2030年增至约83.8亿元。
从9.9元价格战，到随处可见的现制咖啡门店，咖啡心智的全面普及，瓶装咖啡也成为了咖啡潮流中不可或缺的一块拼图。
以更加多元的价格带和产品形式，覆盖更为广泛的消费人群，这是推动瑞幸入局的重要因素，也是星巴克、COSTA、Peet’s Coffee（皮爷咖啡）、隅田川等众多品牌先后开辟瓶装咖啡产品的根本动因。
从杯子到瓶子，这也是国内现制咖啡集体跨界瓶装即饮赛道的缩影，探索“第二增长曲线”的一个缩影。各大咖啡品牌正在逐步跳出门店场景，将战场延伸至商超、便利店货架，即饮咖啡赛道的变革已然开启。
星巴克“头把交椅”生变？
尽管星巴克在以近20%的销售额同比增速增长，但随着东鹏的快速增长，二者之间的差距正在逐渐缩小。
马上赢数据显示，2024年12月至2025年11月，东鹏饮料旗下即饮咖啡品牌“东鹏大咖”便以接近14%的市场份额超越可口可乐COSTA，跻身行业前三，仅次于雀巢和星巴克。
资料显示，东鹏大咖过去一年销售额同比增速全部超过50%，部分月份增幅超100%。
到了4月份，东鹏大咖则以超过70%的销售额同比增速，占据了约13%的市场份额。并且与星巴克的市场份额已经十分接近，如果按照这样的增长速度，东鹏大咖或有望于今年赶超星巴克。
相较之下，雀巢咖啡虽仍以近40%的市场份额稳居“头把交椅”，但市场份额与销售额同比均负增长。
东鹏饮料自2026年开始启动“1+6”产品矩阵。除了继续巩固基石业务“东鹏特饮”以外，还将进一步推广电解质饮料“东鹏补水啦”、大包装茶饮“果之茶”、椰汁饮料“海岛椰”、即饮奶茶“港氏奶茶”、无糖茶“上茶”及即饮咖啡“东鹏大咖”六大品类。
这其中，东鹏补水啦在2025年增长迅速。据东鹏饮料三季报显示，东鹏补水啦前三季度收入28.47亿元，营收占比跃升至16.91%，被视为该公司的“第二增长曲线”。
“可以将大咖理解成与能量饮料类似的一个口味。”在马上赢CEO王杰祺看来，东鹏大咖与东鹏特饮从功能上有着较为相似的特质，因此在渠道上也有着较高的重合度。这对于东鹏来说，是实现渠道复用的最佳方式，也是其一直以来的优势和擅长。
而站在瓶装饮料的角度，在价格逐步走低之后，下一步就是大瓶装的全面普及。
不同于雀巢和星巴克以200ml-300ml为主的产品，以东鹏大咖的产品规格从410ml升至480ml，统一、椰泰也长期维持400ml以上的规格，农夫山泉旗下的炭仌甚至还推出了900ml的大规格产品。
“过去大家认为咖啡是一个强功能性的产品，不需要大瓶。但是随着消费习惯的变化，咖啡正在向着日常饮品方向转型，那么大瓶装也便开始逐步成为一种趋势。”王杰祺表示。
但这种饮料式的打法，显然与星巴克所倡导的生活方式的策略，截然不同。这也导致了二者在产品结果和渠道策略上，都走出了不同的道路。
即饮咖啡暗涌
“狙击”星巴克的不只有东鹏。
据接近瑞幸的行业人士介绍，瑞幸在瓶装饮料上的布局，早在去年便开始了。
目前，瑞幸的即饮咖啡共推出生椰拿铁、经典美式、柚C美式三款即饮咖啡口味，每瓶规格360ml。虽然SKU数量不多，但瑞幸仍然通过多种渠道同步推广这一产品——不仅有覆盖了天猫、京东、抖音、拼多多及瑞幸自有APP和小程序的线上渠道；也同步进驻了包括商超、便利店、即时零售平台、量贩零食连锁等线下渠道，同时还渗透进了交通出行、校园等场景。
目前品牌已完成省级代理招商布局，持续加速线下终端铺货，推动“门店现制+货架即饮”双业态融合，正式开启第二增长曲线。
此前，瑞幸即享咖啡产品线已涵盖浓缩咖啡液、即溶/冻干咖啡、咖啡豆、挂耳/胶囊咖啡等。
瑞幸对于即饮咖啡的下注，或许也源于该品类近年来的良好表现。
在瓶装咖啡领域，不仅东鹏大咖实现着快速增长，以怡宝、农夫山泉为代表的品牌，也分别在过去一段时间里获得了颇为可观的成绩——
过去一年里，怡宝通过大幅加大投入，取得了＞1000%的销售额同比增速；农夫山泉也将推出多年的炭仌系列即饮咖啡进行重新改造调整，并大幅提高市场投入力度，取得了接近40%的销售额同比增速。这个过程中，怡宝和农夫山泉的市场份额也都有着较为明显的同比增长。
对于瑞幸而言，发力瓶装即饮咖啡或有助于进一步突破增长瓶颈。一方面，国内现制咖啡赛道竞争日趋白热化，而即饮咖啡市场或有望为品牌带来全新的增长机遇；另一方面，即饮咖啡赛道由传统快消品牌主导，产品普遍存在风味陈旧、甜度偏高、同质化严重等问题，现制咖啡品牌的入局，或将为该领域带来、年轻化、爆款化、健康化的产品模式升级。
同时，依托线下数千家甚至上万家门店的流量基础，叠加线上电商、即时零售、线下全终端铺货的全域模式，还可以实现“门店引流+货架转化”的双向联动，对线下门店的品牌口碑与用户粘性实现反哺。
不过，不同于东鹏大咖快速铺货，寻求新品增长的市场策略，在王杰祺看来，瑞幸开发即饮咖啡的目的，是覆盖更多门店无法触及的场景和渠道。
包括便利店、瑞幸自有的小型门店，甚至是进入山姆等中高端渠道，而并非全面进入传统零售渠道，与雀巢、星巴克、东鹏等成熟产品进行正面竞争。
从门店一杯现制咖啡，到货架一瓶即饮咖啡，国内咖啡市场的边界正在持续拓宽。在一众现制品牌的加持下，即饮咖啡赛道将告别过去，迈入全新的竞争格局。（作者 | 谢璇，编辑 | 盖虹达）
Bottled coffee, which has always been on the edge, is becoming the focus of the market.
Prior to this, Starbucks Costa、Peet’s coffee、 Brands such as Nongfu Spring, Dongpeng, Fino, Sumida River, and even Yili have begun to expand their presence in the bottled coffee industry. And Luckin's entry into the market has made it even more lively. It is reported that the bottled ready to drink coffee series "Luckin Coffee Enjoy" launched by Luckin Coffee at the end of April sold over 1 million bottles on its first day of sale. According to official data released by Luckin Coffee, its bottled ready to drink coffee sold over 1 million bottles through online channels within 24 hours of its launch.
After several rounds of coffee wars, coffee has achieved rapid popularity and growth in the Chinese market. But with the increasing penetration rate of coffee, ready to drink bottled coffee has also become a new growth pole.
According to instant win data, in the first quarter of 2026, ready to drink coffee became the leader in year-on-year growth with a growth rate of 7.22%, surpassing traditional popular categories such as ready to drink tea, functional beverages, and ready to drink milk tea.
Moreover, the market size of bottled coffee beverages may continue to rise. Moreover, according to Euromonitor International's forecast, the retail scale of ready to drink coffee in China is expected to reach 7.78 billion yuan by 2025, and is projected to increase to approximately 8.38 billion yuan by 2030.
From the 9.9 yuan price war to the ubiquitous freshly made coffee shops, the widespread popularity of coffee mentality has made bottled coffee an indispensable piece of the puzzle in the coffee trend.
By offering a more diverse range of price bands and product forms, covering a wider consumer base, this is an important factor driving Luckin Coffee's entry into the market. It is also the fundamental reason why many brands such as Starbucks, COSTA, Peet's Coffee, and Sumida River have successively opened up bottled coffee products.
From cup to bottle, this is also a microcosm of the cross-border bottled ready to drink track of domestic freshly brewed coffee, exploring the "second growth curve". Major coffee brands are gradually stepping out of the store scene and extending their battlefield to supermarket and convenience store shelves. The transformation of the ready to drink coffee track has already begun.
Has Starbucks' top position changed?
Although Starbucks is growing at a year-on-year rate of nearly 20% in sales, the gap between the two is gradually narrowing with the rapid growth of Dongpeng.
According to instant data, from December 2024 to November 2025, Dongpeng Coffee's ready to drink coffee brand "Dongpeng Da Ka" surpassed Coca Cola COSTA with nearly 14% market share and entered the top three in the industry, second only to Nestle and Starbucks.
According to the data, the year-on-year sales growth rate of Dongpeng Big Coffee in the past year has exceeded 50%, and some months have seen growth rates exceeding 100%.
In April, Dongpeng Big Coffee achieved a year-on-year sales growth rate of over 70%, occupying approximately 13% of the market share. And its market share is already very close to Starbucks. If it continues to grow at this rate, Dongpeng Big Coffee may surpass Starbucks this year.
In contrast, although Nestle Coffee still holds the top spot with a market share of nearly 40%, its market share and sales have both experienced negative year-on-year growth.
Dongpeng Beverage will launch a "1+6" product matrix starting from 2026. In addition to continuing to consolidate the cornerstone business of "Dongpeng Special Drink", we will further promote six major categories: electrolyte beverage "Dongpeng Hydration", large packaged tea beverage "Fruit Tea", coconut juice beverage "Island Coconut", ready to drink milk tea "Hong's Milk Tea", sugar free tea "Shang Cha", and ready to drink coffee "Dongpeng Big Coffee".
Among them, Dongpeng Hydration will grow rapidly in 2025. According to the third quarter report of Dongpeng Beverage, Dongpeng Hydration had a revenue of 2.847 billion yuan in the first three quarters, with its revenue proportion jumping to 16.91%, which is regarded as the company's "second growth curve".
In the view of Wang Jieqi, CEO of Joywin, "Big Coffee can be understood as a flavor similar to energy drinks." Dongpeng Big Coffee and Dongpeng Special Drink have similar characteristics in terms of functionality, so they also have a high degree of overlap in channels. This is the best way for Dongpeng to achieve channel reuse, and it has always been its advantage and expertise.
From the perspective of bottled beverages, after the price gradually decreases, the next step is the widespread adoption of large bottled beverages.
Unlike Nestle and Starbucks, which mainly offer products ranging from 200ml to 300ml, Dongpeng Coffee's product specifications have increased from 410ml to 480ml, while Uni President and Yetai have maintained a specification of over 400ml for a long time. Nongfu Spring's Charcoal has even launched a 900ml large specification product.
In the past, people believed that coffee was a highly functional product that did not require large bottles. However, with changes in consumer habits, coffee is transforming into a daily beverage, and large bottles are gradually becoming a trend, "said Wang Jieqi.
But this beverage style approach is clearly completely different from Starbucks' lifestyle strategy. This has also led to the two taking different paths in terms of product outcomes and channel strategies.
Instant coffee has a hidden surge
Dongpeng is not the only one targeting Starbucks.
According to industry insiders close to Luckin, Luckin's layout in bottled beverages began as early as last year.
At present, Ruixing's ready to drink coffee has jointly promoted three ready to drink coffee flavors, namely, Coconut Latte, Classic American style, and Grapefruit C American style, with a bottle size of 360ml. Although the number of SKUs is small, Ruixing still promotes this product through multiple channels - not only online channels covering Tmall, JD, Tiktok, Pinduoduo, and Ruixing's own APP and applet; It has also entered offline channels such as supermarkets, convenience stores, instant retail platforms, and mass market snack chains, while also penetrating into transportation, campus, and other scenarios.
At present, the brand has completed the provincial-level agent investment layout, continuously accelerated offline terminal distribution, promoted the integration of "on-site store production+shelf ready to drink" dual formats, and officially opened the second growth curve.
Previously, Luckin Coffee's instant coffee product line had covered espresso, instant/freeze-dried coffee, coffee beans, hanging ear/capsule coffee, and more.
Luckin Coffee's bet on ready to drink coffee may also stem from the good performance of this category in recent years.
In the field of bottled coffee, not only has Dongpeng Coffee achieved rapid growth, but brands represented by Yibao and Nongfu Spring have also achieved considerable results in the past period——
In the past year, Yibao has achieved a year-on-year sales growth rate of over 1000% by significantly increasing investment; Nongfu Spring will also launch a series of ready to drink coffee that has been in use for many years for renovation and adjustment, and significantly increase market investment, achieving a year-on-year sales growth rate of nearly 40%. During this process, the market share of Yibao and Nongfu Spring also showed significant year-on-year growth.
For Luckin Coffee, investing in bottled ready to drink coffee may help further break through growth bottlenecks. On the one hand, the competition in the domestic freshly brewed coffee market is becoming increasingly fierce, and the ready to drink coffee market may bring new growth opportunities for brands; On the other hand, the ready to drink coffee market is dominated by traditional fast-moving consumer goods brands, and products generally have problems such as outdated flavors, high sweetness, and serious homogenization. The entry of freshly brewed coffee brands may bring an upgraded product model that is youthful, popular, and healthy to this field.
At the same time, relying on the traffic foundation of thousands or even tens of thousands of offline stores, combined with the comprehensive model of online e-commerce, instant retail, and offline full terminal distribution, a two-way linkage of "store drainage+shelf conversion" can also be achieved, which can feedback the brand reputation and user stickiness of offline stores.
However, unlike Dongpeng Coffee's rapid stocking and market strategy of seeking new product growth, in Wang Jieqi's view, Luckin Coffee's development of ready to drink coffee aims to cover more scenarios and channels that cannot be reached by more stores.
Including convenience stores, Luckin Coffee's own small stores, and even entering high-end channels such as Sam's Club, instead of fully entering traditional retail channels, competing head-on with mature products such as Nestle, Starbucks, and Dongpeng.
The boundaries of the domestic coffee market are continuously expanding, from a freshly made cup of coffee in the store to a ready to drink bottle of coffee on the shelf. With the support of a group of ready-made brands, the ready to drink coffee track will bid farewell to the past and enter a new competitive landscape. (Author | Xie Xuan, Editor | Gai Hongda)