雀巢大中华区咖啡业务负责人蔡家雯：咖啡业务增长机会在于“拉新"Cai Jiawen, Head of Nestle Greater China Coffee Business: The growth opportunity of coffee business lies in "attracting new customers"

经济观察报 记者 阿茹汗。自8月起，雀巢咖啡京东自营旗舰店里上新了一款“雀巢咖啡1+2”生椰拿铁口味速溶咖啡新品。雀巢方面介绍，这是“雀巢咖啡1+2”品牌近十年在中国市场首次推出全新口味。

雀巢大中华区高级副总裁、咖啡业务负责人蔡家雯（Pamela Takai）近日对经济观察报表示，根据该公司的调研，目前只有约50%的城镇消费者有喝咖啡的习惯，但饮用频次整体偏低，每周仅有一到两次。

在蔡家雯看来，中国咖啡市场规模仍在增长，其中雀巢的机会就在于培育更多“新人”养成“喝咖啡”“常喝咖啡”的习惯。雀巢咖啡推出新品的考量是要以更好喝的口味、更实惠的价格和更便利的方式触达消费者，降低消费者喝咖啡的门槛，从而提升品牌的市场渗透率。

这也是蔡家雯继去年9月履新以来对中国咖啡市场的洞察之一。去年7月，雀巢大中华区CEO换人，此后大中华区主要业务板块也陆续更换一把手。去年9月，时任菲律宾奶品健康与营养解决方案（DHNS）负责人的蔡家雯，成为大中华区咖啡业务负责人及大中华区管理委员会成员，向雀巢大中华区CEO马凯思直接汇报。

借助咖啡产品推新，蔡家雯首次面向媒体公开亮相。她介绍，速溶咖啡和以丝滑拿铁为代表的即饮咖啡，是雀巢咖啡在全球及中国范围内最大、最重要的两项核心业务。“雀巢咖啡1+2”是速溶咖啡品类的代表品牌，进入中国市场已经近30年，在消费者的心目中留下了便捷、价格实惠、好喝的品牌印象。因此，雀巢选择在该产品系列中推出新口味，以实现“拉新”和撬动更高频次的饮用。

蔡家雯对于中国咖啡市场的另一个洞察是中国消费者购物渠道的多元化。她援引的一组数据显示，每位消费者一年会通过12种渠道购买产品。“雀巢咖啡1+2”可以灵活适应更多渠道：大盒规格会进入大型商超等渠道；在小型零食渠道，雀巢会提供单条装、更便捷的小包装产品等。

雀巢集团于7月23日发布的2026年上半年财报显示，咖啡依然是拉动其整体增长的核心业务。今年上半年该公司实现销售额431亿瑞士法郎，实际内部增长率达到1.5%，较第一季度1.2%的实际内部增长率有所提升。雀巢方面称，销售额主要由咖啡、食品与零食业务引领，其中咖啡业务的有机增长率为7.5%，增幅高于宠物护理、食品与零食业务。

Economic Observer reporter Aru Khan. Starting from August, Nestle Coffee's JD flagship store has launched a new product called "Nestle Coffee 1+2" coconut latte flavored instant coffee. Nestle introduced that this is the first time in nearly a decade that the "Nestle Coffee 1+2" brand has launched a new flavor in the Chinese market.

Pamela Takai, Senior Vice President and Head of Coffee Business at Nestle Greater China, recently told Economic Observer that according to the company's research, only about 50% of urban consumers have the habit of drinking coffee, but the overall frequency of consumption is low, only once or twice a week.

In Cai Jiawen's view, the size of the Chinese coffee market is still growing, and Nestle's opportunity lies in cultivating more "newcomers" to develop the habit of "drinking coffee" and "regularly drinking coffee". Nestle Coffee's consideration for launching new products is to reach consumers with better tasting flavors, more affordable prices, and more convenient ways, lower the threshold for consumers to drink coffee, and thus increase the brand's market penetration.

This is also one of Cai Jiawen's insights into the Chinese coffee market since taking office in September last year. Last July, the CEO of Nestle Greater China was replaced, and since then, the main business sectors in Greater China have also been replaced with new leaders. In September last year, Cai Jiawen, who was then the head of the Philippine Dairy Health and Nutrition Solutions (DHNS), became the head of the coffee business in Greater China and a member of the Greater China Management Committee, reporting directly to Nestle's CEO in Greater China, Ma Kaisi.

With the help of coffee product promotion, Cai Jiawen made her first public appearance to the media. She introduced that instant coffee and ready to drink coffee represented by silky latte are the two largest and most important core businesses of Nestle Coffee globally and in China. Nestle Coffee 1+2 "is a representative brand of instant coffee category, which has been in the Chinese market for nearly 30 years and has left a brand impression of convenience, affordable price, and good taste in the minds of consumers. Therefore, Nestl é has chosen to introduce new flavors in this product line to achieve "novelty" and leverage higher frequency consumption.

Another insight of Cai Jiawen into the Chinese coffee market is the diversification of shopping channels for Chinese consumers. She cited a set of data showing that each consumer purchases products through 12 channels a year. Nestle Coffee 1+2 can flexibly adapt to more channels: large box sizes will enter channels such as large supermarkets; In the small snack channel, Nestle offers single pack and more convenient small packaging products.

Nestle Group's first half 2026 financial report released on July 23 shows that coffee remains the core business driving its overall growth. In the first half of this year, the company achieved sales of 43.1 billion Swiss francs, with an actual internal growth rate of 1.5%, which is higher than the actual internal growth rate of 1.2% in the first quarter. Nestle stated that its sales are mainly led by its coffee, food, and snack businesses, with an organic growth rate of 7.5% for its coffee business, which is higher than its pet care, food, and snack businesses.