现制咖啡步入全渠道提质增长新阶段Fresh coffee enters a new stage of omnichannel quality improvement and growth
转自：中国食品报
近年来，随着我国咖啡消费市场教育不断深化，产品本土化、日常化趋势持续推进，消费者对咖啡的接受度与消费意愿显著提升。数据显示，2018—2024年咖啡产销年度，国内咖啡消费量复合年增长率达12.4%。红餐产业研究院联合新天力日前推出的《咖饮品类发展报告2026》（以下简称《报告》）显示，现制咖啡凭借更强的品质感与消费体验受到青睐，消费群体逐步渗透至学生、蓝领及银发人群，逐渐从小众提神饮品发展为适配办公、社交、休闲等多场景的大众日常饮品。消费群体扩容也为咖啡行业创新发展打开更大空间。
现制咖啡加速融入日常生活
当前，现制咖啡在风味创新、功能拓展与销售形式上持续迭代，消费愈发便捷，购买门槛不断降低，产业链日趋完善。在多重因素驱动下，现制咖啡正加速向多元消费场景渗透，全面融入大众日常生活。
现制咖啡产品创新持续深化，推动现制咖啡持续拓宽消费场景边界。近年来，现制饮品品牌围绕不同消费需求和消费场景持续丰富咖啡产品矩阵。《报告》数据显示，2026年上半年，117个现制饮品品牌（茶饮品牌75个，咖饮品牌42个）共推出了660款咖啡产品，其中15.6%来自茶饮品牌，84.4%来自咖饮品牌。
当前咖啡新品创新聚焦风味、功能、销售形式三大维度。风味层面，水果、花香、茶香等元素与咖啡融合，极大丰富了咖啡口味体系；功能层面，产品打破单一提神属性，向低卡减脂、解腻养生等多元化健康方向升级；销售层面，行业普及“咖啡+”组合模式，联动烘焙、甜品、小吃等品类，解锁全时段消费场景。
消费便利性提升，推动现制咖啡走向日常化、全天候消费。依托外卖平台与品牌自营配送体系的完善，现制咖啡门店持续下沉、经营主体不断增多，大幅降低了消费者的时空消费成本。现制咖啡由此摆脱传统门店专属消费模式，转变为可随时随地购买的日常饮品，实现多场景、全天候的消费渗透。
价格的持续下探则进一步降低消费决策门槛，推动现制咖啡从轻奢尝鲜转变为大众高频消费。《报告》数据显示，2024—2026年，咖饮门店人均消费逐年下降，2026年上半年稳定在25元左右。与此同时，新品价格更加亲民，单杯售价10—15元的咖啡新品占比提升至9.9%，10元以下新品占比升至11.7%，中高端产品也稳定在30—35元价格区间，适配大众消费能力。
完善的全产业链体系，为现制咖啡业态扩容、全渠道发展筑牢根基。目前现制咖啡已形成原料供应、门店运营、产品交付的完整产业链，各环节协同发展，有效降低行业经营准入门槛。原料端，各类咖啡原材料供应充足，众多品牌推出适配现制咖啡的原料产品，为新品研发提供保障。运营端，AI工具、自动化设备与数字化管理系统的普及，提升门店出品效率与标准化程度，简化运营流程。交付端，包材企业持续优化产品保温、防漏性能，搭配成熟的即时零售配送网络，持续拓展现制咖啡的消费场景，为现制咖啡消费场景不断拓展提供支撑。
多类经营主体蓬勃发展
《报告》分析指出，现制咖啡赛道已形成咖饮品牌为主导，茶饮、餐饮品牌、便利店、无人自助咖啡机多元主体共同参与的发展格局。各类经营主体立足自身资源与场景优势，打造差异化业务模式，持续拓展现制咖啡消费场景。
近年来，咖饮专门店发展尤为迅速，市场规模持续扩容。《报告》数据显示，2025年全国咖饮市场规模保持增长态势，达到1405亿元，同比增长19.4%。2026年咖饮的市场规模将会保持增长态势，有望达到1590亿元，未来3年增速有望保持10%以上。截至2026年6月，全国咖饮门店数达到28.4万家，同比增长20.1%，连锁化率达到47.3%。
此外，咖饮赛道创业热度不减，咖饮相关企业存量持续走高。头部品牌加速拓店，瑞幸咖啡、库迪咖啡全国门店数破万，幸运咖、NOWWA挪瓦咖啡等品牌门店实现翻倍，部分腰部品牌也同样快速扩张。
部分国外连锁咖饮品牌通过引入中国资本的方式，推动其在中国市场的本土化运营迈向更专业化阶段。2025年11月，博裕投资以40亿美元收购星巴克中国60%的股权，双方成立合资企业共同运营中国市场零售业务。2026年3月，大钲资本与雀巢正式签约，收购蓝瓶咖啡全球门店业务。
除持续扩张门店网络外，部分咖饮品牌积极布局零售业务，推出瓶装咖啡等产品，将消费场景由门店进一步延伸至商超、便利店、电商平台以及居家消费场景，不断丰富品牌经营模式。
茶饮品牌也将咖啡视作新增长曲线，《报告》显示，门店规模百强的茶饮品牌中，已有69%的品牌布局现制咖啡赛道。与此同时，茶饮样本品牌推出的咖啡新品的数量也整体呈现增长的趋势，反映出茶饮品牌对现制咖啡业务的投入不断加大，布局节奏明显加快。目前，茶饮品牌探索现制咖啡业务主要演化出四种布局模式，其中产品延伸、独立品牌自营是当下最主流路径。
《报告》指出，我国便利店咖啡仍处在模式摸索阶段，历经多轮迭代后转向轻资产场景补充模式，咖饮品牌也以店中店形式入驻便利店渠道。
“+咖啡”的跨界融合模式已经成为餐饮行业的普遍趋势，西式快餐和面包烘焙两大品类中的多数品牌已形成相对稳定的现制咖啡业务模式，其他餐饮品类仍主要处于探索阶段。其中，西式快餐品牌在现制咖啡业务布局上更灵活；而面包烘焙品牌则多利用现有门店增设咖啡服务。
无人自助咖啡机成为潜力赛道，推动现制咖啡业务从依赖门店空间的传统经营方式转向点位精细化布局。从设备形态来看，柜机式设备落地写字楼、交通枢纽等场所；AI机械臂设备则依托智能交互打造全新消费体验。
包装从“容器”升级为“竞争力”
近年来，现制咖啡消费场景与需求持续演变，从早期社交体验、大众化平价消费，进入多场景融合发展新阶段。随着多类主体加速入局，现制咖啡消费突破传统咖啡馆场景，全面覆盖早餐、办公、通勤、休闲、家庭等日常场景。行业竞争也不再局限于产品研发，而是转向适配多元场景的差异化消费体验与高效运营能力比拼。
在此背景下，包装的价值大幅升级，从单纯的盛放容器，转变为影响消费体验、门店效率及品牌形象的核心竞争力。现代咖啡包装既要满足外卖、自提场景的防漏、保温、稳定运输需求，也要适配连锁门店标准化、高效率出杯的运营要求，同时承担品牌视觉展示、加深消费者记忆的作用，传统通用型包装已无法适配细分场景需求。
包材企业随之转型升级，从单一供货转向提供场景化整体解决方案。以新天力为代表的企业，其针对咖啡堂食、外带、外卖等场景优化包装结构，推出防漏杯产品，打造一体化包装服务。搭建起覆盖工、农、服务业的完整包装体系，拥有多材质、全品类包装产品矩阵，可适配咖啡、茶饮、预制菜、生鲜等多个赛道，支持品牌个性化定制。
《报告》认为，现制咖啡消费场景将进一步拓宽，消费者需求日益多元化，将推动咖啡产品向功能化、本土化、细分化方向发展。行业竞争也将从门店扩张，转向供应链、包装、数字化等后端实力的综合比拼，具备产业链整合与持续创新能力的企业将在未来市场竞争中占据更大优势。
（韦秋媛）
Translated from: China Food News
In recent years, with the continuous deepening of education in China's coffee consumption market, the trend of product localization and daily use has continued to advance, and consumers' acceptance and willingness to consume coffee have significantly increased. Data shows that from 2018 to 2024, the compound annual growth rate of domestic coffee consumption reached 12.4%. The "Coffee and Beverage Category Development Report 2026" (hereinafter referred to as the "Report") jointly launched by the Red Meal Industry Research Institute and New Tianli recently shows that freshly brewed coffee is favored for its stronger quality and consumer experience, and the consumer group is gradually penetrating into students, blue collar and silver haired people, gradually developing from niche refreshing drinks to mass daily drinks suitable for multiple scenarios such as office, social, and leisure. The expansion of consumer groups also opens up greater space for innovative development in the coffee industry.
Freshly brewed coffee accelerates its integration into daily life
Currently, freshly brewed coffee continues to iterate in terms of flavor innovation, functional expansion, and sales forms, making consumption increasingly convenient, lowering the purchasing threshold, and improving the industry chain. Driven by multiple factors, freshly brewed coffee is accelerating its penetration into diverse consumer scenarios and fully integrating into people's daily lives.
The innovation of freshly brewed coffee products continues to deepen, promoting the continuous expansion of consumption scenarios for freshly brewed coffee. In recent years, freshly made beverage brands have continuously enriched their coffee product matrix around different consumer needs and scenarios. According to the report, in the first half of 2026, 117 freshly made beverage brands (75 tea brands and 42 coffee brands) launched a total of 660 coffee products, of which 15.6% came from tea brands and 84.4% from coffee brands.
The current innovation of coffee new products focuses on three dimensions: flavor, function, and sales form. On the flavor level, elements such as fruit, floral, and tea aromas are integrated with coffee, greatly enriching the coffee flavor system; On the functional level, the product breaks the single refreshing attribute and upgrades towards diversified health directions such as low calorie weight loss, greasiness relief, and health preservation; At the sales level, the industry has popularized the "coffee+" combination model, linking categories such as baking, desserts, and snacks to unlock full time consumption scenarios.
Improving consumer convenience and promoting the daily and all-weather consumption of freshly brewed coffee. With the improvement of food delivery platforms and brand self operated delivery systems, freshly made coffee shops continue to sink and the number of operating entities continues to increase, significantly reducing consumers' time and space consumption costs. As a result, freshly brewed coffee has moved away from the traditional store exclusive consumption model and transformed into a daily beverage that can be purchased anytime, anywhere, achieving multi scenario and all-weather consumption penetration.
The continuous decline in prices further lowers the threshold for consumer decision-making, promoting the transformation of freshly brewed coffee from light luxury tasting to high-frequency consumption by the general public. The data from the report shows that from 2024 to 2026, the per capita consumption of coffee and beverage stores will decrease year by year, and will remain stable at around 25 yuan in the first half of 2026. At the same time, the prices of new products are more affordable, with the proportion of coffee new products priced at 10-15 yuan per cup increasing to 9.9%, and the proportion of new products priced below 10 yuan increasing to 11.7%. The price range of mid to high end products is also stable at 30-35 yuan, which is suitable for the public's consumption ability.
A complete industry chain system lays a solid foundation for the expansion of the freshly brewed coffee industry and the development of all channels. At present, freshly brewed coffee has formed a complete industrial chain of raw material supply, store operation, and product delivery, with coordinated development of each link, effectively reducing the industry's entry threshold for operation. On the raw material side, there is sufficient supply of various coffee raw materials, and many brands have launched raw material products that are suitable for freshly made coffee, providing guarantees for new product research and development. On the operational side, the popularization of AI tools, automation equipment, and digital management systems has improved the efficiency and standardization of store production, simplifying operational processes. At the delivery end, packaging companies continue to optimize product insulation and leak prevention performance, coupled with mature instant retail distribution networks, to continuously expand the consumption scenarios of freshly brewed coffee and provide support for the continuous expansion of freshly brewed coffee consumption scenarios.
Multiple types of business entities are flourishing
The report analysis points out that the freshly brewed coffee track has formed a development pattern dominated by coffee beverage brands, with multiple entities including tea drinks, catering brands, convenience stores, and unmanned self-service coffee machines participating together. Various business entities are based on their own resources and scene advantages, creating differentiated business models and continuously expanding the consumption scene of freshly made coffee.
In recent years, the development of coffee and beverage specialty stores has been particularly rapid, and the market size continues to expand. According to the report, the national coffee beverage market will maintain a growth trend in 2025, reaching 140.5 billion yuan, a year-on-year increase of 19.4%. The market size of coffee drinks is expected to maintain a growth trend in 2026, reaching 159 billion yuan, and the growth rate is expected to remain above 10% in the next three years. As of June 2026, the number of coffee and beverage stores in China reached 284000, a year-on-year increase of 20.1%, with a chain rate of 47.3%.
In addition, the entrepreneurial enthusiasm in the coffee beverage industry has not decreased, and the stock of coffee beverage related enterprises continues to rise. Top brands are accelerating their store expansion, with Luckin Coffee and Kudi Coffee having over 10000 stores nationwide. Brands such as Lucky Coffee and NOWWA Coffee have doubled their store numbers, and some waist brands are also expanding rapidly.
Some foreign chain coffee and beverage brands are promoting their localization operations in the Chinese market towards a more specialized stage by introducing Chinese capital. In November 2025, Boyu Investment acquired 60% equity of Starbucks China for 4 billion US dollars, and the two parties established a joint venture to jointly operate retail business in the Chinese market. In March 2026, Dazheng Capital officially signed a contract with Nestle to acquire the global store business of Blue Bottle Coffee.
In addition to continuously expanding their store network, some coffee and beverage brands are actively expanding their retail business, launching bottled coffee and other products, further extending their consumption scenarios from stores to supermarkets, convenience stores, e-commerce platforms, and home consumption scenarios, constantly enriching their brand management models.
Tea beverage brands also see coffee as a new growth curve. According to the report, 69% of the top 100 tea beverage brands in terms of store size have already established a presence in the freshly brewed coffee market. At the same time, the number of new coffee products launched by tea drink sample brands has also shown an overall increasing trend, reflecting the increasing investment of tea drink brands in the freshly brewed coffee business and the significantly accelerated pace of layout. At present, there are four main layout models for tea beverage brands to explore the freshly brewed coffee business, among which product extension and independent brand self operation are the most mainstream paths at present.
The report points out that convenience store coffee in China is still in the stage of exploring models, and after multiple iterations, it has shifted to a light asset scenario supplement model. Coffee brands have also entered the convenience store channel in the form of store in store.
The cross-border integration model of "+coffee" has become a common trend in the catering industry. Most brands in the two major categories of Western fast food and bread baking have formed relatively stable freshly made coffee business models, while other catering categories are still mainly in the exploratory stage. Among them, Western fast food brands are more flexible in their layout of freshly brewed coffee business; And bread baking brands often utilize existing stores to add coffee services.
Unmanned self-service coffee machines have become a potential track, driving the shift of the freshly brewed coffee business from relying on store space to a refined layout of points. From the perspective of equipment form, cabinet type equipment is installed in places such as office buildings and transportation hubs; AI robotic arm devices rely on intelligent interaction to create a new consumer experience.
Upgrading packaging from 'container' to 'competitiveness'
In recent years, the consumption scenarios and demand for freshly brewed coffee have continued to evolve, entering a new stage of multi scenario integrated development from early social experiences and mass affordable consumption. With the accelerated entry of multiple entities, the consumption of freshly brewed coffee has broken through the traditional coffee shop scene, covering daily scenarios such as breakfast, office, commuting, leisure, and home. Industry competition is no longer limited to product development, but is shifting towards differentiated consumer experiences and efficient operational capabilities that adapt to diverse scenarios.
In this context, the value of packaging has significantly upgraded from a simple container to a core competitiveness that affects consumer experience, store efficiency, and brand image. Modern coffee packaging not only needs to meet the needs of leak prevention, insulation, and stable transportation in takeaway and self pickup scenarios, but also needs to adapt to the standardized and efficient operation requirements of chain stores. At the same time, it plays a role in brand visual display and deepening consumer memory. Traditional universal packaging can no longer meet the needs of segmented scenarios.
Packaging companies are transforming and upgrading, shifting from a single supplier to providing scenario based overall solutions. Represented by New Tianli, the company optimizes packaging structures for coffee shop dining, takeaway, and takeout scenarios, launches leak proof cup products, and creates integrated packaging services. Build a complete packaging system covering the industrial, agricultural, and service industries, with a multi material, full category packaging product matrix that can adapt to multiple tracks such as coffee, tea drinks, pre made dishes, and fresh produce, and support personalized customization of brands.
The report believes that the consumption scenarios of freshly brewed coffee will be further expanded, and consumer demand will become increasingly diversified, which will promote the development of coffee products towards functionality, localization, and segmentation. Industry competition will also shift from store expansion to comprehensive competition of backend strengths such as supply chain, packaging, and digitalization. Enterprises with the ability to integrate industrial chains and continuously innovate will have a greater advantage in future market competition.
(Wei Qiuyuan)