艾媒咨询 | 2025年中国速溶咖啡行业发展状况及消费行为调查数据

随着公众饮食观念的改变与新品牌的迅速崛起，中国速溶咖啡市场规模呈现稳定增长态势。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国速溶咖啡行业发展状况及消费行为调查数据》显示，2024年中国咖啡豆产量已达到14.9万吨；此外，2024年中国速溶咖啡的行业规模为680亿元，2026年预计达到1099亿元。这表明中国速溶咖啡产业正从上游原料种植到下游消费市场实现全面、高速的增长。上游供给能力的夯实与下游市场规模的快速扩张相互促进，共同构成了行业发展的双引擎，展现出巨大的市场潜力和强劲的发展动能。
在2025年中国消费者饮用速溶咖啡的频率调查中，“每周4-6次”占比最高（36.24%），其次为“每天1次”（28.68%），“每周2-3次”也占有一定比例（15.34%）。此外，中国消费者在购买速溶咖啡时，主要关注的三大因素分别是口味（47.79%）、价格（40.65%）和保质期（39.92%）。这表明中国速溶咖啡消费已呈现高频化、日常化特征。在购买决策中，口味风味是首要驱动力，同时价格与保质期共同构成关键考量因素，反映出消费者既追求品质与风味体验，又保持对性价比和产品安全的高度关注，消费行为日趋成熟理性。
艾媒咨询分析师认为，中国速溶咖啡行业未来将呈现以下发展趋势。在生产工艺方面，品质升级与技术驱动将成为核心，冻干、冷萃等先进工艺进一步提升产品风味与便捷性。在产品研发方面，品类创新持续活跃，茶咖、风味特调等多元化产品满足细分需求，同时低糖、零添加及功能性产品需求持续增长，健康配方将成为产品研发的核心方向。在营销渠道方面，各渠道融合加速，线上线下全场景覆盖增强用户触达。在供应链优化与品牌价值提升的双重驱动下，行业将朝着高品质、个性化与可持续方向持续发展，市场集中度有望进一步提高。
With the change in public dietary concepts and the rapid rise of new brands, the market size of instant coffee in China has shown a stable growth trend. According to the latest "Survey Data on the Development Status and Consumption Behavior of China's Instant Coffee Industry in 2025" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis institution for the new economy industry, China's coffee bean output reached 149,000 tons in 2024. Meanwhile, the industry scale of instant coffee in China was 68 billion yuan in 2024 and is expected to reach 109.9 billion yuan in 2026. This indicates that the Chinese instant coffee industry is experiencing comprehensive and rapid growth from upstream raw material planting to downstream consumer markets. The consolidation of upstream supply capacity and the rapid expansion of downstream market size mutually promote each other, jointly forming the dual engines of industry development, demonstrating huge market potential and strong development momentum.
In the 2025 survey on the frequency of Chinese consumers drinking instant coffee, "4-6 times a week" had the highest proportion (36.24%), followed by "once a day" (28.68%), and "2-3 times a week" also accounted for a certain proportion (15.34%). Additionally, when purchasing instant coffee, the three main factors that Chinese consumers focus on are taste (47.79%), price (40.65%), and shelf life (39.92%). This indicates that the consumption of instant coffee in China has become frequent and daily. In the purchase decision-making process, taste and flavor are the primary driving forces, while price and shelf life are also key considerations, reflecting that consumers not only pursue quality and flavor experience but also maintain a high level of attention to cost-effectiveness and product safety, with their consumption behavior becoming increasingly mature and rational.
Analysts from iiMedia Research believe that the Chinese instant coffee industry will present the following development trends in the future. In terms of production technology, quality upgrading and technology-driven will become the core, with advanced processes such as freeze-drying and cold brewing further enhancing product flavor and convenience. In terms of product development, category innovation will remain active, with diversified products such as tea coffee and flavor blends meeting the needs of niche markets. At the same time, the demand for low-sugar, zero-additive, and functional products will continue to grow, and healthy formulas will become the core direction of product development. In terms of marketing channels, the integration of various channels will accelerate, and the full coverage of online and offline scenarios will enhance user reach. Driven by the dual forces of supply chain optimization and brand value enhancement, the industry will continue to develop towards high quality, personalization, and sustainability, and market concentration is expected to further increase.