Nestlé is strengthening its coffee business in China, aiming to meet the country’s growing demand for high-quality and diverse coffee experiences.
Jiang Haiying, senior vice-president of Nestlé Greater China Region and head of the coffee business unit, said the rapid growth of the Chinese market has reinforced the company’s commitment to expanding its coffee operations in the country.
“The growth potential in China has strengthened our commitment to accelerate our coffee business,” Jiang said. She added that the company’s Asia, Oceania, and Africa division has high expectations for China’s future performance and is confident in its continued growth.
To support this strategy, Nestlé will focus on “bigger, fewer, better, and more targeted” innovation projects. These will be designed around the latest trends in Chinese consumer behavior and coffee preferences to drive the company’s next phase of expansion.
Nestlé reported a 5.1% year-on-year growth in its global coffee business for the first quarter of 2025, according to results released on April 24.
Meanwhile, domestic interest in coffee is surging in China. While the country’s coffee exports dropped to a record low of 20,000 tonnes in 2023, imports rose by more than 20%, reflecting strong internal demand, according to the 2024 China Coffee Industry Report by the World Federation of Chinese Catering Industry.
Coffee consumption in China has grown by 167% over the past decade, reaching 350,000 tonnes. The market has evolved from a focus on instant coffee to a more diverse mix that includes freshly brewed and retail coffee as key segments.
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