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As the second-fastest growing region for coffee and the lowest per capita expenditure, there remains much opportunity for growth. Asia Pacific highlights the growth opportunity in fresh coffee, with the opening of speciality cafés as well as rising incomes. Meanwhile, instant coffee is expected to maintain its appeal to consumers seeking affordability and convenience.
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Similar to Western Europe, the influence of speciality coffee shops and the increasing appeal of fresh coffee has led to the growth of fresh coffee in retail channels. In 2017, fresh coffee volume consumption grew to 50% of overall coffee, which is attributed to the high preference for fresh coffee in leading markets of Japan, Indonesia and South Korea.
Japan continues to be the leading market for coffee, due to wide availability of instant coffee in sachet packaging and fresh coffee appealing to consumers with busy lifestyles. Nonetheless, emerging markets such as Indonesia and the Philippines continue to observe strong growth in instant coffee due to its affordability, wide variety and easy preparation.
Despite Nestlé dominating the coffee market in Asia Pacific, local players such as Kapal Api Group from Indonesia pose competition due to their increasing marketing efforts and extensive distribution network. Furthermore, local companies and speciality coffee shops have launched products in retail, offering fresh coffee variants such as drip coffee and fresh ground coffee pods to appeal to the growing sophistication of consumers, especially in developed markets, including South Korea.
Both fresh and instant coffee is set to grow over the forecast period. While fresh coffee is expected to record higher growth due to the spill-over from speciality coffee into retail, instant coffee will maintain its appeal due to its convenience, amid stiff competition within the category.
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