近年來精品咖啡市場發生了什麼變化？ What Are the Changes in the Specialty Coffee Market in Recent Years?
目錄：
1. 對精品咖啡的需求不斷增長可歸因於多種因素
2. 全球精品咖啡行業發生了許多變化
2022年全球精品咖啡市場規模21,916百萬美元，到2030年預計將達到51,404百萬美元，2023年至2030年復合年增長率為11.3%。市場擴張預計將受到對即飲咖啡和優質咖啡日益增長的偏好的推動，且全球咖啡店數量將不斷增加。
In 2022, the global specialty coffee market reached a scale of US $21.916 billion, and it is expected to reach US $51.404 billion by 2030, with a compound annual growth rate (CAGR) of 11.3% from 2023 to 2030. The market expansion is anticipated to be driven by the growing preference for ready-to-drink coffee and high-quality coffee, and the number of coffee shops is expected to continuously increase globally.
對精品咖啡的需求不斷增長可歸因於多種因素
對精品咖啡的需求不斷增長可歸因於多種因素，包括對高品質、美味咖啡體驗的渴望，以及對道德和可持續採購實踐的認識不斷提高。隨著咖啡文化的不斷蓬勃發展，消費者正在尋求獨特的體驗，精品咖啡店和咖啡館成為受歡迎的社交目的地。注重健康的人也被精品咖啡所吸引，這種咖啡通常使用更高品質的咖啡豆和更精緻的烘焙工藝。社交媒體通過展示新產品和趨勢進一步增強了人們對精品咖啡的興趣。
The increasing demand for specialty coffee can be attributed to various factors, including a desire for a high-quality and delicious coffee experience, as well as a growing awareness of ethical and sustainable sourcing practices. With the continuous flourishing of coffee culture, consumers are seeking unique experiences, making specialty coffee shops and cafes popular social destinations. Health-conscious individuals are also drawn to specialty coffee, which often uses higher quality coffee beans and more refined roasting processes. Social media further enhances people's interest in specialty coffee by showcasing new products and trends.
在世界許多國家，儘管市場規模較小，精品咖啡的消費量卻在快速增長。根據美國咖啡協會發布的《2023年全國咖啡數據趨勢精品咖啡突破報告》，18歲或以上的美國消費者中有52%表示在前一週飲用過精品咖啡。25歲至39歲的人群中這一比例上升至62%。因此，今年美國精品咖啡的消費量達到了五年來的最高水平。
In many countries around the world, despite having a smaller market size, the consumption of specialty coffee is rapidly growing. According to the National Coffee Data Trends Specialty Coffee Breakthrough Report released by the National Coffee Association in the United States, 52% of U.S. consumers aged 18 or older reported drinking specialty coffee in the previous week. This percentage increased to 62% among individuals aged 25 to 39. Consequently, the consumption of specialty coffee in the United States this year has reached its highest level in five years.
全球精品咖啡市場雖然比商業級咖啡市場要小得多，但數據顯示，其增長速度更快。這在北美、西歐、澳大利亞和東亞等更成熟的市場尤其明顯。
The global specialty coffee market, while much smaller than the commercial coffee market, exhibits a faster growth rate, especially in mature markets such as North America, Western Europe, Australia, and East Asia.
以美國為例，2022年，美國國家咖啡協會的研究發現，咖啡消費量達到了20年來的最高水平。與此同時，43%的受訪消費者表示在過去一天飲用了精品咖啡飲料。這比2021年1月增加了20%。而且，有數據預測，到2030年，北美精品咖啡市場將同比增長20%，這將使其成為世界上增長最快的市場。
Taking the United States as an example, in 2022, research from the National Coffee Association found that coffee consumption reached its highest level in 20 years. Concurrently, 43% of surveyed consumers stated that they had consumed specialty coffee beverages in the past day. This represents a 20% increase from January 2021. Moreover, projections indicate that the North American specialty coffee market is expected to grow by 20% by 2030, making it the fastest-growing market globally.
歐洲與美國一樣，是世界上最重要的消費市場之一，因為精品咖啡店和烘焙店的數量不斷增加。歐洲目前在全球精品咖啡市場中佔有最大份額，約為46.2%。此外，到2026年其市場增長預計將增長9%。
Similar to the United States, Europe is one of the most significant consumer markets globally, with a continuous increase in the number of specialty coffee shops and roasteries. Currently, Europe holds the largest share in the global specialty coffee market, accounting for approximately 46.2%. Furthermore, its market growth is expected to increase by 9% by 2026.
與此同時，亞太精品咖啡市場也在快速增長，從現在到2030年，亞太地區的精品咖啡行業年增長率將達到15.3%。
Meanwhile, the specialty coffee market in the Asia-Pacific region is experiencing rapid growth, with an anticipated annual growth rate of 15.3% from now until 2030.
全球精品咖啡行業發生了許多變化
過去十年左右，全球精品咖啡行業發生了許多變化。與此相適應，消費者行為也發生了變化。「Covid-19不一定會改變美國人消費咖啡的數量，但更重要的是改變地點和方式。」William Bill Murray是國家咖啡協會的主席兼CEO如此表示。在疫情最嚴重的時候，全球約95%的咖啡店被迫暫時關門。自然地，消費者開始在家準備更多的咖啡。
Over the past decade or so, the global specialty coffee industry has undergone many changes. Adapting to this, consumer behavior has also shifted. "Covid-19 may not necessarily change the amount of coffee Americans consume, but more importantly, it changes where and how." This was stated by William Bill Murray, the President and CEO of the National Coffee Association. At the height of the pandemic, about 95% of coffee shops worldwide were temporarily forced to close. Naturally, consumers started preparing more coffee at home.
「過去五年最顯著的變化之一是對高品質咖啡的需求不斷增長，對於精品咖啡消費者來說，直接貿易、可追溯性和風味特徵都變得更加重要。」Anne-Marie Roorda是發展中國家進口促進中心的PM如此表示。
"One of the most significant changes in the past five years is the continuous growth in demand for high-quality coffee. For specialty coffee consumers, direct trade, traceability, and flavor profiles have become increasingly important," said Anne-Marie Roorda, from the Developing Countries Import Promotion Center.
由於品質和便利性仍然是咖啡消費者購買決策的首要因素，精品咖啡行業還出現了其他重要的新興趨勢。現在，咖啡店提供的飲料種類比以往任何時候都更加多樣化，尤其是冰咖啡飲料。「十年前，冷萃咖啡首次被添加到美國的咖啡數據趨勢報告中時，幾乎是一種不為人知的沖泡方法，但現在它已成為美國第三大流行的咖啡沖泡方法。」Bill說。
As quality and convenience remain primary factors in coffee consumer purchasing decisions, the specialty coffee industry has seen other important emerging trends. Now, the variety of beverages offered by coffee shops is more diverse than ever, especially with iced coffee drinks. "Ten years ago, cold brew coffee was first added to the U.S. coffee data trend report, almost an unknown brewing method, but now it is the third most popular brewing method in the United States," Bill said.
與此同時，我們也看到其他即飲咖啡品項開始流行，例如：口味選擇、含有功能性成分的飲料、植物性飲料(Plant-based)等。
At the same time, we see other ready-to-drink coffee items gaining popularity, such as flavored options, beverages with functional ingredients, and plant-based drinks.
越來越注重精準度，隨著人們對烘焙和沖泡咖啡的工藝和技巧的日益欣賞，越來越多的消費者開始對咖啡教育感興趣。
With an increasing emphasis on precision, as people appreciate the craftsmanship and skill in roasting and brewing coffee, more consumers are becoming interested in coffee education.
最終，越來越多的消費者希望更多地了解他們的咖啡來自哪裡，他們可以從咖啡中體驗到不同的風味和香氣，以及如何在家沖泡咖啡時獲得最佳效果。
Ultimately, more consumers want to know where their coffee comes from, experience different flavors and aromas in coffee, and learn how to achieve the best results when brewing coffee at home.
「最大的推動因素之一可能是人們對咖啡對健康益處的認識不斷增強，」Bill建議道。「過去幾十年進行的許多獨立科學研究表明，喝咖啡有益於健康。」
"One of the major driving factors could be the increasing awareness of the health benefits of coffee," suggested Bill. "Many independent scientific studies conducted over the past few decades indicate that drinking coffee is beneficial to health."
Anne-Marie說：「歐洲消費者越來越關注食品對其健康和福祉的影響。根據咖啡科學信息研究所 (ISIC)的數據，2021年「喝咖啡對健康的好處」的全球在線搜索量增加了650%。
Anne-Marie said, "European consumers are becoming increasingly concerned about the impact of food on their health and well-being. According to data from the International Coffee Science Information Center (ISIC), the global online search volume for 'benefits of drinking coffee for health' increased by 650% in 2021."
資料來源摘錄自 Data source reference
www.researchandmarkets.com/report/specialty-coffee#tag-pos-1
perfectdailygrind.com/2023/08/specialty-coffee-consumer-trends/
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