On Jan. 26, a coffee shop in Wuhan Optics Valley district began offering free coffee to frontline doctors and nurses twice a day, consuming about 500 cups per day. In early February, after being featured on a hot search and in news reports, the "cloud coffee" continued like a baton, and everyone opened Dianping to find the store, through the click-to-pay way to express their support for the store. To this day, a large number of consumers still clock in the "cloud coffee" at the message board.
Nevertheless, for the majority who stay at home, coffee remains one of the necessities in pandemic. In the last issue on dairy products, we witnessed that the increasing consumption of dairy products is more strongly related to the basic need to strengthen immunity. As for coffee, we see a picture of elegance in the behaviors of homebody and refinement with a touch of modesty. Both the young and senior handed over their excellent replies to the question "how to drink coffee without going out".
According to Ipsos research, there has been changes in consumers’ coffee consumption during the pandemic: the drinking occasions, higher frequency of consumption, increasing coffee consumption, or new coffee companions. After the pandemic, we may have following expectation:
- There will be new comers in drinking coffee, and regular coffee users have the opportunity to become heavy users, leading to increased coffee sales
- The increase in coffee sales will also drive sales of complementary products.
- As for the occasions, by combining coffee with everyday food, it will drive the creation of more coffee occasions
- The consumer’s emotional needs for coffee are reinforced, and more connected to the feelings of ritual, happiness, and security.