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c Cover Story

Make it

as You Want

Despite having the lowest spend per consumer, Asia what about drinking coffee at home? With coffee shops
Pacific is the third largest contributor to the global coffee popping on every corner like mushrooms, is there still a
market. The Chinese coffee market, for example, grew need for people to drink coffee at home? Consumers are
several times faster than the global average in the decade spending more time at home, and more of them are brew-
to 2013-2014, according to International Coffee Organisa- ing their own artisanal craft coffee thanks to development
tion data, as the country prospers from urbanisation, a of the third coffee wave. At the same time, they are also
growing middle class and rising incomes. Nevertheless, consuming more ready-to-drink coffee and other bev-
accounting for 30% of coffee sales within Asia Pacific in erages. Think, for instance, about the array of fancy
2016, Japan is the leading coffee market. With the market’s nitro-infused cold brew coffee you suddenly see dis-
maturity, however, growth in the region comes largely from played in supermarkets these days. Market research firm
Indonesia and the Philippines. Unlike Japan where con- NPD Group (thenpdgroup.com ) predicted more con-
sumption is driven by high-value products, consumption in sumers will spend more time at home in 2018 thanks to
Southeast Asian markets is driven by affordable products. rising numbers of retirees and people who work from
Coffee has taken an important place in human society for home. That’ll lead to growing demand for products such
a long time now. Coffee consumption is used for social as coffee or espresso makers, NPD said. Its past research
activity, leisure, improvement of work performance, and also pointed to millennial-led demand for in-home craft
general well-being. Nowadays to feel more energized and brewing. Taking this into consideration, Coffee t&i de-
boost your mood, you can get a coffee almost everywhere: cided to ask around and know more about why people
subway stations, offices, espresso stands, coffee shops. But prefer drinking coffee at home.

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