Black truffle latte, Tom Yum American, sesame latte, why did coffee go to liquid bread?

In addition to this line, with the development of the coffee industry and the diversification of consumption scenarios, new flavors of coffee with fruit juice, syrup, cream, etc., boldly adding tomato, basil, and rosemary have gradually emerged. Whether it's the "Ginger American" brought by manner, or the new "Tom Yum American" and "Sesame Sauce Latte" rebellious by M stand, the heavy-tasting products brought by technology and ruthlessness have turned coffee into an appetizer and liquid bread.

Today, with the gradual improvement of the coffee industry chain and supply chain, China has become the world's fastest-growing coffee market.

PART.1
First of all, some people in the coffee industry believe that this will not affect the original products, after all, the market space for new things is not large, and the product layout of single product coffee is still stable, and there is no "subversion";
Secondly, although they sound relatively fresh, they are still essentially coffee drinks. It's just that it is bolder than traditional coffee in terms of materials, taste and cost, and at a time when product homogenization is becoming more and more serious, it is a good idea to attract consumers with a visual impact with great memory points;

In the end, this is just an innovation and an attempt, and it is not enough to pose a threat to the original market. For example, many people now rely on "American" and like "lattes", if other materials are added to these basic models, it will affect the original taste and experience of the product, and it will also annoy a group of "single product first" and "pursuit of high-quality" audiences, so it will not have too much impact.

PART.2 

To meet diversified needs and stimulate consumption, Develop new spending habits

For consumers, freshness is more likely to satisfy their curiosity. Different from conventional coffee, the brand's introduction of novel flavors is a fun way for them to explore the world of coffee, and the scarcity created by seasonal products makes consumers not want to miss out on rare experiences, thus becoming a social currency to share emotional value.

With the development of the Internet and the change of consumer habits, the consumer group of the coffee market is changing to the younger generation. According to the "Blue Book of Chinese Coffee Consumption" released by the China Coffee Industry Association, Generation Y and Z are gradually becoming the main force among China's coffee consumers, and such consumers like fresh, trendy, exciting and personalized products. Innovative coffees meet the needs of young consumers and can cater to the tastes of the younger generation of consumers, bringing a sense of surprise.
At the same time, for consumers outside the professional coffee circle, they may not be able to drink good or bad coffee, and the freshness of innovative coffee can undoubtedly stimulate consumers to buy, and then slowly cultivate their habit of functional demand for coffee (for consumers who have developed the habit of drinking coffee, more than 50% of the population will continue to increase the frequency of coffee intake, so as to establish a stable coffee drinking habit), which is similar to "the introduction of new categories can often drive the sales of old categories" The characteristics of the beverage industry coincide.

In addition, for those consumers who do not like to drink coffee or have coffee intolerance, the lower caffeine content of innovative coffee can provide an opportunity for these consumers to get started with coffee, which expands the coffee supply market, makes coffee a normal raw material, and cultivates people's new consumption cognition and habits.

PART.3 

New categories, refresh brand impression, Facilitate subsequent value building

Although there are now many coffee-based beverages, and the chaining of coffee brands has become a major trend in the Chinese coffee market, consumers always want to try more fresh flavors of coffee, which is a very important step for repositioning consumption scenarios and consumer groups, creating new categories, and refreshing brand impression. Just like the famous "watermelon vine" theory, two watermelons of the same size are placed together, one with vines and the other without, most people will prefer the one with vines, because "vine" implies "I am very novel".

Eg:
For example, in the "Black Truffle Latte", raw materials such as black truffle syrup, black chocolate, and nuts are added, so that "black truffle head" and "black chocolate head" can drink the taste they expect, while the coffee concentration is reduced, and the hot coffee that is not too strong also takes care of the physiological needs of some audiences. In addition to allowing consumers to experience more fresh flavors, this can also increase the taste and level of coffee products and enhance the product experience, just as netizens commented that "one bite goes straight to the vegetable market, one bite goes straight to the fruit garden".

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