New chapter for instant black coffee and sandwich-style European pastries market: emerging brands spur new growth momentum

Instant black coffee refers to a pure coffee solid beverage that is made primarily from coffee beans, which are roasted and ground, then extracted with water to obtain soluble substances, followed by evaporation and drying. New brand instant black coffee refers to brands that have developed and launched instant American-style black coffee products within the past five years. With the rapid development of coffee culture in China, new brands of instant black coffee in China have shown a rapid growth trend in recent years. These brands have quickly seized market share in the instant coffee market through differentiated strategies and brand innovation concepts, relying on e-commerce platforms and influencer sales.

Although the instant coffee industry has long been dominated by some established mature enterprises, new brands have risen rapidly on e-commerce platforms with innovation and precise marketing, impacting the traditional industry pattern. This healthy competition between new and old brands has promoted innovation and development across the entire industry. New brands make full use of social media and content marketing to quickly increase brand awareness through KOL promotion and UGC, successfully attracting a large number of young consumers who pursue fashion. In recent years, the market scale of instant black coffee from new brands in China has shown a rapid growth trend. In 2019, the market scale of instant black coffee from new brands in China was 1.14 billion yuan, and it is expected to grow to about 16.13 billion yuan by 2028, demonstrating a strong growth momentum in the instant coffee market. In just a few years, the market scale of instant black coffee from new brands has increased by more than 14 times cumulatively, reflecting its strong growth potential. The market share of new brands has been steadily increasing year by year, indicating that the influence of new brands in the market is continuously expanding, gradually eroding the market share of traditional brands.

Sandwiches, a baked product that combines traditional European bread techniques with modern innovation concepts, are rapidly occupying the market. They not only inherit the crispy crust and soft interior of European bread but also meet modern consumers' demand for healthy diets by adding various healthy ingredients such as whole wheat flour, oatmeal, nuts, etc. At the same time, sandwich enterprises have used innovative fermentation techniques and packaging methods, such as 18-hour low-temperature slow fermentation and liquid nitrogen freshness-keeping packaging, to maintain taste while extending shelf life and providing consumers with more convenience. Sandwich products not only meet modern people's pursuit of healthy diets but also win wide market recognition for their diverse flavors and rich nutritional value.

With the growing demand for health and personalized diets among consumers, sandwiches have become a new favorite in the Chinese baking market due to their unique flavor and nutritional value. From the introduction of traditional European bread to the localization improvement of soft sandwiches, and now to the diverse variety of sandwiches, this series of evolutions has met consumers' dual pursuit of deliciousness and health. In 2023, the market scale of sandwiches in China reached 1.86 billion yuan and is expected to maintain a compound growth rate of 8.6% in the future. Sandwiches will lead a new trend in the Chinese baking market and meal delivery market.

Beast Brand adheres to the vision of "making healthy living accessible to everyone" and focuses on the field of healthy light foods. Beast Brand already has six categories including high-protein meats, whole wheat baked goods, and slow-carbon staple foods, with more than 300 products. The cumulative online sales of its instant American-style black coffee products have exceeded 1.1 billion pieces. Beast Brand has completed a comprehensive online + offline sales layout, covering more than 30 mainstream platforms online and more than 200 cities offline with a distribution system of over 70,000 terminal outlets nationwide. In January 2024, the group standard for "Healthy Baked Foods" (standard number: T/CIET 351—2024) participated in and drafted by Beast Brand was released, systematically standardizing terms, definitions, classification, requirements, inspection rules, standards, packaging, transportation, and storage of healthy baked foods, which will further assist the healthy baked food enterprises and the food industry in their healthy development.

On August 30th, the three-day 2024 18th Frost & Sullivan China Growth, Innovation, and Leadership Summit and the Third New Investment Conference came to a successful conclusion. On the evening of August 30th, the 2024 FSBVFrost & Sullivan Brand Value Ceremony and VIP Reception was grandly held, with more than 200 outstanding "brand" representatives and partners gathering together to witness the birth of a group of outstanding industry leaders and pioneers. Mr. Wu Changsheng, co-founder of Beast Brand, as an outstanding brand representative, received the "2024 China New Consumer Influencer" award.

Based on in-depth research on the markets for instant black coffee and sandwiches from new brands in China, and market research on the sales volume of products from new brand instant black coffee and sandwich enterprises in Mainland China from July 2023 to June 2024, Frost & Sullivan has confirmed Beast Brand's market position in the categories of instant black coffee and sandwiches from new brands. Accordingly, Frost & Sullivan presented the "Number One in Instant Black Coffee Sales (July 2023 - June 2024)" and "Number One in National Sales of Sandwiches (July 2023 - June 2024)" market position confirmation certificates to Beast Brand at the event site.