Analysis of Coffee Market among the Millenials in China. The article “China Millennials Switch to Coffee as Starbucks Pushes East” by Isis Ameida, Craig Giammona, Jiefei Liu, and Corinne Gretler analyses the demand growth of coffee and expansion of China’s coffee shop hence paving way for premium sales. The increased demand of coffee in China has attracted major brands such as Starbucks which extended its reach in the market with $1.2 billion deal to control over one thousand coffee shops (Ameida, Giammona, Liu and Gretler 2017). This article indicates that despite that the China’s coffee consumption volumes is low according to the global standards, there could have high impact over time as coffee consumption has shifted to more populous and tea drinking nations. Traditionally, China is a tea drinking nation, however, customers especially the millennials are increasingly taking up what has been believed to be Western culture of taking coffee at coffee shops. Analysis of Coffee Market among the Millenials in China.

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The supply of coffee will increase in China because as the demand increases there will be increased prices as companies strive to make high profits and hence eventually the demand will reduce hence resulting to a reduction in price. However, the increase in price will not go beyond a certain point because the demand in the market is not influenced by price but by non- price factors such as personality, perception, and increase in income. Chinese have high disposable income levels hence they will continue demanding coffee in the market. This will increase the number of suppliers. Analysis of Coffee Market among the Millenials in China.  


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