South Korean media: China's "coffee offensive" is too much for Starbucks, its share in the US has dropped below 50%!
On March 3, South Korean media The Hankyoreh published an article stating that analysts believe, with increased coffee consumption among Americans, the market share of the representative coffee brand Starbucks has dropped to less than half.
Analysts say that as emerging brands launch a variety of new products and low-cost Chinese brands continue to challenge, competition is becoming increasingly intense.
Starbucks accounted for 48% of total sales in US coffee shops last year. This is a decrease of four percentage points compared to 2023 (52%).
A survey by the National Coffee Association found that the percentage of Americans who said they "drink coffee every day" increased from 59% in 2020 to 66% in 2025, but Starbucks' market share actually decreased.
The Associated Press analyzed that this is due to "unprecedented" competition in the recent coffee chain market. In the past six years, the number of coffee chains in the United States has increased by 19%, exceeding 34,500 stores.
Starbucks' competitor Dunkin' recently opened its 10,000th store in the United States, while new brands like Dutch Bros and Scooter's Coffee are also expanding their market share.
Professor Chris Kass from the School of Business at George Washington University said, "Consumers have not completely left Starbucks, but the trend of trying different coffee brands instead of sticking to one is growing."
Notably, unlike Starbucks, Luckin Coffee from China operates small stores and actively promotes the market through various coupons and promotional activities.
In fact, compared to competitors that emphasize "value for money", Starbucks' coffee prices are relatively high.
According to calculations, the average spending of customers visiting Starbucks in 2024 was $9.34, higher than Dutch Bros ($8.44) or Dunkin' ($4.68).
Another issue pointed out is that the company lags behind other brands in menu innovation. Dutch Bros won the favor of American Gen Z by launching protein coffee and various energy drinks, while Starbucks only followed up two years later with protein coffee.
Some people predict that it will not be easy for Starbucks to regain market share in the already saturated US coffee market.
The Associated Press reported, "Starbucks is still the largest coffee chain in the United States, but it will become increasingly difficult for Starbucks to win back customers it has lost."
Original: toutiao.com/article/1858639701519363/
Statement: This article represents the views of the author.