An employee (left) addresses visitor queries at De'Longhi's booth during a trade fair in Shanghai. CHINA DAILY
China represents a key market for understanding how coffee culture is evolving outside Europe, and its "Shopping in China" initiative is expected to unleash greater potential for coffee businesses from around the globe, a senior industry executive said.
"The Chinese market is a very important market for De'Longhi," Andrea Natale, director of coffee business development in Asia at De'Longhi Group, said at the recent Wine to Asia exhibition in Shenzhen, Guangdong province, highlighting the market size and the nation's increasingly strong efforts in opening-up.
China's coffee sector has experienced explosive growth in recent years. According to the 2026 China Urban Coffee Development Report, the country's coffee market reached 354.9 billion yuan ($52.3 billion) in 2025, up 13.3 percent year-on-year, with per capita coffee consumption rising to 28.57 cups annually. The home coffee machine market has been particularly robust, with online sales surging 32 percent last year as more consumers embrace cafe-quality coffee at home.
De'Longhi, an Italian home appliance giant, has firmly established itself as a player in China's coffee machine segment, holding approximately 20 percent market share, according to a report from market information tracker 36Kr.
