咖啡,在澳大利亞市場廣闊
Australians love instant coffee
澳大利亞人愛速溶咖啡
Australians are the biggest consumers of instant coffee in the world.
澳大利亞是世界上最大的速溶咖啡消費國
AUSSIES love to believe we’re a nation of coffee snobs. But it turns out we’re a little more stingy than we’d like to admit.
澳大利亞人自認爲是“咖啡專家”，但事實上澳大利亞人的吝嗇程度可能超出我們自己的預期。
While we might buy a frothy latte from the local cafe each day, it’s instant coffee we’re buying to drink at home.
相比每天在當地的咖啡廳買一杯泡沫滿滿的咖啡，我們更願意買速溶咖啡回家自己衝。
More than 75 per cent of ‘retail brewed coffee’ consumed in Australia and New Zealand is instant, according to a new report from market research company Euromonitor.
市場調查機構歐睿最新的調查結構顯示，澳大利亞和新西蘭消耗的“零售煮制咖啡”中，超過75%都是速溶咖啡。
To put the figures in context, instant coffee accounts for just 11 per cent of retail sales in Eastern Europe in 2013, the second largest region for instant coffee.
這是個什麼概念呢？2013年，東歐僅僅佔整個零售份額的11%，而這是僅次於澳洲的第二大速溶咖啡消費市場。
The report states: “Although fresh coffee dominates the overall coffee industry, instant coffee continues to gain share thanks in large to its appeal among new coffee drinkers.”
報告表明：“雖然新鮮的咖啡主導着整個咖啡產業，速溶咖啡卻對開始飲用不久的人有着巨大的吸引力，這是它在不斷獲利的原因。”
Instant coffee tends to be most popular in markets without a strong tradition of coffee drinking, Dana LaMendola, an industry analyst at Euromonitor, told The Washington Post.
一個歐睿的行情分析師丹娜•拉孟多拉告訴華盛頓郵報的記者，速溶咖啡在那些沒有喝咖啡傳統的國家十分受歡迎。
“It’s basically an entry point,” he said.
“這其實是一個市場切入點。”他說。
A graphic showing which countries around the world prefer instant or fresh coffee.
表格中表明瞭世界上喜歡喝速溶咖啡的國家
Worldwide sales of instant coffee have nearly tripled since 2000, with the world consuming nearly $31 billion worth in 2013, The Post reports.
華盛頓郵報報道，自2000年以來，世界速溶咖啡銷量翻三番。到2013年，全球消費價值210億的咖啡。
“The convenience, versatility, and branded experience of instant coffee make it an attractive consumer product in emerging coffee markets, while in established markets, instant coffee seeks to shed its commodity image to sustain consumer interest,” the report said.
And Nescafe is the most popular brand of instant coffee in every region, dominating a staggering 44 per cent of the instant coffee market value, and 40 per cent of retail volume, in 2013.
報告指出：“因爲方便、用途多樣和品牌衆多，速溶咖啡在新興咖啡市場中成爲一個極具吸引力的產品。而在原有咖啡市場中，速溶咖啡總是想擺脫商業產品的形象來吸引消費者。”而在世界各地，雀巢咖啡都是最受歡迎的速溶咖啡品牌。2013年，雀巢驚人地主導了44%市值和40%的零售額。
