Coffee Makers Surge +35% on Semi-Automatic Wave in China

Executive Summary

China's coffee maker market reached CN¥ 2.98 billion in 2022 with +35.3% YoY growth^[1]---a standout performance while overall kitchen appliances remained subdued at +1.4%. Semi-automatic machines achieved +105% YoY growth to capture 44% market share, up from 24% in 2020, as Chinese consumers embrace the craft of home coffee preparation. This analysis examines the structural shift toward semi-automatic machines, breakout brand performance, and the "lazy house economy" trend reshaping the category.

A Breakout Category in a Subdued Market

Coffee makers grew +35.3% YoY to CN¥ 2.98 billion in 2022, dramatically outpacing the +1.4% growth of the broader kitchen appliance category. This growth reflects converging trends: the "lazy house economy" driving in-home coffee preparation, the emergence of new consumer brands creating excitement in the segment, and the growing diversification of consumer coffee knowledge.

Buzzwords such as "hand-ground coffee" and "semi-automatic coffee machine" have dominated social media discourse, indicating that Chinese consumers are increasingly interested not just in the taste of coffee but in the craft and process of making it. The coffee maker market on the US Amazon platform also showed healthy fundamentals, with sales reaching US$ 150 million, peaking during Black Friday and Christmas promotional periods.^[2]

Key drivers behind the coffee maker surge include:

• The "lazy house economy" trend accelerating in-home coffee preparation
• Growing consumer interest in coffee craftsmanship and the brewing process
• New brand entrants creating excitement and competitive pricing pressure
• Social media amplifying interest through "hand-ground coffee" content

De'Longhi Leads but Challengers Surge

De'Longhi (德龙) maintained category leadership at approximately 26% market share, but the most dramatic growth came from semi-automatic specialists. Barsetto (百胜图) grew +274% YoY and Petrus (柏翠) surged +359% YoY, riding the semi-automatic wave into the Top 5. Both brands specialize in smaller, more affordable semi-automatic machines that appeal to consumers seeking an entry point into home coffee craftsmanship.

The brand landscape reveals a market in transition. Established players like De'Longhi and Philips (飞利浦) continue to grow---at +33% and +22% YoY respectively---but the fastest gains belong to newcomers leveraging the semi-automatic format. Nespresso, once a growth darling, posted flat sales at CN¥ 188 million as the capsule format lost ground.

De'Longhi holds steady at 26% share while Barsetto and Petrus surge on semi-auto wave

Semi-Automatic Machines Reshape the Market

Semi-automatic coffee machines achieved +105% YoY growth in 2022, capturing 44% market share---nearly doubling from 24% in 2020. This structural shift represents a fundamental change in how Chinese consumers approach home coffee. Semi-automatic machines allow users to participate in the coffee-making process, adding a sense of craftsmanship and satisfaction, while remaining significantly more affordable than fully automatic machines.

The diverging growth trajectories across machine types tell a clear story: consumers are gravitating toward formats that offer either engagement (semi-automatic) or convenience (fully automatic), while middle-ground formats lose relevance.

Semi-automatic machines surge +105% while capsule and drip formats decline

The "Lazy House Economy" Effect

The coffee maker boom is part of a broader consumer trend toward products that elevate the at-home experience. The "lazy house economy"---a Chinese consumer phenomenon where households invest in appliances that combine convenience with lifestyle enrichment---has been a powerful catalyst. For coffee, this manifests as consumers who previously visited cafes daily opting instead to invest in home equipment that delivers both a superior product and an engaging preparation ritual.

This trend has particularly benefited brands in the CN¥ 500-2,000 price range, where semi-automatic machines offer an accessible entry point. The affordability factor is critical: semi-automatic machines at average selling prices of CN¥ 800-1,500 are significantly more accessible than fully automatic machines averaging CN¥ 3,000-5,000, enabling a much larger consumer base to participate in the home barista trend.

Key Takeaways

• Coffee makers grew +35.3% YoY to CN¥ 2.98 billion, the strongest growth in kitchen appliances
• Semi-automatic machines achieved +105% YoY growth, capturing 44% market share (up from 24% in 2020)
• Barsetto surged +274% YoY and Petrus +359% YoY, riding the semi-automatic wave into the Top 5
• De'Longhi maintained ~26% market leadership with steady +33% YoY growth
• Capsule and drip formats declined as consumers shifted toward craft-oriented brewing

## About the Data

This analysis draws on Moojing Market Intelligence data covering January 2020 through December 2022. Moojing tracks 400,000+ brands across 30+ e-commerce platforms, representing 58-65% of China's online retail GMV. For full methodology and additional insights, see the complete Home Appliances whitepaper.