In China, Melitta is perceived as a supplier and a brand of high-quality coffee products and coffee preparation equipment. Moreover, the versatility of the product range and its single-source solutions are highly valued by both consumers and key accounts. The market offers considerable growth opportunities, as a growing number of high-income consumers appreciate exceptional coffee enjoyment and are also increasingly enjoying coffee at home.

The strategy of Melitta Asia Pacific is aimed at strengthening the positioning of the Melitta® brand in the coffee and coffee preparation segments of the Chinese market. In 2022, a localized coffee portfolio was launched which had been developed on the basis of market research findings. It is aimed in particular at young, high-income consumers in urban environments. In the coming years, the operating division plans to continuously develop and diversify its products and services.