On August 7th, the beginning of autumn, "the first cup of autumn" once again became a social keyword for young consumers. Unlike the early days when a cup of milk tea represented the beginning of autumn, nowadays more and more coffee, fruit coffee, tea drinks, and other options are being included in the "Autumn Cup" list. Consumers not only want a ceremonial feeling of autumn, but also increasingly pay attention to calories, prices, and whether they can make immediate purchases. It is particularly evident that on the day of autumn weight gain this year, consumers' first choice is not to gain weight.
This change is not accidental. Industry data shows that in the second quarter of 2026, offline beverage sales decreased by 11.78% year-on-year, with carbonated beverages and sugary drinks both experiencing a decline of over 11%, while sugar free ready to drink tea grew by 16.1% against the trend, becoming the only high growth category in the industry.
Multiple consumer surveys also show that nearly 80% of young people pay attention to sugar content when purchasing beverages, and over 60% will first check the ingredient list. The turning point of "de saccharification" in the beverage industry has arrived, and "the first cup of autumn" is becoming a concentrated verification of this turning point in freshly made beverages.
On the day of the beginning of autumn, data from Novacoffee showed that low sugar and sugar free coffee, mainly consisting of sugar controlled coconut latte, became the main selling force. The highest increase in cup volume in Norway's national stores reached 700%. More than 30% of stores have doubled their sales of low sugar products. Tianjin, Changchun, Beijing, Shanghai, and Mianyang are among the top 5 cities in terms of consumer heat. On the day of putting on autumn fat, consumers choose not to stick on their first cup.
The reporter saw at a Meiyijia Nuowa store in Guangzhou that the operating table was densely covered with delivery order receipts, and multiple convenience store employees were assigned to make coffee, pack, and wait outside the door for many delivery riders waiting to pick up orders. Employees stated that coffee orders began pouring in since the opening of the business at around 7 o'clock. Although sufficient preparations were made in advance, reinforcements had to be temporarily mobilized on the same day to meet user needs.
Behind the explosive orders is a differentiated strategy developed by Novartis in recent years around the daily beverage needs of young people. On the product side, from 0-fat latte, low calorie coconut latte, to fruit coffee, SOE American style, etc., Novas continues to expand its low burden coffee – which has become a consumer choice trend in freshly made beverages.
On the price side, the 3.9 yuan promotion launched by Novacoffee further lowers the threshold for tasting "Autumn Cup" On the channel side, coffee is embedded in high-frequency life scenarios such as convenience stores, snack shops, internet cafes, and hotels. Consumers can easily take a cup with them when they go to work, buy breakfast, or even enter convenience stores at night.
Behind the scale of 10000 stores, Novartis also undertakes nationwide store operations through standardized equipment and digital systems. When single cup commuting during the morning rush hour, office order consolidation during lunchtime, and free afternoon tea drinks are concentrated, an efficient and standardized cup dispensing system becomes an important foundation for meeting instantaneous demand.
From the "first cup of autumn" to a daily cup, health, price, quality, and convenience are simultaneously influencing the choices of young people. For Novah, a single explosive order at the beginning of autumn not only confirms seasonal hotspots, but also the possibility of a cup of coffee entering high-frequency daily life.
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