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2。文献综述
2.1Competition产品分析
2.1.1 咖啡
2. Literature review
2.1Competition product analysis
据述中国是进口咖啡最早的国家之一，在英国的咖啡有它的支持者，也有反对者。巴尔扎克曾经说过：“咖啡刺激我的大脑15小时左右，这是一种危险的刺激，使我的胃钻心的疼痛。”巴尔扎克近20年来都过着这样的生活，滥用咖啡刺激了他的全身中毒，并销毁了巴尔扎克健康的心脏。他的医生认为咖啡是巴尔扎克死的唯一原因。所以喝咖啡也有优点和缺点。现在，越来越多的人关心自己的健康，但我们不得不说咖啡在英国市场，甚至在英国人民的心中占有相当重要的地位。
2.1.1 COFFEE
It is said UK is one of the earliest countries which imported coffee. Coffee in the UK has its supporters and also has its opponents. Balzac once said, "coffee stimulates my brain 15 hours or so, it is a dangerous stimulation, it causes my stomach terrible pain." Balzac nearly 20 years lived so life, abusing coffee as stimulation made his whole body poisoning, and these coffee destroyed Balzac healthy heart. His doctor thought the coffee was the only reason to make Balzac dead. He predicted that he "will die from 30 thousand cups of coffee". So as to coffee there are advantages and disadvantages. Now more and more people care their health, but we had to say coffee plays an important position in UK market or even in UK people’s mind. As follow is the UK retail sale of coffee.
来源：2008年英国，咖啡敏特 https://www.51lunwen.org/ukthesis/
预计英国零售销售咖啡销量会有很大的提高，根据这份报告，咖啡市场将增长约10％，达到一个值的7.88亿英镑的，根据2008咖啡UK  -  Mintel的报告，咖啡价值持续增长，带动主要趋势，包括优质的产品，公平贸易和道德。
Source: 2008 Coffee-UK, Mintel
Figure2.1.1 presents forecast of UK retail sales of coffee by value from 2007 to 2012, according to this report, the market of coffee will grow by an estimated 10% to reach a value of ￡788 million at current prices over the period 2007-2012. According to 2008 Coffee UK - Mintel Report, coffee continues to grow in value; driven by key trends including premium products such as Fair-trade and ethical and pods.

Although coffee market is still rising and expanding, however, health and well-being is a major consumer trend that has yet to be clearly positioned by the coffee manufacturers. (Health issues, Coffee – UK, January 2008, Mintel). Coffee as an unhealthy beverage more and more people against it mainly because the caffeine content. Two million heavy users reduced their caffeine intake since 2003, a drop of 3.8% in penetration amongst the 15+-year-old population.
The coffee industry as a whole has been working on several fronts to address consumer health concerns about caffeine consumption. Indeed, according to Mintel’s report Food Intolerance and Allergies- UK, Market Intelligence, January 2006, 15% of adults claim to have limited intake of or eliminated caffeine from their diet over the last year.

2.1.2FRUIT JUICE AND BOTTLED WATER
According to Mintel report of Fruit juice and Juice drinks UK 2006 and Bottled Water UK 2007, in juice drink market and bottled water market, the sales were increased in both value and volume (Figure 2.3.1). Sales of juice and juice drinks increased by 16% between 2002 and 2004, and increased by 20% between 2004 and 2006 to reach ￡3.1 billion. Bottled water market volume (including water coolers) stood at 2,256 million litres in 2007, with a value of nearly ￡2 billion.

Figure 2.1.2: UK sales of bottled water*, by volume, value and average price, 2002-06

 mlitres Index Average price per litre Index At current prices At 2007 prices
   ￡  ￡m Index ￡m Index

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