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Dividing this figure by the Chinese population, average per capita tea consumption is approximately 0, 43 kilograms per person per year. In contrast, Chinese people have allegedly associated coffee with Western culture, strong taste, expensive and not healthy (ibid). On the other hand, domestic coffee market consumption in China, despite its rapid growth recently, is only expected to reach 11,568 tones in 2008 or 1 gram per person per year (EuroMonitor, 2005). Since the per capita consumption can be distorted due to a huge population, the coffee market is a fraction in comparison to tea market...
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