Another challenge it faced was the dominance of instant coffee among coffee drinkers. Specialty coffee was limited to mainly urban consumers. Competition had also grown intense and many domestic and foreign players were setting up specialty coffee shops. Despite the challenges, Starbucks achieved significant success in China and became the leader in specialty coffee. By 2005, China contributed to little less than 10% of the global sales of Starbucks and by 2008, Starbucks expected to derive 20% of its revenue from Chinese locations