#Japan #coffee #Shinjuku #Cross-Marketing

Recent Survey Sheds Light on Coffee Shop Trends in Japan

In a recently conducted survey by Cross Marketing, a prominent marketing research firm based in Shinjuku, Tokyo, the coffee habits of Japanese citizens aged 20 to 69 were explored. The survey, held between May 30 and June 1, 2025, aimed to uncover not only how much people like coffee but also their purchasing patterns and preferred coffee experiences.

Key Findings:

According to the findings, approximately 67.7% of respondents stated they enjoy coffee, with 40.9% regularly consuming store-bought coffee, which was the most common preference among participants. This interest in coffee notably increases with age; a staggering 80% of those in their 60s expressed a fondness for coffee. Interestingly, the survey indicated that 36.8% of individuals in their 20s do not particularly like coffee, showcasing a generational divide in coffee appreciation.

When asked about the best coffee experiences, 45.6% of participants identified coffee from specialty coffee shops as their top choice. Following that, instant coffee and coffee purchased as takeout from specialty shops were also significant, each attracting responses in the 30% range. Older adults reported a preference for freshly brewed varieties, indicating a lean towards more artisanal forms of coffee like drip pack coffee or hand-dripped coffee methods. This trend suggests that the older demographic seeks a more profound coffee experience compared to younger patrons.

Coffee Shop Visits

The survey further revealed that nearly 19.9% of respondents visit coffee shops at least once a week, while a more considerable 35.8% stated they rarely go to such establishments. Among younger age groups, specifically those in their 20s and 30s, the frequency of weekly visits surpassed 20%, suggesting a younger crowd enjoys the ambiance and social aspects of coffee shops.

In addition to coffee, respondents reported purchasing desserts and snacks, with over 30% indulging in cakes and pastries from coffee shops. Furthermore, female customers were more likely than males to purchase these treats. Sandwiches and bread catered to roughly 20% of customers, while 28.8% admitted they rarely buy anything besides drinks.

Coffee Shop Experience

The survey also explored the experiences that patrons seek from coffee shops. Many highlighted the opportunity to enjoy solitary time, appreciate the shop's atmosphere, and savor coffee's rich aroma. Notably, female respondents indicated using coffee shops as spaces to relax during lunch or treat themselves after a long day. They also expressed excitement about limited-time offerings, revealing a deeper emotional connection to their coffee shop visits compared to their male counterparts.

Conclusion

Through this research by Cross Marketing, it’s clear that coffee continues to be not just a beverage but a cherished ritual for many in Japan. As coffee preferences evolve, especially among younger generations, coffee shops are becoming essential spaces for relaxation, socialization, and indulgence.

The results of this survey paint a vivid picture of how coffee culture is growing and adapting in Japan. For more in-depth insights, you can explore the complete survey report.

For inquiries regarding this survey, please reach out to the Cross Marketing public relations department.