Exploring Beverage and Sweet Choice Preferences During Break Times in Japan

In a recent survey conducted by Sakuras Co., Ltd., approximately 1,000 individuals aged 20 to 50 in Japan were questioned about their beverage and sweet preferences when taking breaks. This investigation aimed to understand the actual choices people make during those relaxing moments.

Coffee or Tea? The Takeaway Choices

When prompted with the question, "Would you like to take a little break?" the majority (69.4%) reported that they typically head to a café, with fast-food outlets and family restaurants also receiving notable percentages (27.4% and 27.3%, respectively). Cafés are favored predominantly due to their accessibility, quick service, and consistent menu offerings. Notably, the perception of a quick break often coexists with desires for a touch of indulgence.

Given a choice, many people immediately associate coffee with breaks, as revealed by the survey where 69.7% of respondents mentioned coffee as their initial drink choice. Following this, dessert-type drinks (13.1%) and tea (10.2%) also came up, emphasizing coffee's strong foothold in the Japanese beverage culture.

Coffee's Dominance and the Place of Tea

When participants were asked about their actual orders during breaks, hot or iced coffee was the number one beverage choice for 55.3%. This was followed by milk-based coffee drinks like café lattes (33.7%) and various teas (20.5%). This data reinforces the existing cultural norm where breaks and coffee are intertwined, highlighting a dominant preference for coffee-based drinks.

Despite coffee's popularity, about 60% of those surveyed expressed some level of awareness regarding tea—especially its variety and origins—indicating an evolving palate among the population. For those who expressed an interest in tea, it’s often regarded as a drink for special occasions or relaxation, which may denote an emerging trend in beverage choices.

The Rising Interest in Japanese Black Tea

Japanese black tea, known as "Wakocha," received favorable recognition, with impressions such as “elegant aroma” (45.8%) and “gentle flavor” (34.6%) coming to the fore. Almost 30% of respondents expressed a desire to try Wakocha, particularly in settings that allow for tranquility like at home (57.7%) or in cafes (41.0%) alongside sweets (27.0%). This suggests that there is room for Wakocha to carve a niche in the market as a preferred choice for effective relaxation.

Interestingly, 40% of respondents believe that the visibility of tea-based drinks and sweets has increased. However, there remains a significant gap in awareness, as over half of the participants noted no significant change in what they encounter in stores.

Looking into the actual consumption, while 54.7% of respondents hadn’t tried any recent tea-flavored products, others mentioned enjoying cakes, cookies, and even drinks like tea lattes and fruit teas. This indicates a trend that, although emerging, still has a long way to go in terms of market penetration.

Conclusion: A Shift in Beverage Choices

The findings from this survey unveil evolving preferences among consumers during their breaks. As cafés affirm their stronghold as preferred relaxation spots, coffee remains a well-loved staple. However, Japanese black tea is growing in perception, appreciated for its elegance and gentle flavors, offering a tranquil experience.

For those who have yet to experience Wakocha, consider indulging in its subtle flavors during your next break. After all, there’s potential in these tranquil moments to enhance your well-being with a cup of exquisite Japanese black tea.

Discover more about Wakocha and other delightful beverages at SuQ Cha.