#Japan #Tokyo #Cross Marketing #Coffee Survey #Coffee Preferences

Understanding Coffee Preferences in Japan

Recently, Cross Marketing conducted a nationwide survey exploring the coffee consumption habits of individuals aged 20 to 69 across Japan. The findings reveal that coffee is deeply ingrained in Japanese culture, with a substantial 66% of respondents expressing a fondness for this beloved beverage. The way people approach coffee ranges from those who meticulously analyze bean origins and roasting methods to casual consumers who appreciate convenient products available in stores.

Key Findings: Who Drinks Coffee?

The survey's results highlight that the preference for coffee increases with age. While 40.5% of respondents frequently consume commercial coffee, this number rises to almost 80% among individuals in their sixties. Interestingly, over 30% of respondents in their twenties and thirties reported not being coffee enthusiasts.

Drinking Habits and Preferences

Diving deeper into consumption patterns, the survey noted that 42.4% of coffee drinkers enjoy coffee as a companion to snacks or sweets. Many respondents also prefer coffee in the morning, using it as a ritual to kickstart their day. A striking 55.4% of female respondents indicated that they particularly enjoy coffee alongside their snacks. These insights underscore the role of coffee as a cherished part of daily routines, especially during morning hours.



When it comes to selecting coffee, consumers prioritize factors such as affordability and flavor complexity. Approximately 30% of respondents rated the price and richness of flavor as essential criteria for their coffee choices. Interestingly, older consumers tend to place a higher importance on cost when selecting their coffee.

How Do They Take Their Coffee?

The enjoyment of coffee manifests in various styles, with black coffee being the most popular choice among respondents. In addition, many prefer to enhance their coffee with cream, milk, or sugar. As age increases, there is a noticeable shift towards a preference for hot coffee, pointing to generational differences in drinking habits.

Beyond Drinking: Other Uses for Coffee

The survey also explored how respondents use coffee beyond consumption. Many individuals utilize coffee in baking and cooking, appreciating it as a hidden ingredient that adds depth to flavors. Additionally, coffee serves practical purposes such as odor neutralization and applications in gardening and dyeing. These unexpected uses demonstrate coffee's versatility in daily life.

Survey Methodology

The research was conducted via internet surveys using Cross Marketing's self-research tool, QiQUMO, covering all 47 prefectures in Japan. The survey took place from June 5 to June 6, 2026, gathering responses from 1,100 participants.

About Cross Marketing

Founded in 2003 and located in Shinjuku, Tokyo, Cross Marketing specializes in marketing research and consultancy services. Under the leadership of President and CEO Mikihiro Igarashi, the company is dedicated to delivering insightful analysis to businesses in various sectors.

For press inquiries regarding this survey, please contact:
Cross Marketing PR Team
Phone: 03-6859-1192
Email: [email protected]

This comprehensive survey sheds light on the diverse landscape of coffee consumption in Japan, reflecting both age-related trends and modern consumer preferences. Japan's love for coffee continues to evolve, reaffirming its status as a staple beverage within Japanese culture.