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An Overview of Coffee Pricing Perceptions in Japanese Cafes

Recently, LINE Yahoo conducted a survey using its extensive research panel of over 7 million active users on its smartphone research platform, LINE Research. The study focused on understanding how Japanese consumers perceive coffee pricing in cafes, specifically looking at the thresholds where consumers begin to feel that coffee is too expensive.

Key Findings on Coffee Pricing

The survey revealed that the majority of participants identify the price range for a regular cup of coffee (both black coffee and lattes) in cafes to be around the 500 yen mark. Approximately 25% of respondents indicated that prices in the 500 yen range are perceived as high. When breaking down the data by gender, it was noted that women are more inclined to consider anything above 500 yen as overpriced compared to their male counterparts.

Furthermore, when analyzing responses by age group, participants in their teens predominantly favored the 300 yen range, while those aged 20 and above consistently pointed to 500 yen as the tipping point. Particularly striking was the 50 to 60-year-old female demographic, where nearly 30% described the 500 yen price point as too high.

The detailed survey does not show significant disparities among other price ranges, which generally fell in the 10% range, indicating that the majority of consumers align with their sentiments towards the 500 yen pricing.

Desired Features in Higher-Priced Coffee

Interestingly, despite labeling certain prices as high, consumers expressed a willingness to pay more for coffee based on certain characteristics and services offered by cafes. The survey participants pinpointed several crucial factors that entice them to spend extra:

1. Free Refills: This feature was widely popular across both genders and various age groups, indicating a strong interest in value and continued experience within the café atmosphere.
2. Comfortable Spaces: The ability to stay for extended periods is a priority for many. This cultural outing plays a significant role in the overall coffee-drinking experience that transcends just the beverage itself.
3. Quality and Experience: Participants also highlighted that they appreciate high-quality coffee, the art of latte presentation, and unique atmospheres that cafes provide. Aspects such as bean selection and meticulous preparation techniques mattered to surveyed consumers.

Male respondents emphasized the importance of generous serving sizes and the café's environment, whereas female participants showed a keener interest in latte art and aesthetically pleasing settings that contribute to a shareable composition for social media.

Survey Methodology

Conducted from June 10 to June 12, 2025, this survey reached a diverse respondent pool of 3149 individuals aged 15 to 69 across Japan. The sample reflects a balanced demographic and aims to capture real-time consumer opinions accurately.

About LINE Research

LINE Research is designed to enhance business development and marketing efforts through a smartphone-oriented research platform. With a predominant user base aged 10 to 29, it effectively reaches demographics that are often hard to survey. The platform utilizes push notifications to engage users promptly, allowing efficient data collection through user-friendly interfaces.

For detailed insights, investors and companies can access quarterly trends and previous reports through the LINE Research official site. The platform fosters innovative ways of engaging consumers and gathering valuable data in real-time.

For more information, visit: LINE Research.