66% of Coffee Drinkers Like Coffee, Most Drink Commercial Brands; "Price" and "Richness/Depth" Prioritized for Home-Brewed Coffee

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; CEO: Mikoshi Igarashi) conducted a "Survey on Coffee (2026)" targeting men and women aged 20 to 69 nationwide. Coffee is a widely loved beverage, indispensable in daily life. Their approaches vary widely, from connoisseurs particular about bean origin and roasting to those who enjoy convenient commercial products, and those who drink it purely to stay awake at work. This survey investigated the degree of liking coffee, drinking occasions, selection points, drinking methods, and non-drinking uses.

◆Click here for the full survey results

https://www.cross-m.co.jp/report/trend-eye/20260610coffee

Survey Results 66.0% like coffee. Among them, "frequently drinking commercial products" was the most common at 40.5%. The proportion of people who "like coffee" increases with age, reaching 80% in their 60s. Over 30% of those in their 20s and 30s "do not like coffee."

42.4% drink coffee "as a companion to snacks/tea time." Following this, many people drink coffee during morning hours, such as "as a companion to breakfast," "as a morning habit," and "as a wake-up drink right after waking up." Women, in particular, have a high rate of drinking coffee "as a companion to snacks/tea time" at 55.4%.

The top two points prioritized when choosing coffee are "low price" and "richness/depth," both around 30%. The proportion of people who prioritize "low price" in coffee selection increases with age.

Regardless of whether it's hot or iced, the most common way to drink coffee is "black." Next are "drinking with coffee creamer/milk" and "drinking with coffee creamer/milk and syrup/sugar." Older age groups tend to drink coffee "hot" more often.

Non-drinking uses of coffee include using it as a hidden ingredient in sweets and cooking, as well as for odor control, gardening, and dyeing.

Survey Items

□ Demographic Questions

□ Degree of Liking Coffee

□ Coffee Drinking Occasions

□ Points of Emphasis for Home-Brewed Coffee

□ Coffee Drinking Methods

□ Non-Drinking Uses of Coffee

◆Download Cross-Tabulation Tables here

https://www.cross-m.co.jp/report/trend-eye/20260610coffee

Survey Overview

Survey Method: Internet Research (using Cross Marketing's self-service survey tool "QiQUMO") Survey Area: All 47 prefectures nationwide Target Audience: Men and women aged 20-69 Survey Period: June 5 (Fri) - 6 (Sat), 2026 Valid Responses: 1,100 samples for the main survey * The sum of proportions may not be 100% due to rounding.

【Company Profile】

Company Name: Cross Marketing Inc. https://www.cross-m.co.jp/ Location: Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo Established: April 1, 2003 Representative: Mikoshi Igarashi, President & CEO Business Activities: Marketing research business, consultation related to marketing research

◆Contact for Media Inquiries Regarding This Matter◆

Cross Marketing Inc. Public Relations, Marketing Department TEL: 03-6859-1192 FAX: 03-6859-2275 E-mail: [email protected]

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