Consumer Awareness Survey on Cold Brew Coffee: Over 70% Recognize the Name, but More Than Half Have Never Tried It; Cafés and Coffee Shops Are the Most Common First Experience and Main Source

Despite growing name recognition, actual experience remains limited — a survey of 500 people reveals the current state of cold brew coffee

As the weather gets hot, don't you crave a crisp, cold coffee?

In recent years, "cold brew coffee" (also known as cold brew) has become increasingly common in cafés and supermarkets. It's known as coffee slowly extracted using cold water instead of hot, over an extended period.

But how many people have actually heard the name and gone on to drink it or brew it themselves?

To find out, we conducted a joint survey with specialty coffee bean retailer "Nishiyama Coffee," targeting 500 men and women across Japan, on "awareness, usage habits, and interest in online purchasing of cold brew coffee."

※ When quoting this press release, please follow these guidelines:

・ Clearly state the source as "a survey conducted by NEXER Group and specialty coffee retailer 'Nishiyama Coffee'"

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Survey Overview: "Awareness, Usage, and Online Purchase Interest in Cold Brew Coffee"

Survey Method: Online questionnaire

Survey Period: June 30, 2026 – July 3, 2026

Respondents: Men and women across Japan

Valid Responses: 500 samples

Survey Questions:

Question 1: How familiar are you with "cold brew coffee"?

Question 2: Have you ever consumed cold brew coffee?

Question 3: Where do you usually obtain cold brew coffee?

Question 4: Why do you choose that method of obtaining it?

Question 5: What sparked your interest in cold brew coffee? (Multiple answers allowed)

Question 6: If specialty beans designed and roasted specifically for cold brew were available via online shopping, would you consider purchasing them?

Question 7: What factors would influence your decision when buying online? (Multiple answers allowed)

Question 8: What is the most important factor, and why?

※ Percentages are rounded to two decimal places, so totals may not add up to exactly 100%.

53.6% said they only "know the name" of cold brew coffee

First, we asked how familiar people are with cold brew coffee.

The most common response was "only know the name," at 53.6%.

This was followed by "completely unaware" at 29.6%, and "know both the name and the drink type" at 12.2%.

Meanwhile, only 4.6% said they "know in detail about the brewing method and flavor characteristics."

Combined, "only know the name" and "completely unaware" account for 83.2%, indicating that most people are not deeply familiar with cold brew coffee. While the term is increasingly visible, details about its brewing process and taste profile remain poorly understood.

55.4% said they have "never tried" cold brew coffee

Next, we asked those aware of cold brew coffee whether they have ever consumed it.

The most common response was "never tried," at 55.4%.

This was followed by "tried a few times in the past" at 31.5%, "drink occasionally" at 10.8%, and "drink regularly" at 2.3%.

Even when combining all who have tried it, the total is only 44.6%, falling short of half of those aware.

While awareness of cold brew coffee is growing, a majority of those aware have not actually tasted it. Name recognition is spreading, but the actual experience of drinking it has not yet become widespread.

43.3% obtain cold brew coffee from "cafés or coffee shops"

Next, we asked those who have tried cold brew coffee where they usually obtain it.

The most common response was "drink at cafés or coffee shops," at 43.3%.

This was followed by "purchase at supermarkets or convenience stores" at 35.7%, with these two accounting for about 80% combined.

Other responses included "brew from beans or ground coffee at home" at 10.2%, "purchase via online shopping or e-commerce sites" at 5.1%, and "other" at 5.7%.

We also collected reasons for choosing each method; some responses are shown below.

Respondents who said they drink at cafés or coffee shops:

・ Because I can enjoy authentic cold brew. (Female, 40s)

・ I don’t feel like going through the effort of making it myself. (Male, 40s)

・ When I come across a café that serves cold brew, I want to try it. (Male, 50s)

Respondents who purchase from supermarkets or convenience stores:

・ It’s affordable and easy to get. (Female, 50s)

・ I can get it when I want it, and I can see it directly. (Female, 60s)

・ I only buy and drink it during seasons when I feel like having it. (Male, 60s)

Respondents who brew from beans or ground coffee at home:

・ For cost reasons, and because I can’t drink it without adding a lot of milk. (Female, 30s)

・ I want to drink it fresh. (Male, 60s)

・ Making it myself tastes the best. (Male, 70s)

Respondents who purchase via online shopping or e-commerce sites:

・ I don’t buy often, but I bought it because it was cheap. (Female, 40s)

・ I bought it from the manufacturer’s shop in pursuit of great taste. (Female, 60s)

・ I can order from home, and reviews help me decide. (Female, 60s)

Reasons for choosing cafés include the ability to enjoy authentic flavor and avoiding the effort of home brewing. Supermarkets and convenience stores are valued for convenience and accessibility, while home brewers prioritize freshness and cost.

For online shopping, respondents appreciate the convenience of home ordering and the ability to refer to reviews when making choices.

43.9% said their interest was sparked by "drinking it at a café and finding it delicious"

Next, we asked those who have tried cold brew coffee what sparked their interest.

The most common response was "drank it at a café and found it delicious," at 43.9%.

This was followed by "as hydration or heat relief during hot seasons" at 30.6%, and "recommended by family or friends" at 15.9%.

Personal experience at cafés appears to be a major driver of interest. Additionally, cold brew is chosen as a cold beverage during hot weather or recommended by others.

Interest in cold brew coffee seems to arise more from natural, everyday encounters than from active research.

33.9% said they would "consider using" online purchase if specialty beans were available

Next, we asked those aware of cold brew coffee whether they would be interested in purchasing beans specifically designed and roasted for cold brew via online shopping.

The results showed that 6.3% said "definitely interested," 27.6% said "somewhat interested," resulting in a combined 33.9% expressing positive interest.