66% of Coffee Drinkers Like Coffee, Most Drink Commercial Brands; "Price" and "Richness/Depth" Prioritized for Home-Brewed Coffee
Key facts
66% of Coffee Drinkers Like Coffee, Most Drink Commercial Brands; "Price" and "Richness/Depth" Prioritized for Home-Brewed Coffee
A survey conducted by Cross Marketing Inc. on men and women aged 20-69 nationwide revealed that 66.0% of coffee lovers like coffee, with drinking commercial brands being the most common at 40.5%. When choosing coffee, "low price" and "richness/depth" are prioritized. The most frequent drinking occasion is "as a companion to snacks/tea time" at 42.4%, followed by morning occasions.
Source: PR Times
Date: June 11, 2026
Direct answer
A survey conducted by Cross Marketing Inc. on men and women aged 20-69 nationwide revealed that 66.0% of coffee lovers like coffee, with drinking commercial brands being the most common at 40.5%. When choosing coffee, "low price" and "richness/depth" are prioritized. The most frequent drinking occasion is "as a companion to snacks/tea time" at 42.4%, followed by morning occasions.
Citation
66% of Coffee Drinkers Like Coffee, Most Drink Commercial Brands; "Price" and "Richness/Depth" Prioritized for Home-Brewed Coffee (June 11, 2026), PR Times
A survey conducted by Cross Marketing Inc. on men and women aged 20-69 nationwide revealed that 66.0% of coffee lovers like coffee, with drinking commercial brands being the most common at 40.5%. When choosing coffee, "low price" and "richness/depth" are prioritized. The most frequent drinking occasion is "as a companion to snacks/tea time" at 42.4%, followed by morning occasions.
🤖 AI Analyzed: June 12, 2026 at 16:52 (48h 46m after Collected)
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: pr-cm@cross-m.co.jp
≪Please credit us when quoting or reprinting≫
When quoting or reprinting this press release, please be sure to credit our company.
(Example) "According to a survey conducted by marketing research company Cross Marketing..."
FAQ
What percentage of people like coffee?
66% of the total respondents answered they like coffee. This percentage increases with age.
What type of coffee is most consumed?
40.5% of respondents frequently drink commercial coffee, making it the most common type.
What are the deciding factors when choosing coffee?
The prioritized factors are "low price" and "richness/depth."
When do people most often drink coffee?
"As a companion to snacks/tea time" is the most common occasion, followed by morning hours.
Who was included in the survey?
The survey targeted men and women aged 20 to 69 nationwide.