Ideal "Ike-Oji" are "looking to the future, not the past" and "don't impose values" – about 70% say "I drink coffee every day"!

Scrop COFFEE ROASTERS, a specialty coffee brand from Nagareyama operated by Maruhan Dining Co., Ltd. (Headquarters: Koto-ku, Tokyo; Representative Director: Takeshi Kubota), conducted a survey on "Lifestyle and Luxury Preferences" targeting men in their late 30s to early 50s (annual income over 10 million yen, hereinafter referred to as "Ike-Oji") who have established a unique lifestyle and sophisticated character.

The survey revealed the ideal gentleman image they aspire to, their deep commitment to "coffee" that supports daily performance, and their sophisticated way of selecting "gifts (souvenirs)" in business and private life. Scrop COFFEE ROASTERS will continue to deliver high-quality, story-driven specialty coffee experiences that meet the "essential commitments" uncovered in this survey.

【Survey Highlights】

① Ideal Ike-Oji image: The decisive difference from so-called "old public nuisances" is "living in the past or looking to the future (36.6%)". When interacting with younger generations, they most avoid "imposing values (33.0%)".

② High self-investment awareness: The top investment target is "body/health (38.2%)", followed by "intellect/skills (33.8%)" and "diet/supplements (33.6%)", indicating thorough mental and physical conditioning.

③ Overwhelming coffee drinking habits: 57.6% answered "every day" and 14.8% "every workday", with over 70% drinking coffee regularly. The most common drinking time is "refreshment during work (54.7%)".

④ Aesthetic sense for coffee: The most frequently chosen style is "black/hot (43.8%)". The top preference is "blend (37.6%)", followed by "choose specialty coffee (19.9%)", emphasizing "essence and quality of taste" over brand name or barista reputation.

⑤ Sophisticated gift criteria: The top criteria for choosing casual gifts is "reasonably priced and easy to accept (26.2%)", followed by "high quality and good taste (20.6%)", highlighting smart consideration.

Lifestyle, hobbies, self-investment: Emphasis on mental and physical conditioning and rich experiences

Among hobbies and areas they want to challenge in the future, "travel/experiences (trips, World Heritage sites, etc.)" ranked first at 54.8%, closely followed by "food and drink/wine, whiskey, etc." at 52.0%.

In terms of self-investment areas, "investment in body/health (exercise, gym, sleep)" (38.2%), "investment in intellect/skills (reading, obtaining qualifications)" (33.8%), and "diet (health foods, supplements)" (33.6%) ranked high, showing they balance self-management to continue working at the forefront of business with enriching their private lives.

Ideal "Ike-Oji" image: Future-oriented and non-imposing character

When interacting with younger generations, 33.0% cited "imposing values" as the most important thing to avoid, followed by "unsolicited advice (lecturing)" (18.0%) and "talking about past successes (glory stories)" (17.0%).

Regarding the decisive difference between "old public nuisance" and "Ike-Oji", 36.6% answered "whether they live in the past or look to the future", and 30.8% said "whether they start by denying or find it interesting".

The definition of a "sophisticated adult man (Ike-Oji)" is not clinging to past achievements, but constantly accepting change and looking to the future.

Coffee commitment: Essential "luxury" and "aesthetic sense" integrated into daily life

Regarding coffee drinking frequency, 57.6% answered "every day" and 14.8% "every workday", with over 70% having strong drinking habits.

The most common drinking time was "refreshment during work" (54.7%), followed by "immediately after waking up/breakfast" (41.2%) and "break after lunch" (30.8%).

The most frequently chosen style was "black (hot)" (43.8%) and "black (iced)" (20.6%), totaling over 60%, showing a clear tendency to enjoy the original flavor of the beans.

Digging deeper into coffee preferences, "blend" (37.6%) was the most common, followed by "choose specialty coffee" (19.9%), "brand recognition (media exposure)" (18.8%), and "brand worldview" (18.6%).

Rather than single-origin (7.5%) or famous baristas (8.6%), they place high value on the essential quality of "meticulously calculated blend harmony" and "guaranteed quality specialty coffee".

When asked "If you were to choose convenience store coffee", 50.7% chose "Seven-Eleven (SEVEN CAFÉ)", dominating the share, followed by "Lawson (MACHI café)" (18.8%) and "FamilyMart (FAMIMA CAFÉ)" (14.8%).

This shows that Seven-Eleven is strongly supported as an infrastructure offering consistent quality coffee conveniently.

Gift (souvenir) aesthetics: "Smartness" and "quality" that consider others

When asked about criteria for choosing casual gifts (souvenirs) in business or private settings, the top answer was "reasonably priced and easy to accept" (26.2%), followed by "high quality and good taste" (20.6%) and "suits the recipient's preferences and lifestyle" (17.4%).

Instead of making recipients feel obliged with expensive items, they reduce the burden while infusing taste, quality, and story. This is the essence of smart communication practiced by sophisticated adult men.

Conclusion: The value of "Scrop COFFEE ROASTERS" chosen by authentic "Ike-Oji"

This survey strongly showed that sophisticated adult men (Ike-Oji) are not easily swayed by brand name or flashy media exposure, but prioritize "investment in the future", "essential quality", and "smart choices that consider others".

Their top coffee preferences – "blend" and "specialty coffee" – are exactly the areas where this brand excels and focuses.

Scrop COFFEE ROASTERS, with roasters who intimately know the characteristics of carefully selected single-origin beans, precisely combines them to create signature blends with "perfect harmony and deep stories" that cannot be expressed by a single bean.

Moreover, the gift criteria raised – "reasonably priced and easy to accept", "high quality and good taste", and "has a story" – are exactly the concept of this brand's coffee gifts.

As a refreshment in daily business scenes or a smart gift for important people, Scrop's specialty coffee accompanies the lifestyle of adult men who discern the essence.