7 out of 10 Coffee Consumers Are Middle-Aged
Higher Rate Enjoying Coffee as a Habit Rather Than Taste
Consumption Patterns Gradually Becoming More Premium
Among the main coffee consumers in South Korea, middle-aged and older adults consume significantly more coffee compared to younger generations. Seven out of ten coffee consumers are middle-aged individuals in their 40s and 50s, who tend to consume coffee more out of habit than for savoring its taste.
According to a survey conducted by the Korea Agro-Fisheries & Food Trade Corporation from March 2019 to May 2022 targeting adult men and women, coffee consumption was highest among those aged 50 and above (35%) across all age groups. This was followed by those in their 40s (32%), 30s (22%), and 20s (12%). This means that seven out of ten main coffee consumers in the country are middle-aged individuals in their 40s and 50s.
The high coffee consumption among middle-aged adults is attributed to "habitual intake." Drinking one or two cups of coffee daily has become a fixed habit. In fact, the proportion of respondents who said they drink coffee habitually rather than savoring its taste was highest among those in their 50s at 64%. This was followed by those in their 40s (58%), with the 30s and 20s age groups both at 51.2%. The older the age, the higher the rate of habitual coffee consumption.
The amount of coffee consumed daily was most commonly reported as "about 2 to 3 cups a day" (47.7%). This was followed by "about 1 cup a day" at 40.1%, "about 4 to 5 cups a day" at 7%, and "6 or more cups a day" also at 7%. Overall, 87.8% of respondents consume at least one cup of coffee daily. By gender, women (57%) generally had a higher coffee consumption rate than men (42%).
The way coffee is consumed has shifted from a culture focused on convenience, such as instant coffee, to enjoying premium coffee. The proportion of people using coffee machines at home rose from 47.2% in 2017 to 57.7% last year, showing an increase of about 22% over five years. This reflects a growing desire to consume coffee at home that rivals that of coffee shops. On the other hand, with increasing health awareness, consumption of instant coffee and mix coffee containing sugar and other additives has steadily declined since 2014. In particular, mix coffee consumption, which peaked at 73.7% in 2014, dropped to 49.7% last year, falling by about 32% over eight years.
Additionally, a high proportion of respondents reported "feeling that their coffee taste is becoming more sophisticated" (48.2%) and "wanting to drink coffee at home that is comparable to coffee from specialty shops" (61.5%), indicating a shift in coffee consumption patterns.
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