Highest Sales Since the Launch of Decaffeinated Beverages
One Out of Every Ten Americanos Is Now Decaffeinated
Starbucks' decaffeinated beverages were reported to have sold a cumulative total of 128 million cups last year.
Starbucks Korea announced on the 11th that an analysis of decaffeinated beverage sales last year showed a 55% increase compared to the same period the previous year, reaching 32.7 million cups.
This is the highest annual sales volume since Starbucks began selling decaffeinated beverages in 2017, surpassing the highest year-over-year growth rate of 45.8% recorded in 2021.
In particular, the representative decaffeinated beverage, the "Decaffeinated Americano," was the fourth best-selling beverage overall last year. The proportion of decaffeinated Americanos among total Americano sales also exceeded 10% for the first time. This means that one out of every ten Americanos sold is now decaffeinated.
In January of this year, sales of decaffeinated beverages at Starbucks also increased by more than 45% compared to the same period last year.
The popularity of decaffeinated beverages can also be seen in import and export statistics. According to the Korea Customs Service import-export trade statistics, the import volume of decaffeinated green beans and roasted beans last year was 7,023.1 tons, a 7.7% increase compared to 6,520.1 tons in 2023.
A Starbucks representative analyzed, "The reason decaffeinated beverages continue to be popular is that they serve as an excellent alternative for people who want to enjoy coffee without the burden of caffeine even in the afternoon."
In fact, according to an internal survey conducted by Starbucks last year targeting beverage purchasers, more than one in three respondents adjust their caffeine intake depending on the time of day. Among them, 69% reported enjoying decaffeinated coffee or choosing caffeine-free beverages after 3 p.m.
Shin Dong-woo, Head of Strategic Planning at Starbucks Korea, said, "The steady growth of decaffeinated beverages reflects the demand from customers who want to enjoy coffee without the burden of caffeine for health reasons," adding, "Starbucks will continue to introduce differentiated products to enhance customer satisfaction for those who choose decaffeinated beverages."
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