South Korean coffee consumers shift to low-cost, high-frequency habits

In South Korea, office workers are shifting their coffee consumption habits toward more affordable options. Data from MBRAIN indicates that while the total value of the coffee and beverage industry grew by 8.8% over the past year to approximately 1,139.87 trillion won, this growth is driven by frequency rather than higher spending per cup.

Analysis shows that the average amount spent per purchase decreased by 0.9%, while the number of coffee orders increased by 9.6% in the first quarter. This trend toward “low price, high frequency” is particularly prominent among people in their 20s, who visit coffee shops an average of 26 times per year, the highest among all age groups.