As more consumers embrace healthier lifestyles, a rising trend in decaf coffee sales reflects the increasing demand for beverages that offer indulgence without the health risks associated with caffeine. The concept of “healthy pleasure” has gained traction, as individuals seek healthier alternatives to their favorite food and drink choices.
According to the Korea Customs Service, imports of decaffeinated coffee, including both green and roasted beans, saw a significant rise last year. In 2024, imports reached 7,023 tons, marking a 7.7 percent increase from the previous year.
Franchise chain Ediya Coffee reported a 40 percent jump in decaf coffee sales in February compared to the same month in 2024. This growth is part of a broader trend, with decaf coffee particularly popular in the evening. Despite a general decline in coffee consumption later in the day, decaf options continue to see consistent demand, contributing to approximately 30 percent of overall coffee sales.
Ediya Coffee, which introduced decaf espresso in January 2023, has seen steady sales growth, averaging a 10 percent increase each month over the past year. The company attributes its success to its decaf beans, which offer a distinctive flavor profile with a deep sweetness and a lingering aftertaste. With over 90 percent of caffeine removed, the decaf option has become particularly popular among pregnant or nursing customers and those avoiding caffeine due to health issues such as insomnia.
In a similar trend, Starbucks Korea reported a significant 55 percent increase in decaf drink sales in 2024, selling approximately 32.7 million cups compared to the previous year. The company also noted that decaf beverages now account for more than 10 percent of their overall Americano sales, a milestone for the brand.
Another notable example is A Twosome Place, which saw sales of its decaf cold brew drinks surpass 1.5 million cups last month. The franchise introduced its decaf cold brew and decaf oat milk cold brew options in August to meet rising demand. These products have quickly become popular, with an average of 8,000 cups sold daily. Decaf coffee sales at A Twosome Place peak after 2 p.m., with strong demand from customers in their 20s and 30s.
“We are grateful for consumers’ great interest in decaf cold brew, which was introduced to allow enjoyment of coffee’s deep flavor while reducing caffeine concerns,” said a representative from A Twosome Place. The company emphasized its commitment to expanding healthier beverage options in line with the growing “less is more” trend.
The decaf coffee trend is also making waves in the convenience store industry. Chain 7-Eleven reported impressive sales for its Seven Cafe decaf product, which launched in July 2024. Sales surged by 35 percent in October alone, and the product surpassed 200,000 cups sold within just three months of its debut.
With health-conscious consumers seeking ways to enjoy their favorite beverages without the downsides of caffeine, the decaf coffee market continues to thrive, reflecting the broader shift toward more mindful consumption habits.
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