Page 98 - #52 English

Japanese coffee consumption because it’s fast, convenient, and cheap. You can conveniently
buy a can of coffee and hop in the car, and a can of coffee cost
18% around 100 Yen compared to a 350 Yen cup of coffee at a Kis-
saten.
Coffee quality in high-end Kissaten in 1985 was very
40% high as they used high quality coffee blend, including Brazil #2
10% (the best coffee grade in Brazil), Colombia SUP, Guatemala SHB,
and Indonesia WIB. Ordinary Kissaten usually went for Brazil
#4/5, Colombia EX, Peru Natural, Honduras HG, and Indonesia
EK-1. The difference is the coffee grade, for example high-end
shops would use Brazil #2 while regular shops would use Brazil
#4. Ready-to-drink canned coffees normally use Brazil #4/5,
32% Ethiopia G4, Indonesia EK-1, and Honduras HG, with added
soluble flavours like powdered milk.
Roasted
RTD
canned

Japan Market Trend
A consistent fact about Japan coffee market throughout
30 years is the age of coffee consumer. Coffee drinkers are in
the working age, which range between 25 - 60 years old. How-
ever, the changes during this decade are due to the change in
population structure. This change in the number of children in
a family and the number of people in a family affect how people
buy any product, including coffee.

1985 Japan Population Pyramid
Source: populationpyramid.net
The population pyramid graph in 2015 shows a
decrease in working age population. At the same time, the
coffee industry also sees a dramatic decrease in Kissaten and
coffee dispenser machine. Coffee consumption becomes more
specific nowadays. People now usually get their coffee from
shops like Starbucks and 7-11. Conveniece stores such as 7-11
and FamilyMart in Japan offer coffee, which is great for people
who doesn’t have time to go to a café. Japanese also buy coffee
from supermarkets and the internet. This group of people
usually consumes quite a lot of coffee, and they probably were
regular customers of Kissaten.

1985 Japan Population Pyramid
Source: populationpyramid.net
The population pyramid of Japanese population in 1985
shows most of the population in the working age range between
25 - 60 years old. Coffee shops in this period are mostly “Kis-
saten”, full-service traditional Japanese coffee shop with waiter
serving water, refreshing towel, and menu as you sit. Kissaten
was the place where people socialized, met for business, and had
lunch, as well as hang out. Another popular way to have coffee
during that time was from automatic coffee dispenser machine
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