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Maintaining a healthy lifestyle can be difficult, often requiring unsatisfying alternatives. As more people pursue wholesome lifestyles and eating habits while still seeking pleasure, the term "healthy pleasure" has become popular for those looking for healthier versions of the everyday food and drinks they enjoy.

With this health-conscious trend, decaf coffee options are on the rise, as people seek to enjoy their favorite drink without worrying about the effects of caffeine.

Korea Customs Service reported that demand for decaf coffee in the domestic market has continued to grow. The import of decaf green and roasted coffee beans increased last year to 7,023 tons, a 7.7 percent rise compared to the previous year.

According to the franchise Ediya Coffee, sales of decaf coffee in February increased by 40 percent compared to the same month last year.

Sales of decaf coffee are particularly strong in the evening, especially after 5 p.m. While coffee consumption typically declines in the late afternoon and evening, decaf coffee maintains consistent demand, accounting for approximately 30 percent of total coffee revenue.

"As the customer base wanting to enjoy coffee without caffeine concerns grows, the decaf coffee market is gradually expanding," the company said.

Since introducing decaf espresso in January 2023, Ediya Coffee has seen steady sales growth, with an average increase of 10 percent per month over the past year.

"[Ediya's] decaf beans feature distinctive flavor and deep sweetness while maintaining a balance that leaves a long aftertaste," the company explained.

"With over 90 percent of caffeine removed, consumers who need to limit caffeine intake can enjoy it with peace of mind. It has received particularly positive responses from pregnant or nursing customers and those avoiding caffeine due to factors like insomnia."

A Twosome Place's decaf cold brew drinks / Courtesy of A Twosome Place

Starbucks Korea also saw a surge in sales of its decaf drinks last year, selling about 32.7 million cups, a 55 percent increase from the previous year. Sales tripled compared to the 2019 record of 11.8 million cups.

Additionally, it reported that sales of decaf drinks surpassed 10 percent of overall Americano sales for the first time.

Another cafe franchise, A Twosome Place, announced that the sales of its decaf cold brew drinks surpassed 1.5 million cups last month.

The company launched decaf cold brew and decaf oat milk cold brew drinks last August to expand its decaf coffee lineup and meet growing demand. The average daily sales for the two products reached 8,000 cups, making them the fourth best-selling menu items in January.

It shared that decaf coffee saw higher sales after 2 p.m., with strong demand among 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," the company said. "With the clean-flavored decaf cold brew, which is a specialty of A Twosome Place, leading the way, we plan to continue to expand healthier beverage options to reflect the 'less is more' trend."

The popularity of decaf beverages is also growing in the convenience store industry. Convenience store chain 7-Eleven reported that sales of its Seven Cafe decaf product, which launched last July, continue to rise.

Sales last October increased by 35 percent compared to the previous month, surpassing 200,000 cups within three months of the launch.