커피의 재발견: 카페인 너머의 효능과 씁쓸한 가격 인상의 이면 > K-wave Trends

The latest research has proven that coffee's positive effects on the brain remain effective even when caffeine is removed. According to a research team from the University of Cork, Ireland, published in the international academic journal ‘Nature Communications’, both regular coffee and decaffeinated coffee showed significant effects in lowering depression and stress. This is believed to be because bioactive substances such as polyphenols and phenolic acids contained in coffee interact with our body's intestinal microorganisms independently of caffeine. In other words, the act of drinking coffee itself goes beyond simply stimulating the central nervous system and induces a complex physiological response that regulates the overall psychological state through the ‘gut-brain axis’, which connects the intestines and the brain.

It's interesting to note that caffeinated and decaffeinated coffee complement brain function in different ways. Regular coffee stimulates the central nervous system, making it great for increasing alertness, relieving anxiety, and focusing attention. On the other hand, decaffeinated coffee surprisingly showed a more pronounced effect in improving learning ability and memory, and also showed a close correlation with sleep quality and increased physical activity. This provides a scientific basis for consumers to strategically select the type of coffee according to their condition or needs. Now, coffee is no longer just a means to catch up on sleep, but is evolving into a customized wellness drink that optimizes cognitive function depending on the situation.

In line with these scientific achievements, the ‘wellness’ trend, which emphasizes health and psychological satisfaction, is gaining ground in the consumer market. Today's consumers are going beyond simply enjoying the taste and are practicing a 'sober life' by considering their physical rhythm and the next day's condition. Accordingly, the food and beverage industry is significantly increasing the number of non-alcoholic beverages, and coffee brands are also carefully caring for the psychological state of customers by creating a lineup of coffee beans that match each time zone, following the theme of ‘time of the day.’ Now, we have entered an era where the standard of a restaurant is determined by how carefully it cares for the health and mental health of its customers, beyond simply delicious food.

However, unlike the maturity of coffee culture, the reality of the market economy is very cold. As the prices of various raw materials, including imported coffee beans, are soaring due to high exchange rates and geopolitical conflicts in the Middle East, domestic coffee franchises are inevitably raising prices. As low-price brands such as Mega Coffee and The Venti, as well as companies such as Coffee Bean and Ediya, raise the prices of stick coffee and some menu items, anxiety over a ‘Domino price increase’ is growing. Although it is said to be a measure to preserve profits and maintain quality for franchisees, it is true that from the consumer's perspective, the financial burden of enjoying the pleasure of drinking every day is increasing. Institutional changes are expected, such as stricter decaffeination labeling standards starting in 2028, and the coffee market is experiencing the double whammy of qualitative growth and price pressure at the same time.