数据显示居家冲煮加速：花旗在 10 月针对 1,900 名国际咖啡消费者调查，发现 37% 因涨价而在家做更多咖啡；在原本不在家冲的人之中，约三分之二预期未来 12 个月会改变。个案如 Harrison 把去咖啡店从每周 6–7 次降到每月 4 次，改买研磨机、滴滤壶与义式机。英国上月黑色星期五期间，家用咖啡机购买量年增 43%；更便宜的自有品牌与订阅配送也因「省钱」而吸引新客。
外出端也往更便宜的通路移动：主打平价的得来速与便利商店咖啡门市来客量上升，部分呈双位数成长；相较之下，Placer.ai 指出星巴克与 Tim Hortons 在 1–11 月的单店来客量较去年下滑。星巴克表示 2025 财年未调涨价格，并称店内、得来速与数位三大业务各自规模可观；7 Brew 等扩张品牌则抢占市占。Gen Z 在 TikTok 推波助澜：#HomemadeCoffee 或 #CoffeeMaker 的贴文数一年内翻倍，强化「用预算复制咖啡店」的世代转向。
Global coffee prices hit record highs this year. High-end arabica, pressured by weather and tariffs, still trades around $3.54 a pound in New York even after a recent pullback, more than double the past two-decade average. In the US, the median menu price of a regular coffee is up almost 20% since early 2023. Yet Americans still spend over $100 billion a year on coffee products, so consumption hasn’t collapsed; many consumers are simply trading down.
The numbers show home brewing is accelerating. In an October survey of 1,900 international coffee consumers, Citigroup found 37% are making more coffee at home because of higher prices; among those not already doing so, about two-thirds expect that to change within the next 12 months. One example: Ed Harrison cut shop visits from 6–7 times a week to 4 times a month, buying home equipment instead. In the UK, Black Friday data show home coffee machine purchases jumped 43% year over year, while cheaper private-label and subscription options win value seekers.
Out-of-home behavior is also shifting toward cheaper channels. Drive-through and convenience coffee locations are seeing customer visits rise, some in the double digits, while Starbucks and Tim Hortons saw per-store visit declines from January to November versus a year earlier, according to Placer.ai. Starbucks says it didn’t raise prices in fiscal 2025 and argues its in-store, drive-through, and digital businesses are each substantial; fast-growing players like 7 Brew are expanding to take share. Gen Z amplifies the shift on TikTok: posts using #HomemadeCoffee or #CoffeeMaker doubled over the past year, reinforcing a generational move toward budget brews.
