七成人睡不够，五成人靠咖啡，这届职场拿命在拼70% of people don't sleep enough, 50% rely on coffee, this workplace is risking their lives

现在的年轻人喝饮料越来越纠结了。

以前拧开可乐、冰红茶的瓶盖，就能收获纯粹的快乐；如今拿起任何一款饮料，都会先瞟一眼配料表：糖多不多？热量高不高？会不会踩坑？

就在这种 “怕喝错” 的焦虑里，曾经被无数人吐槽为刷锅水、被比作冰镇中药的纯美式咖啡，反而成了咖啡赛道的顶流。

在数据统计中，中国黑咖啡消费人群已突破 3.1 亿，同比增长 17.9%，占咖啡总消费人群的 65.8%，纯美式和热美式是其中最受欢迎的两款。

它为什么能爆火？难道年轻人真的突然爱上苦味了？

以前大家喝饮料，核心诉求是爽，甜可乐、甜奶茶、甜果汁都是刚需，喝的时候不管不顾，喝完才会后悔。

现在不一样了，年轻人对糖和热量的警惕性拉满：喝可乐会念叨 “这杯糖太多”，喝奶茶要算 “今天热量有没有超标”，喝果汁还会担心配料表有添加剂。

这种喝完就有的负罪感，给纯美式留下了巨大的生存空间。

纯美式不加糖不加奶，给人一种强烈的心理暗示，这杯不是放纵，是自律，甚至能帮着减脂。

虽然严谨来说，喝美式本身不等于减脂，一天喝三杯再搭配烧烤小龙虾，该胖还是胖，但消费者买的从来不是营养学论文，而是这份 “无负担” 的安心。

这种逻辑并非纯美式独有。

东方树叶刚推出时，也被骂没味道、茶味涩，甚至跻身最难喝饮料榜单，但后来越卖越火。

农夫山泉 2024 年茶饮料板块收入达 167.45 亿元，同比增长 32.3%，首次超过包装饮用水成为第一大业务；

在2025 年茶饮料收入，进一步增至 215.96 亿元，同比增长 29%，仍稳居榜首。

亿欧智库数据显示，30 岁以下人群占无糖茶消费人群的 70.8%；尼尔森 IQ 数据显示，2023 年无糖茶市场份额达 21.1%，首次超过碳酸饮料的 18.5%。

不是年轻人突然爱上苦味，而是他们开始害怕糖和热量，健康焦虑成了新的消费刚需。

要知道，十年前的中国咖啡市场，咖啡还是小资的象征。

进星巴克点一杯三四十块的咖啡，坐在窗边打开电脑，哪怕什么都没做，都像在体现都市精英的格调。

但这种 “身份符号” 的逻辑很难高频，没人能每天花 35 块钱喝咖啡。

直到本土连锁咖啡，把价格打了下来。瑞幸、库迪的标准咖啡仅需 9.9 元，叠加优惠券后甚至能低至 2.9 元一杯，网友调侃 “咖啡比水还便宜”。

更关键的是，纯美式天生适合低价规模化。

它的配方极简单，浓缩咖啡加水，最多加冰，不需要奶油、厚乳、复杂糖浆，也不用拉花做造型。

标准化强、出杯快、成本低，是天生的引流款和基础款。当一杯美式从 35 块降到 10 块以内，它就从 “刷锅水” 变成了日常刚需。

更重要的是，当代职场人的睡眠，已经濒临崩溃。

智联招聘 2025 年 7 月发布的《2025 职场人亚健康情况调研报告》中，仅 21.8% 的职场人能睡够国家推荐的 7-8 小时，51.7% 的人每天仅睡 6-7 小时，22% 的人睡眠时间不足 6 小时，超过 73% 的职场人长期睡眠不达标。

早上赶 1 小时通勤，白天赶项目加班，下午两点到四点的 “死亡时段”，眼皮重如灌铅，脑子转不动，打字都能出错。

这时就需要一样东西快速拉回清醒状态，咖啡就是最优解之一。

并且，咖啡因是天然中枢神经兴奋剂，能阻断大脑的腺苷受体，腺苷是让人产生疲劳感的物质，当它无法发挥作用，疲劳感就会延缓。

一般喝完咖啡 15-30 分钟，就能感受到明显提神效果，持续 3-4 小时。比起功能饮料的添加剂、抽烟的健康风险、槟榔的口腔危害，咖啡是更安全的选择。

有数据显示，48.5% 的黑咖啡消费者用于办公提神，21.3% 用于运动前后，15% 用于熬夜加班。

70% 的职场人喝咖啡的核心原因，就是提神醒脑，超 48% 的人每天喝一杯，17.5% 的人每天喝两杯以上。

当然，咖啡不是保健品，喝多了会心慌、失眠，还是要根据自身情况调整饮用量。

说到底，不是纯美式好不好喝的问题，而是很多人为了自律、低价以及提神才喝。

它的爆火，本质是中国饮料消费进入 “低负担时代” 的缩影，从前的饮料靠甜赢市场，如今的饮料靠 “无负担” 抓住年轻人。

从东方树叶到纯美式，从无糖气泡水到椰子水，表面上是不同品类，本质都是同一种生意，把 “快乐消费” 变成 “安心消费”。

参考资料：

一杯咖啡背后的价格风暴：国际期货波动、中国产业变局与大宗商品“朋友圈”——同花顺经济

库迪取消9.9元，本土咖啡告别内卷时代——澎湃

Young people nowadays are becoming increasingly indecisive about drinking beverages.

Previously, by unscrewing the bottle caps of cola and iced tea, one could reap pure happiness; Nowadays, when picking up any beverage, one would first glance at the ingredient list: Is there too much sugar? Is the heat high? Will you step into a pit?

In this anxiety of "fear of wrong drinking", the pure American coffee, which has been roast by countless people about washing pot water and being compared to iced Chinese medicine, has become the top stream of the coffee track.

In data statistics, the consumer group of black coffee in China has exceeded 310 million, a year-on-year increase of 17.9%, accounting for 65.8% of the total coffee consumer group. Pure American style and hot American style are the two most popular among them.

Why can it explode? Did young people suddenly fall in love with bitterness?

In the past, when people drank beverages, their core demand was pleasure. Sweet cola, sweet milk tea, and sweet fruit juice were just necessities, and they didn't care about them when drinking, only regretting after drinking them.

It's different now. Young people are more alert to sugar and calories: drinking cola will make them say 'this cup has too much sugar', drinking milk tea will count as' did you exceed the calorie limit today ', drinking fruit juice will also worry about additives on the ingredient list.

This kind of guilt that comes with drinking it leaves a huge living space for Pure Beauty.

Pure American style without sugar or milk gives a strong psychological suggestion that this cup is not indulgence, but self-discipline, and can even help with weight loss.

Although strictly speaking, drinking American style food itself does not mean losing weight. Drinking three cups a day and pairing them with grilled crayfish can determine whether one should gain weight or not, consumers never buy nutrition papers, but this "burden free" peace of mind.

This logic is not exclusive to pure aesthetics.

When Dongfang Yezi was first launched, it was also criticized for its lack of flavor, astringent tea taste, and even made it to the list of the most difficult to drink beverages, but it became increasingly popular as it continued to sell.

Nongfu Spring's tea beverage sector revenue reached 16.745 billion yuan in 2024, a year-on-year increase of 32.3%, surpassing packaged drinking water as the largest business for the first time;

In 2025, the revenue of tea beverages will further increase to 21.596 billion yuan, a year-on-year growth of 29%, still ranking first.

According to data from EO Think Tank, people under the age of 30 account for 70.8% of sugar free tea consumers; According to Nielsen IQ data, the market share of sugar free tea reached 21.1% in 2023, surpassing the 18.5% share of carbonated beverages for the first time.

It's not that young people suddenly fall in love with bitterness, but that they start to fear sugar and calories, and health anxiety has become a new consumption necessity.

You should know that ten years ago in the Chinese coffee market, coffee was still a symbol of petty bourgeoisie.

Entering Starbucks and ordering a cup of coffee for 30-40 yuan, sitting by the window and turning on the computer, even if nothing is done, is like reflecting the style of urban elites.

But this logic of "identity symbols" is difficult to high-frequency, no one can spend 35 yuan a day on coffee.

Until local chain coffee lowered the price. Luckin Coffee and Kudi's standard coffee only costs 9.9 yuan, and with coupons, it can even be as low as 2.9 yuan per cup. Netizens joked that "coffee is cheaper than water".

More importantly, the pure American style is naturally suitable for low-cost scaling.

Its formula is extremely simple, adding water to espresso and up to ice, without the need for cream, thick milk, complex syrup, or latte art for styling.

Strong standardization, fast cup production, and low cost make it a natural and fundamental product for attracting customers. When a cup of American style water drops from 35 yuan to under 10 yuan, it becomes a daily necessity instead of just "boiling water".

More importantly, the sleep of contemporary professionals is on the brink of collapse.

According to the "2025 Workplace Sub Health Survey Report" released by Zhaopin in July 2025, only 21.8% of workplace workers can sleep for 7-8 hours recommended by the country, 51.7% of people only sleep for 6-7 hours a day, 22% of people sleep less than 6 hours, and over 73% of workplace workers have long-term inadequate sleep.

I have to commute for an hour in the morning, work overtime on projects during the day, and during the "death period" from 2pm to 4pm in the afternoon, my eyelids are as heavy as lead, my brain cannot move, and I can make mistakes in typing.

At this point, something needs to be quickly brought back to a state of wakefulness, and coffee is one of the optimal solutions.

Moreover, caffeine is a natural central nervous system stimulant that can block adenosine receptors in the brain. Adenosine is a substance that causes fatigue, and when it fails to work, fatigue is delayed.

Generally, after drinking coffee for 15-30 minutes, you can feel a significant refreshing effect that lasts for 3-4 hours. Compared to the additives in functional drinks, the health risks of smoking, and the oral hazards of betel nut, coffee is a safer choice.

According to data, 48.5% of black coffee consumers use it to refresh themselves in the office, 21.3% use it before and after exercise, and 15% use it for staying up late and working overtime.

The core reason why 70% of professionals drink coffee is to refresh themselves, with over 48% drinking one cup a day and 17.5% drinking two or more cups a day.

Of course, coffee is not a health supplement. Drinking too much can cause palpitations and insomnia, so it is important to adjust the amount of coffee consumed according to one's own situation.

Ultimately, it's not a matter of whether pure American style is tasty or not, but rather many people drink it for the sake of self-discipline, affordability, and energy.

Its explosive popularity is essentially a microcosm of China's beverage consumption entering the "low burden era". In the past, beverages relied on sweetness to win the market, but now beverages rely on "no burden" to capture young people.

From Eastern leaves to pure American style, from sugar free sparkling water to coconut water, they may appear to be different categories, but fundamentally they are all part of the same business, transforming "happy consumption" into "safe consumption".

reference material:

The Price Storm Behind a Cup of Coffee: International Futures Fluctuations, China's Industrial Changes, and the "Friend Circle" of Commodities - Tonghuashun Economy

Kudi cancels 9.9 yuan, local coffee bids farewell to the era of internal competition - Pengpai