Generation Z or “Gen Z” includes people born between 1997 and 2012, with Millennials before and Generation Alpha after. This generation's identity has been formed by the digital age, climate anxiety, a changing financial landscape, and COVID-19.
Gen Z makes up almost 21 percent of the US population and is now part of the coffee industry's core customer base. But does this generation even drink coffee anymore? The answer is yes, but compared to previous generations, the
share of coffee drinkers is lowest among those young adults and amounted to 68 percent in 2022.
How regularly does Gen Z consume coffee and how do they prefer to drink it?
In general, it can be seen that coffee is consumed at home or work more regularly than coffee from takeaway or cafés. According to a study, 14 percent of Generation Z coffee drinkers said they
consume coffee once a day at home/work. For comparison: when it comes to
drinking coffee from takeaway or cafés, the share of respondents who buy such coffee daily was only six percent. Another study looked at the
preferred way of drinking coffee in the United States. It turns out that the majority of Gen Z (in this case 18–29-year-olds) prefer to enjoy their coffee with milk and/or sugar, and less than half prefer black coffee.
Comparison: Gen Z coffee consumption frequency in the United Kingdom
Very similar coffee consumption behavior can be seen among Gen Z in both the United States and the United Kingdom. 13 percent of Generation Z in the UK said they
drink coffee once a day at home or work. Only one percent of those surveyed said the same about
coffee to go.
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