Globally, young adults (18-24) are drinking more coffee than ever. Change is being driven by a younger demographic whose appetite for espresso-based beverages is booming. Consumers are being tempted back to coffee shops by new product categories, indulgent offerings and the popularity of iced beverages.
What are they drinking?
Iced drinks
Cold coffee is on the rise! According to a recent survey, 30% of coffee consumers opted for an iced coffee, cold brew, or another chilled or frozen coffee variety in the last 24 hours[12].
Plant-based alternatives
Consumers between 18 and 40 years are more likely to choose a plant-based diet and are the primary promoter of plant-based beverage trends across the globe.[12] For this generation, moral obligation and peer pressure play a significant role. A recent study suggested that nearly half (49%) of Gen Z consumers feel embarrassed to order dairy in public due to animal and environmental concerns, and 57% plan to give dairy up in 2023[13].
Fashion beverages
The demand for an increasing number of beverages is coming from the effects of social media, especially TikTok. “Fashion coffee” will be an amorphous, ever-changing category, but one of significant, nonetheless. The latest crazes include ‘Mint Cold Brew’, ‘Gummy Bear Drink’ and the ‘Ombré Pink Drink’.