• Gen Z is rewriting espresso tradition. They need their drinks to align with their way of life and private branding, typically incorporating practical elements for well being and wellbeing.
• Globally, Forbes estimates that Gen Z has US$360 billion in disposable earnings.
• Though they maintain immense spending energy, Gen Z client behaviour represents a elementary departure from what specialty espresso has championed: the appreciation of straightforward black filter espresso.
• Whereas tapping into demand for comfort, well being, and customisation is profitable, espresso manufacturers must diversify their product choices to cater to a broad vary of customers, together with loyal “purists”.

Gen Z is “unprecedentedly wealthy”, based on The Economist. Many industries, together with espresso, are banking on their spending energy.

This era’s calls for for comfort, customisation, and wellness are reshaping espresso consumption and the café panorama. Trending drinks and flavours, notably matcha, are thriving in espresso retailers worldwide, providing a profitable alternative to drive income. UK chain Caffè Nero offered over 1.3 million matcha drinks in the summertime of 2025, contributing a 49% rise in general iced beverage gross sales.

But, Gen Z’s preferences are sometimes at odds with the core of specialty espresso: a strict deal with “pure” espresso flavour, with no add-ons or extra elements. Older customers, notably millennials and Gen X, are likely to favour easy black filter espresso and conventional milk-based drinks.

Many roasters and occasional manufacturers at the moment are left to face a crucial query: Are we too fixated on a brand new era of customers that we danger alienating the loyal ones who got here earlier than?

Brandon Mizrahie of Drink Renude and André Eiermann of Melitta Skilled share their perception.

You might also like our article on why black espresso ought to be Gen Z’s favorite drink.

How is Gen Z altering specialty espresso?

High quality and craft have at all times been the foundational rules of specialty espresso. Baristas and roasters emphasise a private, high-touch, aware expertise – a philosophy rooted within the Sluggish Meals motion. 

However Gen Z’s preferences are rewriting what it means to have a cup of espresso.

“A latest Nationwide Espresso Affiliation report exhibits that 65% of Gen Z espresso drinkers favor drinks with practical advantages, equivalent to adaptogens for stress aid or immunity assist,” says Brandon, the founder and CEO of perform mushroom beverage model Renude.

This has made drinks like adaptogenic lattes and protein-enhanced coffees staples on many menus, reflecting this new client demand. “Proffee” generated over 20 million associated posts on TikTok alone in early 2025, prompting manufacturers like Peets and Starbucks to launch protein-boosted espresso drinks. 

Gen Z even thinks black espresso is boring. As a substitute, their preferences are pushed by “little deal with tradition”, a pattern the place they search small, reasonably priced indulgences to spice up their temper. Reasonably than one-off purchases, they’re a routine a part of a self-care ritual, making extremely customised, typically candy, and visually interesting drinks crowd pleasers.

The recognition of this pattern has flooded the market with an array of add-ons, from different milks and flavoured syrups to collagen and practical mushroom powders.

This cultural shift additionally has vital monetary implications. A easy black espresso stands out as the purist’s alternative, however a fancy, multi-ingredient latte sells at a a lot larger value level. Gen Z’s willingness to pay a premium for these personalised, “treat-like” drinks makes the funding in new elements and menu creativity extra profitable.

“When youthful customers love one thing, they share it, and that publicity can flip a neighbourhood café right into a viral hotspot in a single day,” says Brandon. “We’ve seen this firsthand with the success of our practical espresso alternate options like Chaga Matcha, Reishi Cacao, and the Chagaccino.”

Gen Z is even altering customer support

Past the drink itself, Gen Z’s pursuit of comfort is reshaping the standard espresso store expertise. This era, having grown up with seamless digital interactions, typically favours much less human interplay and a extra streamlined course of. 

The widespread adoption of cell ordering, in-app funds, and self-service kiosks displays this demand for pace and effectivity, however it additionally highlights a shift in social behaviour. A latest survey from Philips highlighted a rising variety of Gen Zs undergo from “baristaphobia,” an nervousness about speaking to workers in espresso retailers.

This demographic self-reports being “utterly overwhelmed” by stress. As much as 50% say they will’t perform correctly regularly due to it, based on analysis from the American Psychological Affiliation.

To deal with these stressors, Gen Z prioritises self-care and “me time”, speaking extra overtly about psychological well being and wellbeing than their predecessors. This additionally extends to their consumption behaviour. A latest survey of greater than 5,000 customers throughout China, the UK, and the US discovered that Gen Z outspend older customers on mindfulness-related wellness merchandise.

Current knowledge from McKinsey signifies that food and drinks is now the fastest-growing class for splurge purchases. Espresso, specifically, has emerged as some of the fashionable means for Gen Z customers to deal with themselves.

Whereas older generations primarily persist with black espresso and conventional milk-based drinks, Gen Z customers are choosing chilly espresso, which provides a perfect canvas for customisation, creativity, and self-expression. Including flavours, syrups, chilly foam, and practical elements is a type of escapism for as we speak’s youthful customers.

“Chilly espresso is not seasonal; it’s year-round. Sizes vary from small to XL, and personalisation has gone wild: additional pictures, toppings, and practical add-ins like collagen or protein,” says André, the International Espresso Product Supervisor at espresso roaster and gear producer Melitta Skilled. “That’s a workflow nightmare in case your fundamentals aren’t nailed down.”

In the end, Gen Z’s altering preferences current a stark distinction to the Sluggish Meals ethos that has influenced specialty espresso tradition for many years. Historically, the barista was a information, an educator, and a key a part of the personable espresso store expertise. 

As know-how digitalises interactions, cafés are evolving from communal areas into extra transactional ones, posing a brand new problem for companies which have constructed their id on human connection.

Nonetheless, André, who’s at the moment operating a Gen Z and occasional survey, believes this transformation needn’t be considered as a menace to specialty espresso tradition, however slightly as a chance to enhance consistency for the shoppers who worth it.

“Should you run a sequence, whether or not small or world, your regulars count on the identical high quality each single time,” he says. “Now layer on the truth: milk alternate options exploded from one or two choices to 4, six, even eight in some markets.

“Earlier than we even take into account customisation, we want complete management of espresso extraction and milk texturing – exact, repeatable, and with out waste,” he provides. “Solely then are you able to ship all these extras and nonetheless smile at your clients throughout rush hour.”

Are espresso manufacturers focusing an excessive amount of on Gen Z?

Whereas tapping into Gen Z’s demand for comfort, well being, and customisation is undoubtedly profitable, it raises a crucial query: are espresso manufacturers so targeted on this demographic that they neglect different clients?

Millennials and Gen X typically lean towards extra “conventional” choices, equivalent to batch brews, pour overs, and easy milk-based drinks that spotlight “pure” espresso flavour, aligning with the trade’s values. Their loyalty can be constructed over years of consistency and wonderful customer support, slightly than fleeting flavour tendencies.

However there’s additionally a cultural disconnect to this generational divide. Gen Z influencer Emma Chamberlain, who based Chamberlain Espresso, has overtly mocked phrases equivalent to “Q grader” and “flavour notes,” suggesting that youthful customers take into account the language and technical focus of specialty espresso pretentious and never “cool”.

For espresso manufacturers, this implies hanging a fragile steadiness between the wants of various customers. Efforts to attraction to a youthful, trend-driven market may alienate a loyal buyer base that has lengthy appreciated espresso for its unadorned simplicity.

The rising presence of Gen Alpha, a few of whom at the moment are 14 or 15 and more likely to undertake comparable preferences for sweetened, extremely customised drinks, underscores the complexity of selling to a multi-generational viewers. 

In the end, Gen Z’s tastes aren’t a one-off phenomenon however a precursor to the habits of subsequent generations – which means related, profitable espresso companies want to search out methods to adapt to them.

The high-volume, high-margin nature of customised drinks, for example, represents a major progress alternative for a lot of espresso manufacturers.

“Gen Z is influencing the whole lot from TikTok tendencies to menu boards,” says Brandon. “They not solely have robust buying energy however are additionally the era driving digital word-of-mouth. We’ve seen this occur repeatedly with our café companions who supply the Chagaccino; it’s a drink Gen Z is worked up to submit about and return for.”

“Little deal with” tradition is a robust pressure on this equation. It encourages frequent, small purchases, making a higher-margin income stream.

Moreover, attracting this youthful demographic now could be an funding within the model’s future. By making their menu choices related to Gen Z’s tastes, enterprise house owners are securing their buyer base for the following a number of many years. Ignoring them in favour of older generations, who’re already loyal however have completely different consumption habits, is a enterprise choice that would result in stagnation.

“It’s all about steadiness. Classics like cappuccinos and drip espresso won’t ever exit of favor, and they need to completely keep on the menu,” Brandon says. “However introducing just a few thrilling, practical choices alongside them can broaden a café’s attain and income.”

Over time, as Gen Z ages and their preferences evolve, there could also be a chance to encourage them to drink extra black espresso.

A 2024 survey exhibits a major decline in black espresso consumption amongst US customers. Solely 18% of them favor to drink their espresso black – a 56% lower from figures in 2022 – and are extra possible so as to add flavour enhancements. 

Nonetheless, the well being advantages of black espresso are well-documented. A long time of scientific analysis conclude that the antioxidants in black espresso can enhance life expectancy, cut back the danger of sure ailments, regulate the gut-brain axis, and forestall depressive and anxious temper swings – a possible persuading issue for stressed-out Gen Z.

“I see espresso artistry at dwelling, amongst super-nerdy baristas and prosumers. They’re those pushing extraction science ahead, and hopefully they’ll encourage Gen Z to rediscover the fantastic thing about black espresso,” says André.

The generational debate over espresso traditions will persist, however the monetary realities for espresso store house owners and roasters make ignoring Gen Z’s preferences a non-starter. With appreciable spending energy, this demographic is the brand new financial engine in espresso.

However specialty espresso can’t lose sight of the values that constructed it. By adopting a diversification technique, roasters and café house owners can efficiently serve a large number of audiences.

“If we cut back specialty espresso to simply high-tech machines chasing flavour perfection, we’ll lose what makes it particular,” André concludes. “The way forward for espresso is human. Know-how ought to assist us create experiences and communities. Simply specializing in flavours received’t carry us ahead.”

Loved this? Then learn our article on why specialty espresso wants to stay thrilling for youthful generations.

Photograph credit: Renude

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