Key takeaways:

• Gen Z prefers customised, chilly, visually interesting drinks over conventional espresso.
• Specialty espresso terminology alienates youthful shoppers looking for accessibility and comfort.
• Gen Z values sustainability however calls for related experiences.
• Trending drinks create entry factors for constructing long-term buyer loyalty.

After we discuss Gen Z’s espresso – or maybe extra fittingly, non-coffee – preferences, vibrant, Instagrammable, and flavoured concoctions first come to thoughts. Matcha is taken into account the go-to choice, and it’s at all times iced.

Manufacturers like Clean Avenue and Black Sheep, each vastly appealling to Gen Z shoppers, have capitalised on this. Clean Avenue has constructed a US$500 million enterprise across the vibrant inexperienced drink. Black Sheep, in the meantime, noticed its gross sales soar by over 227% in Could 2025 after launching an iced matcha vary. Extra lately, value-focused UK chain Greggs launched its first-ever matcha line to seize youthful shoppers.

Gen Z, these born between 1997 and 2012, is the primary cohort to have grown up solely within the digital age. These chains attraction to youthful shoppers not just for their customisation choices however for his or her digital-first comfort, together with app-based pre-ordering and fast service. 

“They need to personalise every little thing, they usually need it quick,” says Sarah Mitchell, a specialty espresso advertising and marketing specialist primarily based in London. “The thought of ready 5 minutes for a pour-over simply doesn’t match their way of life.”

Analysis additionally signifies that though Gen Z begins consuming espresso later than millennials, their adoption accelerates extra shortly. Their preferences lean in the direction of ready-to-drink choices, flavourings, plant milks, and chilly drinks.

You may additionally like our article on why black espresso must be Gen Z’s favorite drink.

The conflict between specialty espresso and Gen Z

Third wave espresso tradition has constructed its fame on artisanal craft, emphasising origin, processing strategies, and exact brewing strategies. But Gen Z shoppers present a powerful choice for customisation, velocity, and social-media-worthy experiences over these conventional markers of high quality.

Specialty espresso outlets delight themselves on single origin choices and “purist” drinks like filter espresso and conventional milk drinks. This strategy, nevertheless, limits the customisation choices that Gen Z shoppers anticipate.

“The terminology we use in specialty espresso, speaking about cupping notes like ‘inexperienced tomato’ or ‘tropical fruit’, additionally feels alienating to many younger shoppers,” Sarah explains. “They’re usually not enthusiastic about a espresso schooling. They need a drink that tastes good and appears good on their feed.”

Chamberlain Espresso, one other model in style with Gen Z, greatest showcased this disinterest, and even disdain, for specialty espresso language. Founder Emma Chamberlain mocked the “seriousness” of “summary” and “intimidating” Q grader terminology and flavour notes.

Nevertheless, Chamberlain concurrently highlighted key values of specialty espresso: preferences range extensively, everybody’s palate is completely different, the “greatest” espresso is the one that you simply like, and it is best to strive as many various coffees as you possibly can.

Dispelling a slim view of Gen Z & espresso

We sometimes undertake a narrow-minded strategy when speaking about Gen Z’s espresso preferences: customised, chilly, and vibrant. Early outcomes of André Eiermann’s Gen Z and Espresso survey spotlight the aesthetic-heavy persona that specialty espresso usually ascribes to this demographic, pointing to how espresso has grow to be only one ingredient amongst many for them.

Nevertheless, their calls for are sometimes extra complicated. Gen Z additionally values ritual, consistency, and id – three key parts of specialty espresso. André’s analysis, which incorporates Gen Z shoppers from over 30 nations, has additionally discovered that the majority drink espresso at house and that filter espresso is the surprisingly most popular choice for 41% of respondents.

In the end, this demonstrates that there’s extra nuance to Gen Z’s espresso preferences. However how espresso is marketed and offered to them could matter most.

“The irony is that Gen Z additionally cares about sustainability and truthful commerce, that are core pillars of specialty espresso,” says Sarah. “However in the event you can’t ship these values in a package deal that feels related to them, in an atmosphere they discover interesting, with drinks they need to order, then that alignment turns into meaningless.”

Gen Z’s preferences are a chance

Many within the business assert that chasing developments sacrifices high quality. The give attention to aesthetics and customisation, they argue, undermines espresso itself. But dismissing Gen Z’s preferences as shallow misses the broader image.

Whereas many youthful shoppers could go for chilly brew, iced matcha, and flavoured lattes, the truth is that their preferences span a variety of espresso choices – lots of which specialty espresso outlets already supply. Above all, Gen Z desires selection from specialty espresso.

“I feel we have to cease seeing Gen Z’s preferences as a risk to specialty espresso,” Sarah argues. “They’re a chance. When you take a trending drink and execute it effectively, utilizing high quality substances and correct approach, you create an entry level.

“As soon as they’re by way of the door, you’ve gotten the possibility to construct loyalty and introduce them to ‘purist’ drinks that they could gravitate in the direction of as they become old.”

Specialty espresso companies that set up relationships with these prospects now place themselves to develop with them. However the problem for now lies in sustaining the craftsmanship and integrity that outline specialty espresso whereas chatting with Gen Z’s preferences. Social media presence, as an illustration, has grow to be important for espresso companies concentrating on youthful shoppers. 

“You don’t need to abandon your values to draw youthful shoppers,” says Sarah. “However you do want to satisfy them the place they’re. Which means having a powerful social media presence, providing some stage of customisation, and creating areas that {photograph} effectively.”

Gen Z shoppers reply to manufacturers that align with their values. They prioritise environmental accountability and moral sourcing, areas the place specialty espresso historically excels. Nevertheless, these values alone received’t entice prospects if the general expertise doesn’t meet their expectations.

“Training is vital, however it must occur organically,” says Sarah. “You’ll be able to’t lecture folks about terroir once they stroll in wanting a caramel latte. However you meet them with that latte, made very well, and over time, you introduce them to different issues. That’s the way you construct the bridge.”

The specialty espresso business should adapt with out dropping its id. This implies understanding how Gen Z discovers manufacturers, what drives their engagement and the way they kind connections with companies.

“The companies that can thrive are those that recognise Gen Z isn’t an issue to unravel, they’re prospects to serve,” Sarah concludes. “That requires flexibility, creativity, and a willingness to evolve whereas staying true to what makes specialty espresso particular within the first place.”

Loved this? Then learn our article on how Gen Z is reshaping espresso.

Good Every day Grind

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