Fun-First Caffeine Fanatics

In contrast to the more serious approach to speciality coffee typified by third-wave coffee culture, a cohort of light-hearted (mainly Gen Z) drinkers are taking a less pretentious, fun-first approach. Instead of focusing on difficult brewing processes, complex equipment and specialist knowledge, this group prioritises accessible, treat-worthy drinks in indulgent, social-media-worthy flavours and formats.

Cold Connoisseurs

The number of consumers choosing chilled coffee, both at- and out-of-home, is booming; 75% of US Starbucks orders in Q2 of 2023 were cold (Starbucks, 2023). A similar percentage (76%) was seen in South Korea in 2022, where the phrase “iced Americano, even if I freeze to death”, has entered the lexicon.

Elevated Expedience Drinkers

Convenience, combined with quality, is a winning formula for today’s time-strapped coffee consumers, who are filling their baskets with single-serve coffee pods and ready-to-drink (RTD) formulations. They’re also big fans of upscale coffee shops that serve delicious brews at speed.

Wellness Devotees

While the jury is out on whether coffee is beneficial to overall health, wellness-seeking consumers are incorporating it into their self-care rituals. Towards this, augmented brews offer vitamin-rich add-in ingredients, while lower-caffeine options offer drinkers a more gentle buzz.

Ethical Sippers

This consumer cares deeply about the environmental and ethical impact of their coffee consumption, alongside farmer welfare and the traceability of beans. In the UK, 56% of consumers are more likely to purchase eco-friendly coffee (World Coffee Portal, 2023), while 57% in the US say that fair treatment of farmers influences their purchasing decisions (NCA, 2022).