Stat: Nearly half of Generation Z never drink coffee

Known as the staple drink of most morning routines, new research by YouGov reveals that coffee might be falling out of favour among younger consumers. With 46% of Generation Z in the UK stating that they do not drink coffee at home or in the workplace, coffee brands are facing a challenge to engage and entice this audience.

When asked whether there is ‘no such thing as too much coffee’, 61% of Gen Z respondents disagreed, the highest percentage of all the generations surveyed. In contrast, Millennial and Generation X consumers had the largest share of coffee devotees, with 32% citing there’s no such thing as too much coffee.

While fewer members of Gen Z are incorporating coffee into their daily routines, the study shows that for those who do drink coffee, taste and price are given as key motivations, alongside convenience (20%). This gives coffee brands insight into where they can market to this audience or use targeted advertising to reach new consumers.