Time to spill: Gen Z isn’t just changing how we sip coffee—they’re redefining what coffee is. With $360 billion in disposable income, this generation is driving demand for functional ingredients, convenience, and hyper-customization. Yet, their love for sweetened lattes and matcha-infused drinks clashes with the purist ethos of specialty coffee. Brands risk alienating loyal customers who still crave simple black brews. The question isn’t whether to adapt—it’s how to balance innovation with tradition without losing the soul of the craft.
Gen Z’s shift toward “treat-like” coffee is reshaping the industry. A National Coffee Association report reveals 65% of Gen Z drinkers prefer beverages with adaptogens, protein, or immunity-boosting perks. This has fueled the rise of “proffee” and protein-enhanced lattes, with brands like Starbucks and Peets capitalizing on the trend. Cold brews, in particular, have become a canvas for creativity—think collagen foam, flavoured syrups, and even matcha lattes that sold 1.3 million units in a single summer. But this isn’t just about trends; it’s about self-care. Gen Z views coffee as a ritual, not just a drink. They’re buying into the idea that a custom latte is a small indulgence that boosts mood and productivity.
The financial stakes are clear. A multi-ingredient latte sells at a premium, and Gen Z’s willingness to pay for these “little treats” means higher margins. Yet, this shift challenges the Slow Food philosophy that has long guided specialty coffee. Baristas used to be educators, guiding customers through flavour notes and extraction techniques. Now, Gen Z demands speed, efficiency, and minimal human interaction. Mobile ordering and self-service kiosks are the norm, but this comes at a cost: a growing “baristaphobia” among younger consumers, who report anxiety about in-person interactions.
Brands must navigate this divide carefully. While Gen Z’s preferences are lucrative, ignoring older customers who value simplicity and consistency risks losing a loyal base. The solution lies in diversification. Offering both functional drinks and classic options—like cappuccinos and black filter coffee—creates a menu that appeals to all. Technology can help, too. Precise espresso extraction and milk texturing ensure consistency, even as menus grow more complex. The goal isn’t to choose a side but to evolve.
Can specialty coffee survive both the purist and the playful.
What’s your take? Can specialty coffee survive both the purist and the playful? Share your thoughts below.
Questions & Answers
How is Gen Z changing the coffee industry?
Gen Z prefers sustainable, ethically sourced coffee and values transparency. They seek convenience, quality, and brands that align with their values and lifestyles.
Why do coffee brands need to adapt to Gen Z?
Gen Z’s spending power and influence demand brands to innovate, prioritize sustainability, and offer unique experiences to retain loyalty and grow market share.
Information sourced from industry reports and news outlets.
