Gen Z ... a new market to caffeinate?

Gen Z … a new market to caffeinate?

Three out of ten British citizens believed that there is no such thing as drinking too much coffee, according to a recent UK YouGov survey. But, how does the image look when seen across generations?

A significant 32% of Millennials and Gen Xers agree with the above statement. But only a paltry 26% of Gen Zs do, a generation who also have the highest share of consumers who disagree with the statement (61%).

Generation Z refers to the cohort born between 1997 and 2012 in a technologically advanced society where knowledge is readily available and social media is ubiquitous. As are good cafes … 

Are these survey stats a sign that the coffee craze is over? The majority of Brits consume coffee at home or work at least once a day. Gen Zers, on the other hand, are the least likely to consume coffee at work or home, with 46 percent saying they never do, and just 10 percent saying they drink it more than once a day. When asked how often they have coffee at home or at work, Gen Zs are the most likely to say that they have it less than once a week.

In spite of a lower percentage of customers agreeing with the preceding assertion, those who drink coffee numerous times a day suggest that the Silent Generation (those born between 1928-1945) have not completely given up on the habit (50 percent do so, equal to the post-war Baby Boomers).

When it comes to purchasing coffee, the older generations seem to be more concerned with four things: flavour, strength, type of coffee and price. Gen Z is motivated by a variety of factors, the most significant of which is convenience (20 percent ). Generation Z may have purchased more ready-to-drink coffee (16%) in the previous three months because of this.

Now that they have so much information at their fingertips, customers will be making smarter purchasing decisions. But, though the channels have changed, advertising still cuts it; the youngest consumer generation say they are likely to be influenced by ads they see (46% agree that advertising helps them choose what they buy), with personalised ads seen as being even more effective.

About Sam P

EnterpriseZone Staff Writer

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