Coffee consumption is changing: This is how Generation Z is changing the market!

The coffee trend in Germany is about to change, which is reflected in the declining reach of buyers. Loud der-farang.com Coffee buyer reach has decreased from 88% in 2019 to 85% in 2024. Younger consumers in particular are characterized by changing coffee consumption: They drink less coffee or prefer to consume it outside their own four walls.

A circumstance that is also reinforced by Generation Z. This age group, which is between 18 and 24 years old, could significantly change coffee consumption in Germany yougov.de reported. GenZ is increasingly turning to coffee alternatives such as tea and no longer follows the traditional ritual of a morning cup of coffee. Instead, this generation often lives “on the go” and cooks less often at home.

Generation Z shapes coffee trends

High coffee consumption remains in almost all age groups in Germany, as 89% of consumers admit to drinking coffee regularly. Nevertheless, Generation Z shows a preference for high-quality coffee creations such as cold brew and nitrogen coffee and prefers fully automatic preparation.

Value and sustainability play a crucial role in GenZ’s purchasing decisions. Transparent communication about production and cultivation conditions promotes trust in brands. Despite their search for quick solutions, traditional brands such as Tchibo, Jacobs and Dallmayr are also popular with GenZ. Popular products among younger coffee drinkers include Nespresso and Nescafé, both owned by Nestlé. Providers that tailor offers specifically to the needs and values ​​of Generation Z could appeal to future coffee drinkers in Germany.