Why are younger Consumers Drinking More Coffee?

As we have previously highlighted, the coffee market in the UK is experiencing significant growth.

The available data tends to indicate what is changing in the market rather than why it is changing.

But it has become clear that recent growth has largely been driven by increased coffee drinking amongst 18-34 year-olds. The latest British Coffee Association research found that coffee consumption in this age group increased by nearly 50% between 2021 and 2026. That’s huge and an important consideration for any business serving coffee.

Why is it that coffee drinking has increased dramatically amongst younger age groups?

More than just a drink

Younger consumers often enjoy coffee as a social and lifestyle option rather than simply a drink.

Coffee shops and cafés provide the perfect places to meet friends, work, study or take a break.

Research from Lincoln & York published August 2024 in its Coffee Culture Report indicated that young people increasingly view coffee as an experience and an affordable treat, rather than purely as a functional source of refreshment or caffeine.

Expanding menus

Today's coffee shops offer diverse choices including lattes, flat whites, iced coffees, frappés, flavoured drinks and cold brew. Such variety ensures that menus feature something to suit all tastes, making it easier for younger people to explore coffee. Extravagant and exciting options encourage those who haven’t tried coffee to sample some of the drinks on offer.

Iced coffee has changed the perception of the drink

Iced coffee is particularly relevant regarding the popularity of coffee amongst younger consumers. 18-34 year-olds are disproportionately interested in cold and speciality coffee, according to several recent industry studies.

Cold drinks are highly customisable, as they often combine coffee with milk alternatives, syrups, flavours and toppings. That makes coffee feel closer to a personalised drink or treat, rather than a traditional hot beverage. Young people are attracted to new and exciting things.

Social media has made coffee more visible

Coffee is also well suited to visual social media. Colourful iced drinks, latte art, seasonal flavours and elaborate café creations are ideal for photographing and sharing.

Recent UK industry research found that 45% of under-35s had shared a picture of their beverage on social media in the previous year.

Social media doesn't necessarily cause someone to drink coffee, but it can increase exposure to new drinks and encourage other people to try them.

Coffee culture has become more sophisticated

Younger consumers have grown up with a much broader coffee culture than previous generations. Independent cafés, specialty roasters, home espresso machines and better domestic grinders have made concepts such as single-origin coffee, grind size, extraction and latte art more accessible.

There is some evidence that the Covid-19 pandemic accelerated the interest in quality. A 2025 survey commissioned by coffee supplier Matthew Algie found that 51% of Millennials and 42% of Gen Z respondents said they placed greater importance on coffee quality after the pandemic.

Coffee fits modern routines and lifestyles

Coffee works well for those commuting, studying and working thanks in part to being readily available. For younger adults, particularly those working in offices or hybrid environments, buying a coffee can become part of a daily routine.

There’s a greater emphasis on personal choice

Perhaps the biggest change in UK coffee culture has been customisation.

A younger customer can choose the coffee, milk, temperature, flavour, sweetness and size that they favour. Coffee has become a beverage that reflects individual taste.

This is particularly the case with iced and speciality drinks, where novelty and experimentation are important aspects of their appeal.

Coffee doesn’t appeal to everyone

It's important to note that not all youngsters have become coffee drinkers and that research into coffee consumption has delivered varied results. Some surveys have even suggested lower consumption amongst younger age groups. The market is dynamic and evolving rapidly.

Perhaps it’s the case that whether younger consumers are drinking more coffee or not, they are helping to redefine what drinking coffee means.