Gen Z is reshaping coffee menus, marketing and hospitality careers. Ahead of a series of expert panel discussions and talks at the European Coffee Symposium + COHO in Berlin, here’s a sneak peek at how coffee businesses can win over the generation everyone wants to reach
Gen Z was born between 1997 and 2012 and has an estimated $450bn in disposable income globally. It is the most scrutinised generation in history, and it has driven coffee’s fastest period of innovation in years. But winning its attention, and keeping it, is a minefield.
1. Do go iced, customised and functional. Don’t rely on a classic espresso menu
World Coffee Portal data shows that 74% of US Gen Z consumers ordered iced coffee from a coffee shop in 2025. More than a fifth of US under-25s drink cold coffee daily, compared with just 8% of over-60s. In China, 48% of young consumers say iced drinks appeal all year round.
‘Flavour maxxing’ and functional add-ons such as protein and collagen are now mainstream.
“Younger consumers aren’t rejecting coffee; they’re rejecting sameness,” says Helen Ostle, Head of Communications at Beyond the Bean. She adds that operators “need to look harder at the beverage mix to protect and grow gross margin.”
2. Do make it photogenic. Don't assume your only rivals are other cafés
“Your real competition isn’t just the café down the road, but matcha, energy drinks and ready-to-drink too. If it’s not photogenic, it’s basically invisible to Gen Z,” says Ilya Aksamentov, Chief Brand Officer at Czech specialty group The Miners.
As Gen Z swaps alcohol for healthier alternatives, there is a lot at stake. Starbucks reported a 70% increase in US tea sales since 2022, driven largely by matcha. Matcha sales at Manchester Airports Group's three UK airports grew 165% year on year.
3. Do build community. Don’t market at Gen Z
“The biggest difference is that Gen Z doesn’t like being marketed to,” says Akshay Kedia, Founder and CMO of India’s Nothing Before Coffee. “We treat Instagram more like a community than a marketing channel.” Offline, its stores host game nights and alcohol-free morning raves. The chain has more than 100 stores and plans to quadruple that number by 2029.
“Gen Z want to co-create drinks, spaces, and atmospheres together with the brand,” adds André Eiermann, Global Product Manager at Melitta.
4. Do sell values and experiences. Don’t chase every viral trend
Viral flavours burn out fast. Hot honey, Dubai chocolate and pistachio are already giving consumers the ‘ick’ after heavy mass marketing. “Trends that may have gathered speed over months or years can now happen almost overnight,” warns Bradley Journeux of World Coffee Portal.
Brands that try too hard risk being labelled “cheugy”. “Presenting the values a brand aspires to is as important as promoting the products themselves,” says Carlos Fertonani, Co-founder of The Coffee. Starbucks’ return to its ‘third place’ roots shows that even the biggest players are taking note.
5. Do invest in young staff. Don’t write off the ‘Gen Z stare’
Deloitte research found that roughly nine in 10 Gen Z and Millennials say a sense of purpose is important to their job satisfaction and wellbeing, while 48% of Gen Z do not feel financially secure.
“Gen Z came of age during the disruption of Covid... But that should not be mistaken for a lack of communication skills or motivation. With the right support and environment, they adapt quickly and thrive," says Eve Wagg, Founder and CEO of social enterprise Well Grounded.
The bottom line
Above all, avoid treating millions of young people as one homogeneous group. “I can’t help but cringe when I hear Gen Z discussed as if they're all the same person with the same need-states,” says Bryan Serwatka, Coffee Community Manager at Minor Figures.
Join the decision-makers shaping Europe’s coffee and hospitality market. As a valued World Coffee Portal reader, you have access to our accreditation programme for the European Coffee Symposium in Berlin, 24–26 November. Places are limited, and applications are processed every Friday.
