A significant change is happening in coffee culture as non-coffee products gain popularity among consumers, particularly Gen Z. This generation is moving away from traditional coffee drinks and opting for customized, flavored options. As a result, businesses in the specialty coffee sector must adapt to these evolving tastes or risk losing relevance.
• Non-coffee items like matcha, oat milk, and flavored lattes are dominating coffee events.
• 75% of Gen Z coffee drinkers prefer flavored drinks over black coffee.
• Specialty coffee professionals face a choice: adapt to trends or remain niche.
• Some believe that third-wave coffee culture will endure, while others see it diminishing.
This shift matters because it highlights the changing landscape of consumer preferences. The rise of non-coffee beverages reflects a broader trend towards customization and aesthetic appeal, which could reshape the future of specialty coffee. As traditional coffee culture faces challenges, businesses must innovate to attract new customers while retaining their core values.
Enjoying the read? Subscribe for free to one of the fastest-growing newsletters and get weekly coffee news (TL;DR updates) delivered right to your inbox.