As coffee consumption habits evolve, analysts predict a shift towards premium, customizable coffee offerings driven by Gen Z preferences. Despite a decade of stable coffee popularity, the daily consumption per person has decreased. However, specialty coffee shops focusing on quality and sourcing have seen significant growth. Starbucks and Dutch Bros. are poised to benefit, with Dutch Bros. experiencing notable stock gains. Gen Z's preference for specialty coffee suggests a continued trend towards high-end options, potentially boosting sales for at least the next two decades. Starbucks faces challenges with falling sales and external pressures but plans to leverage technology and new drinks to attract customers. Dutch Bros. has found success with innovative drinks like protein coffee and boba. With Gen Z entering peak coffee-drinking years, the market is set for a premium transformation, benefiting companies that adapt to these evolving tastes.
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