Gen Z is reshaping coffee, but brands can’t risk losing loyal customers
Gen Z is rewriting coffee culture. They want their beverages to align with their lifestyle and personal branding, often incorporating functional ingredients for health and wellbeing.
Globally, Forbes estimates that Gen Z has US$360 billion in disposable income.
Although they hold immense spending power, Gen Z consumer behaviour represents a fundamental departure from what specialty coffee has championed: the appreciation of simple black filter coffee.
While tapping into demand for conve… read more