Specialty coffee needs to remain “exciting” for younger generations

Now more than ever, there is an abundance of products catering to younger generations. From functional beverages and flavoured waters to smoothies and teas, younger consumers have endless options available to them.

This can certainly make it challenging for specialty coffee brands to capture the interest of younger generations. In order to do so, roasters and coffee companies need to come up with innovative ways to keep specialty coffee new, fresh, and intriguing.

To learn more, I spoke to Genevieve Kappler, Director of Coffee at Roasting Plant, Savina Giachgia, Coffee Expert at Nestlé Professional, and Drew Dennehy, co-founder of THREE Specialty Coffee Roasters.

Gen Z’s growing influence on specialty coffee

We often talk about the impact that millennials have had on the coffee industry, and rightly so. According to data from a recent National Coffee Data Trends report, 65% of people aged 25 to 39 reported drinking coffee in the past day – a record high for the NCDT series among this demographic.

In the same study, 46% of Gen Z respondents (people born in 1997 and beyond) also said the same, representing a 10% increase on figures in the previous report. So it’s clear that younger generations are having a huge influence on the coffee market, too.

One of the most noticeable is the huge push for convenience – but not at the expense of quality and flavour. Given their generally faster-paced and on-the-go lifestyles, Gen Z tend to favour ready-to-drink coffee options, such as canned or bottled cold brew, that better suit their needs.

Moreover, younger generations increasingly prioritise sustainability and transparency in their purchasing decisions. A study from the World Economic Forum found that out of all age groups, Gen Z stated sustainability was more important than brand name when making purchasing decisions. And this trend certainly extends to coffee as well.

Genevieve Kappler is the Director of Coffee at Roasting Plant – a US and UK roaster which uses its patented Javabot system to customise roast profiles.

“If you are a coffee business looking to engage with younger generations, always have it at the forefront of your business plan,” she says. “Younger people care more about consumer experiences and sustainability than any generation before them.”

The power of social media: Connecting with younger consumers

It’s fair to say that Gen Z is by far one of the most trend-driven age groups. So understanding how younger generations behave, as well as their general interests, can help the specialty coffee industry to stay ahead of upcoming trends – and continue to stay “exciting” and current.

Social media platforms, such as Instagram and TikTok, have become powerful tools for reaching younger audiences, especially given Gen Z’s growing need to receive instant gratification, with access to information and products available at the tap of a phone screen.

This behaviour also extends to their spending habits, as they are the most likely age group to make impulse purchases.

Drew Dennehy is the co-founder of THREE Specialty Coffee Roasters in Dubai, United Arab Emirates. He tells me he recently read a statistic which indicated that up to 60% of Gen Z coffee consumers were first introduced to specialty coffee through TikTok – showcasing its huge potential to increase engagement.

“Brands should utilise platforms like TikTok and Instagram,” he says. “For longer-form content, podcasts and YouTube are better suited to communicate bigger ideas, such as sustainability and farm gate pricing.”

Genevieve echoes his thoughts, saying: “Businesses need to keep an eye on what is trending on social media, especially Instagram and TikTok, and they need to use these platforms to engage with their younger customers.”

It’s important to remember, however, that each social media platform requires different types of content and its own unique approach. For instance, TikTok’s short-form videos often include trending songs, voice overs, and text overlay, while Instagram has a variety of post formats – ranging from photos to stories to reels.

Creating meaningful connections

On top of knowing how to use different social media platforms as effectively as possible, specialty coffee brands need to make sure their content is authentic if they want to resonate with younger consumers.

As well as being a Coffee Expert at Nestlé Professional, Savina Giachgia is the 2023 World Brewers Cup runner up. She points out that now more than ever, coffee companies need to showcase their brand values front and centre to establish a meaningful connection through social media.

“Coffee brands should listen to and care about what young people have to say,” she says. “They need to incorporate these messages and references into their branding to make it feel more current and relatable.”

At the same time, however, these marketing strategies still need to come across as genuine and real, especially when talking about sustainability.

“To see the most success, you need to balance content focused on Gen Z’s stated values – such as quality, sustainability, and café experiences – alongside their actual purchasing preferences, like sweetened and cold coffee beverages,” Drew tells me. “Creating compelling visuals and messaging, and distributing them through channels where they consume content, is key.”

So how do we keep coffee “exciting”?

With Gen Z always seeking new experiences and products, coffee brands not only need to stay on top of current trends, but to also keep an eye out for emerging technologies and innovation.

“Now, it’s about leveraging technology to improve profitability and elevate the consumer experience,” Drew says. “In the coming years, we’ll see the rise of even more convenient solutions like high-quality vending machine coffee.”

RTD and cold coffee have certainly captured the attention of younger consumers, so if they have the resources available, roasters and coffee shops should seriously consider tapping into this market to reap the benefits.

“Young people think of coffee as a lifestyle. They are more curious to learn to enrich their understanding of it,” Savina says. “Additionally, they usually visit coffee shops as places to work and socialise, so enjoying their cup of coffee is like a ritual.

“Companies that go above and beyond to provide exceptional customer service build strong relationships, too,” she adds.

Drew agrees, telling me: “Customer service is and always will be king. Coffee businesses need to care about their customers’ experiences and how their staff communicate.”

Remaining accessible

Although the specialty coffee sector needs to be engaging and fresh to connect with a younger audience, we also need to keep in mind that a more simplistic approach can still be effective – especially with those who are less informed about coffee.

“The language of specialty coffee, including supply chain and ‘farm to cup’ terms, can muddy the waters and confuse customers,” Drew says. “We should simplify language used in our communications – whether it’s spoken, in social media captions, or artwork on coffee packaging.

“We need to tailor the experience and journey of younger consumers who are new to specialty coffee,” he adds.

As the coffee industry continues to adapt and evolve, it’s clear that connecting with younger generations requires a deep understanding of their values, preferences, and behaviours.

By leveraging social media, hopping on upcoming trends, and understanding how to customise experiences, coffee brands can stay current and relevant with Gen Z consumers. It’s equally important, however, to remain authentic and genuine in your marketing strategies to really make an impact – and keep the industry as “exciting” as possible.

Enjoyed this? Then read our article exploring how specialty coffee is evolving outside of more established markets.

Photo credits: Savina Giachgia, THREE Specialty Coffee Roasters, Roasting Plant London

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