Coffee or energy drink? How the younger generation chooses their sources of energy and focus

    Just a dozen or so years ago the answer seemed obvious. When we needed a boost, we reached for a cup of coffee. Today, however, young consumers have a much wider choice. There are hundreds of energy drinks, caffeinated functional drinks, cold brews and ready-to-drink (RTD) coffees on the market. So the question arises: what does Generation Z reach for today when they need energy, focus and a boost?

    This issue has become a key area of interest for coffee and tea market researchers. The results of the latest analyses show that the choices of young consumers are not as obvious as one might think.

    The representatives of Generation Z have grown up in a world of vast product and information availability. They are accustomed to fast-paced life, multitasking and constantly operating in a digital environment. No wonder that caffeinated products play an important role in their daily lives. However, the motifs behind their choices are far more complex than simply the need for stimulation.

    For older generations coffee was primarily a ritual. It was associated with mornings, conversations, meetings or moments of rest. For many young people, however, caffeine has become a tool to help them study, work, exercise and function in a world full of stimuli.

    This is precisely why energy drinks have become so popular among young consumers. They are easily accessible and convenient, and are marketed in a way that resonates with young people. They promise a quick effect and an immediate burst of energy. For some young people, they are a response to their fast-paced lifestyle.

    At the same time, an interesting phenomenon is emerging. An increasing number of Generation Z individuals are also discovering the world of coffee. Not necessarily the traditional kind, brewed at home by their parents or grandparents. Young consumers are keen to try iced coffees, cold brew drinks, flavoured coffees or premium products offering new taste experiences.

    Coffee is beginning to be seen not only as a source of caffeine, but also as a lifestyle choice. The taste, quality and origin of the product, as well as the story behind the brand, are what matters. For many young people, choosing coffee is also a form of conscious consumption, demonstrating an interest in products that are created responsibly.

    What is important, research indicates that young consumers differ from each other. There is no single behavioural pattern for Generation Z. Some choose products that provide a quick energy boost, while others seek more balanced solutions that support their well-being and concentration. Knowledge of the effects of caffeine on the body is also playing an increasingly significant role.

    This is an important signal for the coffee industry. Young consumers are not turning their backs on coffee. However, they expect coffee to fit their lifestyle, needs and values. They want convenient, high-quality, authentic products that are tailored to modern consumer habits.

    In the coming years Generation Z will increasingly shape the direction of the caffeinated drinks market. That is why understanding their expectations is becoming one of the most important challenges for coffee producers worldwide.

    One thing is certain: although consumption patterns will change, the need for energy, concentration and a moment of pleasure will remain constant. The only question is: will young people choose a can of energy drink or a cup of good coffee?

Source:

Article: “Brewing or Boosting? Consumer Segments, Caffeine Choices, and Perceived Well-Being in Generation Z,” in Coffee & Tea Marketing Journal, (Vol. 3, No. 1, 2026), published by the Coffee & Tea Market Research Institute.

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