- 75% of 18-34-year-olds customise their out of home coffee orders with syrups
- Gen Z has turned “basic” drinks into proud indulgence, making caramel swirl & matcha lattes the new cool
- Big chains are dropping non-dairy surcharges as customisation takes over
THE days of a simple “black coffee, no sugar” being the hallmark of sophistication are giving way to a bolder, sweeter, and more colourful wave of caffeinated preferences.
Recent research by Lincoln & York, a UK-based coffee roaster, reveals that nearly 40% of consumers aged 18 to 34 are drinking more coffee outside their homes than ever before, and this generation isn’t settling for simplicity.
Customisation reigns supreme, with 75% of young coffee drinkers opting for flavoured syrups, from classic vanilla to the more extravagant toasted marshmallow.
“Younger consumers are embracing coffee as more than just a functional drink, it’s an experience,” says Keely Wade, Marketing Manager at private label coffee roaster Lincoln & York.
“They’re going out more often for coffee and gravitating towards iced options, alternative milks, and flavoured syrups. On the other hand, older generations still tend to view coffee primarily for its functional benefits. It’s a way to wake up and get ready for the day ahead.
This shift highlights an evolving indulgence trend among younger consumers, who see coffee as an affordable treat and a way to socialise. It’s become an occasion in itself, offering a lower price point than dining out.”
What has been dubbed Gen Z’s “little treat culture” even left an imprint on last year’s Specialty Coffee Expo, showcasing aesthetically pleasing customised cold brew coffees with cold foam and purple “Ube” lattes.
This trend towards personalised drinks is reshaping the coffee industry.
Take Dutch Bros, the Oregon-based chain, which recently scrapped its 50-cent surcharge for dairy-free alternatives across its 950 US locations. It joins Starbucks, Gregory’s Coffee, and others in acknowledging that young consumers demand not only variety but also fairness.
Non-dairy options are no longer a luxury; they’re an expectation.
And the drinks themselves? Best sellers at Chamberlain Coffee ironically don’t even include coffee, with matcha green tea, chai oat milk latte and vegan lavender matcha latte winning the popularity contest. Even at Blue Bottle, a major player in third wave coffee, What the Froth recommends Blue Bottle Coffee Iced Mocha and Saffron Vanilla Latte as its top two – flying in the face of coffee’s purist roots.
“We’ve definitely noticed a trend leaning towards cold and iced beverages, even in the wintertime,” says Heather Perry, CEO of Klatch Coffee. “This may be due to our location in Southern California, with mild winters. Our sales in non-coffee beverages continue to grow as well, as customers explore non-coffee options like tea and spritzers.”
“We keep a variety of well-loved syrups on hand, and we always have options for sugar-free as well. This aligns with broader industry statistics, such as the ongoing decline in soda consumption among younger people, so we make sure to have lower and no-sugar options available.”
On TikTok, videos showcasing rainbow lattes, whipped matcha, and even onion-infused coffees rack up millions of views, proving that for Gen Z, aesthetics and fun flavours often matter more than the origin story of the beans.
“It has been my experience that coffee drinkers have always demanded customisation,” says Jake Leonti, Director of Coffee at Gregorys Coffee.
“I remember the ‘half-caf, skinny capp, extra dry’ days or the ‘soy-double-mocha with one-and-a-half pumps.’ Even in specialty there were nuances about the level of foam in a flat white or the exact texture in a cortado. Coffee is very personal and everyone wants it just so.”
From cringe to cool – or “cheugy” to “no cap”
Not long ago, ordering a pumpkin spice latte or a caramel frappuccino could earn you the label of “basic,” a byword for unsophisticated and tasteless.
For years, third-wave coffee culture and its champions held sway, celebrating single-origin beans and brewing methods that prized the coffee itself, unsullied by milk or sweeteners.
The message was clear: to truly enjoy coffee, it had to be black, minimalist, and exclusive.
This exclusivity cultivated a sense of shame around more indulgent options. To drink a pumpkin spice latte was to admit you were ignorant of coffee’s artistry, to reject the cultured austerity of third-wave aficionados.
But Gen Z is flipping this narrative on its head. For them, a caramel swirl latte is not a guilty pleasure – it’s simply a pleasure. Cringe has become cool, and “basic” has lost its sting. In fact, Gen Z’s new iteration of the word is “cheugy” meaning out of touch rather than unsophisticated, which says it all.
Young consumers today prize individuality and self-expression, and nowhere is this more evident than in how they order coffee. Customisation – enabled by mobile apps and Instagram-worthy presentation – has turned every cup into a canvas.
“In a cafe environment unlimited customisations and menu options can increase wait times and strain the team,” says Heather. “Time and storage space are limited, as is capacity to train staff to prepare a new drink to our exacting standards.”
“As a result, before adding a new menu item, we carefully test and consider quality, flavour, sourcing, prep time, cost, and other factors before launching in a cafe. Along the way, we discard many ideas that don’t make the cut – but we listen to our customers and do our best to meet their needs.”
Gen Z isn’t interested in the quiet reverence of coffee purists; they want drinks that are fun, delicious, and uniquely theirs.
Emma Chamberlain, the empress of “cold brew, matcha, and more” – also dubbed “Queen of Casual” – released a video poking fun at Q Graders and specialty coffee puritanism that perfectly encapsulates this reaction.
TikTok trends highlight this cultural shift, with viral drinks like matcha-infused lattes or “cotton candy” iced coffee focusing more on aesthetic appeal than on technical craftsmanship.
“For Gen Z, social platforms like TikTok and Instagram have played a big part in driving indulgent, often global, trends – like the Pumpkin Spiced Latte,” says Keely. “Gen-Z’s are looking for drinks that are as Insta-worthy as they are delicious.”
“These platforms are also places of discovery and curiosity. From local coffee shops showcasing their latest creations to exploring the depths of #CoffeeTok, they’re increasing consumer awareness. Customisation has become a gateway to breaking away from the minimalist ideals of third-wave coffee culture, because Gen Z is all about individualising their experience.”
This evolution speaks to a broader cultural trend. Gen Z is unburdened by the elitism that defined earlier coffee movements. For them, enjoying a cinnamon-flavoured latte doesn’t betray a lack of sophistication – it’s an act of unapologetic joy.
And while older generations may lament the departure from tradition – and many undoubtedly do – it’s clear that young coffee drinkers are rewriting the rules.
“It doesn’t make sense to alienate a customer because they want milk or flavour in their drink,” says Jake. “That feels like splitting hairs to me. I am a purist in my own habits but that doesn’t mean I expect everyone to feel the same.”
The coffee industry is falling in line
The rise of customisation is more than just a fad. Chains and independent roasters alike are scrambling to cater to the new demand for personalisation, and the implications are far-reaching.
Take the elimination of non-dairy surcharges. Dutch Bros’ decision to drop its fee for oat, almond, and soy milk reflects a growing consensus that customisation should not come at an extra cost. Starbucks and other major players have followed suit, recognising that young consumers view such charges as barriers to the inclusivity they expect.
Meanwhile, mobile ordering apps have turned coffee shops into bespoke beverage factories, where customers can tweak every element of their drink, from syrup levels to foam density.
Even at-home coffee is adapting to this trend. Ready-to-drink (RTD) options are booming, with brands introducing an ever-widening array of flavours, from hazelnut mocha cold brews to seasonal gingerbread lattes.
“A key area of opportunity is the decline in consumption of alcohol and soda among younger people,” says Heather.
“In response, we are entering new markets – such as the Ready to Use / Ready to Drink space. Our Ready-To-Go Espresso product is one example of this. It can be used to make cafe-style beverages at home, without brewing, and can be customised with syrups and milks.”
Coffee equipment companies are getting in on the act too, marketing machines that allow consumers to froth, swirl, and drizzle their way to café-quality creations without leaving their kitchens.
Lincoln & York’s research highlights this growth, noting that younger drinkers are not only consuming more coffee but are also willing to pay for personalisation – even at home.
“Personalisation is just one part of a larger trend of people becoming more engaged with coffee, which is fantastic news for the entire industry, big or small,” says Keely.
“For smaller brands, this shift offers a unique opportunity to highlight craftmanship and tell authentic stories that resonate with consumers. Meanwhile, larger chains are well-positioned to lean into customisation at scale. It’s an exciting time for the sector, and we’re looking forward to seeing how this demand for personalisation continues to evolve.”
However, for large chains like Starbucks, the constant demand for innovation is a logistical nightmare – and CEO Niccol’s latest promise of a 4-minute wait time doesn’t make it any easier. Offering endless customisation slows service and complicates supply chains, but failing to meet this demand risks alienating a generation of consumers.
The long-term implications are clear: the value proposition of coffee is changing. Young consumers aren’t impressed by exclusivity or minimalism – they want fun, variety, and accessibility.
As Gen Z continues to reshape coffee culture, the future of the industry will be defined by creativity, inclusivity, and a willingness to break from tradition.
Whether it’s a cinnamon explosion, a whipped rainbow latte, or even a simple filter coffee should they want it, Gen Z will no longer be shamed for its choices.
Coffee Intelligence
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