This is how Gen Z, Millennials & Co. drink coffee:
Consumption, quantities and trends by generation

Anyone who loves coffee quickly realizes: coffee culture is a generational thing. There are worlds of difference between Baby Boomers with their filter coffee, Generation X with their fully automatic machines, Millennials in the specialty coffee universe , and Gen Z with their iced and ready-to-drink trends. This overview explains why coffee consumption differs across generations, which quantities and formats are popular, and how the market is developing in Germany. Ideal for anyone who wants to deepen their understanding of generational coffee consumption – from roasters to home baristas.

Why coffee consumption differs by generation (values, daily life, budget, taste )

Coffee is a part of everyday life and identity – and these change with each generation. Four factors explain the differences particularly well:

• Values ​​and attitude: Between stability (ritual, brand) and exploration (new beans, new drinks). Older generations emphasize consistency, younger generations diversity and social signals.
• Everyday life and usage contexts: From the breakfast table to the office and commute, to café and social media moments. Changing forms of work (home office) shift preparation locations.
• Budget and price perception: Inflation, rent, studies: Price awareness meets quality demands. Younger people compare more and switch between premium and convenience options.
• Taste and health: Light, fruity roasts, milk alternatives, less sugar – or classic, strong, and with milk. Functional claims (focus, protein) are also gaining importance.

Overview: Coffee consumption in Germany – what studies and market trends show

Germany remains a nation of coffee drinkers. Depending on the source, two to three cups of coffee per day are a common guideline in Germany, with significant differences between age groups and days of the week. While consumption of classic household coffee remains stable, the dynamics are shifting towards:

• Fully automatic machines and high-quality home preparation: Convenience combined with quality – particularly relevant for Generation X and many family households.
• Specialty coffee trend : Single origin, lighter roasts, better transparency – strong among millennials, increasingly also among Gen Z.
• Iced coffee trend and ready-to-drink (RTD): Cold varieties and ready-to-drink formats are growing rapidly – ​​more visibly than ever before in refrigerated shelves and cafes.
• Sustainability 2.0: Moving away from pure faith in labels, towards traceable supply chains and concrete impact data.

Conclusion: Coffee trends in Germany have become more fragmented, pluralistic and cross-channel – from filter coffee to nitro, from supermarkets to direct imports.

Baby Boomers: classic filter coffee, ritual and quantity

Many baby boomers (born between 1946 and 1964) associate coffee with reliability, conviviality, and everyday rituals. Availability, consistent taste , and a reasonable price are important – in short, a reliable favorite.

Typical preparation, times of day and average portion sizes

• Preparation : Filter machine (paper or continuous use), occasionally hand filter; less often espresso.
• Times of day: Mornings and forenoons dominate, afternoons are often dominated by the "coffee table".
• Amounts: Often several cups throughout the day – smaller portions, but recurring.

Common purchase criteria: brand, price, availability vs. origin

• Brand and consistency: Familiar brands, proven blends.
• Price and pack size: Value packs; rare single origin.
• Availability: Proximity to a supermarket beats specialty channels.
• Origin and story: Interesting, but rarely decisive in the purchase decision – unless grandchildren or cafes inspire something new.

Generation X: Convenience meets quality ( fully automatic , office, to-go)

Generation X (born between 1965 and 1980) represents the intersection of pragmatic everyday living and a desire for quality. The result is fully automatic coffee machines in the home, to-go cups on the go, and increasingly better coffee beans in supermarkets.

The role of capsules, pads and fully automatic machines – reasons and criticisms

• Why it's popular: Speed, reproducible results, ease of use – ideal for families and home offices.
• Capsules/pads: Convenience and variety; criticism due to waste and capsule price.
• Fully automatic coffee machines: A good compromise between convenience and freshness; increasing interest in bean quality.
• Development: Substitution of capsules by fully automatic machines as demand and consumption increase.

Many in this generation are open to better grind settings, fresh beans and small upgrades (water quality, cleaning) – thus approaching specialty coffee without complicating the workflow.

Millennials (Gen Y): Specialty coffee , cold brew and home barista boom

Millennial coffee (born between 1981 and 1996) is synonymous with curiosity, a diverse range of flavors , and DIY expertise. This generation is driving the specialty coffee market and developing skills at home – from pour-over to espresso setups.

Popular drinks and preparations ( Pour Over , Espresso, Oat Milk)

• Filter 2.0: V60, Kalita, Aeropress; lighter roasts; focus on terroir and clarity.
• Espresso and milk: Flat White, Cappuccino; oat milk as a standard alternative.
• Cold versions: Cold Brew, Iced Latte – especially in summer and in the office.
• Tools and skills: grinder first, then kettle, scales, water recipe – home barista as a hobby.

Sustainability and transparency : Direct Trade, organic, CO2 – what really matters

• Transparency : Origin, farm, variety, processing, score – more than just a label.
• Direct Trade and Fair Price: Payment models that empower producers.
• CO2 and packaging: Reduction before compensation; recyclable bags and refill stations.
• Community and education: Cuppings, newsletters, social content – ​​knowledge pays off in building loyalty.

Generation Z: Trend-driven, social, functional (Iced, RTD, Matcha competition)

Gen Z coffee (born between 1997 and 2012) is situational, visual, and social. Variety, taste , and experiences count – sometimes a coffee drink, sometimes a ready-to-drink RTD, sometimes no coffee at all (matcha, chai). The mix changes depending on context, budget, and season.

Why Iced Coffee, Flavored Drinks and Coffee Alternatives Are Growing

• Social media effects : Aesthetics and replicability – iced drinks work everywhere.
• Sweet Spot: Lighter, sweeter profiles, syrups, flavors and texture (creamy, nitro).
• Alternatives: Matcha, cocoa, yerba mate – depending on the time of day and desired effect.
• Ready-to-drink: Available in the refrigerated section, good for on the go; variants with protein/focus claims.

Price consciousness vs. quality demands: Cafés, convenience food, at home

• Cafés : Experiences, limited editions, seasonal specials. Price consciousness leads to more conscious "treats".
• Convenience: RTD/To-go for school, university, job – quick availability beats complexity.
• At home: Beginner-friendly tools (French press, mill basics) and clear recipes.
• Quality: Increases with knowledge – curated boxes, sample packs and short explanatory texts lower barriers.

Generation Alpha: What we are already seeing today (influence of parents, sugar, brands, media)

Generation Alpha (born between 2013 and 2024) rarely drinks coffee on their own – the decisive factor is the influence of their parents (Gen Y and Z) and the media. Relevant factors include:

• Flavor : Sweet, mild and caffeine-free options (e.g., cocoa, babyccino).
• Brand building: Visibility within the family and on social media.
• Education and health: sugar reduction, caffeine-free alternatives, ritual without stimulants.
• Long-term effect: Early exposure to specialty aesthetics shapes later expectations regarding quality and sustainability .

Evolution over time: From filter standard to specialty ecosystem (Third Wave, Ready-to-Drink, Sustainability )

The journey from "coffee is coffee" to a differentiated specialty ecosystem unfolded in waves:

• 1st wave (until the 1960s): Mass availability, instant and classic filter – focus on brand and price.
• 2nd wave (up to the 1990s): Coffee chains, espresso drinks, to-go lifestyle and milk drinks

• 3rd wave (from the 1990s): Specialty Coffee : origin, artisanal roasting, precise preparation.

• Today: Hybridization: Specialty products in the supermarket, RTD in the refrigerated section, professional-level home equipment. Sustainability becomes measurable and tangible.

The result: More segments, more formats, more interfaces – from single-origin filters to functional iced RTDs. Coffee consumption has become modular.

What roasters, cafes and shops should offer for each generation (product range, language, formats)

• Baby boomers:
  • Consistent blends for filter/fully automatic coffee machines; clear flavor profiles (classic, nutty, chocolatey).
  • Bulk packs, savings subscriptions, simple brewing instructions for machines and hand filters.
  • Service: Telephone consultation, printed inserts, easily readable labels.
• Generation X:
  • Fully automatic coffee machine-compatible roasts, decaffeinated options, office formats (2–5 kg, pads).
  • Clear benefit: "Simply better coffee at home." Maintenance and water guides.
  • Value for money packages; added value through freshness and bean quality instead of gimmicks.
• Millennials:
  • Single Origins, Limited Lots, light roasts; Espresso and filter profiles.
  • Transparency pages : Farm, process, payments, CO2 footprint.
  • Starter sets (grinder, scale, kettle), brewing courses, cuppings, newsletter with brew guides.
• Gen Z:
  • Iced-ready recipes, RTD lines, seasonal flavors; clear, concise instructions.
  • Price anchors (student discount, bundles), small trial sizes.
  • Social-first content: short reels, visual step-by-step guides, UGC.
  • Plain talk about sustainability : short, measurable, verifiable.
• Generation Alpha (indirectly):
  • Family-friendly cafes, low-sugar alternatives, educational elements without caffeine.
  • Designs that are fun, without greenwashing.

Language and formats should be tailored to the respective journey: from detailed blog guides for enthusiasts to snackable how-tos for beginners.

Summary: The most important differences at a glance

• Quantity: Older people often drink more cups regularly and in larger quantities; younger people drink more frequently, depending on the situation.
• Formats: Filter/ Fully automatic vs. Espresso specialty vs. Iced/RTD – depending on the generation.
• Values: From stability (brand, price) to transparency and impact.
• Location: Home and office remain important – cafes and travel habits complement them.

In short: The market is more diverse than ever. Understanding target groups means talking not just about beans, but about context. This is how coffee becomes a suitable offering – from the classic ritual to the functional iced variety. For Gen Z coffee, it's less obligation, more experience; for Millennials, more expertise and transparency ; for Generation X and Baby Boomers, quality without detours. This way, every generation finds its place in the cup.