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Gen Z’s Coffee Culture in Europe vs. America

European Gen Z are giving coffee culture a full refresh in ways that are both similar and different than their American peers…

Written and Edited by the YPulse Editorial Team

Dec 3 2025
Western Europe

KEY TAKEAWAYS

Young Europeans want coffee collabs and merch from brands—and the more collectible, the better
They’re showing up to coffee-themed raves or hosting at-home coffee events of their own
They’re experimenting with flavoured creamers, plant milks, and fun add-ins, steering away from the simple black brews older gens preferred

At YPulse, we’re constantly keeping an eye on how young consumers’ daily habits evolve, and our latest 10 Trends to Know report highlights a big shift: Gen Z’s relationship with coffee looks pretty different from the gens before them. Instead of just a hot morning cup, Gen Z sees coffee as an all-day treat: a sugary-flavoured afternoon pick-me-up, a protein boost, or even a budget-friendly little luxury when everything else feels expensive. Plus, with cold brews, iced lattes, and ready-to-drink cans everywhere, coffee has become more accessible, more customizable, and way more fun for young consumers. YPulse recently dug into...