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Western Europe

Gen Z’s Coffee Culture in Europe vs. America

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

TL;DR

  • 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...

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