Young consumers are driving the biggest trends in the coffee industry.

Young consumers are driving the biggest trends in the coffee industry. With the U.S. coffee shop market now worth $45.7 billion, a new study by Allegra World Coffee Portal predicts that in 2020 coffee will experience a fifth wave and continue to see growth in cold brew offerings, mobile ordering, and social media marketing—all driven by young consumers. Digitization is increasing “thanks to customers under 30,” with more chains offering mobile ordering and rewards. (Beverage Daily)