Gen Z is helping create a caffeine boom. In both the U.S. and U.K., coffee consumption has reportedly been on the rise, but younger consumers are also drinking huge amounts of energy drinks (especially teen Brits) and making caffeine pouches a trend (especially U.S. teens). For some young adults, cutting back on alcohol has led to an increase in caffeine intake, and Dazed goes so far as to call it their new drug of choice. Of course, calling this a new trend is a bit inaccurate—YPulse’s 2024 Western Europe Gen Z Vices trend report called out energy drinks as one of young people’s vices, and our 2025 10 Trends to Know report called out coffee culture as having a big moment for the gen. Coffee raves have become a global trend, and a prime example of coffee becoming an alcohol substitute for some Gen Z. (Dazed)
👀 Read more from YPulse: 4 Trends Defining Gen Z’s Coffee Culture
