Gen Z Dampens the Coffee Craze: Survey Reveals Waning Interest Compared to Older Canadians‍

A recent study conducted by Dalhousie University’s Agri-Food Analytics Lab suggests that younger Canadians, specifically those in Generation Z (born between 1997 and 2005), are showing less interest in coffee as a breakfast beverage compared to previous generations.

According to the study, only 30.4 per cent of Gen Z individuals surveyed chose coffee as their preferred morning beverage. This percentage was notably lower than older generations, with millennials at 46.9 per cent, Gen X at 55.4 per cent, Boomers at 66.2 per cent, and The Greatest Generation at 81.2 per cent.

The survey, which contacted 9,165 Canadians in March 2024, sheds light on shifting preferences among different age groups when it comes to morning beverages.

Alejandro Marangoni, a food professor and research chair at the University of Guelph, commented on the findings, suggesting that younger Canadians, particularly those below 30 years old, are increasingly mindful of studies regarding caffeine and its potential impacts on health. This growing awareness may be influencing their beverage choices, including their morning routines.

According to Alejandro Marangoni, a food professor and research chair at the University of Guelph, findings suggest that excessive consumption of caffeine, such as that found in coffee, can paradoxically result in a loss of energy. Marangoni explains that coffee can elevate glucose levels in the body, providing a temporary boost of energy. However, this spike prompts the body to release insulin to restore balance, potentially leading to an excessive decrease in glucose levels. This rapid fluctuation in glucose levels can result in the well-known "crash" often experienced after consuming large quantities of coffee.

Alejandro Marangoni, the University of Guelph food professor, underscores that coffee disrupts the body's natural equilibrium by influencing glucose levels. He emphasizes that increased caffeine consumption can interfere with this delicate balance, potentially disrupting the body's natural cycle of glucose levels.

However, despite these potential effects, coffee remains a popular breakfast staple. Janet Music, a research program coordinator at the Agri-Food Analytics Lab, suggests that the apparent decline in coffee consumption among Generation Z individuals may simply be a matter of age. She posits that younger members of this demographic might not yet have developed a taste for or interest in coffee, rather than actively avoiding it due to health concerns.

Janet Music also suggests that Generation Z individuals might be turning to alternative caffeinated beverages, such as energy drinks or Starbucks Frappuccinos, instead of traditional coffee. These options may not be perceived as "coffee" by respondents when answering surveys, potentially skewing the data.

Moreover, Music highlights that coffee is often considered an acquired taste and a part of adulthood for many individuals. It's possible that younger Canadians have not yet reached a point in their lives where coffee holds the same significance in their morning routine.

Additionally, Music points out that making coffee at home often requires specialized equipment, which younger Canadians may not possess. This lack of access to coffee-making equipment may also contribute to the lower reported consumption of coffee among Generation Z individuals in the survey.

Janet Music highlights that inflation could potentially play a role in deterring younger Canadians from indulging in their morning coffee ritual, as the price of coffee has risen in recent years. This increase in cost may impact consumption patterns, especially among budget-conscious individuals.

Natalie Riediger, an associate food professor at the University of Manitoba, echoes this sentiment, suggesting that the survey results may reflect age-related habits rather than a significant cultural shift away from coffee. She implies that preferences for morning beverages are often shaped by long-standing habits and routines, which may take time to develop and evolve. Therefore, the reported differences in coffee consumption among different age groups may be more indicative of generational differences in habits rather than a broader societal trend away from coffee.

“People who are younger generally don’t like bitter foods,” she said. “Your food preferences change as you age.”

Source: Globalnews‍