Younger consumers are the most likely to customise their coffee
Credit: Kerry
“I’d like large, iced pumpkin spice latte with oatmilk, one less pump of syrup, and light whipped cream, to go.”
Sound familiar? It may if you are standing behind a Gen Z or younger millennial consumer in a coffee shop on any given day. New research by conducted by UK-based coffee roaster Lincoln & York finds that nearly 40% of those aged 18 to 34 are drinking more coffee out of home than in previous years and are also more likely to customise their drinks to suit their tastes.
Lincoln & York surveyed more than 1,000 consumers in the UK between the ages of 18 and 65+, and almost a quarter of the respondents said they are drinking more coffee today than they were five years ago — a trend predominantly driven by younger consumers. Approximately 40% of those aged 18-34 report increased out-of-home coffee consumption. In contrast, almost 45% of consumers aged 55+ are drinking less coffee away from home than they were previously.
Lincoln & York’s research further revealed that 75% of consumers in the 18 to 34 group ‘always’ or ‘occasionally’ opt for a flavoured syrup in their coffee. The report published to mark the company’s 30th anniversary, also finds that consumers still favour traditional sweet flavours, with caramel ranking as the top syrup choice, followed by vanilla and then hazelnut (and then chocolate and cinnamon, respectively).
The research also found that whether through flavour preference or dietary requirements, 37% of those aged 18 to 34 now choose alternative milks, such as oat, almond, soy, or coconut, in their coffee. This preference for alternative milks also extends to iced coffee options with the younger age bracket twice as likely to choose alternative milk in their iced coffee than those aged 55+.
Additionally, according to the report, iced coffee ranks as the third favourite coffee option among younger consumers, ahead of the ever-popular flat white and cappuccino. Conversely, iced coffee is one of the least popular drinks amongst those aged 55+-with less than 3% stating this was their drink of choice away from home. [Among all survey participants, the most popular coffee by type is latte, cappuccino, flat white, filter coffee and black Americano.]
Lincoln & York’s research also found several significant changes in coffee preferences over its three decades in the industry.
When the business first started roasting coffee back in 1994, a dark roasted blend of Arabica and Robusta beans was the core offering. Today, changing consumer tastes mean the business sees a much bigger demand for 100% Arabica blends, and for medium-lighter roasts, which allow the individual flavours of the coffee to stand out.
Over the past decade specifically, Lincoln & York has also seen a major uptake in demand for speciality coffee. Almost half of those surveyed in the independent research have said they would ‘always’ or ‘occasionally’ pay more to try a special blend or single origin coffee, demonstrating this demand for new and increasingly higher quality coffee options in recent years.
“During our 30 years in the industry, we’ve experienced the rise of UK coffee culture and have played a key role as menus have evolved from white or black coffee to the ultra-customisable and even experimental coffee offerings we see today,” said Ian Bryson, managing director at Lincoln & York, adding, “with younger consumers more likely to customise their drink or opt for speciality coffee, this trend is set to continue.”
To meet these evolving needs, Bryson noted that “operators need to embrace customisation and signpost the options they have available for consumers to make their drink their own. Customisation also presents an opportunity for operators to demonstrate their expertise, for example by recommending a blend or roast profile to best suit a certain milk alternative.
From how often consumers go out for coffee to the drinks they are choosing and how they are choosing to drink them, it’s evident from the research that coffee drinking habits in the UK are evolving. Per Lincoln & York’s report, “younger consumers are going out more, and opting for iced coffees, alternative milks and flavoured syrups. Whereas older consumers are choosing to stay in and are opting for hot, milky coffees. These trends may indicate the future direction for the UK coffee market, with a growing emphasis on diversity and customisation in coffee offerings.”
Download Lincoln & York’s full consumer coffee trends report here.
