A third of Generation Z will never drink instant coffee again.

Instant coffee will soon be a thing of the past, and takeaway orders and fresh bean coffee will drive the future of the sector, according to a survey of the British coffee industry.

The survey found significant behavioral changes among young coffee drinkers in the UK and other parts of Europe. Thirty-three percent of Gen Z consumers say they will “never drink instant coffee again” as coffee shops are increasingly recognized as places where people can work and have a good time.

The research, commissioned by Cairngorm Coffee, a UK specialty coffee roaster, explored the lasting impact of COVID-19 on coffee consumers and their purchasing habits.

It found that one in three under-25s (known as Generation Z) “will never drink instant coffee again,” while 43% of millennials said they are drinking “more coffee than ever” since the pandemic.

The long-term impact of COVID-19

Takeaway coffees have remained popular after lockdowns between March 2020 and early 2022 meant they were the only way for consumers to drink coffee outside the home. According to the survey, around a third of Gen Z respondents would now classify takeaway coffee as a necessity, rather than a luxury.

Robi Lambie, who founded Cairngorm Coffee in 2014, says data shows a significant behavioral shift among younger audiences as a result of COVID-19.

“We know anecdotally that many of our customers actually began their coffee journey at the beginning of lockdown,” he explains. “This survey data supports the fact that Gen Z and millennials, in particular, have really followed this trend in recent years.

“From the survey, we saw that 18% of Gen Zers have increased their coffee consumption at home as a result of lockdown. These trends are developing into more and more customers choosing to purchase a bag of our freshly roasted specialty coffee to enjoy at home. It seems clear that these trends are here to stay.”

The rise of the cafeteria as an office

When the first lockdown was declared in the UK on March 23, 2020, offices were forced to close, leaving employees with no choice but to work from home.

As restrictions eased, a full-scale return to office work was slow to materialize. For many companies, remote work became entrenched in corporate policy, while others adopted a hybrid system.

Coffee shops have played a key role in fostering this new culture. With power outlets, internet access, and a supply of hot drinks, they offer a space outside the home that people increasingly view as a space similar to an office.

This is reflected in the Cairngorm study, which indicates that nearly half (48%) of Gen Z respondents are likely now working from a coffee shop. According to Robi, this means that long-held views about using laptops in coffee shops are beginning to change.

“There used to be a certain taboo around laptops in cafes, and it's something we definitely had to take into account,” he says.

“We've seen friends across the industry take a stand and ban computers or work meetings, but for us, it's about being respectful, not waiting longer when others are desperate for a seat, and ensuring you continue to order coffee while you work. There's a balance somewhere that works for both sides.”

The end of instant coffee?

Instant coffee has undergone something of a makeover in recent years. Blue Bottle Coffee introduced its artisanal instant coffee in 2022, while Nescafé partnered with specialty roasters Perky Blenders and Grindsmith to launch their own products in this space.

Some industry observers suggest it's a response to the growing demand for convenience that accelerated during COVID-19. Despite this, as research suggests, instant coffee doesn't pass the quality test when it comes to younger consumers. Reportedly, 33% are switching to specialty coffee.

Instead, Robi says millennials and Gen Z are increasingly leaning toward conscious buying, and however companies position it, instant coffee pales in comparison to specialty coffee when it comes to this.

“Rather than opting for ethically questionable, mass-produced sources for their morning cup, they are increasingly moving toward the artisanal, small-batch approach that represents the farmers and producers we work with.”

Image credits: Cairngorm Coffee.

Translated by Loreta Moccia. Translation edited by Alejandra Soto.

Editorial note: This article was originally published in English at Coffee Intelligence.

Article credits: PDG Español

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