Are older customers undervalued in Australia’s café market? – BeanScene

Much of the rhetoric surrounding café customers tends to focus on the changing preferences of Millennial and Gen Z consumers, but a new report from Hey You and Westpac has revealed the value in older costumers.

Data from the Australia’s Daily Brew 2026 report found older consumers tend to be the most valuable café customers, with Australians aged over 65 increasing both their visitation and average spend in cafés.

The report found visits among consumers aged between 65 and 74 increased 1.9 per cent year-on-year, while the over-75 demographic recorded a four per cent increase.

In contrast, transactions among 18 to 24 year olds fell 6.5 per cent, and transactions among 25 to 34 year olds fell 4.1 per cent.

Consumers over the age of 75 also spent an average of $21.81 per transaction, compared to $15.97 for those aged 18 to 24 – a spending gap of about 36 per cent.

Consumers aged 55 and older account for about 31 per cent of total café spend, up from about 30 per cent a year earlier.

The 25 to 44 age bracket still accounts for the largest share of spending at 42 per cent.

The findings challenge some long-held assumptions about café customers, suggesting the consumers driving social media conversations and beverage trends are not necessarily those generating the most consistent revenue.

That distinction is particularly evident in the growing popularity of matcha. The report found matcha was the fastest-growing beverage category on the Hey You platform, with orders increasing 133 per cent year-on-year. Demand is being driven largely by consumers under 35, even as this cohort reduces its overall café visitation frequency.

According to the report, this creates both challenges and opportunities for operators. While older consumers deliver dependable revenue and higher spending, younger consumers continue to shape product development and menu innovation.