Data Shows Younger Consumers are Driving Specialty Coffee Consumption – CoffeeTalk

In a presentation at CSP’s Dispensed Beverages Forum in Lombard, Illinois, Yannis Apostolopoulos, CEO of the Specialty Coffee Association, reported findings from a National Coffee Association data survey conducted in June 2025. The survey revealed that specialty coffee consumption is most common among individuals aged 25 to 39, while traditional coffee retains its popularity among those aged 60 and older. Notably, at least one cup of specialty coffee was consumed by 60% of the youngest age group (18 to 24), marking the highest level since 2022.

Apostolopoulos explained that specialty coffee is characterized by its unique attributes and higher market value, which varies in perception among consumers. The definition of “specialty” combines both scientific standards and emotional resonance, emphasizing that its meaning has expanded as more entities enter the market. This duality influences marketing strategies, where some emphasize scientific aspects, while others focus on emotional connections.

The data indicated that while older generations consume more coffee at home, younger individuals progressively gravitate towards specialty coffee, a trend that has been consistent in recent years. In fact, the consumption ratio in June 2025 showed 60% specialty versus 40% non-specialty coffee, indicating stability in consumer preferences since 2020. Apostolopoulos commended the convenience-store industry for providing quality coffee options earlier than restaurants, suggesting they often offer fresher alternatives at competitive prices.

Apostolopoulos also delved into consumers’ initial encounters with coffee, highlighting several pathways of introduction, including family traditions, functional needs for energy, social connections, and spontaneous exposure during events. He identified key turning points in coffee consumption, starting with ritual development, where coffee becomes part of daily routines. Following this, some consumers recognize health benefits, while others deepen their coffee connections through time spent in cafes. The final turning point involves discovering personal preferences, which enhances engagement with coffee.

The speaker noted that about 43% of consumers’ coffee experiences remain consistent, with preferences rooted in familiar brands or styles, reflecting their initial encounters. Conversely, 57% have developed varied experiences, transitioning from basic instant coffee to more distinct flavors and options, such as special preparations and organic or Fair Trade products. Notably, there is a significant desire for expanded coffee experiences, with 54% of consumers expressing a strong interest in exploring new varieties and learning more about coffee, particularly within developing markets where specialty coffee may symbolize aspiration or status.

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