Why black coffee should be Gen Z’s favourite drink

Gen Z are “completely overwhelmed” by stress. Up to 50% of people in this demographic report being unable to function properly on a regular basis because of it, according to research from the American Psychological Association. 

Financial and social media pressures, as well as health and political concerns, are leading to higher reported levels of anxiety among younger generations, affecting their long-term mental well-being.

Yet, these generations are finding effective ways to cope, including self-care. A key part of this is “little treat” culture, and coffee shops often serve as a refuge. Highly customised, colourful, sugary drinks provide comfort, nostalgia, and affordable luxury.

But amid growing levels of stress, why isn’t black coffee – with its proven health benefits – winning against heavily personalised, sweetened drinks? 

Mike Healy of Lost Sheep Coffee shares his thoughts.

You may also like our article on why coffee is already a functional beverage.

Why Gen Z is an anxious generation

Generation Z – or those born between the late 1990s and early 2010s – often receive criticism for their “lack of resilience” or “overly sensitive” nature. Older generations are sometimes quick to disparage their perceived incapacity to deal with life’s challenges and setbacks.

But Gen Z faces extraordinary levels of pressure unique to today’s complex socio-political and economic landscape. 

The pandemic, which shut down many global industries overnight, came at the same time when many in this demographic were about to start their first jobs. Research from previous recessions shows that joining the labour market in an economic downturn can have long-lasting adverse effects on employment and earnings.

Moreover, in many countries around the world, wages aren’t rising in line with inflation rates, culminating in a cost-of-living crisis. As the job market becomes increasingly more competitive, younger people are feeling the pressure to secure a stable income and meet their financial obligations and needs.

Unlimited access to social media, heightened political division and animosity, and constant, overwhelming exposure to information only exacerbate the problem. Research from UC Davis shows that excessive use of social media, common among young adults, can fuel anxiety, depression, loneliness, and FOMO (the fear of missing out).

To cope with these stressors, Gen Z prioritises self-care and “me time”, talking more openly about mental health and well-being than their predecessors. This also extends to their consumption behaviour. A recent survey of more than 5,000 consumers across China, the UK, and the US found that Gen Z outspend older consumers on mindfulness-related wellness products.

But their coffee choices don’t really reflect this reality

Coinciding with their focus on self-care and mental well-being, Gen Z are big on “little treat” culture: the growing trend of indulging in small, affordable luxuries, often as a way to cope with stress and boost mood. Also known as the “lipstick index”, this is the idea that sales of affordable luxuries, including beauty products, coffee, and chocolate, rise during periods of economic downturn.

Recent data from McKinsey indicates that food and drink is now the fastest-growing category for splurge purchases. Coffee, in particular, has emerged as one of the most popular means for Gen Z consumers to spoil themselves.

While older generations primarily stick to black coffee and traditional milk-based beverages, Gen Z consumers are opting for cold coffee, which serves as the ideal canvas for customisation, creativity, and self-expression. Adding flavours, syrups, cold foam, and functional ingredients (that purportedly boost physical and mental wellness) to their coffee drinks is a form of escapism for today’s younger consumers.

“Convenience is another huge factor,” says Mike Healy, the head roaster at Lost Sheep Coffee in the UK. “The idea of making coffee at home is second nature to older generations, but it’s too time-consuming for younger people.

“The RTD coffee market is huge now; we quickly jumped on the opportunity to produce our own milk-based RTD lattes,” he adds. “Trends also come into play. If their favourite influencer isn’t drinking black coffee, why would they?”

Although highly customised, sweetened drinks appeal to the immediate needs of Gen Z coffee consumers, their sugar content could have the opposite effect in the long term. Business Insider found that some iced coffee drinks from some of the US’ most popular chains contain as much sugar as five cans of regular Coke. 

Then, isn’t black coffee the best option for Gen Z?

Consumption of sugar-laden coffee drinks can provide temporary relief from stress by affecting hormones like cortisol, serving as a positive pick-me-up. It’s then even more understandable why they’re such a popular choice among the self-reportedly anxiety-ridden Gen Z.

But research shows that a diet high in sugars can lead to cognitive impairments and emotional disorders such as anxiety and depression. Another study found that consuming a diet high in sugar can increase the chances of incident and recurrent mood disorders.

For a generation that reports higher stress levels, overconsumption of customised, sweetened coffee drinks is unlikely to have a positive long-term effect. Is black coffee then the healthier option? 

Black coffee has long been the choice of third wave and specialty coffee enthusiasts, especially those who advocate for flavour “purity”. But Gen Z seems to think it’s boring.

A 2024 survey reveals a significant decline in the consumption of black coffee among US consumers. Only 18% of them prefer to drink their coffee black – a 56% decrease from figures in 2022 – and are more likely to add flavour enhancements. 

For younger consumers, coffee is an ingredient rather than the focus of the drink. Highlighting terroir, origin, and processing – hallmarks of specialty coffee – isn’t enough to appeal to Gen Z, who often consider third wave coffee culture pretentious.

The health benefits that black coffee can offer, however, are well documented. Decades of scientific research conclude that the antioxidants in black coffee can improve life expectancy and reduce the risk of certain diseases, including Parkinson’s and diabetes.

According to findings from a recent study from the European Journal of Pharmacology, drinking coffee before high-stress situations can regulate the gut-brain axis and, subsequently, could prevent depressive and anxious mood swings.

Should we encourage Gen Z to drink more black coffee?

Many studies link coffee’s health benefits to its antioxidant and caffeine levels.

“Health and fitness is big business, and all the studies show how beneficial coffee is to our diets, improving gut health, liver function and even contributes to heart health – especially when black,” Mike says. “As soon as you add all these ingredients, there are always potential downsides to coffee.” 

Researchers at Tufts University analysed nearly 20 years of dietary and mortality data from 46,000 US adults. They found that drinking one to two cups of caffeinated coffee a day with minimal added sugar and saturated fat reduced the risk of death from any cause by 14%. In short, black coffee consumption boosts your longevity.

Recent policy changes affirm this. As of April 2025, the US Food and Drug Administration automatically classifies black coffee as “healthy”. The ruling pertains to coffee with fewer than five calories per 12oz serving; black filter coffee averages 3.55 calories.

Swapping out sugary, customised drinks for black coffee could be beneficial for stressed-out Gen Z, but they need to want it in the first place.

“We need to make black coffee cool again. Back in the mid-to-late 2000s, branding made millennials purchase high-quality coffee and the equipment to make it at home,” Mike says. “It’s more about branding than anything else; it will have to be a major online influencer or celebrity that encourages Gen Z to drink black coffee.”

Influential figures who appeal to younger generations, however, are pedalling highly customised coffee. Pop star powerhouse Sabrina Carpenter has collaborated with Dunkin’ twice for the Brown Sugar Shakin’ Espresso and the Strawberry Daydream Refresher. Social media influencer Emma Chamberlain has also built her multi-million coffee brand around flavoured lattes and matcha.

Should we try to change Gen Z’s coffee habits?

Competing against this celebrity sway means roasters need to find creative ways to encourage Gen Z to drink black coffee.

Although research shows that black coffee is the healthiest option, Gen Z ultimately like what they like. For now, this is customised, sweet, experiential, and aesthetic coffee drinks.

Instead of forcing consumers to change their habits, coffee brands need to appeal to Gen Z’s preferences. Simultaneously, there are ways to pique their curiosity when it comes to black coffee.

“Data shows that although black cold brew is only a very small part of the UK cold coffee market, sales of black coffee concentrates for cold brew and iced coffee are increasing,” says Mike. “Multi-use products could help some people make the switch.”

Price sensitivity could also encourage people to drink black coffee more often.

“With recent price increases, the cheapest way to enjoy quality coffee is to make a black coffee at home,” Mike tells me. “A can of iced coffee averages over £2, or an iced macha is £4 to £5 in a coffee shop. Yet a quality coffee roasted by your local roaster made at home will be about £1 to £1.50 per cup.”

For Gen Z, coffee isn’t a ritual; it’s a way to express creativity and indulge in affordable luxuries. This means sweet, customised, colourful drinks are winning against black coffee – for now.

In time, Gen Z’s taste preferences will undoubtedly change, and they may come to embrace black coffee.

“Most people’s first tastes of coffee were very sweet and milky. Then, we started drinking it black or with small amounts of milk,” Mike concludes. “Fully black coffee drinkers, like myself, have always been a very small section of the market, and you are not going to convince everyone!”

Enjoyed this? Then read our article on why customised drinks are set to become more popular.

Perfect Daily Grind

Disclaimer: We are not a medical publication. No material in this article is intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek medical advice from a qualified healthcare professional.

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