Coffee and Generations: How New Consumers Are Changing the Green Coffee Market

Coffee consumption habits are changing quickly as younger generations gain influence in the market. According to data from the International Coffee Organization, consumers under the age of 35 represent a growing share of global consumption growth, particularly in urban and emerging markets. These consumers tend to look for experiences, purpose driven brands, and products aligned with their values, beyond price alone. For the green coffee trade, this is directly influencing which coffees are bought and how they are positioned.

This generational shift is also reflected in preferred coffee formats and styles. Studies from the Specialty Coffee Association show that younger consumers are more open to single-origin coffees, alternative brewing methods, and products such as cold brew and ready-to-drink coffee. At the same time, they value transparency, traceability, and the stories behind the coffee they consume. This is driving stronger demand for clearly differentiated coffees with defined flavor profiles, even within more commercial channels.

For green coffee buyers and sellers, understanding these new generations is key to anticipating future demand. Adjusting portfolios, diversifying origins, and working more closely with producers who can offer consistency and compelling narratives is becoming increasingly important. World Coffee Research notes that sustained consumption growth will depend on connecting with these consumers without compromising viability at origin. In this context, the future of green coffee will be shaped as much by who drinks it as by where it is produced.