Northfield Insights · Consumer reportMexico · 2026*
why is gen z drinking more coffee?

About 2,340,000 results · none of them asked Gen Z

So we asked 1,200* of them.

01 · The headlineDaily coffee habit

Coffee is now a daily ritual for Gen Z.

0 in 10*

Gen Z Mexicans in big cities drink coffee every single day.

SURVEY, N=1,200 · AGES 18–27 · ILLUSTRATIVE

02 · Motivations% of respondents*

It's not about caffeine. It's about belonging.

A place to meet friends62%
Energy to study or work55%
Taste and trying new drinks41%
Content for social media33%
The social reason now beats the functional one.

For brands, that means the space and the moment matter as much as the cup.

03 · Where they drinkShare of cups per week*

The café is winning.

4.6*CUPS PER WEEK
Specialty cafésThird-wave, local and chains
38%
HomeInstant and pods
25%
Convenience storesOn the go
22%
School or officeFree or subsidised
15%
“

The café is my office, my date spot and my living room.

— Respondent, 22, Mexico City · illustrative quote
04 · SpendingAvg. monthly spend, MXN*

Spend is up. And still climbing.

20222023202420252026 $740*
+0%*

Gen Z spend on coffee since 2022

+0%*

All adults, same period (teal line)

05 · SegmentsShare of Gen Z coffee drinkers*

Three kinds of coffee people.

41%The Remote Worker

Buys one drink, stays three hours. Wants plugs, Wi-Fi and quiet.

34%The Explorer

Tries every new drink and posts it. Seasonal menus win them.

25%The Ritualist

Same café, same order, same time. Loyalty programs keep them.

06 · What brands should doImplications

Four moves for 2027.

01
Design for staying

Seats and plugs sell more than discounts.

02
Launch like fashion

Limited seasonal drinks create reasons to come back.

03
Make it shareable

Cups, colours and corners people want to photograph.

04
Reward the ritual

Simple loyalty that recognises the regulars.

07 · MethodologyHow we did it

How we listened.

0*

online interviews, ages 18 to 27

0*

cities: CDMX, Guadalajara, Monterrey

0*

in-café observation sessions

±0%*

margin of error, 95% confidence

SAMPLE
REPORT
· CONCEPT ·

NORTHFIELD INSIGHTS · GEN Z & COFFEE

Gen Z isn't buying coffee.

They're buying time.

Get the full report