This isn't
a coffee.
The question
Millions of opinions. Nobody asked them.
0*
Gen Z coffee drinkers, interviewed in three cities.
* Concept report: illustrative sample and data
The headline
7 in 10* drink coffee every single day.
Gen Z adults in Mexico's three largest cities.
Why they drink it
It's not about the caffeine.
Why do you go for coffee?
The space matters as much as the cup.
* Illustrative data
In their words
“The café is my office, my date spot and my living room.”
Respondent, 22, Guadalajara*- 38%*Specialty cafés
- 27%*Home
- 21%*Convenience stores
- 14%*School or office
Where Gen Z's cups come from
The money
Spending is up. Way up.
Change in coffee spending since 2022.
Three coffee people
Which one are you?
One drink, three hours, and the best table by the plug.
Tries every new drink, and posts it before the first sip.
Same café, same order, same time. Loyal if you remember her name.
After class
Coffee is social currency.
What to do in 2027
Four moves for brands.
Plugs, light and tables that invite three hours.
Limited, seasonal, with a countdown.
Cups, art and corners built for the camera.
Remember the name, the order and the time.
Tomorrow, 8:47 AM
Gen Z isn't buying coffee.
They're buying time.