A study conducted by Dalhousie University’s Agri-Food Analytics Lab suggests that younger Canadians, specifically Gen Z individuals born between 1997 and 2005, are less likely to consume coffee with their breakfast compared to older generations. The survey, which contacted 9,165 Canadians in March 2024, found that only 30.4 percent of Gen Z individuals preferred coffee in the morning, while millennials, Gen X, Boomers, and The Greatest Generation had higher percentages of 46.9, 55.4, 66.2, and 81.2, respectively. University of Guelph food professor Alejandro Marangoni noted that younger individuals are paying increased attention to studies on the impacts of caffeine, which can lead to an overconsumption of the stimulant and subsequently result in a loss of energy.
Marangoni explained that the consumption of coffee can disrupt the body’s natural equilibrium by increasing glucose levels, prompting the release of insulin to restore balance, causing a potential energy crash. While the findings suggest a possible decline in coffee consumption among younger individuals, Janet Music, a research program co-ordinator at the Agri-Food Analytics Lab, proposed that Gen Z may simply be too young to have developed a taste for coffee. Instead, they might be turning to other caffeinated beverages like energy drinks or Starbucks Frappuccinos. Music also mentioned that the high cost of coffee and the need for specialized equipment to make it at home could also be factors contributing to the decrease in coffee consumption among younger Canadians.
Natalie Riediger, an associate food professor at the University of Manitoba, supported this perspective by suggesting that the survey results may reflect age-related preferences rather than a cultural shift away from coffee. She pointed out that younger individuals typically have different food preferences, often avoiding bitter foods like coffee. As people age, their tastes tend to evolve, leading to changes in their beverage choices. Riediger’s comments highlight the idea that the observed differences in coffee consumption between generations may not signify a permanent or widespread decline in coffee’s popularity, but rather a reflection of individual taste preferences that vary with age.
Despite the lower preference for coffee among Gen Z individuals, the study does not mark the demise of the breakfast staple just yet. While younger Canadians may not be as inclined towards coffee as older generations, it is possible that their tastes will change as they grow older. The survey results suggest that age-related habits and preferences play a significant role in determining coffee consumption patterns, indicating a continuation of long-standing trends rather than a fundamental shift in cultural attitudes towards coffee. As such, coffee remains a popular and widely consumed beverage, with the potential for younger Canadians to develop a taste for it as they age and their preferences evolve.
In conclusion, the study conducted by Dalhousie University’s Agri-Food Analytics Lab sheds light on the differences in coffee consumption patterns among various generations of Canadians. The findings indicate that Gen Z individuals are less likely to choose coffee as their preferred morning beverage compared to older age groups, possibly due to factors such as increased awareness of caffeine’s effects, differing taste preferences, and economic considerations. While the survey results suggest a decline in coffee consumption among younger individuals, this trend may be attributed more to age-related habits and preferences rather than a broad cultural shift away from coffee. As such, coffee continues to be a popular morning beverage, with the potential for younger Canadians to develop a taste for it in the future as their preferences evolve with age.
