Younger Generations are Leading the Shift in Coffee Habits Five Years on from first Covid-19 Lockdown
New research suggests that younger UK consumers have permanently altered their coffee habits – five years on from the first Covid-19 pandemic lockdown. A survey commissioned by coffee roaster Matthew Algie found that 42% of Millennials (aged 28-43) and 43% of Gen Z (aged 16-27) say their coffee consumption has changed since the UK’s first lockdown on 23 March 2020. Nearly half of Millennials reported drinking more coffee than before the pandemic, while 45% of Gen Z said the same. By contrast, older generations have been less affected, with only 21% of Gen X (aged 44-59) and 14% of Baby Boomers (aged 60-78) saying their habits have shifted.
The findings also suggest a growing appreciation for high-quality coffee, particularly among younger consumers. More than half of Millennials and 42% of Gen Z said they now place greater value on good coffee than before lockdowns. Expectations around quality have risen as well, with 61% of respondents saying they now expect all coffee to be of a high standard – rising to 64% among both Millennials and Baby Boomers. Meanwhile, younger people have become more adventurous in their choices, with 47% of both Gen Z and Millennial respondents saying they now explore different types of coffee more frequently.
Sustainability has also become a key factor for consumers, with 42% of those surveyed willing to pay more for coffee if it is sustainably sourced. That number rises to 58% amongst Millennials, and 52% for Gen Z. Just 27% of Baby Boomers said they’d pay more.
Beth Houston, 25 from Glasgow, said: “I drank less coffee but enjoyed it more. I took the time to make a really nice coffee, and that mindset has stayed with me. Now, when I want to treat myself, I go to a coffee shop or make a high-quality coffee at home instead of just having instant.
“Before lockdown, I’d always go to Starbucks or Costa, but now I buy from independent coffee shops because there’s a story behind them. Lockdown as a whole opened my eyes to a lot of things. With everything happening at the time – like the Black Lives Matter movement and global events – I had the space to research what I was buying, and it made me more mindful. I started thinking more about where my money was going and the impact of my choices – and coffee is a big part of that.”
The team at Matthew Algie believe the shift has been driven by a greater willingness to experiment with coffee techniques and products during lockdown, as well as increased amounts of disposable income in certain sections of society.
Kate Asamoa, a Director at Matthew Algie, said: “The Covid-19 lockdowns reshaped daily life in ways we’re still uncovering, and coffee habits are no exception. With routines disrupted, people sought out small comforts – like coffee – not just as a pick-me-up but as a ritual of consistency and pleasure. For younger consumers, whose preferences were still developing, this period has had a particularly lasting impact.
“One of the most notable shifts has been the growing focus on quality and sustainability. With more time at home and, in some cases, extra disposable income, many consumers embraced home brewing – experimenting with different beans, brewing methods, and specialty coffee brands. A heightened awareness of coffee sourcing and flavour profiles has not only reshaped preferences but also established a lasting trend beyond the pandemic.”
Estelle MacGilp, Head of Coffee Sourcing at Matthew Algie, added: “The lasting effect is a more conscious and engaged coffee drinker. Again, particularly among younger generations, there’s an increased awareness of ethical sourcing, production methods, and the craft behind a great cup of coffee. This presents an exciting opportunity for the coffee industry to not only meet but exceed evolving consumer expectations – by prioritising transparency, sustainability, and exceptional quality at every stage of the supply chain.”
Matthew Algie, based in Glasgow, is one of the UK and Ireland’s leading suppliers of coffee, equipment, and training to businesses and organisations across hospitality, retail, education, and industry.
The nationally representative survey of 2,000 people was conducted by independent insights agency Opinion Matters. For more information, visit matthewalgie.com.