A study has found that the COVID-19 pandemic has permanently altered the coffee habits of United Kingdom (UK) consumers.
The survey, commissioned by UK and Ireland coffee roaster Matthew Algie, found 42 per cent of Millennials (aged 28-43) and 43 per cent 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 (48 per cent) reported drinking more coffee than before the pandemic, while 45 per cent of Gen Z said the same. By contrast, older generations have been less affected, with only 21 per cent of Gen X (aged 44-59) and 14 per cent 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 (51%) 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 Britons have become more adventurous in their choices, with 47 per cent 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 per cent of those surveyed willing to pay more for coffee if it is sustainably sourced. That number rises to 58 per cent among Millennials, and 52 per cent for Gen Z. Just 27 per cent of Baby Boomers said they’d pay more.
Experts 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.
They say COVID-19 lockdowns have had a lasting impact on coffee habits, with consumers, especially younger ones, focusing more on quality, sustainability, and home brewing. As people spent more time at home, they became more engaged with the sourcing, flavour profiles, and ethical practices behind their coffee, creating lasting shifts in preferences and expectations for transparency and sustainability in the industry.
The nationally representative survey of 2000 people was conducted by independent insights agency Opinion Matters.
