,UK

No such thing as too much coffee? Gen Z most likely to disagree, study says

Further analysis from YouGov also shows that Brits do most of their drinking at home or work.

The influence of Gen Z—consumers born in 2000 up to the present day—is trending in the UK, recent data from YouGov suggested.

Asked whether there is “no such thing as too much coffee”, three in ten Brits agreed whilst 16% are undecided. Looking at generations, Gen Z had the highest share of consumers who disagree with the statement (61%) with only 26% in agreement and 13% of consumers on the fence.

Millennials and Gen X-ers, seem to have the highest share of coffee enthusiasts as 32% of them do not agree with the statement. The Silent Generation, which has the lowest share of consumers in agreement (22%), also has the highest proportion of those who neither agree nor disagree (20%).

Further analysis from YouGov also shows that Brits do most of their drinking at home or work, with a majority drinking coffee there at least once a day.  

However, slightly less than half (46%) of Gen Z say they never drink coffee at work or home, with only a minority (10%) drinking multiple times a day – the lowest in all groups.

Among those who drink coffee, taste, strength, type of coffee and price were the top four factors for the older generations when buying coffee. Whilst taste and price are also at the top of Gen Z’s motivation, the next most important factor is convenience (20%).

In order to reach and engage with Gen Z, YouGov said its data reveals that social media is one of the best mediums advertisers should focus on with almost two in five Gen Z-ers say they do not trust adverts on TV, whilst 51% say they are more likely to engage with advertisements on social media than on regular websites.

46% of them also agree that advertising helps them choose what they buy, whilst being more likely to engage with adverts that are tailored to them (42%).

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