What does Gen Alpha want from coffee?

Estimated reading time: 8 minutes

Key takeaways

• Gen Alpha’s oldest members are turning 16 and drinking coffee.
• Their spending power could reach US$5.46 trillion by 2029.
• Sweet, colourful, customised drinks will lead, and brand loyalty is intense but short-lived.
• Roasters must diversify into new outlets, formats, and non-coffee drinks to meet Gen Alpha.

Coffee brands spent the past decade learning the needs of Gen Z, but a younger group of consumers is now emerging. The oldest members of Gen Alpha are turning 16, and some have already started drinking coffee.

Younger customers increasingly reshape café menus and marketing, so the industry has reason to study Gen Alpha closely. This cohort has more digital fluency and spending influence than any before it. Its members shape household purchases years before they can work, and their habits form inside apps, games, and creator content rather than through traditional advertising.

Coffee brands are still adjusting to Gen Z, and this next wave adds further pressure. Roasters and cafés that wait for Gen Alpha to grow up risk losing them to competitors who reach them earlier, in the places where they already spend their time.

You may also like our article on how we can make black coffee “cool” for Gen Z.

The race for Gen Alpha

Generation Alpha covers anyone born between 2010 and 2025, meaning its oldest members are becoming regular coffee drinkers.

Their economic power is considerable, projected to reach US$5.46 trillion by 2029, a figure that rivals the combined spending of millennials and Generation Z, according to Fortune. Analysts also expect them to hold the highest spending power of any generation once they enter the workforce.

Although many don’t yet earn their own money, Gen Alpha is already forming brand preferences, shaped largely by social media, influencers, and video games.

Several coffee brands recognise that early visibility is central to winning this audience. In January 2026, Starbucks sponsored Beast Games: Strong vs Smart, the second season of MrBeast’s Amazon Prime Video competition series. Contestants had free, round-the-clock access to Starbucks inside the show’s living quarters. The deal also included a limited-edition drink tied to the show, extending the partnership across YouTube, streaming, and physical stores.

Starbucks has applied the same thinking to gaming. The company opened its first virtual stores inside popular Roblox role-playing games, where players can order “drinks” from baristas, chat with fellow users, and take part in side quests.

Both MrBeast and Roblox offer direct routes to Generation Alpha. YouTuber Jimmy Donaldson, known as MrBeast, reaches 1 billion viewers every month, most of them children and teenagers drawn to the bright visuals, rapid editing, and high-stakes format. Roblox, meanwhile, is popular among gamers aged eight to 12 and attracts 66 million daily active users.

Will they follow in Gen Z’s footsteps?

It is reasonable to expect Gen Alpha to follow Gen Z’s lead on coffee. Convenience, customisation, and photogenic flavoured drinks are likely to dominate, with health and wellness playing an occasional part. Matcha and other visually striking non-coffee drinks, such as ube, look set to keep growing too.

“I think Gen Alpha are following on with the trends Gen Z have set over the last couple of years, with bright and fun customised drinks,” says Mike Healy, head roaster at Lost Sheep Coffee in the UK. “But being more unique seems to be a sticking point; cold foams and layered matchas must be one-of-a-kind to grab attention.”

Coffee brands also need to understand what separates the two generations. Gen Alpha has grown up entirely in the digital age, never knowing a world without smartphones, streaming, or same-day delivery. Brands win these customers in digital spaces first, and digital experiences will probably extend into coffee shops themselves.

“A less face-to-face buying experience also seems to be a trend,” Mike says. “A touch screen installed on a site could increase sales, although I think millennials like me would prefer human interaction!”

Flavour marks another difference. Gen Alpha is likely to be more adventurous still, influenced by global cuisines. East Asian culture carries particular weight with this cohort, driven by films such as K Pop Demon Hunters and the wider spread of Korean and Japanese pop culture.

Roasters are already responding as sweet and spicy, umami and “newstalgia” lead food trends. The UK’s Grind recently launched a sweet miso coffee as part of its summer pod range, drawing in more flavour-curious customers.

Brand loyalty will be challenging

AI-driven brand discovery and hyper-personalised algorithms mean Gen Alpha is likely to be less brand loyal than Gen Z. These consumers experience commerce inside social media feeds and games, which makes brand encounters fluid, instant, and transactional rather than deliberate.

“I think Gen Alpha could be extremely loyal, but maybe only for a short time,” Mike says. “Trends come and go. If a new place opens with something different, they could certainly take a chunk of customers. On the high street I have certainly already noticed a higher rate of new business turnover; longevity may be difficult, especially if based on novelty.”

Emerging consumer theories also suggest Gen Alpha practises “identity-matching”, backing whichever brand mirrors its precise micro-identity of the week rather than committing long term.

This changes the coffee playbook. Loyalty schemes built on points and repeat visits assume a customer who returns out of habit, but Gen Alpha may need a new reason to come back each time. 

The push for constant renewal – whether through rotating menus, limited-edition drinks, and brand collaborations – is risky, and coffee brands may have to accept that relevance with Gen Alpha will need to be re-earned.

Gen Alpha wants options for coffee

For roasters and coffee brands, the lesson is to offer choice. Non-coffee options will also matter, from matcha and refreshers to energy drinks.

Dutch Bros shows how this can work. The US drive-thru chain has built a devoted young following through fast, friendly service windows, regular merchandise drops, and its Rebel energy drink range, which gives customers who don’t yet drink coffee a reason to visit. The brand sells an experience and an identity first, with coffee as one option among many.

“Brands and coffee companies need to move at pace to try and keep up with and understand the coffee shop habits of Gen Alpha,” Mike says. “As a roastery, we have been looking to supply a wider range of outlets, not just the typical coffee shops.

“Bakeries, delis, and multi-use spaces seem to be where the growth currently is. But also diversify our own products: not just coffee beans, but RTD cans and coffee concentrates.”

Regulation could open new ground too. Children under 16 will be banned from buying high-caffeine energy drinks in England from April 2027, which gives brands a chance to steer younger customers towards flavoured canned coffee instead.

The first wave of Gen Alpha is only now buying its first coffees, so nothing about this demographic is settled. The brands that reach them early, on their screens and on their terms, stand the best chance of keeping them.

“Lost Sheep has continued to innovate with new products, especially our RTD iced cans and concentrates,” Mike concludes. “We know the younger generations love convenience but are still looking for quality and uniqueness, so the RTD market continues to grow.”

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Gen Alpha coffee FAQs

Who is Generation Alpha?

Generation Alpha covers anyone born between 2010 and 2025. Its oldest members are turning 16, and some already drink coffee regularly. Analysts project the cohort will hold US$5.46 trillion in spending power by 2029, rivalling millennials and Generation Z combined.

How are coffee brands reaching Generation Alpha?

Brands are meeting them in digital spaces before they become paying customers. Starbucks sponsored MrBeast’s Beast Games on Amazon Prime Video and opened virtual stores inside Roblox games, where players order drinks from baristas and take part in side quests.

What will Generation Alpha want from coffee shops?

Expect demand for customised, photogenic drinks such as layered matchas and ube lattes, adventurous flavours influenced by East Asian culture, and non-coffee options including refreshers. Loyalty will be fluid, so menus need regular renewal to hold attention.

Photo credits: Lost Sheep Coffee

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