One in ten Gen Z admit to matching their coffee cup to their outfit and they spend an average of £199.68 a year on takeaway coffees
Gen Z are turning their coffee cups into fashion accessories, with many selecting their morning brew’s receptacle to match their clothes. New research has revealed that coffee cups are becoming a surprising status symbol among younger consumers, with three quarters (76%) of Gen Z saying they care what a coffee cup looks like, compared to 69% of millennials and just 39% of baby boomers.
The study of 2,000 UK adults, commissioned by McDonald’s UK, found that one in ten Gen Z respondents even admitted to matching their coffee cup to their outfit, compared to just 2% of Gen X.
With the cost of coffee having risen, it’s no wonder consumers are looking for more from their brew. One in four Brits say coffee has become too expensive, and one in five now describe coffee as a luxury rather than an everyday purchase.
It’s also younger consumers who are hardest hit, as the research shows Gen Z spend an average of £199.68 a year on takeaway coffees – 16% more than the boomer generation. It should come as no surprise that for many youngsters, choosing a coffee that looks as well as tastes good has become a status symbol.
But that’s not to say there’s a shift towards the fanciest or most expensive coffee options. The polling showed Brits are increasingly overwhelmed by modern coffee culture, with almost a fifth (17%) saying there are simply too many coffee options available, while 14% feel coffee culture has become too pretentious.
The findings come as McDonald’s UK unveils a refreshed McCafé offering, pairing a lighter roast made from 100% Arabica beans with new Salted Caramel and Vanilla Syrups. Importantly for those who view their morning pick-me-up as an extension of their style, these products come with a new purple and yellow design on the iconic cups.
McDonald’s is also looking to help fashion conscious youngsters save for their all-important get-ups by offering cost effective options that compete with more expensive artisan coffees on taste.
Prices for the revamped McCafé drinks start from just £1.29 for a single espresso, and top out at £2.19 for a flat white, cappuccino or latté. To put McCafé to the test, KISS Breakfast presenter Chloe Burrows teamed up with McDonald’s to challenge Londoners to a blind taste test of the revamped coffee.
Chloe said: “As someone who’s up at the crack of dawn every weekday for radio, coffee is basically a colleague for me at this point and decent coffee is a must. A Maccies Vanilla Latte is my go-to, fuelling those early mornings on air. Plus, I’m not breaking the bank just to keep up my daily coffee habit, so it’s a winner all around!”
Several participants even said they would expect to pay between £4 and £5 for the coffee, before learning it was in fact a cheaper McCafé product.
At just £1.29 for a single espresso and £1.79 for an Americano, McDonald’s is offering coffee lovers a high-quality drink without the premium price tag and that, with the new designs, looks good on that walk into work.