Gen Z vs Coffee Consumption

There has always been a common thought that college students thrive off of coffee. It is known that a college students schedule is absolutely crazy. They are up all night studying, partying, or just binge watching tv and this cycle is on a constant repeat. The amount of college students that know how to manage their time correctly is pretty slim, so there is a notion that in order to keep up this ridiculous lifestyle, college students are constantly attached to a glass of coffee, but is this true?

I know personally, I rarely consume coffee for the purpose of a caffeine increase. If I am feeling like I need a jumpstart, I grab a soda or an energy drink of some kind. Coffee for me is more for the taste opposed to the energy kick. And from what I know, that idea is the same for most students around me. But what do the stats say?

https://www.statista.com/statistics/1323521/daily-coffee-consumption-in-the-united-states-by-generation/

The graph above was pulled directly from the Statista website which is linked below the graphic. This chart shows that over 63% of the survey respondents that are in Gen Z drink 0 cups of coffee a day. The Silent Generation, which is ages born from 1928–1945, are the highest coffee drinkers with 54% drinking 1–2 cups a day, and 18% drinking 3–4 cups a day.

These numbers go against the most popular opinion, that College students are the most caffeine wired. But what are college students drinking opposed to coffee?

According to the College Census, which is linked below:

https://www.collegeconsensus.com/features/best-study-aid-supplements/#:~:text=Rockstar%20Energy%20Drink&text=This%20granddaddy%20of%20energy%20drinks,energy%20drinks%20for%20college%20students.

The top 10 energy drinks that college students are using for a jumpstart are as follow:

1. Bang Energy — This drink typically has 300 mg of caffeine.
2. ZipFizz Healthy Energy — This powder has 100 mg of caffeine.
3. Vivarin — This drink has 200 mg of caffeine.
4. Mi0 Energy Water Enhancer — This drink has 60 milligrams of caffeine
5. Mountain Dew Kickstart — This drink has 92 mg of caffeine.
6. Reize Energy Drink — This drink has 50 mg of caffeine.
7. Rockstar Energy Drink — This drink has 160 mg of caffeine.
8. Monster Energy Drink — This drink has 176 mg of caffeine.
9. RedBull — This drink has 80 mg of caffeine.
10. Joy Organics CBD Hemp Energy Drink — This drink has 75 mg of caffeine.

As a current college student, I typically see Bank Energy, RedBull, DietCoke, and Alani Nu as the most popular energy drinks used at the library and in classrooms. While yes, Starbucks is extremely popular. I believe in Gen Z getting a Starbucks coffee is more for the aesthetic and superiority complex opposed to getting an actual caffeine boost.

One thing that most college students do not realize is how bad for you energy drinks are, and why coffee is a better alternative.

The Coffee Culture, linked below, lists out 5 great reasons as to why coffee is a better choice for anyone to make.

Coffee vs Energy Drinks - 5 Reasons Why Coffee Is A Better Choice

1. It has no calories.
2. The same amount of caffeine.
3. Better cost.
4. No unknown ingredients.
5. It taste better (in some people opinions)

While most people agree with a lot of these reasons, college students can quickly debunk half of them based on what they use their energy surges for.

A coffee at Starbucks for a college student is not a plain black cup of joe. It is a Venti Iced Dirty Chai with oat-milk, brown sugar, and vanilla sweet cream cold foam (at least thats what my drink is). And this costs me about $8.25 and 600 calories. But it is the only way I will drink a coffee.

So to me, a $2 red-bull looks pretty enticing when I am at the library until 3am.

When it comes to online shopping spaces for energy drinks, One that college students utilize the most is delivery services like Gopuff. GoPuff is a online delivery service that focuses on campuses to deliver things like snacks and drinks. This is truly targeted to late night snackers and college students.

According to Winmo, Linked below.

Gen-Z, Millennial Digital Opps: goPuff scores $380m amid massive digital spend increases (Score 67)

“Gen-z, Millennial Digital Opps: goPuff scores $380m amid massive digital speed increases.”

I believe that the main platform that college students are using to get energy drinks and such is delivery services. I know I have used many to purchase sodas and such. The numbers of Gen-Z using online delivery services like GoPuff is rising daily and will continue to rise. This has been a seriously enticing platform for busy (sometimes lazy) college student especially since COVID.

But what about you? Are you an energy drinker or a coffee addict? What are your parents? Does your mom have to make coffee as soon as she wakes up to start her day? I know mine does. Have you ever ordered an energy drink off of a site like GoPuff?

*Note: This article is a class assignment for BUS 462 — integrated brand promotion and advertising at NCSU Poole College of Management. #ThinkandDo