Members of the Z Generation are those under 25 years old and born between 1995 and 2010. Given their young age, they mostly live with their family and influence their purchasing choices.
Technological natives and social media experts, primarily Instagram, prefer the use of images over words. But this does not translate into superficiality as they show great interest in work (and the consequent economic independence) and towards important issues such as the environment, gender equality and social inclusion.
The predilection for technology does not remove them from the physical world and they seek security and stability in human contact.
The very young are attentive consumers, they read the labels, take an interest in what they buy and pay attention to companies capable of attracting their attention in a short time with stories and contents (from the origin of raw materials to the production process, up to the implications of social commitment). Although they are not particularly fond of specific brands, they marry those who are attentive to quality and respect of the environment and people.
THE RELATIONSHIP WITH COFFEE
A research by Caffè Vergnano conducted thanks to Survey Mokey highlights that, in line with the rest of Italians, even 20-year-olds love coffee (95% of interviewees consume it), and drink it both at home (the moka pot is preferred by 53% of the interviewees, who alternate it with capsules and pods) and outside of home coffee consumption.
They choose it first of all for the taste, then for the energy it brings and finally to accompany a moment of pause. Preferably consumed in the morning and in the afternoon, espresso is especially enjoyed with other people. 70% of respondents drink 1-2 coffees a day at home and buy it on different channels, mainly in supermarket, followed by the manufacturer’s e-commerce and Amazon in the third place. They are very curious about the world of espresso, of which they love to discover every aspect, in particular those relating to the production part, the preparations (which they would like to replicate at home, through special tutorials), and history.
THE Z GENERATION AT THE BAR
Going to the bar is certainly part of the habits of the very young: 32% go there every day, 33% from 1 to 3 times a week, and 13% even several times a day. They mainly order espresso (74%), followed by cappuccino (49%), while other drinks such as ginseng are not particularly popular (17%).
The bar represents one of the meeting places of excellence, where you can spend your free time, experiment, offline, human relationships and cultivate friendships.
Generation Z members declare themselves fairly loyal to the trusted bar, but don’t mind trying new places. The choice of location is influenced by the extra offer (presence of the study area, availability of wi-fi …) and from the experience that is offered to them, to accompany the coffee. Quality remains a priority, but the story of what is served and the ability to be engaged with interesting content are elements that make the difference in defining the ideal coffee shop.
Among the other peculiarities that guide the choice of place, the possibility of trying new extraction methods, further proof of the importance of adequate preparation of the barista and continuous training.
Great attention must be paid to food as they prefer fresh, sustainably produced, organic, with natural ingredients. Familiar with experimentation, they love original flavor combinations and contaminations from other cultures, with an eye to health.
Technology is certainly at the center of the lives of Generation Z members, and they use it to simplify their lives, thus asking for the possibility of digital payments or joining loyalty programs integrated into their smartphones, but they are not willing to give up human contact, continuing to prefer the physical place and the shop capable of satisfying their expectations and satisfying their tastes and behaviors to online.