Why gen Z won’t give up iced coffee—even in the dead of winter
Snowbanks may be lining the sidewalks, but for gen Z (aged 14 to 29), iced coffee season never ends. From cold brew to flavoured espresso drinks topped with cold foam, younger consumers are increasingly ordering—and making—cold coffee year-round, challenging long-held assumptions about seasonality in the category.
Part of the appeal is indulgence.
“Cold coffee has really captured the imagination of younger generations, especially gen Z and millennials,” says Daniele Foti, vice-president of marketing at Lavazza North America. “These age groups love customizable, flavoured drinks that feel like a little treat in their day.”
Data presented at the latest Coffee Association of Canada Conference in 2025 supports that shift: 45% of gen Z consumers in Canada prefer cold coffee options, far outpacing gen X and boomers at 15% and 9%, respectively.
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Taste is only part of the story though, says Foti. For Gen Z, cold coffee is familiar.
“Many younger consumers grew up with sweet, iced-coffee-style drinks, so their first coffee experiences are tied to those flavours and formats,” he explains. “They get used to that being what coffee should taste like.” Unlike boomers, gen Z prioritizes preference over season and cold weather is no deterrent.
Globally, the iced coffee market is projected to nearly double from US$11.1 billion in 2024 to more than US$21 billion by 2034, with North America accounting for roughly 47% of the market, or about US$5.2 billion, Pristine Market Insights reports.
Canada isn’t an outlier, says Foti, but part of a broader shift as iced coffee moves from a seasonal offering to an all-year habit, supported by wider availability across grocery, café and at-home formats.
Flavour innovation is helping fuel that growth. Classic profiles—vanilla, caramel, hazelnut and French vanilla—continue to perform well across all age groups, but younger consumers are pushing the envelope.
"Gen Z is embracing playful flavours like cinnamon bun or toasted marshmallow, while millennials gravitate towards richer choices like white chocolate,” Foti says.
Older shoppers tend to prefer deeper, more traditional notes such as amaretto. Across demographics, experimentation is on the rise though: about 24% of consumers say they’re willing to try new coffee flavours, and nearly half of gen Z view customization as an expectation.
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The fact that seven in 10 coffees are consumed at home means that grocers are well positioned to support DIY cold coffee rituals—especially in winter, when café traffic may soften. Almost 50% of Canadians say at-home coffee fits well into their morning routine, while 41% enjoy the process and nearly one in five see it as a moment to relax.
Grocers can lean in by expanding assortments that enable café-style cold coffee at home, from premium whole beans and espresso capsules to flavour-forward options designed to be served over ice, says Foti.
Cross-merchandising syrups, creamers, cold foams and glassware can also encourage shoppers to experiment, while localized merchandising—particularly in urban stores where cold and specialty trends are highest—can help spotlight emerging preferences.
“Collaboration with brands is also key,” Foti adds. Working closely with partners like Lavazza on shopper education, in-store storytelling and innovation aligned with evolving tastes can help grocers “stay ahead of trends while delivering premium, differentiated coffee experiences.”
