For Jen-ji, the coffee shop is not just a place to drink coffee. They want a drink that can be changed according to their taste and mood, which is visually attractive and also worth sharing on social media. This is the reason that in Starbucks, which started as a coffee shop 5 decades ago, now 3 out of every 4 drinks sold are cold. This change includes everything from iced fruit drinks, protein shakes to ‘dirty sodas’ with foam, syrup and juice. According to BBC World report, the share of cold drinks in Starbucks’ American business has reached 70%. Mood, Look and Customization That’s why Gen Z are liking cold drinks Customization – Youth want drinks as per occasion, mood and need. This makes them feel in control of their choices. Willing to pay more – Gen-G is price sensitive, but will spend more if the drink offers a special or health-related benefit. Means of identity – According to IHL Group analyst Jerry Sheldon, cold drinks are now a means of ‘self-expression’. Along with taste, its look is also important. Affordable Luxury – According to Kelly Goldsmith, marketing professor at Vanderbilt University, consumers are paying not just for the drink, but also for its branding and image. Trend… More than 60% of youth drink cold drinks, but only 30% among 55+ Trend Share of cold drinks 75% of Starbucks’ total drinks 70%+ US sales of Starbucks 70%+ Purchases under 25 years of age 60%+ 55+ purchases 30% Year-round buyers 70%+ Summer buyers 80%+ UK data shows that the change is not limited to the US. According to Worldpanel by Numerator, 60% of drinks purchased outside home by people under 25 are cold, while among those over 55 the proportion is only 30%. From Starbucks to McDonald’s, menus are changing rapidly for Gen-G. Starbucks’ Unicorn Frappuccino in bright pink, blue and purple colors became the talk of the town on TikTok. It was available for 3 days, but according to data analytics firm Placer.AI, customer traffic in Starbucks stores increased by 44% during this period. To capture this young customer, Dunkin’ is trying protein-rich and customized cold drinks. She has also launched limited edition drinks with celebrities like Kylie Jenner. McDonald’s, Chick-fil-A and Taco Bell are also expanding fruit-based refreshers and non-caffeinated cold options. Craze for cold coffee in India too, now companies have started increasing the options. This trend is being seen in India too. According to the 2026 report, cold coffee is no longer just a summer thing among young consumers in India; The demand for iced latte, cold brew and ready-to-drink cold coffee is increasing throughout the year. Keeping this demand in mind, Nestle, HUL, Tata Starbucks and new direct-to-consumer brands are increasing products in this category. Quick commerce has also given impetus to this trend. Tata Consumer’s 2025-26 report shows that the company expanded its cold brew portfolio in India by adding Zesty Orange and Coconut Cold Brew along with Vietnamese, Vanilla Sweet Cream and Nitro Cold Brew. For cold drinks, chocolate, banana, vanilla flavored protein cold foam was also introduced.
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Gen-Ji changed the cup of coffee: 3 out of every 4 drinks are now sold cold; Now spend more on customization
