A study commissioned by McDonald's UK has found that Gen Z consumers are treating coffee cups as fashion accessories, with many choosing the receptacle for their morning brew to match their clothes.
The research, based on a survey of 2,000 UK adults, revealed that coffee cups have become a status symbol among younger consumers. Three quarters (76%) of Gen Z said they care what a coffee cup looks like, compared with 69% of millennials and 39% of baby boomers. One in ten Gen Z respondents admitted to matching their coffee cup to their outfit, while just 2% of Gen X said the same.
Coffee costs and generational spending
With the cost of coffee having risen, one in four Brits say coffee has become too expensive, and one in five now describe it as a luxury rather than an everyday purchase. Younger consumers are hardest hit, with Gen Z spending an average of £199.68 a year on takeaway coffees — 16% more than the boomer generation.
However, the polling also showed Brits are increasingly overwhelmed by modern coffee culture. Almost a fifth (17%) said there are too many coffee options available, while 14% feel coffee culture has become too pretentious.
McCafé refresh and blind taste test
The findings coincide with McDonald's UK unveiling a refreshed McCafé offering, pairing a lighter roast made from 100% Arabica beans with new Salted Caramel and Vanilla Syrups. The products come with a new purple and yellow design on the iconic cups.
Prices for the revamped McCafé drinks start at £1.29 for a single espresso and top out at £2.19 for a flat white, cappuccino or latte. 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 said they would expect to pay between £4 and £5 for the coffee, before learning it was in fact a cheaper McCafé product. With a single espresso at £1.29 and an Americano at £1.79, McDonald's is offering a high-quality drink without the premium price tag, and with the new designs, one that looks good on the walk into work.
