Which Generations Like Decaf Most?

Search trends and industry research show decaf is no longer just an older drinker choice. In a market report on decaf and coffee alternatives, the 18 to 24 age group is cited as a large consumer segment for decaf in that dataset, which supports the wider story that younger drinkers are actively choosing lower caffeine options. Swiss Water linked research has also been reported as showing many people aged 18 to 40 drink decaf multiple times per week, often tied to sleep and stress related motivations.

In the UK, consumer research reported by Nespresso Professional suggests decaf drinking is rising, with a meaningful share of people saying they are drinking more decaf, and the trend described as particularly strong among younger consumers and in Greater London. Taken together, the direction is clear: Gen Z and millennials are driving more interest in quality decaf coffee, not as a compromise, but as a way to enjoy coffee flavour across the day.