Coffee is becoming part of our identity and daily ritual. It also becomes an inspiration to travel

The coffee-drinking culture is changing. For Generation Z, coffee is more of an experience and a tool for building relationships

Today, a café is much more than just a place to get coffee. For representatives of Generation Z, it is a space for experiences – those related to aesthetics, atmosphere, social relations and rituals that fit perfectly into their lifestyle. Interestingly, these experiences are increasingly taking place while… travelling.

According to research by Agata Niemczyk and Magdalena Wawoczny from the University of Economics in Krakow, published in the “Coffee & Tea Marketing Journal” by the Coffee & Tea Market Research Institute, young tourists visit cafés not only to drink good coffee, but also to relax, discover local flavours and document their experiences on social media. They are guided by the atmosphere, décor and location when choosing a place because the whole environment matters, not just the taste.

Although coffee tourism is still a niche phenomenon, young consumers show the greatest potential for its development. They are interested in more than just classic cafés; they also enjoy visiting plantations, attending barista workshops and shopping at local markets where coffee is the main attraction. Research shows that coffee on the go serves a symbolic function: it is a tool for building relationships, a source of pleasure and a way to immerse oneself in the local culture.

Drinking culture is changing dynamically. Generation Z does not treat coffee solely as a source of energy; for them, it is part of their identity and daily ritual, even when they are on the go. Cafés are becoming points of contact between local and global trends. And what about coffee? It remains the hero of many stories – those about taste, aesthetics, and society.

A SCIENTIFIC FORUM FOR DISCUSSIONS ON COFFEE AND TEA

The Coffee & Tea Market Research Institute is located in Ustroń, Poland, but its activities are international, as evidenced by the London headquarters of the scientific journal “Coffee & Tea Marketing Journal”.

According to Dr. Sylwia Mokrysz, proxy at Mokate and the founder of the Institute, it is a modern platform that unites scientific, industrial and educational communities. The Institute’s goal is to analyse trends and consumer behaviours and create knowledge that supports development of the industry.

The Institute conducts research, organises training courses and publishes a scientific journal that serves as a forum for discussing the future of the coffee and tea market.

Among the founders of the Institute there are also recognised experts: Prof. Grzegorz Maciejewski, PhD (University of Economics in Katowice and member of the Scientific Council of the Polish Scientific Marketing Association), and Prof. Łukasz Wróblewski, PhD (University of Economics in Katowice).