Consumer
Gen Z's Recipe for Cheaper Lattes: TikTok and Instant Coffee
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Young people looking to save money on their increasingly expensive morning caffeine habit are turning to a throwback: instant coffee.
Sales of instant coffee rose 24% last year from two years prior and spending is growing the fastest among Gen Z, according to data from Nielsen. Consumers in their teens and twenties — who weren’t around when Folgers’ “The Best Part of Waking Up” jingle debuted in the 1980s — more than doubled what they spent on instant coffee in 2024 compared with 2022.