Energy Drinks Overtake Coffee As Gen Z's Primary Caffeine Source

Filippo Falorni, Citi’s lead US equity-research analyst covering beverages and household and personal-care companies, published his latest survey of 2,400 US energy-drink consumers, revealing a significant generational shift in caffeine consumption.

Energy drinks, led by category giants Red Bull, Monster, and others, have overtaken coffee as the primary caffeine source among Gen Z consumers. In other words, younger Americans are increasingly abandoning the morning cup of coffee, even as Millennials, Gen Xers, and Baby Boomers continue to rely on it for their daily boost.

Among respondents aged 16 to 24, 30.6% now identify energy drinks as their primary caffeine source, up from 20.6% last year. Coffee fell to 27.3% from 40.4%, meaning energy drinks have overtaken coffee among the youngest cohort surveyed. Across all older age groups, coffee is the primary source of morning caffeine.

Falorni added more color: 

Based off our survey results, younger consumers are increasingly comfortable with using energy beverages as their primary caffeine source, with 30.6% and 24.3% of 16-24 and 25-34 year-olds, respectively, reporting energy drinks are their primary source of caffeine, up markedly from 20.6% and 19% in our 2025 survey and above the 23.6% for total respondents (vs. 16.6% in 2025) and only 12% for the 55+ age group (vs. 7.7% in 2025). We also highlight that coffee consumption is lowest for the youngest demographic we surveyed, with only 27.3% of 16–24-year-olds stating coffee was their primary caffeine source (down significantly from 40.4% in 2025) vs. 40.8% for total respondents (also down from 47.4% in 2025) and 60.4% for the 55+ age group

Looking specifically at energy drink consuming respondents, we can see the coffee category has been the largest share donor to energy beverages across all age groups, with 45% of all respondents reporting coffee was their primary source of caffeine before switching to energy beverages vs. 30% for soft drinks and 10% for tea. 

Other compelling findings in the survey:

• Women accounted for 58% of consumers who entered the category during the past year, compared with only 29% of consumers who have been drinking energy beverages for six years or longer.
• Zero-sugar products now represent about 49% of US energy-drink sales, up from 37% in 2021.
• Energy-drink prices have risen only 4.9% since late 2021, compared with 42% for soda and 47% for coffee, giving Monster and Red Bull considerable room to raise prices.
• About 40% of respondents increased their energy drink consumption over the past year, while just 20% reduced it.
• Brand loyalty is soft: 51% switched their primary brand during the past year, making flavor innovation and shelf space critical.
• Monster and Red Bull control about 70% of the market despite a surge of challenger brands.

In markets, Monster is outperforming Celsius year-to-date: 

Our latest coverage in the space includes the report that Rockstar founder Russell Weiner has accumulated a roughly $300 million stake in Celsius Holdings and is preparing an activist campaign aimed at accelerating the company's turnaround. Read the full report here.