Elaine Ling, 21, splits time between New York and California, and when she needs a caffeine boost, she bypasses Starbucks for coffee. She reserves the chain for cold beverages, preferring to get her “real coffee” from local cafes. “I don’t really like to go to Starbucks for coffee. I think their coffee is like too sweet,” she told the BBC. “I’m more of a refresher girl when it comes to going to Starbucks.”
Though Starbucks has operated for over five decades, the chain now reports that three out of every four drinks sold are cold—think iced fruity blends, protein shakes, and so-called dirty sodas mixed with foam, syrups, and juices.
Ling’s preference reflects a broader shift among Gen Z consumers—those born between 1997 and 2012—who are increasingly opting for customizable cold drinks over traditional hot coffee.
Tristan Höver, global insight manager for hot drinks at Euromonitor International, notes that younger consumers increasingly view beverages as something they can tailor to a specific moment or need. “Customisation gives them a sense of control,” he told the BBC.
Höver explains that while Gen Z is price-sensitive, they’re willing to pay a premium if the drink feels special, larger, or functional. With cold drinks, size, layers, and visual appeal help justify the higher cost.
Jerry Sheldon, analyst at IHL Group, sees these habits as part of a larger cultural shift. “Cold drinks are a form of self-expression,” he says. “It is another way to signal identity, much like clothing or hair colour.”
Kelly Goldsmith, Professor of Marketing at Vanderbilt University, observes that consumers are “not paying for what’s in the cup, but what’s on the cup.” She compares Starbucks to an affordable luxury handbag by brands like Louis Vuitton, noting that image has helped the chain maintain a price premium for years.
Social media amplifies the trend. Starbucks’ Unicorn Frappuccino was heavily hyped on TikTok and available for just three days in August. The densely colored blended drink, swirled in pink, blue and purple and topped with whipped cream and a crunchy topping, drove a 44% increase in foot traffic during its short run, according to Placer.ai, a data analytics firm.
Other chains are seeking to capitalize on the craze. Dunkin’ Donuts is experimenting with protein-boosted drinks and customizable cold options, recently partnering with celebrities like Kylie Jenner to promote limited-time offerings. TikTok food-and-drink creator Natalie Ludwig, who has over 500,000 followers, has sampled Dunkin’s cold drinks. She says the Jenner partnership is one example of how the chain is trying to tap into a younger audience—and if the promotion succeeds, “maybe that younger audience sticks.”
