Gen Z Fuels a chilled caffeine revolution: The rise of RTD coffee in South Africa

Coffee culture is cooling down – in the best way possible. Gone are the days when coffee meant a quiet moment with a ceramic mug. Today, it’s chilled, convenient, and made for motion – with Gen Z leading the charge.

Across South Africa, young consumers are redefining how and when coffee is enjoyed. Whether it’s an iced coffee between classes, a cold brew en route to a creative gig, or a ready-to-drink (RTD) can snapped mid-scroll for social media, this generation is turning coffee into a lifestyle – one chilled sip at a time.

Demand for products that match this generation’s fast-paced, expressive lifestyles, has pushed iced and RTD coffee from niche to mainstream. Brands are responding with bolder flavours, eye-catching packaging, and no-fuss formats that speak to convenience without compromising on quality.

Companies like Douwe Egberts are tapping into this trend and ramping up their ready-to-drink offerings with innovative cold brew products, that deliver the perfect blend of rich flavour and convenience. The iced coffee combines premium quality with accessibility, ensuring that consumers can savour their favourite cold brew wherever, whenever.

And the numbers back it up. According to Blue Wave Consulting, the South African coffee market was valued at USD 674.41 million in 2023 and is projected to grow at a compound annual growth rate of 7.35%, reaching USD 1.1 billion by 2030. This growth reflects a shift not just in how coffee is consumed, but in what it represents: a new way to stay energised, express identity, and keep up with a generation that’s always on.

“In today’s fast-paced world, finding a moment to pause and recharge can be challenging. Many are juggling work, social commitments, and everything in between,” says Mbulelo Mashilo, Brand Manager at Douwe Egberts. “Our Iced Coffee has been perfectly packaged for portability. It eliminates the hassle of brewing, allowing coffee lovers to grab, sip, and go – seamlessly integrating into even the busiest of lifestyles.”

South Africa’s coffee aisle is adapting. From your local grocery store to petrol station fridges, RTD coffee is claiming more shelf space and cultural relevance. As global trends meet local flavour, the market is primed for continued innovation, particularly in products that reflect individuality, mobility, and moments of everyday indulgence.

This isn’t just about caffeine – it’s about culture, identity, and keeping up with a generation that’s always on. Gen Z is not just influencing the trend – they’re owning it.

ABOUT DOUWE EGBERTS

In 1753, Egbert Douwes and his wife Akke Thijsses opened a small grocery store called De Witte Os (The White Ox) on Midstraat in Joure, the Netherlands. What began as a humble shop marked the birth of what would become the iconic Douwe Egberts brand. In 1919, Douwe Egberts opened the D.E. headquarters, as well as the very first distillery on Catharijnekade in the city of Utrecht, Netherlands. Raw coffee bags were carried to the distillery using a horse and carriage. Douwe Egberts was then launched into the South African market around 2001, bringing with it not only the heritage but also the exceptional quality coffee many South Africans have come to know and love. The brand is committed to making the coffee market more sustainable across the world.