Citi Survey: Energy Drinks Overtake Coffee as Top Caffeine Source for U.S. Gen Z

Energy drinks have overtaken coffee as the primary caffeine source for Generation Z consumers, according to a survey by Citigroup. Among 2,400 U. S. energy drink consumers aged 16 to 24, 30.6% cited energy drinks as their primary caffeine, up from 20.6% last year. Over the same period, coffee's share in this age group fell to 27.3% from 40.4%.

In the 25-to-34 age group, 24.3% of respondents chose energy drinks as their primary caffeine source, compared with 19% in the 2025 survey. Across all respondents, energy drinks served as the primary caffeine for 23.6%, while the share among those aged 55 and older was just 12%.

Among energy drink consumers, coffee was the category most frequently replaced across all ages. Some 45% of respondents said energy drinks had become their primary caffeine after replacing coffee, while the shift from soft drinks and tea accounted for 30% and 10%, respectively. Women represented 58% of consumers who entered the energy drink market in the past year, compared with 29% of those who had consumed energy drinks for more than six years.

Zero-sugar products now account for approximately 49% of U. energy drink sales, up from 37% in 2021. Since late 2021, energy drink prices have risen only 4.9%, compared with 42% for soda and 47% for coffee. About 40% of respondents said they increased their energy drink consumption over the past year, while only 20% reduced it. Brand loyalty is low, with 51% of respondents switching their primary brand in the past year, making flavor innovation and shelf space critical factors. Despite the emergence of challenger brands, Monster and Red Bull together still control roughly 70% of the market.