Matcha, coffee, Redbull, Yerba Madre, Bloom, Celsius and so much more is the variety of drinks that Gen Z has to choose from to get their caffeine fix of the day, and they do. Whether it be aesthetics or the push to perform, a study by Grand Canyon University showed that in 2025, 51% of college students were consuming two or more caffeinated drinks daily. Even with this heavy consumption, there is a lack of concern within the average college student for how much caffeine they, or their peers are consuming.
Avi Perl, a student at the University of Oregon and current barista in Eugene observes the state of students’ caffeine consumption firsthand. “I don’t know how much people are thinking about what they’re drinking, especially the workers; we drink as much as we want and don’t really think about it,” Perl said.
Madica Cain, a student at the University of Oregon and barista of five years, commented on the normalization of caffeine intake at her job. “Usually it’s like you’re drinking more caffeine than water … you’re making all the fun drinks and you’re not really thinking about how much caffeine you’re consuming,” Cain said.
Baristas aside, many college students turn to caffeine to help them perform better in school and have now formed a dependency on it. “I drink caffeine to wake myself up. I feel very lethargic in the morning without it and it also is to ward off the migraines,” Perl said.
Travis Peal, a student at Lane Community College, described his daily caffeine routine. “I’ve had a watermelon lemon Celsius at 7:30 am every single day for at least the past eight months straight, and most of the time at around 10 a.m., I’ll have what I call the re-up Redbull,” Peel said. Peel recognizes his dependency on caffeine but voices a lack of concern, “We all smoke and use our phone so much, so something like caffeine, of course nobody bats an eye,” Peel said.
One reason Gen Z consumes so much caffeine is due to the pressure to succeed. A study by the Pew Research Center found that roughly 68% of Gen Z students attribute academic pressure to be their main source of stress. So naturally, caffeine consumption rates increase drastically during midterms and finals week so students can improve focus, counter their lack of sleep and prolong study sessions, all in attempts to perform better.
When asked if anyone has voiced concern in regards to their caffeine intake Peel, Cain, and Perl generally had the same sentiment that older people voice concern but people their age do not. “My mom gets worried, but people my age, no. I feel like it’s almost bragging rights,” Peel said. With so many people around them drinking just as much caffeine as they do, it becomes hard to realize their habits could potentially be harmful if not paid attention to.
Caffeine has become more than just a morning pick me up for much of Gen Z, but an integral part of their lifestyle. With a habit so normalized, it is important to take a step back and examine why so many young people rely on caffeine to get through the day.
