The impact of seasonal changes on coffee consumption among generation z in big cities

1.

QUALITATIVE RESERCH
THE IMPACT OF SEASONAL CHANGES
ON COFFEE CONSUMPTION AMONG
GENERATION Z IN BIG CITIES
Research Pro
Assem Ulybayeva
Luiza Leven
Diana Malygina
Aruzhan Abdykalikova
Meruyert Abdullina

2.

Agenda
• Introduction
• Target Audience (Portrait of buying
persona)
• Methodology
• Observations (Photos) and Results
• Focus Group Interview
• Conclusion

3.

Introduction
Objectives
1.To evaluate the influence of
seasonality on coffee consumption
preferences among generation Z
2.To Identify the factors influencing
the preferences and behavior of
coffee consumers
3.To determine the importance of
coffee in the lives of young people in
big cities
Hypotheses
1. Coffee consumption in Astana is
higher
during
colder
months
compared to warmer months
2. The preference for hot coffee in
Astana increases in winter, while iced
coffee consumption rises in summer
3. Generation Z consumes coffee
regardless of the season, prioritizing
convenience and habit over weather
conditions.

4.

Target Audience
Our study focuses on Generation Z in Astana, Almaty, Aktau, Shymkent,
Karagnada a dynamic and digitally connected group with diverse coffee
consumption habits.

5.

Buying persona
Short
information
Name:
Aigerim
Age: 18 25 years old
Location: Astana, Almaty, Shymkent,
Karaganda, Aktau
Occupation: University student
Income Level: Medium (spends
disposable income on coffee and
experiences)
Lifestyle: Digitally connected, trenddriven, and socially active
Behavior &
• DrinksPreferences
coffee daily or several times a week,
often for studying, work, or socializing
• Prefers milk-based drinks (latte, iced latte,
flavored coffee) over black coffee
• Chooses coffee shops based on aesthetics,
atmosphere, and Instagram appeal
• Influenced by TikTok/Instagram trends, often
trying viral drinks
• Prioritizes convenience, with a mix of graband-go and sit-in café experiences
• Values customization (syrups, decorative
toppings) and café design

6.

Buying persona

7.

Methodology
Research: Qualitative
Method: Focus group (In - depth interview)
and Observation
Questions: 10, Open-ended
General coffee consumption habits among
Gen Z in Kazakhstan, Hot vs. iced coffee,
Factors influencing the choice of coffee,
Regional differences and peculiarities

8.

Observations
Zebra Coffee
HP coffee
Espressoday
Coffeeday
Drinkit

9.

Observations
Hypothesis 1: Seasonality significantly affects coffee consumption among Generation Z.
Hypothesis 2: Generation Z predominantly chooses simple coffee options, such as americano.
Findings:
Observations were conducted in five coffee shops over two-hour periods.
The results indicate that seasonality does not play a key role in coffee consumption decisions.
Instead, Generation Z chooses coffee shops based on their atmosphere and visual appeal.
Additionally, contrary to our assumption, the most frequently ordered drinks were latte, iced latte,
and latte with various syrups, such as caramel or raspberry, often topped with decorative sprinkles.
This trend was especially noticeable in digital cafés like Drinkit, where visually appealing
customizations are highly popular.
Many young customers purchase coffee not for its taste or necessity but to take aesthetically
pleasing photos for social media.
Conclusion: Coffee consumption among Generation Z is driven more by social and aesthetic factors.
They tend to prefer milk-based coffee drinks with creative flavors and toppings rather than plain
black coffee.

10.

Focus Group Interview
Person 1
Name: Aidar
City: Astana
Age: 22
Daily routine Coffee is a must, especially for studying or work. More in winter,
less in summer.
Hot vs. Cold
Hot coffee in winter, iced in summer. Cold coffee indoors in
winter, hot coffee in AC cafés in summer.
Key factors
Convenience, accessibility, price, and taste. Grab-and-go is
popular.
Trends Sometimes influenced by TikTok/Instagram but mostly prefer classic
coffee.
Regional differences Astana is about speed and takeout, Almaty has more
café culture.
Top spots Luna Coffee, Master Coffee, Starbucks.
Need for innovation
Many coffee shops, but few unique concepts. More
creativity is needed!
Person 2
Name: Alina
City: Shymkent
Age: 20
Daily routine
Drinks coffee 3-4 times a week, especially during studies or
meetups with friends.
Hot vs. Cold Only iced coffee in summer (iced latte, milkshakes). In colder
seasons, prefers raf, cappuccino, or mocha.
Key factors
Mood and weather influence choices. Loves sweet coffee for
comfort and strong coffee for energy. Price matters, but taste is a priority.
Trends Often tries viral drinks from TikTok/Instagram (e.g., strawberry latte,
matcha).
Regional differences
Shymkent prefers sweeter, milkier coffee, while in
Almaty/Astana, coffee is a must-have. Many still drink more tea than coffee.
Top spots Madlen, Korizza.
Need for innovation More signature coffee places needed. Too many cafés
serve the same menu.

11.

Focus Group Interview
person 3
person 4
person 5
Name: Anelya City: Karaganda Age: 19
Name: Binur City: Aktau Age: 18
Name: Aruzhan City: Almaty Age: 22
Daily routine – Drinks coffee every day, mainly for studying.
More coffee in winter, especially at home or in cafés.
Hot vs. Cold – Prefers hot coffee, especially in the morning.
Drinks cold coffee in summer, but still loves classic cappuccino.
Key factors – Mood and convenience matter most. Coffee
shops near university or downtown are ideal.
Trends – Often tries trending drinks from TikTok/Instagram
(e.g., matcha latte last summer).
Regional differences – Karaganda’s coffee culture is growing,
but fewer stylish cafés than in Almaty or Astana. People mostly
grab coffee to go.
Top spots – Master Coffee for alternative drinks and cozy
vibes.
Need for innovation – More unique menus and cozy studyfriendly spaces would be great.
Daily routine drink coffee almost every day,
mostly before school or when meeting friends.
Hot vs. Cold prefer cold coffee in summer
and hot coffee in winter, but sometimes I
switch it up.
Key factors weather, price, and convenient
café location.
Trends try new drinks if they look interesting
or if friends recommend them.
Regional differences Fewer coffee shops and
less variety in Aktau compared to Almaty and
Astana.
Top spots like GlobalCoffee for tasty drinks
and cozy atmosphere.
Need for innovation More stylish cafés with
unique drinks and study-friendly spaces are
needed.
Daily routine I rarely drink coffee, but I love matcha.
I go to cafés for the vibe.
Hot vs. Cold Cold matcha in summer, hot in winter,
but it depends on my mood.
Key factors Taste, presentation, cozy atmosphere,
and convenient location.
Trends I try new drinks if they look interesting on
the menu or if friends recommend them.
Regional differences Almaty has many stylish cafés
with unique drinks, while other cities have fewer
options.
Top spots I love Vanilla, Starbucks, and
Cafenedelka for the vibe and delicious matcha.
Need for innovation Almaty already has a great
coffee scene with many stylish and atmospheric
cafés for every taste. There's always something new
to try

12.

Conclusion
seasonality. Convenience, café atmosphere, and visual appeal matter most, with milkbased drinks being the top choice.
Milk-based drinks with creative flavors are more popular than simple options like
Americano, and many buy coffee for social media aesthetics rather than necessity.
Regional differences exist, with Astana favoring grab-and-go culture and Almaty
offering a more diverse café scene.
rather than just seasonal changes.

13.

THANK
YOU!