Decaffeinated coffee is having a moment, but we found there are not many decaffeinated cold brew options available yet. As more people seek healthier coffee options without sacrificing flavor, this chilled, caffeine-free drink is gaining traction with coffee lovers, wellness enthusiasts, and especially younger consumers like Gen Z. It offers everything people want in a modern beverage: bold taste, lower acidity, and no caffeine crash.
A Generational Shift Towards Decaf
The growing demand for decaf coffee is no longer just about avoiding sleepless nights. It reflects a broader shift in how people think about caffeine, stress, and long-term health. According to recent insights from the specialty coffee industry, consumption of decaf is rising steadily as consumers become more aware of how caffeine affects their bodies. Whether it’s managing anxiety, reducing reliance on stimulants, or simply enjoying a third cup without the jitters, decaf is no longer considered second-tier. And cold brew, with its naturally smooth and mellow flavor, is the perfect format to showcase how good decaf coffee can actually taste.
This is especially relevant for Gen Z. Known for being more health-conscious and stress-aware than previous generations, many young coffee drinkers are moving away from overly sugary coffee drinks and reconsidering their relationship with caffeine. While black coffee has long been championed as the healthiest option, its bitterness and harshness can be a turn-off. Decaf cold brew fills that gap beautifully. It delivers the clean, full-bodied taste of black coffee—but without the edge. Because it’s steeped slowly in cold water, the result is a low-acid, subtly sweet coffee that’s incredibly easy to drink, even without milk or sugar.
Decaf Cold Brew Coffee: Market Insights and Gen Z Influence
As this trend unfolds, the numbers tell a compelling story. The global decaffeinated coffee market, for instance, was valued at roughly USD 2.39 billion in 2024, and is expected to grow to about USD 3.28 billion by 2030, at a compound annual growth rate (CAGR) of around 5.3%. Meanwhile, the cold brew coffee market more broadly is projected to reach USD 1,751.6 million by 2030 with a much higher CAGR of 19.9% between 2024 and 2030, driven by demand for premium and artisanal ready-to-drink (RTD) products. The decaffeinated coffee market in Europe held about a 37.7% share of the global decaf market in 2024. Europe is a dominant player, driven by strong coffee culture, increased health awareness, and demand for quality in decaf offerings.
In Europe, decaf coffee is already a serious part of the broader coffee ecosystem—not just a fringe option. With market value in the decaf space exceeding US$ 3 billion, and consumption in hundreds of thousands of tons, it’s clear there’s strong demand for caffeine-lighter choices. Meanwhile, cold brew coffee, valued at nearly USD 200 million in 2024 in Europe and growing rapidly (20.8% projected CAGR) is carving out market space, especially among younger consumers drawn to RTD and iced formats.
Gen Z’s preferences and behaviors align strongly with both trends. Surveys show that about 31% of Gen Z and 39% of Millennials describe their coffee spending as “Very High / Quite High,” compared to lower figures among older generations. Approximately 24% of U.S. consumers reported drinking iced coffee daily in 2023—up from 17% in 2022—which points to increasing lean toward cold formats.
Austria, while smaller, reflects similar patterns. Its coffee market is healthy and growing under 4% annually, and younger demographics are already embedded in café culture. That suggests there's room—and likely increasing interest—for decaf cold brew: a product that combines the smoothness and convenience of cold brew formats with the health/behavioral driver of decaf.
With those numbers in mind, the opportunity for decaf cold brew becomes especially clear. It isn’t just that people want less caffeine—they want drinks that offer functional or wellness-adjacent benefits. In a recent survey, 34% of consumers said they want beverages that are more than just energy-boosting; they seek mood-enhancing, relaxation, or gut-health benefits. Among Gen Z, 38% wanted cognitive or mood-boosting features, and 35% looked for relaxation/stress-relief in their drinks.
From Niche to Mainstream: The Next Chapter for Decaf Cold Brew
Still, decaf wields its own challenges. Taste remains a hurdle. Decaffeination can strip away aroma or texture, which is why the quality of the beans and the decaffeination method (e.g. Swiss Water, CO₂, etc.) matter a great deal. Also, because decaf cold brew is relatively rare, many consumers haven’t yet had good examples to judge. Yet the strong growth forecasts suggest that more roasters and cafés will invest in polishing decaf offerings—and cold brew is one of the formats that can best mask the downsides and accentuate what’s good.
Looking forward, decaf cold brew might not just be another item on the menu—it could redefine what consumers expect from coffee. As awareness of health, balance, and functional benefits continues to grow, so too will demand for beverages that deliver flavor without compromise. Decaf is no longer a fallback. Paired with the ease, smoothness, and modern appeal of cold brew, it could well become a mainstream coffee format in its own right.
