For decades, “death before decaf” was coffee culture’s favorite battle cry. It appeared on t-shirts, coffee shop names, and marketing campaigns. The message was clear: decaf was for the weak, the old, or the boring. Real coffee drinkers powered through on caffeine.
That sentiment is officially dead. And surprisingly, it’s younger drinkers — Gen Z and Millennials — who are leading the charge away from the buzz. A recent Euromonitor International report found that 46% of consumers now want to drink less caffeine or none at all, a record high. The decaf coffee market is projected to grow from $2.4 billion in 2024 to as much as $40 billion by 2035.
The shift isn’t happening because coffee suddenly tastes bad or because people stopped loving their morning ritual. It’s happening because a generation obsessed with optimization — sleep quality, mental health, performance — realized caffeine might be working against them.
When Your Third Cup Ruins Your Night
A Swiss Water study revealed that 18 to 40 year olds drink decaf coffee two or more times per week. Half want to improve their sleep quality. The other half aim to reduce anxiety. Both groups still love coffee; they just don’t love what caffeine does to their bodies.
“More and more people have become conscious of their health and wellness, and in particular, there has been a big focus on sleep quality in relation to overall health and longevity,” explains Pete Licata, 2013 World Barista Champion and co-founder of Caffeine Control Coffee.
The logic is straightforward: caffeine has a half-life of four to six hours. That afternoon coffee at 3pm is still in your bloodstream at 9pm, potentially disrupting sleep architecture even if you manage to fall asleep. Poor sleep increases anxiety. Anxiety makes you reach for more caffeine the next day. The cycle becomes self-reinforcing, and eventually something has to give.
For a generation that tracks their sleep with Oura rings and discusses REM cycles on podcasts, cutting caffeine is the obvious intervention. Especially when research consistently shows caffeine consumed after noon can reduce sleep quality, even in people who think they’re unaffected.
Two-Thirds Don’t Even Want the Energy Anymore
Perhaps the most telling data point: Mintel research shows that two-thirds of coffee drinkers are no longer buying it for an energy hit. They’re buying it for flavor. The ritual. The experience of sitting in a cafe or making pour-over at home. The caffeine has become incidental, even unwanted.
This explains why decaf sales have increased 10% over the past two years at specialty roasters, and why STōK Cold Brew launched its first decaffeinated ready-to-drink products in late 2024. Companies recognize the market is shifting. Two in five coffee drinkers now say they’re actively trying to cut down on caffeine.
The younger demographic driving this change isn’t interested in caffeine as a crutch for bad sleep habits. They want the coffee shop experience, the warm mug in their hands, the taste — without the jitters, the 2pm crash, or the 11pm wide-awake stare at the ceiling.
Quality Finally Caught Up
For years, the main barrier to decaf adoption was simple: it tasted terrible. The decaffeination process used harsh chemicals that stripped flavor along with caffeine. Decaf was the coffee you drank when you had to, not when you wanted to.
That changed around 2007 when processes like the Swiss Water Method became more widespread. This chemical-free approach uses only water to remove 99.9% of caffeine while preserving the flavor compounds that make coffee worth drinking. As the process improved, roasters started submitting better beans for decaffeination instead of using it as a dumping ground for low-quality product.
The virtuous cycle accelerated: better processes led to better beans, which led to better-tasting decaf, which attracted more customers and justified further investment in quality. The result is that modern specialty decaf can rival caffeinated coffee in blind taste tests, something that would have seemed impossible 15 years ago.
The proof came at the 2024 US Brewers Cup, where BlendIn Coffee Club founder Weihong Zhang won using a decaf Typica from Colombia. He described it as having notes of eucalyptus, strawberry, and raspberry — “the best decaf coffee we have ever tasted.” A decaf winning a major specialty coffee competition would have been unthinkable a decade ago.
The Half-Caf Compromise
Some roasters are going further by offering half-caf and low-caf options, creating a middle ground for people who want some caffeine but not the full dose. Hundred House Coffee added “Nom Nom,” a half-caffeine blend, specifically to bridge this gap.
This reflects a more nuanced understanding of caffeine: it’s not all-or-nothing. You might want a normal coffee in the morning and switch to decaf after 2pm. Or you might want the slight lift of half-caf without the anxiety spike. The market is finally offering options that match how people actually want to consume coffee throughout the day.
Brands like Caffeine Control Coffee are even printing exact caffeine content on packaging, recognizing that transparency matters to consumers who are actively managing their intake. It’s the coffee equivalent of calorie counting — not obsessive, just informed.
What This Actually Means
The decaf curious movement isn’t anti-coffee. If anything, it’s the opposite. It’s people who love coffee enough to keep drinking it even after they’ve decided caffeine doesn’t serve them. They’re willing to pay premium prices for high-quality decaf, shop at specialty roasters, and seek out specific decaffeination methods.
This is a wellness-driven cultural shift, not a rejection of coffee culture. Younger consumers want to optimize their sleep, manage their anxiety, and avoid afternoon crashes. They’ve realized caffeine might taste good in the moment but costs them later. And unlike previous generations who might have just suffered through or quit coffee entirely, they have access to decaf that’s actually worth drinking.
The market is responding accordingly. What was once a token offering — one sad decaf option hidden at the bottom of the menu — is becoming a legitimate category with multiple varietals, roast levels, and processing methods. Coffee shops are training baristas specifically on decaf preparation. Competitions are showcasing decaf coffee. The stigma is evaporating.
Whether this becomes a permanent shift or just a trend depends partly on whether the quality improvements continue. But given the market projections and the generational momentum behind it, betting against decaf seems unwise. The “death before decaf” crowd is aging out, and the generation replacing them has decidedly different priorities.