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Energy Drinks Overtake Coffee As Gen Z's Primary Caffeine Source

Energy Drinks Overtake Coffee As Gen Z's Primary Caffeine Source Filippo Falorni, Citi’s lead US equity-research analyst covering beverages and household and personal-care companies, published his latest survey of 2,400 US energy-drink consumers, revealing a significant generational shift in caffeine consumption. Energy drinks, led by category giants Red Bull, Monster, and others, have overtaken coffee as the primary caffeine source among Gen Z consumers. In other words, younger Americans are increasingly abandoning the morning cup of coffee, even as Millennials, Gen Xers, and Baby Boomers continue to rely on it...
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