As consumer trends continue to impact the coffee market, experts note that the overall category is shifting gears to meet consumers’ changing preferences.

Chicago-based Information Resources Inc. (IRI) announced findings from two recent studies of the shopping attitudes and behaviors, along with the emotional drivers of Generation Z (aged 21 and under).

A new survey from industry consultants Beverage Marketing Corporation (BMC), New York, and Boston-based Fluent, a leading college marketing and insights agency, found that taught to make healthy choices from a young age, Gen Z college students take that lesson seriously when reaching for beverages. Practicality and natural products are preferred, while artificial ingredients and crazy fads are likely to cue a collective eye-roll, the companies say.