NACOGDOCHES COUNTY, TX (KTRE) - Millennials coffee cravings has set the demand at an all-time high; just as supplies are tightening.
"Well it is zero calories so I think it's a healthier choice," Java Jacks Store Manager, Jennifer Alvarez said.
A new study done by Bloomberg shows that young adults are increasing their daily cups at a rapid rate.
"I usually drink about one to three cups a day," millennial, Kelsey Johnson said.
"I drink coffee every day, all throughout the day," millennial, Brandi Hernandez said.
Experts said millennials are increasing their quality as well.
"What's different about millennials is that they're pushing towards more sustainable and higher quality coffee," Alvarez said.
Many millennials believe a cup of Joe is exactly what you need to jump start your day.
"I usually start my morning with a cup of coffee it's just a tradition I've had for years," Johnson said.
"That's just what I do, I wake up, make a cup of coffee, and go about my day," millennial, Paige Grissom said.
"I drink coffee primarily because it helps me to really kick start the day," Hernandez said. "I'm really busy and without that cup of coffee in the morning it kind of feels like I don't have that energy to get through."
According to the report 44% of coffee in the United States is consumed by millennials
"Our generation is juggling a lot of things," Hernandez said. "Many of us work, are married or have families on top of going to school."
"Millennials are usually on the go so coffee gives us a lot of energy," Johnson said.
Due to their thirst for Java, the global demand is at a record high, which could play a factor in why coffee prices have increased.
"We've seen a lot of demand increase globally in like Russia, China, Japan, Australia, and countries that are not known for drinking a lot of coffee," Alvarez said. "We're sort of keeping up."
The trend among younger drinkers isn't just affecting the U-S. It also plays out in other big consumers including Brazil and China.