From 'Coffeetok' influencers to 'textured' cold coffee drinks, fourth wave coffee is here, says Mintel: 'Expect to see more brands take a less serious approach to coffee' 22-Sep-2022 By Mary Ellen Shoup The US coffee market is now entering its fourth wave driven by Gen Z's 'easy-going' approach to coffee and surging demand for at-home specialty coffee drinks, according to Mintel.