Beverage Trends Among Gen Z: How Brands Can Stay Ahead
Understanding the non-alcoholic beverage preferences of young consumers is essential for brands looking to connect with Gen Z. The beverage choices of this generation reflect a balanced approach, as they seek beverages that not only satisfy their cravings but also align with their values and lifestyle. This article explores the key factors influencing Gen Z’s beverage decisions, providing insights into the latest trends that shape their consumption habits.
Let’s explore the key Gen Z trends in the beverage market, as revealed by our Youth Pulse Study (Wave 3).
1. Beyond Taste: Top Factors Shaping Young Consumers' Beverage Choices
According to research, taste (63%) and price (48%) are playing a major role in young consumers’ beverage choices, as affordability and flavour remain top priorities. Beyond that, 21% buy beverages based on their nutritional content, such as low sugar, reduced calories or added vitamins. Additionally, 16% prioritise brand reputation, favouring companies that align with their values. Convenience is another key consideration, with 14% opting for single-serve or convenient packaging. Meanwhile, 13% of young consumers specifically seek beverages made with organic or natural ingredients.
2. Gen Z’s Thirst for Health: Main Concerns When Choosing Beverages
Health is an important element in beverage choices for Gen Z. When choosing non-alcoholic beverages, sugar content is the primary concern for 44% of youth, followed by calorie count (26%) and the presence of artificial ingredients (19%). Such high levels of concern lead to more demand for healthier, low-sugar, and natural drink options.
Primary Health Concerns When Choosing Non-Alcoholic Beverages
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
3. Sustainability Matters for Gen Z - But So Does Convenience
Gen Z consumers seem to place a significant importance on sustainability when making purchases. According to the research, 51% of young consumers are willing to spend more for sustainable beverage options, with an average willingness to pay 6% more for such products.
Despite sustainability concerns, plastic bottles remain the dominant choice for bottled water. 65% of Gen Z express a preference for water in plastic bottles, signaling the importance of convenience. Glass bottles are Gen Z's second choice for water, with 28% preferring them. Cartons are the preferred packaging for juice, favored by 48% of young consumers. Meanwhile, 42% prefer soda in cans, while an even higher 70% opt for cans when buying energy drinks. Plastic bottles are the second-choice packaging preference for juice, cans, and soda among Gen Z.
Willingness to Pay More for Sustainable Beverages
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
4. Beyond Water: Gen Z’s Go-To Beverages
Beyond water, juice and soda are go-to beverages among young consumers. According to the research, 72% of Gen Z drink juice, while 68% drink soda at least once a month, with 15% consuming these beverages daily. Coffee, however, ranks as the number one for daily consumption, with 26% of 15-27-year-olds drinking it every day. These preferences highlight Gen Z's desire for variety in their beverage choices, balancing functional and health-driven options with flavourful drinks.
Most Popular Non-Alcoholic Beverages among Youth
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
5. A Growing Demand for Functional and Fortified Drinks
The research highlights a developing demand for beverages with added health benefits. Key Gen Z preferences include:
37% want more beverages with added vitamins
26% would like to see more mineral-enhanced options
21% prefer more drinks enriched with protein
13% would like to find more beverage options with added antioxidants
12% would like to see more beverages with probiotics
11% are interested in drinks with added collagen
Emerging trends in functional beverages show increasing interest in options that offer additional health benefits, reflecting Gen Z's focus on physical wellness.
Discover more media trends among 15-27 y.o. in our latest Youth Pulse Report
6. Gen Z Balances Physical Stores and Online Convenience
Despite the growth of e-commerce, brick-and-mortar stores still dominate the market, capturing 76% of non-alcoholic beverage sales. Interestingly, 4% of young consumers purchase beverages exclusively online, while 20% use a combination of online and physical stores. Across EU5 countries, online shopping is most popular among British youth, with 34% buying beverages exclusively online, while least popular among Spanish youth, at just 15%.
The appeal of online platforms lies in their ability to provide convenient access to detailed product information, enabling informed choices that reflect health and sustainability priorities.
Where Youth Buy Non-Alcoholic Beverages
Graph: Opeepl Youth Pulse Study, Wave 3 (September 2024)
Recipe for Success: The Future of the Beverage Market
Gen Z’s beverage preferences reflect a careful balance of flavour, health, sustainability, and convenience. While taste and price remain significant factors, there is growing interest in healthier and innovative beverage options that offer added benefits. Sustainability plays a role in Gen Z’s beverage choices, but convenience remains a priority, with physical stores still leading in beverage sales.
Looking ahead, we can expect several key trends to shape the future of the non-alcoholic beverage industry:
A growing demand for fortified and functional beverages with added health benefits
Increased focus on sustainability without compromising convenience
The need for brands to maintain a strong presence both online and in physical stores
Understanding and adopting these preferences is crucial for brands to meet Gen Z’s needs and stay relevant in the evolving beverage market. As these trends shape the industry, brands that innovate and align their products with Gen Z’s expectations will be well-positioned to maintain a competitive edge.
Discover more trends among 15-27 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and five major categories: Food, Beverages, Alcohol, Fashion, and Personal Care.