Younger consumers broadening beverage habits

BURLINGTON. MASS. — Younger consumers are experimenting with their drink options, choosing beverages that support wellness goals and drive social engagement, according to new data from Keurig Dr. Pepper.

Additionally, younger consumers are using beverage choices as mediums for personal expression.

The findings come from the beverage company’s 2026 State of Beverages Trend Report, which explores the emotional and nutritional factors behind consumer beverage decisions.

The report highlights several trends driving beverage decisions for Gen Z and Gen Alpha consumers, including seeking holistic wellness, factoring in moods and occasions, and exploring new flavors and categories.

 “The beverage industry has always been dynamic, but Gen Z and Gen Alpha are driving a more profound shift in the role of beverages in everyday life,” said Tim Cofer, chief executive officer of Keurig Dr Pepper. “Increasingly, beverage choices signal identity, mood and values. As a result, occasions are becoming more social and intentionally curated, with drinks helping to define experiences, express individuality and bring people together in new ways.”

Redefining wellness

The report finds consumers are choosing beverages that provide increased wellness support, such as mental clarity and sustained energy, with 71% of consumers choosing function-forward options.

Millennials are more focused on reducing sugar and managing intake.

Compared to Millennials, approximately 60% of Gen Alpha and Gen Z consumers are more likely to drink water formulated with nutrients such as electrolytes, minerals and vitamins each day; approximately 50% more likely to consume protein beverages weekly; two times more likely to consume energy beverages weekly and 75% more likely to drink sports nutrition beverages weekly.

Rotation is in

Younger consumers are leaving behind relying on their favorite beverages to try new innovations and categories. The data found Gen A and Gen Z consumers are rotating across 6 beverage categories per week. Millennials rotate across 5 categories weekly.

“Younger consumers don’t think in terms of a single ‘go to’ drink anymore,” said Katie Webb, senior vice president of marketing transformation, innovation and insights at Keurig Dr Pepper. “Younger generations are exploring more unique flavors, switching between beverages throughout the day and seeking options that can balance both function and feel-good.”

Compared to Millennials, younger consumers are more likely to drink bottled water, soda and juice each week. The drive for category rotation is rooted in flavor exploration.

Findings showed 81% of younger generations preferring fruity and juicy flavors, 75% choosing sweet and indulgent flavors, 72% preferring citrus flavors, 64% choosing beverages with bold flavor profiles and 63% leaning towards dessert-inspired options.

Flavor exploration also is impacting coffee consumption.

Seventy-two percent of Gen A and Gen Z consumers choose flavored coffee compared to 32% of Millennials.

Setting the mood

Another factor affecting beverage trends is setting and occasions, with younger generations using beverages as catalysts for shared experiences.

Gen A and Gen Z consumers are 25% more likely than Millennials to rotate beverages based on activity. Compared to 63% of Gen A/Gen Z, 54% of Millennials prefer drinks that “entertain or inspire.” Millennials also are 40% less likely than Gen A/Gen Z to consume beverages outside of home.

The report also found 65% of Gen A/Gen Z prefer to enjoy a beverage alongside food, 59% enjoy drinking with others and 42% consume beverages purchased away from home.