In recent years, sodas and sugary drinks have had to adapt their strategies to reach young consumers in Europe, as many governments have voiced concerns about the negative impact of these drinks. Back in 2018, the British government even introduced a “sugar tax,” effectively forcing drink brands to lower the levels of sugars present in their drinks—and Coca-Cola famously refused to change the recipe of its classic drink. But Gen Z’s changing tastes have also opened the beverage market up to new brands, like health sodas and mood-boosting seltzers. However, that doesn’t mean classic sodas—or sugary energy drinks—are rare for them. In fact, YPulse’s Gen Z Vices trend report shows energy drinks are a huge among European Gen Z, even more than coffee! In YPulse’s WE Nightlife & Drinking survey, we ask European 13-39-year-olds what their favourite drink / beverage brands are, and why, as an open-ended question.* Young Europeans’ answers show that energy drinks are even more popular among these gens than you may know: Red Bull...
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