Gen Z and Gen Alpha treat beverages as a form of self-expression. New data from Keurig Dr Pepper revealed that the majority (58%) of Gen Alpha and Gen Z consumers view drinks as a reflection of who they are, compared to 41% of Millennials. This manifests in all kinds of trends: younger gens are more interested in functional beverages, like protein beverages or energy and mood enhancing drinks, and more likely than older gens to add flavoring to their coffee. They also typically like to have multiple drinks across different categories in their beverage rotation—like a flavored water, iced coffee, and soda throughout the week. Another 63% of Gen Alpha and Gen Z also find new drinks to add to their rotation via what their friends or creators post on social media. YPulse data shows that the majority of 13-24-year-olds want brands to offer customizable or personalized products, including food or beverages—making everything in their life an identity marker. (Keurig Dr Pepper)
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