Gen Z and Gen Alpha Choose ‘Expressive’ Beverage Choices

Keurig Dr Pepper this week released its State of Beverages 2026 Trend Report, highlighting how beverage consumption is evolving as Gen Alpha and Gen Z (Gen A/Z) lead a shift toward "more expressive and experience-driven beverage choices."

The data found that younger consumers are rotating across more flavors, functions and categories, reflecting greater exploration and higher expectations for beverages that meet different emotional and functional needs.

The report highlighted five big trends in beverages:

1. Drinks as Self-Expression: "For younger consumers, what's in their cup is becoming a statement of identity. Nearly six in ten Gen A/Z consumers say their drink reflects who they are (58% vs. 41% of Millennials+), and they're twice as likely to choose brands that signal something about them. That's fueling a surge in exploration, with strong interest from younger generations in unexpected flavors (58%), globally inspired options (57%) and limited-edition drops (56%)."

2. Drinks Are Setting the Mood: "Beverages are no longer just part of the moment—they're helping define it. Gen A/Z consumers are 58% more likely to choose drinks based on mood or occasion. Their moments are more social and on-the-go, with Gen A/Z more likely than Millennials+ to enjoy beverages with food (65% vs. 57%), with others (59% vs. 50%) and away from home (42% vs. 30%)."

3. Go-To Drinks Are Out. Rotation Is In: "One go-drink no longer does it all. Gen A/Z have more emotional and functional needs per drink occasion (5 vs. 4 Millennials+) and rotate across more categories each week (6 vs. 5). Flavor is a major draw, with strong preferences from younger generations for fruity or juicy options (81%), sweet or indulgent choices (75%), citrus-forward flavors (72%) and bold profiles (64%)."

4. A New Definition of Wellness: "Among Gen A/Z, wellness is less about restriction and more about what drinks can deliver, with 71% looking for function-forward beverages. By contrast, Millennials+ are 48% more focused on reducing sugar and 51% more focused on managing intake."

5. Social Media Is the New Beverage Aisle: "Digital channels are playing a larger role in trial and discovery. Sixty-three percent of Gen A/Z say what they see friends, creators and social feeds drinking influences their choices (vs. 48% Millennials+). They're also nearly twice as likely to buy from brands that personalize recommendations (51% vs. 29% Millennials+)."

"Younger consumers don't think in terms of a single 'go to' drink anymore," said Katie Webb, senior vice president of marketing transformation, innovation & 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."

Functional beverage sales increased by 8.8% in 2025, according to NIQ. The market has seen more products promising more benefits. It's an increasingly important—and increasingly complex—category. Read more about functional beverages in the May 2026 issue of NACS Magazine feature "Beverages With Benefits."