Recent research indicates that younger generations are transforming beverage preferences, favoring drinks that express identity, emotion, and personal intent.
BURLINGTON, Mass. and FRISCO, Texas, May 6, 2026 /PRNewswire/ — Keurig Dr Pepper (NASDAQ: KDP) has published its State of Beverages 2026 Trend Report, which examines the evolving landscape of beverage consumption in an era characterized by an abundance of choices. Released in advance of National Beverage Day, the report highlights that Gen Alpha and Gen Z (Gen A/Z) are spearheading a movement toward more expressive and experience-driven beverage choices. Remarkably, 58% of these younger consumers report that their beverage selections reflect their personal identity.
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“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, CEO 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.”
The data further indicates that younger consumers are likely to explore a wider array of flavors, functions, and categories, showcasing their greater expectations for beverages that cater to various emotional and functional needs.
“Younger consumers don’t think in terms of a single ‘go-to’ drink anymore,” remarked Katie Webb, Senior Vice President of Marketing Transformation, Innovation & Insights at Keurig Dr Pepper. “They are discovering unique flavors, rotating between beverages throughout the day, and looking for options that provide both functionality and enjoyment.”
The report outlines five significant trends in beverage consumption:
- Drinks as Self-Expression
For younger consumers, what they drink is becoming a declaration of identity. Nearly six in ten Gen A/Z report that their beverage preferences reflect who they are (58% vs. 41% of Millennials+). They are also twice as likely to choose brands that convey something about them, which is driving increased exploration into unexpected flavors (58%), globally inspired options (57%), and limited-edition offerings (56%). - Drinks Are Setting the Mood
Beverages now play a crucial role in defining social moments. Gen A/Z consumers are 58% more inclined to select drinks based on their mood or the occasion. Their experiences are becoming increasingly social and mobile, with Gen A/Z more likely than Millennials+ to enjoy beverages with food (65% vs. 57%), in social settings (59% vs. 50%), and away from home (42% vs. 30%). Moreover, 63% of Gen A/Z desire beverages that feel entertaining or inspiring (vs. 54% Millennials+). - Go-To Drinks Are Out. Rotation Is In.
The traditional concept of a single go-to drink is evolving. Gen A/Z have more diverse emotional and functional needs per drink occasion (5 vs. 4 Millennials+) and significantly rotate through more categories on a weekly basis (6 vs. 5). Their flavor preferences are leading them toward fruity or juicy options (81%), sweet or indulgent choices (75%), citrus-forward flavors (72%), and bold profiles (64%). Additionally, coffee trends are shifting, as nearly three-quarters of Gen A/Z coffee occasions now include flavor, nearly double that of older generations. - A New Definition of Wellness
Wellness for Gen A/Z is increasingly focused on the positive contributions of beverages rather than restrictions; 71% look for function-forward options. In contrast, Millennials+ show greater concern for reducing sugar intake (48%) and managing overall intake (51%). Younger generations are particularly interested in drinks that enhance mental focus and sustainable energy, consuming functional and performance-based beverages at significantly higher rates than Millennials+, including enhanced water (60% more likely), protein drinks (50% more likely), energy drinks (2x more likely), and sports drinks (75% more likely). - Social Media Is the New Beverage Aisle
Digital platforms are increasingly crucial for beverage discovery and purchase. 63% of Gen A/Z indicate that the beverage choices showcased by friends, influencers, and their social feeds affect their selections (vs. 48% Millennials+). They are also nearly twice as likely to purchase from brands that offer personalized recommendations (51% vs. 29% Millennials+), indicating heightened expectations for customized, algorithm-driven options.
Cofer added: “At KDP, we are not only observing the evolution of the beverage category; we are also actively shaping it. This involves creating brands that encourage expression, inspire discovery, expand the concept of wellness beyond traditional health claims, and make an impact well beyond the store shelf.”
Methodology
The KDP State of Beverages 2026 Trend Report integrates diverse quantitative and qualitative data sources, including national surveys conducted by YouGov, Ipsos, and Morning Consult, along with proprietary data from KDP. For this report, generations are categorized as Gen A/Z (ages 13–29) and Millennials+ (ages 30 and above).
Explore the Full Report
Access comprehensive findings, including additional data, insights, and detailed methodology here: https://www.keurigdrpepper.com/state-of-beverages.
About Keurig Dr Pepper
Keurig Dr Pepper (Nasdaq: KDP) stands as a leading beverage company, offering over 150 owned, licensed, and partner brands that cater to a wide array of needs and occasions. Our North American refreshment beverage business dominates categories including carbonated soft drinks, water, juice, and mixers, featuring iconic brands such as Dr Pepper®, Canada Dry®, Mott’s®, A&W®, Peñafiel®, GHOST®, 7UP®, Snapple®, Clamato®, and Core Hydration®. Our global coffee segment reaches over 100 markets, incorporating the leading Keurig® single-serve brewing system in the U.S. and Canada alongside celebrated brands like Peet’s, L’OR, and Jacobs, plus other regional coffee leaders. Our team of over 50,000 employees is dedicated to elevating beverage and coffee experiences while positively impacting communities and the environment. Learn more at www.keurigdrpepper.com and follow us @KeurigDrPepper on LinkedIn and Instagram.
Contacts:
Investors:
Keurig Dr Pepper
Investor Relations
T: 888-340-5287 / IR@kdrp.com
Media:
Keurig Dr Pepper
Katie Gilroy
T: 781-418-3345 / katie.gilroy@kdrp.com
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Key Takeaways
- Drinks are increasingly viewed as expressions of identity by younger generations.
- Gen A/Z are shifting towards beverages that match their moods and social occasions.
- Younger consumers prefer a variety of drink options and flavors.
- For Gen A/Z, wellness is about functionality rather than restriction.
- Social media significantly influences beverage choices among younger consumers.
FAQ
What is the main focus of the State of Beverages 2026 Trend Report?
The report highlights the evolving beverage preferences of younger generations, particularly how drinks express identity and meet emotional needs.
Who conducted the research for the report?
The report was compiled from various sources, including surveys by YouGov, Ipsos, and Morning Consult, along with proprietary data from Keurig Dr Pepper.
What are some of the trends highlighted in the report?
Key trends include beverages as self-expression, mood-based selections, rotational drink choices, a new perspective on wellness, and the influence of social media on consumption habits.
In conclusion, the State of Beverages 2026 Trend Report sheds light on the shifting beverage landscape, emphasizing the distinct preferences and expectations of younger consumers. As the industry adapts to these trends, it will likely lead to innovative offerings that cater to identity and experience.
