Gen Z, Gen Alpha drive identity-led beverage trends – Keurig Dr Pepper 

USA – Gen Z and Gen Alpha are reshaping the global beverage industry, with new data from the second annual Keurig Dr Pepper State Beverages Trend Report showing that 58% of younger consumers choose drinks that reflect their identity. 

“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 report shows that younger consumers are rotating across more categories, flavors and functional beverages, reflecting rising expectations for personalization and variety. 

“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.” 

The report outlines five key beverage trends shaping consumption habits among Gen Alpha and Gen Z. 

Drinks as Self-Expression remains a dominant theme, with 58% of respondents saying their beverage reflects their identity. Younger consumers are twice as likely to choose brands that communicate something about who they are, with strong interest in unexpected flavors, global inspirations and limited-edition products. 

Drinks Are Setting the Mood also plays a central role, as Gen A/Z consumers are 58% more likely to select beverages based on mood or occasion. They are more likely than older generations to drink with food, in social settings and outside the home, with 63% describing beverages as entertaining or inspiring. 

Rotation Over Routine is replacing fixed preferences. Gen A/Z consumers report more emotional and functional needs per occasion and rotate across six beverage categories weekly compared to five for Millennials+. Preferences strongly lean toward fruity, sweet, citrus and bold flavors, while nearly 75% of coffee occasions include added flavoring. 

Redefining Wellness is another key shift. Wellness is increasingly viewed through functionality rather than restriction, with 71% seeking function-driven beverages. Younger consumers are more likely to choose enhanced water, protein drinks, energy drinks and sports beverages for focus and energy. 

Social Media as the Beverage Aisle highlights digital influence, with 63% of Gen A/Z saying social content and creators influence their drink choices. They are also nearly twice as likely to purchase from brands offering personalized recommendations. 

“At KDP, we’re not just tracking the evolution of the category, we’re helping define it,” Cofer said. “That means designing brands that invite expression, fuel discovery, expand the idea of wellness beyond health claims and show up in moments that go far beyond the physical shelf.” 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.