Keurig Dr Pepper’s “State of Beverages 2025” report reveals shifts toward personalization, wellness, and non-alcoholic choices 

USA – Keurig Dr Pepper Inc has released its inaugural “State of Beverages 2025 Trend Report,” offering fresh insights into the evolving beverage culture in the United States. 

The report moves beyond traditional volume and sales data, exploring the emotional and functional motivations behind consumer beverage choices. It provides a detailed look at current preferences and emerging trends shaping the future of the industry. 

According to the report, coffee remains a morning staple for 52% of Americans, with 59% indicating they would rather skip breakfast than miss their caffeine fix.  

Among adults aged 21 and older, 73% would give up alcohol at night rather than their morning coffee or caffeine. Carbonated soft drinks continue to lead in refreshment, preferred by 58% of Americans over other beverages. 

Gen Z drives innovation and self-expression 

The report highlights Gen Z’s role in reshaping beverage culture. Seventy-two percent of Gen Z consumers try new beverages monthly, compared to 44% of the general population.  

Social media plays a key role in discovery, with 74% of Gen Z turning to platforms for beverage trends and 53% choosing drinks to “stand out.” This generation uses beverages as a form of identity expression and cultural relevance. 

Premiumization and wellness trends 

Nearly half of consumers (46%) are willing to pay more for premium beverages, associating them with higher quality, better ingredients, and attractive packaging. Wellness remains a significant factor, with 82% linking favorite beverages to mental health restoration.  

Interest in functional ingredients is strong: 59% want to try beverages with added protein, while more than half are curious about carbonated sodas containing probiotics (56%), prebiotics (55%), or fiber (52%). Despite this, only 28% prioritize physical health benefits in their beverage choices. 

Rise of non-alcoholic alternatives 

A growing trend toward alcohol-free options is evident, with 58% of consumers preferring non-alcoholic beverages when socializing. Among Gen Z adults aged 21 and over, only 39% choose alcohol as their preferred social drink. 

Tim Cofer, CEO of Keurig Dr Pepper, emphasized the evolving role of beverages: “Consumers don’t just drink to hydrate—they drink to energize, indulge, connect, and express themselves. Understanding these drivers is critical.”

He noted that the report underscores the importance of offering personalized, varied, and better-for-you beverage options to meet consumer demands. 

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