How Gen Z and Gen Alpha are redefining beverage habits in the US
Lifestyle
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4:30 PM on Tuesday, May 12
By Jackie Dowling for Keurig Dr Pepper, Stacker
How Gen Z and Gen Alpha are redefining beverage habits in the US
For many of us, our beverage choices run on autopilot: picked fast, repeated every day, and barely noticed. Whether we start each day with the same mug of coffee or drink the same soda with dinner, these choices can become routine and almost automatic.
But new data suggest those habits are changing.
According to the second annual Keurig Dr Pepper State Beverages Trend Report, Gen Alpha and Gen Z (Gen A/Z) are approaching beverages with far more intention and choosing drinks based on mood, occasion, activity and even identity.
Beyond routine consumption
According to Keurig Dr Pepper’s analysis, people are getting more specific about when and why they reach for a drink. Instead of routine consumption, drinks are being chosen, not defaulted to, and even small daily choices are becoming more variable.
For Gen A/Z, it’s less about habit and more about how they feel, what they’re doing, and who they’re with. Drinks are showing up more in social moments, alongside meals, or when people are simply out and about. Variety is also key.
Key data from the trend report found:
- Gen A/Z are nearly 60% more likely than older generations to choose drinks based on mood or occasion.
- 59% of Gen A/Z beverage occasions are with others (vs. 50% of Millennials and older generations).
- 65% occur with food (vs. 57% of Millennials and older).
- Gen A/Z are 40% more likely to consume beverages away from home.
- Gen A/Z are drinking more drinks per occasion (5 vs. 4 Millennials and older) and rotating across more categories each week (6 vs. 5).
Drinks choices reflect who we are
Believe it or not, drinks are becoming a way people express themselves, not just something they grab out of habit. What someone chooses often reflects their lifestyle, personality, and even how they want to be seen. Younger consumers in particular are more open to trying new things and drawing inspiration from global flavors.
According to the 2026 trend report:
- Gen A/Z are two times more likely than Millennials and older to choose brands that signal something about them.
- 58% are seeking completely new or unexpected flavors (vs. 50%).
- 57% are seeking globally inspired options (vs. 45%).
- 56% are interested in limited-edition beverages (vs. 40%).
Flavor is a major part of that shift. Fruity, sweet and bold profiles dominate younger consumers’ preferences, and nearly three-quarters of Gen Z coffee occasions include flavored coffee — more than double the rate of older consumers.
Wellness now includes enjoyment
The report also highlights a changing definition of wellness. For younger consumers, wellness is less about restriction and more about how a drink makes them feel, whether that’s sustained energy, focus, hydration or comfort.
Compared to Millennials and older generations, the data shows that Gen A/Z are:
- Approximately 60% more likely to consume enhanced water in the past day.
- Two times more likely to consume energy drinks weekly.
- 75% more likely to consume sports drinks weekly.
Gen A/Z also over-index on beverages with functional benefits, with 71% seeking function-forward drinks compared with 66% of Millennials.
Why this shift matters
Taken together, this year’s trend report points to a clear shift. Drink habits aren’t as automatic as they used to be. Those familiar pairings are starting to loosen up, with people choosing drinks based more on the moment than routine.
Coffee may still anchor the morning, but it is no longer a fixed ritual. A hot brew can turn into a flavored cold brew or an energy‑focused option, depending on the day. Long‑standing go‑to drinks and familiar pairings are loosening as consumers mix across categories based on mood, activity, and occasion.
Hydration has evolved as well. Water remains essential, but it is increasingly part of a broader rotation that includes sparkling, flavored, and enhanced options folded into daily life.
Overall, drink preferences are evolving and becoming less predictable.
For younger consumers especially, beverage choices are personal, expressive, and tied to how they want to feel in the moment. What once happened automatically now reflects intention, and that shift is changing the role drinks play in everyday life.
Methodology
The Keurig Dr Pepper State of Beverages 2026 Trend Report was derived from a variety of quantitative and qualitative data sources, including national surveys from YouGov, Ipsos and Morning Consult, as well as Keurig Dr Pepper’s own proprietary data. For the purposes of this report, generations are grouped as Gen A/Z (ages 13-29) and Millennials and older generations (ages 30 and over).
This story was produced by Keurig Dr Pepper and reviewed and distributed by Stacker.
