Keurig Dr Pepper has released its “State of Beverages 2026 Trend Report,” examining how younger consumers are increasingly using beverage choices as a form of self-expression.
“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 reveals that younger consumers are also rotating through more flavors, functions and categories, reflecting greater exploration and higher expectations for beverages that meet different emotional and functional needs, said the company.
“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 highlights five big beverage trends:
Drinks as Self-Expression: 58% of Gen A/Z consumers say their drink reflects who they are and they are twice as likely to choose brands that signal something about them. The report pointed to interest in unexpected flavors (58%), globally inspired options (57%) and limited-edition drops (56%).
Drinks Are Setting the Mood: Gen A/Z consumers are 58% more likely to choose drinks based on the mood or occasion. Compared to Millennials+, Gen A/Z consumers are more likely to enjoy beverages with food (65% vs. 57%), with others (59% vs. 50%) and away from home (42% vs. 30%). Gen A/Z also wants beverages that feel entertaining or inspiring (63% vs. 54%).
Go-To Drinks Are Out. Rotation Is In. 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 remains a major draw with strong preferences from the younger generations for fruity or juicy options (81%), sweet or indulgent choices (75%), citrus-forward flavors (72%) and bold profiles (64%). Coffee is also evolving, with nearly 75% of Gen A/Z coffee occasions including flavor.
A New Definition of Wellness: Among Gen A/Z, wellness is less about restriction and more about what drinks can deliver, said the company, with 71% looking for function-forward beverages. Millennials+ are 48% more focused on reducing sugar and 51% more focused on managing intake. Younger generations are drawn to options that support mental focus and sustained energy, including being 60% more likely to consume enhanced water, 50% more likely to consume protein beverages weekly, 2x more likely to consume energy drinks weekly and 75% more likely to consume sports drinks weekly when compared to Millennials+.
Social Media Is the New Beverage Aisle: Digital channels are playing a larger role in trial and discovery, Keurig Dr Pepper said, with 63% of Gen A/Z saying what they see friends, creators and social feeds drinking influences their choices (vs. 48%). They are also almost twice as likely (51% vs. 29% Millennials+) to buy from brands that personalize recommendations, which the company says signals rising expectations for curated, algorithm-driven choices.
“At KDP, we’re not just tracking the evolution of the category, we’re helping define it. 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,” Cofer added.
