Keurig Dr Pepper's 2026 State of Beverages Trend Report Reveals Gen Z's Drink Choice Is Now a Form of Self-Expression
MARKETING
Keurig Dr Pepper 2026 State of Beverages Trend Report
Keurig Dr Pepper released its State of Beverages 2026 Trend Report, highlighting how beverage consumption is evolving in an era of more choice than ever in celebration of National Beverage Day. The report shows Gen Alpha and Gen Z leading a shift toward more expressive and experience-driven beverage choices. In fact, 58 percent say they choose beverages that reflect their identity.
Identity-Driven Consumption Patterns
"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 also reveals that younger consumers are rotating across more flavors, functions and categories, reflecting greater exploration and higher expectations for beverages that meet different emotional and functional needs. This behavior represents a fundamental departure from previous generations' tendency toward brand loyalty and consistent consumption patterns.
Rotation Economics Replace Brand Loyalty
"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 rotation behavior creates challenges for traditional beverage marketing built on securing habitual purchase patterns. Brands must now compete not just within their category but across the entire beverage portfolio a consumer might assemble for different occasions throughout a single day.
Five Major Trend Categories
The report highlights drinks as self-expression, with nearly six in ten Gen A/Z consumers saying their drink reflects who they are (58 percent vs. 41 percent of Millennials+), and they're twice as likely to choose brands that signal something about them. That's fueling a surge in exploration, with strong interest from younger generations in unexpected flavors (58 percent), globally inspired options (57 percent) and limited-edition drops (56 percent).
Drinks are setting the mood, as beverages are no longer just part of the moment, they're helping define it. Gen A/Z consumers are 58 percent more likely to choose drinks based on mood or occasion. Their moments are more social and on-the-go, with Gen A/Z more likely than Millennials+ to enjoy beverages with food (65 percent vs. 57 percent), with others (59 percent vs. 50 percent) and away from home (42 percent vs. 30 percent). As beverages increasingly shape the moment, 63 percent of Gen A/Z want beverages that feel entertaining or inspiring (vs. 54 percent Millennials+).
Category Rotation and Flavor Preferences
Go-to drinks are out, rotation is in. One go-to drink no longer does it all. 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 is a major draw, with strong preferences from younger generations for fruity or juicy options (81 percent), sweet or indulgent choices (75 percent), citrus-forward flavors (72 percent) and bold profiles (64 percent). Even coffee is evolving, with nearly three-quarters of Gen A/Z coffee occasions including flavor, almost double that of older generations.
The flavor rotation creates opportunities for brands that can deliver variety through line extensions while also presenting inventory challenges as retailers balance shelf space against demand for broader flavor portfolios.
Wellness Redefined Beyond Restriction
A new definition of wellness emerges as Gen A/Z views wellness less about restriction and more about what drinks can deliver, with 71 percent looking for function-forward beverages. By contrast, Millennials+ are 48 percent more focused on reducing sugar and 51 percent more focused on managing intake.
Younger generations are especially drawn to options that support mental focus and sustained energy and over-index across functional and performance categories, including being 60 percent more likely to consume enhanced water in the past day, 50 percent more likely to consume protein beverages weekly, 2x more likely to consume energy drinks weekly and 75 percent more likely to consume sports drinks weekly compared with Millennials+.
Social Media as Discovery Engine
Social media is the new beverage aisle, as digital channels are playing a larger role in trial and discovery. 63 percent of Gen A/Z say what they see friends, creators and social feeds drinking influences their choices (vs. 48 percent Millennials+). They're also nearly twice as likely to buy from brands that personalize recommendations (51 percent vs. 29 percent Millennials+), signaling rising expectations for curated, algorithm-driven choices.
The social discovery mechanism represents a fundamental shift in how new products gain awareness and trial, potentially reducing the effectiveness of traditional retail distribution and in-store merchandising as primary discovery channels.
Strategic Implications for Brand Portfolio
Cofer continued, "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."
The positioning frames KDP's diverse brand portfolio as strategic asset rather than unfocused collection, suggesting the rotation economy favors manufacturers with broad offerings across occasions, functions, and flavor profiles.
Methodology and Data Sources
The KDP 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 KDP's own proprietary data. For the purposes of this report, generations are grouped as Gen A/Z (ages 13–29) and Millennials+ (ages 30+).
The full findings, including additional data, insights and detailed methodology, are available at keurigdrpepper.com/state-of-beverages.
About Keurig Dr Pepper
Keurig Dr Pepper (Nasdaq: KDP) operates as a leading beverage company with more than 150 owned, licensed and partner brands. The North American refreshment beverage business holds leadership positions across carbonated soft drinks, water, juice and mixers with brands such as Dr Pepper, Canada Dry, Mott's, A&W, Peñafiel, GHOST, 7UP, Snapple, Clamato and Core Hydration. The global coffee business spans more than 100 markets and includes the Keurig single-serve brewing system in the U.S. and Canada, along with brands such as Peet's, L'OR and Jacobs. More than 50,000 employees aim to enhance the experience of every beverage and coffee occasion. Additional information is available at www.keurigdrpepper.com.