New findings show younger generations are reshaping the category by choosing drinks that signal identity, emotion and intent

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. Released in celebration of National Beverage Day in the US, the report shows Gen Alpha and Gen Z (Gen A/Z) leading a shift toward more expressive and experience-driven beverage choices. In fact, 58 % say they choose beverages 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 data also reveals that younger consumers are rotating across more flavours, functions and categories, reflecting greater exploration and higher expectations for beverages that meet different emotional and functional needs.

“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 flavours, switching between beverages throughout the day and seeking options that can balance both function and feel-good.”

The report highlights these five big trends in beverages:

1. Drinks as Self-Expression
   For younger consumers, what’s in their cup is becoming a statement of identity. Nearly six in ten Gen A/Z consumers say their drink reflects who they are (58 % vs. 41 % 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 flavours (58 %), globally inspired options (57 %) and limited-edition drops (56 %).
2. Drinks Are Setting the Mood
   Beverages are no longer just part of the moment – they’re helping define it. Gen A/Z consumers are 58 % 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 % vs. 57 %), with others (59 % vs. 50 %) and away from home (42 % vs. 30 %). As beverages increasingly shape the moment, 63 % of Gen A/Z want beverages that feel entertaining or inspiring (vs. 54 % Millennials+).
3. Go-To Drinks Are Out. Rotation Is In.
   One go-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 %), sweet or indulgent choices (75 %), citrus-forward flavours (72 %) and bold profiles (64 %). Even coffee is evolving, with nearly three-quarters of Gen A/Z coffee occasions including flavour – almost double that of older generations.
4. A New Definition of Wellness
   Among Gen A/Z, wellness is less about restriction and more about what drinks can deliver, with 71 % looking for function-forward beverages. By contrast, Millennials+ are 48 % more focused on reducing sugar and 51 % 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 % more likely to consume enhanced water in the past day, 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 compared with Millennials+.
5. Social Media Is the New Beverage Aisle
   Digital channels are playing a larger role in trial and discovery. 63 % of Gen A/Z say what they see friends, creators and social feeds drinking influences their choices (vs. 48 % Millennials+). They’re also nearly twice as likely to buy from brands that personalise recommendations (51 % vs. 29 % Millennials+), signaling rising expectations for curated, algorithm-driven choices.

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 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+).

Discover the full findings, including additional data, insights and detailed methodology, here: https://www.keurigdrpepper.com/state-of-beverages.

SummerStar Ruby is a new variety of grapefruit being sold across Europe this summer. Sweet and tangy, it hails from sunny South Africa and is bringing fresh inspiration to summer menus all over the continent.

But this grapefruit is more than just delicious, it’s grown with sustainability and ethical farming at its core. As today’s consumers increasingly seek products that meet high environmental and social standards, SummerStar Ruby stands out as a responsible choice.

So, what are the growers doing to ensure that what consumers find on supermarket shelves meets these expectations?

Smart water use and adapting to a changing climate

SummerStar Ruby growers use a range of water-saving methods, including Regulated Deficit Irrigation, low-flow drip irrigation, and other smart irrigation systems, such as soil moisture sensors and weather-based irrigation scheduling.

Thanks to South Africa’s summer rainfall, the fruit requires on average about 45% less water than other citrus products.

The variety is also well-suited to the country’s semi-arid climate. They have a strong tolerance to heat stress and saline irrigation, which also makes them adaptable to changing climate conditions.

Precision agriculture innovations for lower impact

In addition to smart irrigation practices, the growers are embracing other advanced technologies to improve efficiency and reduce environmental impact. Drone technology is widely used for aerial monitoring, helping growers assess canopy health, detect pest infestations early, and identify areas of stress across large orchards. GPS-guided equipment ensures fertilisers and crop protection products are applied accurately, minimising overlap and environmental impact.

Many farms also use farm management software that consolidates data from weather stations, field sensors, and satellite imagery, helping growers make informed decisions about planting, harvesting, and resource allocation. Together, these tools form a data-driven ecosystem that supports sustainable and high-performance grapefruit production.

Healthier growing practices

Healthy soils are key to healthy fruit. SummerStar Ruby growers use cover cropping and organic mulching to improve soil structure, capture carbon, prevent erosion, and stimulate additional biological activity.

They also widely implement Integrated Pest Management – using natural predators and biological pest control over chemicals wherever possible.

Certifications that matter

Consumers can be confident that SummerStar Ruby Grapefruits are cultivated under strict sustainability standards. Many growers hold certifications such as GlobalG.A.P., SIZA and Rainforest Alliance, which ensure responsible farming practices that focus on soil health, biodiversity conservation, water quality and responsible pesticide use.

A commitment to ethical labour

Given South Africa’s history, ethical labour is taken seriously. To help manage this, the local fruit industry developed the Sustainability Initiative of South Africa (SIZA), a third-party audit system based on national labour laws and additional retailer requirements. The framework ensures fair wages, safe working conditions, freedom of association and zero tolerance for bonded or child labor.

Worker welfare programmes further support economic transformation and skills development, while independent and transparent grievance mechanisms provide fair processes for dispute resolution.

Investing in local communities

Growers also invest in long-term development initiatives that support the communities around their farms. This includes funding for local schools, providing scholarships for children of farm workers, and partnering with NGOs on early childhood development initiatives.

Healthcare access is also prioritised, with farm communities receiving regular access to mobile clinics and wellness campaigns.The growers also support housing improvements and transport services for seasonal workers, which helps to ensure dignity and safety beyond the workplace.

Community nutrition programmes, youth sport sponsorships, and skills development workshops further demonstrate the growers’ dedication to holistic well-being.

SummerStar Ruby Grapefruit is therefore a sustainably grown, ethically produced, and climate-smart fruit. European consumers can enjoy its sweet, tangy flavour this summer – knowing it has been produced with care for people and the planet.

^*by Barry Landman, Chairman of the Grapefruit Variety Focus Group, Citrus Growers’ Association (CGA) of Southern Africa