Consumer Beverage Preferences Shift to Wellness, AI-Driven Discovery
Event summary
- EY's Consumer Beverage Survey, conducted in November-December 2025, polled over 2,500 consumers in the US and Brazil.
- 58% of US consumers are now paying attention to beverage ingredients, while 52% are willing to pay more for health-focused options.
- AI-powered beverage recommendations are significantly more prevalent in Brazil (45%) than in the US (27%), with 70% of Brazilians expecting to use them in the future.
- Gen Z in the US shows a lower rate of alcohol consumption (47%) compared to older generations, while energy drink consumption remains high across younger demographics.
The big picture
EY's survey highlights a fundamental shift in consumer behavior within the beverage industry, driven by a desire for transparency, functional benefits, and personalized experiences. This trend is particularly pronounced among younger generations, who are increasingly shaping demand and accelerating the adoption of digital tools for product discovery. Beverage companies must adapt their strategies to cater to these evolving preferences or risk losing market share to more agile competitors.
What we're watching
- Regional Disparities
- The rapid adoption of AI-driven recommendations in Brazil suggests a potential divergence in digital engagement strategies for beverage brands operating across different markets.
- Wellness Redefined
- The broadening definition of 'wellness' beyond basic health will force beverage companies to innovate beyond simple ingredient reduction and consider more holistic consumer needs.
- Generational Loyalty
- The shift in alcohol consumption patterns among younger generations may necessitate a re-evaluation of brand loyalty programs and marketing strategies to retain these consumers.
Related topics