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Drinks trend: This is how Gen Z is conquering the food service world!
In Schaumburg, Illinois, entrepreneurs discuss Gen Z's beverage preferences and their purchasing power by 2030.
Drinks trend: This is how Gen Z is conquering the food service world!
The beverage market in Germany is experiencing a change, especially when it comes to the preferences of Generation Z. Kesha Alexander and Kyle Drenon, owners of Supper Co., recently spoke at the C-Store Foodservice Forum in Schaumburg, Illinois, about how this trend is affecting the industry. They report that consumers in this age group, born between 1997 and 2012, order an average of 4.5 drinks per week from foodservice establishments. For comparison: the average consumer only has 3.5 drinks per week. Beverages are a significant business with a purchasing power of over $12 trillion that Gen Z will reach by 2030, as CSP Daily News highlights.
A particularly popular trend is the so-called “dirty sodas,” which are enriched with additional syrups and creams. These drinks are very popular with the younger generation and are very popular. Alexander points to the four fastest-growing chains on the Technomic Top 500 list - Dunkin', Panera Bread, Sonic and Starbucks - which all specialize in beverages and are therefore experiencing a boom in sales.
Importance of taste and health
Prevailing drinking habits are determined by a combination of taste, price and nutritional content. According to Opeepl, 63% of young consumers avoid drinks if they don't taste good. The price plays a decisive role for 48%, while 21% pay attention to the nutrient content and prefer to choose sugar-free or vitamin-enriched drinks. Health awareness is a key issue: sugar and calorie content are key concerns for 44% and 26% of young people.
Gen Z's diverse preferences also extend to the desire for healthier and more sustainable options. As a result, the industry is reacting: Taco Bell is testing a new concept in California called Live Mas Cafe, which is specifically focused on drinks. In Chula Vista, Taco Bell reported 40% sales growth and sells 300 drinks per week.
Social media and the role of TikTok
A crucial aspect of beverage trends is the role of social media. TikTok users who mix or share new drinks use the hashtag #drinktok to show off their creations. This type of digital networking is used by 98% of Gen Z, who often conduct their product research via social media, notes [Mintel]. Brands are required to adapt to this trend and convey authentic, diverse and sustainable messages.
In practice, this means brands need to understand exactly what young consumers want. The trend towards health and natural ingredients will continue to gain momentum, while companies that promote authentic values and show diversity in their advertising efforts can build a closer bond with Generation Z.
In summary, the beverage market is not just a slight trend, but an important development that shows how the consumption behavior of the next generation is being shaped. It remains exciting to observe how manufacturers and providers respond to the wishes and needs of this dynamic target group.