What people choose to drink, and why, offers powerful insight into their daily routines, needs, and aspirations. At AMC Global, we partner with leading beverage brands, including Keurig Dr Pepper (KDP), to uncover these motivations and help ensure the right products make it to market. That’s why we were excited to see KDP’s State of Beverages 2025 Trend Report. This thoughtful, data-driven report explores how beverage preferences are evolving across generations and occasions, providing a compelling glimpse into the shifting values and expectations shaping the beverage industry.
The report outlines four foundational themes:
Coffee and carbonated soft drinks remain deeply embedded in American life, serving as daily rituals of energy, comfort, and indulgence. Even as the category diversifies, these staples hold strong, and consumers are now seeking premiumized versions that make the ordinary feel special.
Beverages aren’t one-size-fits-all—they’re chosen based on moment-by-moment needs. Whether it’s energizing before a workout, winding down with friends, or finding comfort at home, the report shows that context matters.
The KDP report found that Gen Z is rewriting the rules, with 72% trying new drinks monthly and 75% customizing their beverages. For these younger consumers, flavor exploration and personalization are part of a larger desire for self-expression. It’s a clear call for brands to keep innovating while maintaining relevance!
Consumers are increasingly seeking beverages that support both mental and physical well-being, with 82% saying their favorite drinks help restore their mental health and 59% look for beverages that help them meet daily essential nutrient needs. At the same time, taste remains essential because function can’t come at the expense of flavor.
Staying close to the consumer is key to keeping up with these beverage industry trends. Market research helps brands keep a pulse on what people really want—whether that’s bold new flavors, functional benefits, or moments of comfort and indulgence. By gathering feedback from real consumers in real-life contexts, companies can move beyond guesswork and make smarter decisions about what to launch, how to position it, and who it’s for. In a category driven by both personal expression and everyday routine, having deep consumer insights is key to creating products that truly resonate.
KDP’s report validates what we know to be true: consumer beverage choices are driven by emotion, shaped by purpose, and deeply influenced by generational values and cultural expression. Understanding not just what’s selling, but why, gives brands the power to launch smarter, refine faster, and connect more deeply with their consumers.
We appreciate the team at Keurig Dr Pepper for putting together such a thoughtful and insight-packed report. It’s well worth a read for anyone looking to better understand today’s beverage consumer. Get it here: https://www.keurigdrpepper.com/state-of-beverages/
