How Health Consciousness and Digital Trends are Changing Beverage Market Dynamics

The EY Consumer Beverage Survey: A Shift in Beverage Expectations

In a groundbreaking report released on March 9, 2026, the EY organization unveiled its findings from the Consumer Beverage Survey. This comprehensive study highlights three pivotal trends transforming the beverage landscape: health awareness, digital engagement, and shifting generational preferences. Conducted with over 2,500 participants from the United States and Brazil, the survey seeks to understand the future of consumer choices in beverages.

Health as a Priority in Beverage Choices

According to the survey, a significant 58% of U.S. participants are now paying closer attention to ingredient labels when selecting their beverages. Furthermore, 52% expressed a willingness to spend more on drinks that align with their health and wellness objectives. Sugar content, a crucial factor in these decisions, plays a significant role, with 66% opting for lower sugar and lower calorie alternatives.

In Brazil, the trend extends further. Three out of four consumers prioritize functional benefits such as immune support when considering beverage purchases. Sean Harapko, EY's Americas Beverage Leader, noted, "Consumers are rewriting the rules of the beverage aisle. Wellness isn't a niche segment but a baseline expectation". Beverage companies are urged to ensure transparency and deliver tangible health benefits, adapting to a consumer base that values informed choices.

The Digital Revolution in Beverage Discovery

As consumers increasingly turn to digital platforms for discovering beverages, the impact of technology becomes evident. The study found that 19% of consumers rely on online grocery recommendations, while 17% use fitness and health applications to guide their beverage choices. Digital environments have emerged as essential gateways for trial and loyalty, especially among younger generations like Gen Z, who exhibit a higher engagement in using digital tools.

In Brazil, 45% of consumers reported using AI-driven beverage recommendations last year, compared to 27% in the U.S., showcasing a faster digital adoption rate. The survey also indicated that 70% of Brazilian consumers are likely to utilize AI recommendations in the forthcoming year.

Generational Shifts: Changing Beverage Culture

The survey illustrates a significant divergence in beverage consumption patterns across different generations. While 20% of U.S. respondents feel social pressure to consume alcohol, a substantial number of younger participants are gravitating towards functional beverages for their social interactions. Notably, 80% of Gen Z and 75% of millennials report consuming alcoholic beverages at least biweekly, contrasting with an overall consumption rate of 65%.

In Brazil, despite a high alcohol consumption rate of 57% among adults, the Gen Z demographic showcases a notable decline in alcohol intake, with only 47% drinking regularly. This shift hints at a trend towards moderation and the exploration of alternative beverages, marking a cultural transformation.

Moreover, the energy drink sector exemplifies this generational divide. Over half of Gen Z participants (53%) and nearly half of millennials (47%) indicated they consume energy drinks regularly, contrasting with a lower overall rate of 34%.

Conclusion: Understanding Consumer Dynamics

As consumers prioritize personal health and express their preferences through their purchasing decisions, it’s clear that the beverage market is undergoing profound changes. Brands aiming for success must acknowledge these evolving consumer behaviors through the development of innovative products that resonate with health-conscious choices while leveraging digital platforms for marketing and engagement. According to Rob Holston, EY's Global and Americas Consumer Products Sector Leader, "Brands must design for multiple definitions of wellness."

In carrying out this research, EY has delivered invaluable insights into how health, technology, and generational shifts are redefining what consumers expect from their beverages, paving the way for the future of consumption.