Understanding trends is more than just being in the “in” crowd. Analyzing trends helps suppliers and operators understand where consumer preferences are headed: Not just what people are buying, but why they’re buying it.
Keurig DrPepper tapped internal research and national reports for its first “State of Beverages 2025 Trend Report.” Here are 10 quick takeaways for convenience services operators.
1. Coffee remains king
Coffee is still America’s most essential beverage, with 62% of Americans agreeing that “my day doesn’t start until I’ve had a cup of coffee.” The future looks bright for coffee: Gen Z prefers it more than any other generation. Operators should continue investing in premium coffee, especially cold coffee options.
2. Carbonated soft drinks are comfort drinks
Carbonated soft drinks (CSDs) are the top choice for “treat yourself” moments and nostalgic connections. More than 50% of Americans enjoy the taste of CSDs more than any other type of drink.
3. Premiumization pays
At the same time, consumers favor premium offerings, and they are willing to pay more for them. Consumers associate the term “premium" with better ingredients, high quality, or aesthetically pleasing packaging. Stock elevated products that balance function, flavor, and visual appeal.
4. Consumers match drinks to moments
People drink based on their needs and occasions, which means they may reach for an energizing drink in the morning and a workplace indulgence in the afternoon. Offer curated selections that support common routines such as coffee in the morning, CSDs while hanging out, or energy drinks for workouts.
Coffee brewing occasions shift with the calendar and the map.
5. Personalization is powerful
65% of adults customize their beverages, especially Gen Z and Millennials. Enable drink add-ins (e.g., sweeteners, fruit, syrups) where feasible, and promote variety to encourage exploration and repeat engagement.
6. Beverage discovery is social
74% of Gen Z discover new drinks through social media. Operators should highlight trendy flavors and limited-edition products, and consider using signage or QR codes that encourage social sharing or online engagement.
7. Health and wellness drive demand
Consumers are increasingly choosing beverages with functional benefits, such as gut health, electrolytes, low sugar or added protein. Include better-for-you and “sober curious” beverage options to meet evolving preferences.
8. Flavor is non-negotiable
Even health-conscious consumers won’t compromise on taste. Operators should prioritize functional beverages that still deliver satisfying, enjoyable flavors.
9. Occasions drive consumption
Different locations and activities influence beverage choices. At-home drinks tend to be functional and solitary; social settings lean toward flavorful and experiential options. Stock accordingly in office vs. public vending spaces.
10. Seasonal trends matter
Flavored beverages shift with the seasons—think pumpkin and apple in the fall, and coconut and blueberry in the summer. Rotate limited-time offers by season to keep your assortment fresh and aligned with consumer expectations.
