(BPT) - What are you sipping these days? Americans today have endless options when it comes to beverages. Whether you prefer caffeinated or decaf, sugar or no sugar, bubbly or still, what's in your cup says more about you than you might think.
To better understand the latest trends and generational dynamics driving America's beverage choices, Keurig Dr Pepper released its first ever State of Beverages 2025 Trend Report, which dives into why people drink what they do, drawing primarily from national surveys and KDP's proprietary data. The results reveal that what people drink says a lot about what's important to them.
"Today's consumers don't drink just to hydrate - they drink to energize, indulge, connect, feel comforted, express themselves and more," said Tim Cofer, CEO of Keurig Dr Pepper. "Whether they're seeking well-being or a nostalgic favorite, we found that people's beverage preferences are deeply personal."
Here are some highlights showing what beverage preferences reveal about American life in 2025.
Give up coffee? Never. More than half of Americans (62%) say, "My day doesn't start until I've had a cup of coffee," making it a non-negotiable ritual. In fact, 59% say they'd rather skip breakfast than miss their caffeine fix - and nearly 3 in 4 adults 21 and up (73%) confirm they'd rather give up all alcohol at night than skip their morning coffee or caffeine.
Ahhh. Carbonated soft drinks hit the spot. Are carbonated soft drinks really more refreshing than other beverages? Almost 6 in 10 (58%) say yes, with 53% enjoying their taste more than any other drink - which may be why they're the top beverage people choose as a treat.
Gen Z is adventurous. The survey found 72% of Gen Z (compared to only 16% of Boomers) try new beverages monthly, with 75% of them customizing their beverages, and more than half choosing beverages to "stand out."
Why try something new? To entice Americans to sample an unfamiliar beverage, offer them novelty. Nearly 6 in 10 Americans (59%) rate "new flavors" as the overwhelming winning attribute that motivates them to try a new beverage, versus 29% going for low- or zero-sugar options and 28% being attracted by physical health benefits.
Elevate your sips. Almost half of consumers (46%) are drawn to premiumization, and they're willing to pay more for beverages they consider premium - which they associate with better quality, better ingredients and attractive packaging.
Wellness wins. An overwhelming majority of Americans (82%) say drinking their favorite beverages helps restore their mental health, and 66% seek beverages that improve their physical health. Choosing healthier options also means less alcohol, with 58% of consumers (especially Gen Z) now preferring non-alcoholic beverages when hanging out with friends.
"Americans, led by younger consumers, are seeking more personalization, greater variety and better-for-you options to quench their thirst," added Cofer. "Today's consumers seek more intentional, flavor-rich beverage experiences - acknowledging they look for beverages to meet physical and mental well-being while also not wanting to sacrifice taste for function."
Want to discover more about today's beverage trends? You can read the full report here.
Methodology: The State of Beverages 2025 Trend report was derived from a variety of quantitative and qualitative data sources, including national surveys from Harris Poll, Ipsos and Morning Consult, and KDP's own proprietary data. The Harris Poll, on behalf of KDP, conducted an online survey among 4,031 U.S. adults 18 and up who consume beverages. The survey was conducted from March 11 to March 19, 2025. For a more detailed methodology, please see the full report.
