The Future of Gen Z Drinks

Meet the Sip (& Scroll) Set. They’re trend-driven trialists, they view wellness as an aesthetic and they are just one of SEVEN Gen Z tribes in the USA Drinks category.

In this report we explore the passions, behaviors, and emerging needs of one of the key micro-generations in Gen Z.

Their demand for dual-benefit drinks and drinks that support the body from the inside out offer a glimpse into what successful, Gen-Z friendly innovation will look like in 2026-27.

Also inside:

New and functional trends to watch
The gut-skin axis (and why brands are missing a trick)
5 recommendations for tapping into the beauty from within movement

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