According to the findings, consumers increasingly expect beverages to meet multiple needs at once. More than half (55%) said they consider what a beverage does for them rather than focusing solely on flavor, while 69% said they use beverages as a reward, pick-me-up or treat. Across categories including coffee, bottled water, sports drinks, soft drinks, beer and spirits, consumers are looking for products that fit the occasion and deliver a worthwhile experience.
"Traditional surveys do a good job measuring top-of-mind brand and product preferences, but they don't always capture the underlying motivations behind how people actually make decisions," said Jonathan Dore, EVP at Reach3 Insights, quoted in the release. He said the company's conversational research approach aims to surface the situations and emotions behind beverage choices to give brands a fuller picture of what "worth it" means to consumers.
The study also found that a quarter of consumers (25%) prioritize health goals, functional benefits and better-for-you beverages, while 28% base their choices on occasion and social setting. THC beverages were noted as a growing area of interest, particularly among millennials seeking controlled enjoyment and alternatives perceived to carry fewer downsides.
Looking ahead, consumers were more likely to predict the beverage category will become healthier (52%) rather than more indulgent (19%), and more value-focused (45%) rather than more premium (20%) — though multicultural consumers were more likely than average to expect a shift toward premium options (32%). Separately, 45% of respondents expect to see more non-alcoholic beverage options, compared with 25% who expect alcoholic beverages to play a larger role, while 43% anticipate growing consumer interest in discovering new beverages.
Source: Reach3 Insights
