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Press Release: Gen Zs Thirst for Healthier Choices in Beverage Consumption



Beverage Marketing Corp. and Fluent Survey Shows Taste, Convenience and Nutrition Top Preferences among College Students, with Bottled Water the Big Winner

BOSTON, MASS, April 25, 2016: Taught to make healthy choices from a young age, Gen Z college students take that lesson seriously when reaching for beverages. Practicality and natural products are preferred –– while artificial ingredients and crazy fads likely to cue a collective eye–roll –– as determined by a new survey from industry consultants Beverage Marketing Corporation (BMC) and Fluent, a leading college marketing and insights agency. The survey of undergraduates offers clear direction to those who make, distribute and sell beverages to Gen Z: keep it simple and know your niche. Results will be shared at BMC's Beverage Forum in Chicago (April 26, 27), and available in depth in BMC reports and databases.

"From early–kindergarten lectures to constant health–related headlines on their phones, this generation knows about having to proactively make their own choices and not just take things at face value," said Fluent EVP Michael Carey. "And while they reach for water first, there are opportunities for other beverages to fill niche roles, if they know where to look."

"As Gen Z matures, there are exciting opportunities for our industry to engage with these consumers in a positive way," said Beverage Marketing Corporation Chairman and CEO Michael Bellas. "We look forward to sharing how companies can reinforce strengths and create new experiences by listening to what this newest and typically hard–to–access audience has to say."

Top Picks and Consumption Trends –– Water Rules!

Purchase Decision Drivers – What's On the Label, Friend Recommendations

Habits by Select Categories – Practicality, Baby!

Alcohol Highlights – Picky Preferences

This survey was conducted March 15 – 21, 2016 and polled 1,010 undergraduate respondents across the country. A third were under 21 years of age, with data on use of alcohol reflecting demographics. In addition to data shared at the Beverage Forum, survey results will be published and put in context in a BMC market report entitled U.S. College Student Beverage Consumption and Attitudes. Findings also will be offered as a module within BMCs DrinkTell™ Database with Market Forecasts.

New York City–based Beverage Marketing Corporation (BMC) is the leading consulting, research and advisory services firm dedicated to the global beverage industry. Founded in 1972, BMC offers nearly 45 years of beverage industry expertise, reliable industry data and actionable insights. BMC's consulting and advisory services divisions regularly provide strategic and tactical direction to many of the world's leading beverage companies. Meanwhile, the firm's research group offers more than 40 market reports on a broad range of beverage categories and topics, custom research and the DrinkTell™ Database with Market Forecasts, BMC's powerful, one portal to all things beverage.


Specializing in "translating brands for the college world," Fluent works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on– and off–campus. With a network encompassing more than 1,000 colleges and universities, Fluent's capabilities include campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. Clients have included major brands such as Kellogg's, Microsoft, Macy's, Keurig, Jack in the Box, Skype, Zipcar, Kotex, Dove and L'Oreal. For more information, visit:

Contact: Sue Parente


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