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What is Gen Z drinking? What are they thinking? What impacts college students' beverage choices? This report, a study of College Millennial Consumers (CMCs) delivers answers via a survey of more than 1,200 college/university students throughout the U.S. concerning their attitudes toward and consumption of non-alcoholic and alcoholic beverages.

  • 2023 Edition – To be published June 2023
  • Data through 2022.
  • 20 PowerPoint slides with extensive exhibits, charts and tables.
  • Immediate download, PDF and PowerPoint formats, 3-user access.
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The Gen Z and College Student Beverage Consumer
What's Inside? View Details

Get superior data, market insights and industry perspective to analyze beverage segments, evaluate opportunities and benchmark performance.

Report Overview  more details


The answers you need

The Gen Z and College Student Beverage Consumer, once again conducted for Beverage Marketing Corporation by Riddle & Bloom, a Boston-based college marketing and insights agency, queries college/university students throughout the U.S. on their various beverage consumption habits and attitudes — thus helping to provide marketers with a map of where the college student consumer may be trending. Questions answered include:

  • Through a series of charts and commentary, this insightful beverage industry research report looks at behaviors and attitudes of college age millennial consumers (CMCs) towards a myriad of topics, including where they buy or make their coffee, behavior towards nutrition labels, favorite social media app and more!
  • How much is spent on alcohol and what alcohol segments are most popular?
  • Which beverage do college students view as the most optimal "pick-me-up"?
  • What are the top issues that college students deem important today?

This report features

This unique report pairs the survey data about the attitudes/behaviors of college students with analysis of the beverage industry which explains the "story behind the numbers." This market report is meant to provide busy executives with a quick but comprehensive view of trends of what the newest set of young adults is thinking and drinking. An ideal report to kick off brainstorming sessions or to set the stage for other further research into the thought processes, concerns and consumption habits of this emerging influential consumer group. In this report, users get a feel for college student attitudes and behaviors towards beverages including:

  • Students' view on food and drink and factors that most influence students' purchase and consumption of beverages
  • Beer and seltzer brand preferences and even a frank look into students' illegal drug usage
  • The average amount that students spend on beverages and other items in stores and online on a monthly basis
  • College students' attitudes towards alcoholic beverage types
  • Attitudes towards bottled water and recyclability that would have future implications for the bottled water industry in particular


The 2023 edition of this report has not yet been published. The dates on tables of contents/exhibits and sample data reflect information from last year's edition of this report.

The 2023 edition you receive will have updated analysis, data through 2022.

Introduction, Objective & Methodology

  • Introduction slide 6
  • Objective and Scope slide 7

The Gen Z and College Student Beverage Consumer

  • When selecting beverages to drink, which factor has the greatest influence on your purchase/consumption? slide 9
  • When grocery shopping, do you look at nutrition labels? slide 10
  • What functional benefits do you purchase beverages for? Please select all that apply slide 11
  • How influential is the recyclability of a beverage's packaging in your decision to purchase that beverage? slide 12
  • Do you buy beverages online? slide 13
  • Which of the following beverages do you recall drinking in the past month? Please select all that apply slide 14
  • When in need of a "pick-me up," which beverage type are you most likely to drink? slide 15
  • How do you currently consume coffee? Please select all that apply slide 16
  • How many days of the week do you drink alcohol? slide 17
  • When you do drink, how many drinks (i.e. beers, shots, glasses, etc.) do you consume in a single sitting? slide 18
  • By your estimate, how much do you spend on alcoholic beverages weekly? slide 19
  • Based on your alcohol consumption over the last year, please rank your consumption of the alcohol types below slide 20
  • How often do you consume hard seltzer? slide 21
  • What type of alcoholic seltzers do you prefer? slide 22
  • Which of the following drugs have you tried? Please select all that apply. (Your answers are confidential) slide 23

Have Questions?
Contact Charlene Harvey at 212-688-7640 x1962 or via email.


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