Price: $ 1995.00
 

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

  • 2017 Edition – Published June 2017.
  • Data through 2017.
  • 200+ pages with extensive exhibits, charts and tables.
  • Immediate download, PDF and Word formats, 3-user access.
U.S. College Student Beverage Consumption and Attitudes
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

U.S. College Student Beverage Consumption and Attitudes conducted for Beverage Marketing Corporation by Fluent Group, a Boston-based college marketing and insights agency, queries college/university students throughout the U.S. on their frequency of consumption as well as the students' own prediction of consumption behavior in the current year - thus helping to provide marketers with a map of where the college student consumer may be trending. NEW THIS YEAR: This is the second year Beverage Marketing Corporation has teamed with Fluent; thus this report provides a comparison between students' attitudes and behaviors in 2017 versus 2016.

Questions answered include:

  • Through a series of charts, tables and commentary, this insightful beverage industry research report looks at behaviors and attitudes of CMCs towards a bevy of topics, including frequency of beverage consumption, future consumption intent, attitudes towards health and environment as they relate to beverages, the principal factors motivating the purchase of beverages and much more!
  • How many servings of the following beverages would you estimate you drink on a weekly basis?
  • Throughout 2017, do you expect to drink less, the same, or more than you did in 2016? How does this compare with the responses given in last year's BMC/Fluent report?
  • What are the 3 factors that most influence your purchase of a new beverage (one you've never tried before)?
  • When in need of a "pick-me-up," which beverage type are you most likely to drink?
  • What is your estimated weekly spend on alcoholic beverages? At what locations do you drink alcoholic beverages?
  • Which are the most promising non-alcoholic beverage segments based on consumption intent? Which alcoholic beverage type indexes the highest among college students vis-à-vis other segments of the adult population?

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." Through colorful, data-rich charts, this report examines a broad range of beverage categories, with focus on both the non-alcohol liquid refreshment beverage (LRB) market and the alcoholic beverage category. This market report is meant to provide busy executives with a quick but comprehensive view of trends. An ideal report to kick off brainstorming sessions or to set the stage for other further research. In this report, users get a feel for college student attitudes and behaviors towards beverages including:

  • Frequency of consumption of 15 principal beverage types as well as trial and future intent to engage in consumption of eight key niche beverage segments
  • Analysis of which beverage segments are popular with college students as well as those that are not, and whether this poses a challenge or an opportunity for beverage marketers
  • The internal and external factors behind the purchase of a beverage, including need states such as wellness or refreshment as well as the role of peer recommendations, packaging and status as a "local brand," among others
  • The motivators – such as taste, price, quality, meeting an immediate need – that underlie the purchase of specific beverages and how the weight of these influencers often differs from beverage to beverage
  • A ranking of more than 20 flavors that college students say will influence their purchase of a new beverage
  • The share of respondents who have already tried niche beverages such as coconut water and kombucha and whether they intend to repeat the purchase, as well as the number that have never tried such beverages and say they will or won't try them for the first time this year
  • A look at beverage labels and ingredients and their impact on the purchase decision of college students
  • College students' attitudes towards alcoholic beverage types, with specific questions about beer types in general and craft beer in particular
  • Comparison of all the aforementioned data points between 2016 and 2017

Beverage Survey of College Students pg 1

EXHIBITS

  • 1 College Beverage Survey Respondents Attending a College/University 2016 – 2017 pg 88
  • 2 College Beverage Survey Age of Respondents 2016 – 2017 pg 89
  • 3 College Beverage Gender of Respondents 2017 pg 90
  • 4 College Beverage Survey Location of College/University Attended 2016 – 2017 pg 91
  • 5 College Beverage Survey Student Living Arrangements 2016 – 2017 pg 92
  • 6 College Beverage Survey Student Life Involvement 2017 pg 93
  • 7 College Beverage Survey Servings Imbibed on a Weekly Basis: Share of Frequency by Beverage 2016 pg 94
  • 8 College Beverage Survey Servings Imbibed on a Weekly Basis: Share of Frequency by Beverage 2017 pg 95
  • 9 College Beverage Survey Soda Servings Consumed on a Weekly Basis 2016 – 2017 pg 96
  • 10 College Beverage Survey Bottled Water Servings Consumed on a Weekly Basis 2016 – 2017 pg 97
  • 11 College Beverage Survey Seltzer/Sparkling Water Servings Consumed on a Weekly Basis 2016 – 2017 pg 98
  • 12 College Beverage Survey Energy Drink Servings Consumed on a Weekly Basis 2016 – 2017 pg 99
  • 13 College Beverage Survey Sports Drink Servings Consumed on a Weekly Basis 2016 – 2017 pg 100
  • 14 College Beverage Survey Value–Added Water Servings Consumed on a Weekly Basis 2016 – 2017 pg 101
  • 15 College Beverage Survey Juice/Juice Drink Servings Consumed on a Weekly Basis 2016 – 2017 pg 102
  • 16 College Beverage Survey Brewed Coffee Servings Consumed on a Weekly Basis 2016 – 2017 pg 103
  • 17 College Beverage Survey Brewed Tea Servings Consumed on a Weekly Basis 2016 – 2017 pg 104
  • 18 College Beverage Survey Bottled/Can Tea Servings Consumed on a Weekly Basis 2016 – 2017 pg 105
  • 19 College Beverage Survey Bottled/Can Coffee Servings Consumed on a Weekly Basis 2016 – 2017 pg 106
  • 20 College Beverage Survey Specialty Coffee Drink Servings Consumed on a Weekly Basis 2016 – 2017 pg 107
  • 21 College Beverage Survey Beer Servings Consumed on a Weekly Basis 2016 – 2017 pg 108
  • 22 College Beverage Survey Wine Servings Consumed on a Weekly Basis 2016 – 2017 pg 109
  • 23 College Beverage Survey Distilled Spirits Servings Consumed on a Weekly Basis 2016 – 2017 pg 110
  • 24 College Beverage Survey Coconut Water Servings Consumed on a Weekly Basis 2017 pg 111
  • 25 College Beverage Survey Prediction of Future Consumption Behavior: Share by Beverage 2016 pg 112
  • 26 College Beverage Survey Prediction of Future Consumption Behavior: Share by Beverage 2017 pg 113
  • 27 College Beverage Survey Intent to Consume Soda by Frequency 2016 – 2017 pg 114
  • 28 College Beverage Survey Intent to Consume Bottled Water by Frequency 2016 – 2017 pg 115
  • 29 College Beverage Survey Intent to Consume Seltzer/Sparkling Water by Frequency 2016 – 2017 pg 116
  • 30 College Beverage Survey Intent to Consume Energy Drinks by Frequency 2016 – 2017 pg 117
  • 31 College Beverage Survey Intent to Consume Sports Drinks by Frequency 2016 – 2017 pg 118
  • 32 College Beverage Survey Intent to Consume Value–Added Water by Frequency 2016 – 2017 pg 119
  • 33 College Beverage Survey Intent to Consume Juice/Juice Drinks by Frequency 2016 – 2017 pg 120
  • 34 College Beverage Survey Intent to Consume Brewed Coffee by Frequency 2016 – 2017 pg 121
  • 35 College Beverage Survey Intent to Consume Brewed Tea by Frequency 2016 – 2017 pg 122
  • 36 College Beverage Survey Intent to Consume Bottled/Can Tea by Frequency 2016 – 2017 pg 123
  • 37 College Beverage Survey Intent to Consume Bottled/Can Coffee by Frequency 2016 – 2017 pg 124
  • 38 College Beverage Survey Intent to Consume Specialty Coffee Drinks by Frequency 2016 – 2017 pg 125
  • 39 College Beverage Survey Intent to Consume Beer by Frequency 2016 – 2017 pg 126
  • 40 College Beverage Survey Intent to Consume Wine by Frequency 2016 – 2017 pg 127
  • 41 College Beverage Survey Intent to Consume Distilled Spirits by Frequency 2016 – 2017 pg 128
  • 42 College Beverage Survey Intent to Consume Coconut Water by Frequency 2017 pg 129
  • 43 College Beverage Survey Factors Influencing Purchase of Soda 2016 – 2017 pg 130
  • 44 College Beverage Survey Factors Influencing Purchase of Bottled Water 2016 – 2017 pg 131
  • 45 College Beverage Survey Factors Influencing Purchase of Seltzer/Sparkling Water 2016 – 2017 pg 132
  • 46 College Beverage Survey Factors Influencing Purchase of Energy Drinks 2016 – 2017 pg 133
  • 47 College Beverage Survey Factors Influencing Purchase of Sports Drinks 2016 – 2017 pg 134
  • 48 College Beverage Survey Factors Influencing Purchase of Value–Added Water 2016 – 2017 pg 135
  • 49 College Beverage Survey Factors Influencing Purchase of Juice/Juice Drinks 2016 – 2017 pg 136
  • 50 College Beverage Survey Factors Influencing Purchase of Brewed Coffee 2016 – 2017 pg 137
  • 51 College Beverage Survey Factors Influencing Purchase of Brewed Tea 2016 – 2017 pg 138
  • 52 College Beverage Survey Factors Influencing Purchase of Bottled/Can Tea 2016 – 2017 pg 139
  • 53 College Beverage Survey Factors Influencing Purchase of Bottled/Can Coffee 2016 – 2017 pg 140
  • 54 College Beverage Survey Factors Influencing Purchase of Specialty Coffee Drinks 2016 – 2017 pg 141
  • 55 College Beverage Survey Factors Influencing Purchase of Beer 2016 – 2017 pg 142
  • 56 College Beverage Survey Factors Influencing Purchase of Wine 2016 – 2017 pg 143
  • 57 College Beverage Survey Factors Influencing Purchase of Distilled Spirits 2016 – 2017 pg 144
  • 58 College Beverage Survey Factors Influencing Purchase of Coconut Water 2017 pg 145
  • 59 College Beverage Survey Beverage Purchase Perceived Benefits 2016 – 2017 pg 146
  • 60 College Beverage Survey Factors Influencing Purchase of a New Beverage 2016 – 2017 pg 147
  • 61 College Beverage Survey Type of Water Consumed 2016 – 2017 pg 148
  • 62 College Beverage Survey Attitudes about Bottled Water: Weighted Average 2016 – 2017 pg 149
  • 63 College Beverage Survey Attitudes about Bottled Water versus Other Non-Alcoholic Beverages: Weighted Average 2016 – 2017 pg 150
  • 64 College Beverage Survey Beverages Chosen for the "Pick–Me–Up" Occasion 2016 – 2017 pg 151
  • 65 College Beverage Survey Reasons for Consuming Sports Drinks 2016 – 2017 pg 152
  • 66 College Beverage Survey Occasions for Consuming Sports Drinks 2016 – 2017 pg 153
  • 67 College Beverage Survey Flavors that Influence Choice to Try New Beverage 2016 – 2017 pg 154
  • 68 College Beverage Survey Purchase Behavior for Emerging Niche Beverages: Share by Response 2016 pg 155
  • 69 College Beverage Survey Purchase Behavior for Emerging Niche Beverages: Share by Response 2017 pg 156
  • 70 College Beverage Survey Intent to Consume Coconut Water 2016 – 2017 pg 157
  • 71 College Beverage Survey Intent to Consume Tree Water 2016 – 2017 pg 158
  • 72 College Beverage Survey Intent to Consume Relaxation Beverages 2016 – 2017 pg 159
  • 73 College Beverage Survey Intent to Consume HPP Beverages 2016 – 2017 pg 160
  • 74 College Beverage Survey Intent to Consume Energy Shots 2016 – 2017 pg 161
  • 75 College Beverage Survey Intent to Consume Kombucha 2016 – 2017 pg 162
  • 76 College Beverage Survey Intent to Consume Protein Drinks 2016 – 2017 pg 163
  • 77 College Beverage Survey Intent to Consume Liquid Water Enhancers 2016 – 2017 pg 164
  • 78 College Beverage Survey Intent to Consume Green/ Cold–Pressed/ Smoothies 2017 pg 165
  • 79 College Beverage Survey Nutrition Labels and the Beverage Purchase Decision 2016 – 2017 pg 166
  • 80 College Beverage Survey Reasons for Checking Beverage Ingredient Labels 2016 – 2017 pg 167
  • 81 College Beverage Survey Attitudes toward Selected Beverage Ingredients 2017 pg 168
  • 82 College Beverage Survey Attitudes toward Selected Beverage Ingredients: Share by Response 2017 pg 169
  • 83 College Beverage Survey Behavior concerning Caffeine 2017 pg 170
  • 84 College Beverage Survey Behavior concerning High–Fructose Corn Syrup 2017 pg 171
  • 85 College Beverage Survey Behavior concerning Artificial Sweeteners 2017 pg 172
  • 86 College Beverage Survey Behavior concerning Artificial Flavoring 2017 pg 173
  • 87 College Beverage Survey Behavior concerning Preservatives 2017 pg 174
  • 88 College Beverage Survey Behavior concerning Dairy 2017 pg 175
  • 89 College Beverage Survey Behavior concerning Sugar 2017 pg 176
  • 90 College Beverage Survey Attitudes toward Selected Beverage Sweeteners: Share by Response 2016 pg 177
  • 91 College Beverage Survey Attitudes toward Selected Beverage Sweeteners: Share by Response 2017 pg 178
  • 92 College Beverage Survey Attitudes toward Cane Sugar 2016 – 2017 pg 179
  • 93 College Beverage Survey Attitudes toward High-Fructose Corn Syrup 2016 – 2017 pg 180
  • 94 College Beverage Survey Attitudes toward Aspartame 2016 – 2017 pg 181
  • 95 College Beverage Survey Attitudes toward Agave Syrup 2016 – 2017 pg 182
  • 96 College Beverage Survey Attitudes toward Nutrasweet 2016 – 2017 pg 183
  • 97 College Beverage Survey Attitudes toward Splenda 2016 – 2017 pg 184
  • 98 College Beverage Survey Attitudes toward Stevia 2016 – 2017 pg 185
  • 99 College Beverage Survey Attitudes toward Erythritol 2016 – 2017 pg 186
  • 100 College Beverage Survey Attitudes toward Evaporated Cane Juice 2016 – 2017 pg 187
  • 101 College Beverage Survey Beverage Purchase Influencers 2016 – 2017 pg 188
  • 102 College Beverage Survey Importance of Recyclability in Beverage Purchases 2016 – 2017 pg 189
  • 103 College Beverage Survey Reaction to Packaging or Logo Changes 2016 – 2017 pg 190
  • 104 College Beverage Survey Influence of Portions on Soda Consumption 2017 pg 191
  • 105 College Beverage Survey Reason to Choose Portion Sizes in Soda Consumption 2017 pg 192
  • 106 College Beverage Survey Student Consumption of Alcohol: Legality 2017 pg 193
  • 107 College Beverage Survey Student Consumption of Alcohol 2017 pg 194
  • 108 College Beverage Survey Ranking Preference for Alcohol Types: Share by Beverage 2016 pg 195
  • 109 College Beverage Survey Ranking Preference for Alcohol Types: Share by Beverage 2017 pg 196
  • 110 College Beverage Survey Ranking of Places Where Alcohol is Consumed: Share by Location 2016 pg 197
  • 111 College Beverage Survey Ranking of Places Where Alcohol is Consumed: Share by Location 2017 pg 198
  • 112 College Beverage Survey Beverages Used as Alcoholic Mixers 2016 – 2017 pg 199
  • 113 College Beverage Survey Beer Brand Preference by Category 2016 – 2017 pg 200
  • 114 College Beverage Survey Craft Beer Consumer Consumption Behavior 2016 – 2017 pg 201
  • 115 College Beverage Survey Estimated Weekly Spend on Alcoholic Beverages: Share by Locale 2016 pg 202
  • 116 College Beverage Survey Estimated Weekly Spend on Alcoholic Beverages: Share by Locale 2017 pg 203

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