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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 1,200 college/university students throughout the U.S. concerning their attitudes toward and consumption of non-alcoholic and alcoholic beverages.

  • 2021 Edition – Published March 2021.
  • Data through 2020.
  • 25+ PowerPoint slides with extensive exhibits, charts and tables.
  • Immediate download, PDF and PowerPoint formats, 3-user access.
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, 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. This is the fourth year Beverage Marketing Corporation has teamed with Riddle & Bloom.

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. 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:

  • 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

Introduction, Objective & Methodology

  • Introduction slide 6
  • Objective and Scope slide 7

The Gen Z and College Beverage Consumer

  • Student thoughts on food and drink slide 9
  • Which of the following beverages do you recall drinking in the past month? slide 10
  • When selecting beverages to drink, please select the factor that most influences your purchase/consumption slide 11
  • When in need of a “pick-me-up,” which beverage type are you most likely to drink? slide 12
  • How do you currently consume coffee? slide 13
  • What method do you use to make your coffee at home? slide 14
  • Which best describes why you drink sports drinks like Gatorade or Powerade? slide 15
  • Which best describes your water consumption? slide 16
  • When grocery shopping, do you look at nutrition labels? slide 17
  • Based on your alcohol consumption over the last year, please rank your consumption of alcohol types slide 18
  • How many days of the week do you drink alcohol? slide 19
  • By your estimate, how much do you spend on alcoholic beverages weekly? slide 21
  • Rank the following beer and seltzer brands by preference slide 22
  • Which of the following CBD products have you tried? slide 23
  • Which of the following drugs have you tried? slide 24
  • How do you feel you were able to adapt to the new covid-19 college experience? slide 25
  • How do your current shopping habits compare to your shopping habits before covid-19? slide 26
  • In the past 6 months, estimate how much you are spending online in the following categories on a monthly basis? slide 28
  • In the past 6 months, estimate how much you are spending in store in the following categories on a monthly basis? slide 29
  • In your opinion, which is the best social media app? slide 30
  • What do you consider as the top issue in this country right now? slide 31
  • What political party do you mostly affiliate yourself with? slide 32

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


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