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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 1,500 college/university students throughout the U.S. concerning their attitudes toward and consumption of non-alcoholic and alcoholic beverages.

  • 2020 Edition – Published April 2020.
  • Data through 2019.
  • 25+ PowerPoint slides with extensive exhibits, charts and tables.
  • Immediate download, PDF and PowerPoint formats, 3-user access.
The Gen Z and College 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 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, factors taken into account when trying to eat healthy, 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 extent to which students have been influenced to buy a product/service because of social media
  • 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 4
  • Objective and Scope slide 5

The Gen Z and College Beverage Consumer

  • Student thoughts on food and drink slide 7
  • Which of the following beverages do you recall drinking in the past month? slide 8
  • When selecting beverages to drink, please select the factor that most influences your purchase/consumption slide 9
  • When in need of a "pick me up," which beverage type are you most likely to drink? slide 10
  • When drinking cold brew, do you prefer ready to drink or concentrate? slide 11
  • Do you prepare your coffee at home/in your dorm or buy it at the local coffee shop? slide 12
  • How do you get the coffee that you make yourself? slide 13
  • Which best describes why you drink sports drinks like Gatorade or Powerade? slide 14
  • When trying to eat healthy, which of the following, if any, do you consider? slide 15
  • When grocery shopping, do you look at nutrition labels? slide 16
  • Which best describes your water consumption? slide 17
  • How influential is the recyclability of a beverage's packing in your decision to purchase that beverage? slide 18
  • Based on your alcohol consumption over the last year, please rank your consumption of alcohol types slide 19
  • Rank the following beer & seltzer options by preference slide 20
  • How many days of the week do you drink alcohol? slide 21
  • By your estimate, how much do you spend on alcoholic beverages weekly? slide 22
  • Which of the following drugs have you tried? slide 23
  • In your opinion, which is the best social media app? slide 24
  • Have any of the following social media factors influenced your decision to purchase a product/service? slide 26
  • Do you follow any types of social media influencers? slide 28
  • What do you consider as the top issue in this country right now? slide 30

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


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