2018 college student consumer survey, Gen Z beverage preferences

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U.S. College Student Beverage Consumption and Attitudes conducted for Beverage Marketing Corporation by Riddle & Bloom (Formerly 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. This is the third year Beverage Marketing Corporation has teamed with Riddle & Bloom; thus this report provides a comparison between students' attitudes and behaviors in 2018 versus 2016 and 2017 and notes shifts and changes in their beverage preferences, opinions and consumption patterns. In addition to looking at their beverage consumption, the report also reports Gen Z’s attitudes toward key beverage ingredients, flavors, packaging, looks at key influences driving their behavior and more.

Questions answered include:

Through a series of charts, tables and commentary, this insightful beverage industry research report looks at behaviors and attitudes of college age millennial consumers (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 2018, do you expect to drink less, the same, or more than you did in 2017? How does this compare with the responses given in prior surveys?
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 2018 to results in surveys taken in 2016 and 2017

College Student Beverage Consumption and Attitudes/U.S.

2018

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This report features

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