Gen Zs Thirst for Healthier Choices in Beverage Consumption
Beverage Marketing Corp. and Fluent Survey Shows Taste, Convenience and Nutrition Top Preferences Among College Students, With Bottled Water the Big Winner
(firmenpresse) - CHICAGO, IL -- (Marketwired) -- 04/26/16 -- -- Taught to make healthy choices from a young age, Gen Z college students take that lesson seriously when reaching for beverages. Practicality and natural products are preferred -- while artificial ingredients and crazy fads likely to cue a collective eye-roll -- as determined by a new survey from industry consultants (BMC) and , a leading college marketing and insights agency. The survey of undergraduates offers clear direction to those who make, distribute and sell beverages to Gen Z: keep it simple and know your niche. Results will be shared here at BMC''s in Chicago (April 26, 27), and available in depth in BMC reports and databases.
"From early-kindergarten lectures to constant health-related headlines on their phones, this generation knows about having to proactively make their own choices and not just take things at face value," said Fluent EVP Michael Carey. "And while they reach for water first, there are opportunities for other beverages to fill niche roles, if they know where to look."
"As Gen Z matures, there are exciting opportunities for our industry to engage with these consumers in a positive way," said Beverage Marketing Corporation Chairman and CEO Michael Bellas. "We look forward to sharing how companies can reinforce strengths and create new experiences by listening to what this newest and typically hard-to-access audience has to say."
. Brewed tea was third at 12% in that category, and then beer at 9%. Hydration/thirst was the number one reason students pick up something to drink.
Asked about future consumption, water and only 8% less of it, and , against 7% saying less. , This correlates with recent data from BMC that finds bottled water is the , likely to overtake carbonated soft drinks'' supremacy late 2016 or in 2017.
While they find bottled water tastes better than tap water, . Still, over tap or filtered, for many of the same reasons bottled water scores over other non-alcoholic beverages: It''s healthier, more convenient and easier to find.
are "all-natural" (52%), "low-calorie" (37%), and to a lesser extent, "organic" (36%), with "vitamin-enhanced" at 31% and "zero-calorie" at 27%.
The sweetener they are most okay with is cane sugar (55%).
Students cite friends'' picks (52%), "healthy/good for you" (49%), free samples (37%), interesting flavors (36%) and sale/ promotions (25%).
. 37% of respondents drink them for hydration and recovery, 14% drink them for taste, and 13% to quench their thirst. They drink them most often while working out (54%) vs. before or after, to combat hangovers (46%), then because they are thirsty (45%).
. The top go-to beverage was coffee at 49%, and then brewed tea at 15%. Water tied for third at 13% with soda, which seems to be a key messaging opportunity for carbonated soft drinks -- ahead of energy drinks (8%).
Asked what they prefer most, beer had a slight edge, with it, wine and spirits somewhat equal.
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This survey was conducted March 15 - 21, 2016 and polled 1,010 undergraduate respondents across the country. A third were under 21 years of age, with data on use of alcohol reflecting demographics. In addition to data shared at the Beverage Forum, survey results will be published and put in context in a BMC market report entitled U.S. Student Beverage Consumption and Attitudes. Findings also will be offered as a module within BMC''s DrinkTell™ Database with Market Forecasts.
New York City-based Beverage Marketing Corporation (BMC) is the leading consulting, research and advisory services firm dedicated to the global beverage industry. Founded in 1972, BMC offers nearly 45 years of beverage industry expertise, reliable industry data and actionable insights. BMC''s consulting and advisory services divisions regularly provide strategic and tactical direction to many of the world''s leading beverage companies. Meanwhile, the firm''s research group offers more than 40 on a broad range of beverage categories and topics, custom research and the , BMC''s powerful, one portal to all things beverage.
Specializing in "translating brands for the college world," Fluent works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on- and off-campus. With a network encompassing more than 1,000 colleges and universities, Fluent''s capabilities include campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. Clients have included major brands such as Kellogg''s, Microsoft, Macy''s, Keurig, Jack in the Box, Skype, Zipcar, Kotex, Dove and L''Oreal. For more information, visit: .
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Datum: 26.04.2016 - 07:00 Uhr
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