A new study by EY reveals significant changes in how consumers in the United States and Brazil choose and consume beverages.
Conducted between November 20 and December 11, 2025, the survey of 2,512 adults highlights the growing influence of health priorities, digital engagement, and generational preferences on purchasing behavior.
Health-Driven Choices
Health considerations are at the forefront of consumer decisions. In the U.S., 58% of adults check ingredients when buying beverages, and over half (52%) are willing to pay more for products that support wellness goals. The trend toward low-sugar and lower-calorie drinks is strong, with 66% of consumers opting for healthier alternatives.
In Brazil, consumers seek beverages that go beyond hydration. Approximately 75% prioritize immune system support when choosing functional drinks, underscoring a market shift toward products with tangible health benefits.
Digital Engagement Shapes Discovery and Loyalty
Digital tools are becoming essential in beverage selection. In the U.S., 19% of respondents use online supermarket recommendations, 17% rely on health and fitness apps, and 16% consult loyalty apps. Among Generation Z, digital engagement rises to 26%, reflecting their preference for technology-driven purchasing decisions.
In Brazil, AI-powered recommendations are on the rise, with 45% of respondents using these tools over the past year, compared with 27% in the U.S. Looking forward, 70% of Brazilian consumers, especially millennials, say they plan to continue using these digital resources to guide their beverage choices.
Generational Differences Impact Consumption Patterns
Generational shifts are affecting both alcoholic and non-alcoholic beverage consumption. In the U.S., alcohol consumption remains common but functional and wellness-focused drinks are gaining traction. Among younger consumers, 80% of Generation Z and 75% of millennials drink alcohol at least every two weeks, compared with 65% of the total population.
In Brazil, alcohol consumption trends suggest moderation among younger generations: overall regular consumption is 57%, but declines to 47% among younger consumers. Energy drinks also reveal generational preferences: 53% of Generation Z and 47% of millennials consume them biweekly, versus 34% of the overall population in the U.S.
Market Implications for Beverage Brands
The EY report highlights that beverage companies must adapt their products and marketing strategies to meet evolving consumer expectations. Emphasizing health benefits, transparent labeling, and digital accessibility is critical, particularly for younger, digitally-engaged demographics.
The survey, conducted with a representative sample and a margin of error of ±2.5% in the U.S. and ±3.1% in Brazil, provides a clear view of emerging trends that are likely to shape beverage markets in the coming years.
Source: Vinetur
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