Keurig Dr Pepper has unveiled the shifting dynamics of flavour preference in its State of Beverages 2025 Trend Report.
The North American beverage company has a portfolio of more than 125 owned, licensed and partner brands. With an annual revenue of more than US$15 billion, Keurig Dr Pepper’s beverage categories include carbonated soft drinks, coffee, tea, water, juice, and mixers.
The new report explores the functional, emotional, and generational dynamics driving America’s beverage choices.
The findings were derived from national surveys and Keurig Dr Pepper’s proprietary data. According to the company, the result is a view into how beverages are shaping and reflecting American life in 2025.
“Today’s consumers don’t just drink to hydrate—they drink to energise, indulge, connect, feel comforted, express themselves and more. Whether seeking well-being or a nostalgic favourite, beverages are deeply personal and understanding what’s driving those choices has never been more critical,” says Tim Cofer, CEO of Keurig Dr Pepper.
“Our inaugural trend report makes clear the essential role beverages continue to play in consumers’ everyday lives and strongly indicates that Americans, led by the younger consumer, are seeking even more personalisation, variety and better-for-you options than ever before.
“The key for companies like ours is being in sync with people’s lives, showing up with the right beverage for the right moment, with the flavour, function and feeling they’re looking for.”
Among the top findings in the report:
- Coffee is a non-negotiable ritual. According to the report, 52 per cent of Americans reach for coffee first thing, with 59 per cent saying they’d rather skip breakfast than miss their caffeine fix.
- Carbonated soft drinks (CSDs) are an indulgent refreshment. The findings showed that 58 per cent of Americans say CSDs are more refreshing than other beverages and they are the top beverage chosen as a treat.
- Flavour drives choice: 59 per cent of Americans rate ‘new flavours’ as the overwhelming winning attribute that motivates new beverage trial versus 29 per cent low/zero sugar and 28 per cent physical health benefits, says the report.
- Gen Z is leading beverage exploration. According to Keurig Dr Pepper, 72 per cent of Gen Z (compared to 44 per cent of Americans) try new beverages monthly. Of that, 75 per cent customise their beverages and more than half choose beverages to “stand out”.
Click here to read the full report.
