A new survey from Beverage Marketing Corporation, a college marketing and insights agency, and Fluent, shows taste, convenience and nutrition are the top preferences among college students who are thirsty, with bottled water as the big winner. Taught to make healthy choices from a young age, Gen Z college students take that lesson seriously when reaching for beverages.
Practical and natural products are preferred, while artificial ingredients and crazy fads are likely to cue a collective eye roll, according to the survey from Beverage Marketing Corporation and Fluent, The survey of undergraduates offers clear direction, says the report, to those who make, distribute and sell beverages to Gen Z: “…keep it simple and know your niche… “
Michael Carey, Fluent EVP, says “… while they reach for water first, there are opportunities for other beverages to fill niche roles, if they know where to look…”
Michael Bellas, Beverage Marketing Corporation Chairman and CEO, notes that “…13.2% of Bottled Water Drinkers are aged 18 to 24… as Gen Z matures, there are exciting opportunities… to engage with these consumers in a positive way… reinforce strengths and create new experiences… “
Top Picks and Consumption Trends:
While they find bottled water tastes better than tap water, 59% try to fill up water bottles and/or use a filtered water system on a regular basis. Still, nearly 20% of students rely solely on bottled water 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.
AudienceSCAN found the theme of health to be true as well. 53.7% of Bottled Water Drinkers set personal goals to eat healthier this year. Purchase decision drivers are “What’s On the Label, Friend Recommendations”:
Offering a coupon could be the way to get these Bottled Water Drinkers in stores, says the report. During the past 30 days, 46.4% have used the internet via browser, tablet or smartphone to find coupons or discount codes.
Habits by Select Categories