Keurig Dr Pepper KDP released its State of Beverages 2025 Trend Report, an inaugural, insight-rich report exploring the functional, emotional and generational dynamics driving America’s beverage choices.
More than just a look at what’s in our cups, the report dives into why we drink what we do, drawing primarily from national surveys and KDP’s own proprietary data. The result is a robust view into how beverages are shaping and reflecting American life in 2025.
“Today’s consumers don’t just drink to hydrate—they drink to energize, indulge, connect, feel comforted, express themselves and more. Whether seeking well-being or a nostalgic favorite, beverages are deeply personal and understanding what’s driving those choices has never been more critical,” said 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 personalization, 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 flavor, function and feeling they’re looking for.”
Among the top findings in the report:
- Coffee is our non-negotiable ritual. 52% of Americans reach for coffee first thing, with 59% saying they’d rather skip breakfast than miss their caffeine fix and 73% of those age 21+ confirming they would rather give up all alcohol at night versus skip their morning coffee or caffeine.
- Carbonated soft drinks (CSDs) are an indulgent refreshment. 58% of Americans say CSDs are more refreshing than other beverages and they are the top beverage chosen as a treat.
- Flavor drives choice:Â Â 59% of Americans rate ‘new flavors’ as the overwhelming winning attribute that motivates new beverage trial versus 29% low/zero sugar and 28% physical health benefits.
- Gen Z is leading beverage exploration: 72% of Gen Z (compared to 44% of Americans) try new beverages monthly. 75% customize their beverages and more than half choose beverages to “stand out”.
- Premiumization is appealing: 46% of consumers are willing to pay more for beverages that they consider premium, which they associate with better quality, better ingredients and attractive packaging.
- Sips are sought for wellness:Â An overwhelming majority of Americans (82%) say drinking their favorite beverages helps restore their mental health and 66% seek out beverages that improve their physical health.
- Sober-curious is on the rise. 58% of consumers now prefer non-alcoholic beverages when hanging out with friends and Gen Z (21+) is leading the shift, with only 39% choosing alcohol as their go-to beverage for socializing.
Unlike traditional consumption reports, the State of Beverages 2025 Trend Report looks beyond volume and sales to explore emotional and functional motivations behind beverage choices as heard directly from consumers, providing a compass of where beverage culture is now and where it’s headed next.
