Modern Beverage Culture 2023
The US beverage landscape is growing increasingly diverse. Consumers’ aspirations for healthier beverage habits are challenged by habitualized behavior and yet they continue to seek out less processed and lower sugar beverages to meet expectations. Sustainability interest trails wellness across beverage categories.
Modern Beverage Culture 2023 “explores how consumers engage with today’s rich beverage landscape, including cultural context, attitudes, behaviors and aspirations around beverage consumption. The Modern Beverage Need State model highlights six key need states driving beverage choices, with a focus on how 12 beverage categories perform within these needs. The study provides actionable guidance on how consumers navigate the increasingly complex beverage landscape and how companies can best engage consumers in this fast-innovating space.
Published June 2023 | Report length: 102 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary Quantitative Research: Online national survey April 14, 2023–May 5, 2023, n=2253 U.S. residents aged 16-77. (MOE) ±2.1 pts at 95% confidence level.
Respondents recruited as a nationally representative sample. Balanced by age, gender, division, income, race / ethnicity, and presence of children to match the 2023 Census Bureau Current Population Survey
- Primary Qualitative Research: Digital Ethnographies: n=17 participants. Week-long immersive engagement via asynchronous virtual platform.
Follow-up In-depth Interviews, n=8 participants. Hour-long interview focused on delving into responses from digital ethnography, including perceptions of sugar, alcohol and alternatives, inspiration and desires, beverage procurement from retail and restaurants.
- Methodology
- Chapter 1: Executive Summary
- Chapter 2: Modern Beverage Culture
- Chapter 3: Beverage Considerations and Procurement
- Chapter 4: Modern Beverage Need State Model
- Chapter 5: Beverage Category Deep Dive
- Alcohol
- Low/no alcohol
- Coffee
- Tea
- Water
- Dairy
- Dairy alternatives
- Juices and Smoothies
- Soda and Soft Drinks
- Sports and Energy Drinks
- Functional + Fermented
- Meal Replacements, Protein Shakes, Nutritional Powders/Drops
- Chapter 6: Innovation Within the Experience Need State
- Chapter 7: Implications and Recommendations
- Modern Beverage Culture
- Consumer aspirations and important attributes when shopping for beverages
- Modern beverage need state model
- Beverage category deep dives
- Beverage innovation including novelty, functionality, and personalization
