A recent study by consulting firm EY highlights how health awareness, digital tools, and generational differences are reshaping beverage consumption in the United States and Brazil.
The research surveyed 2,512 adults between November 20 and December 11, 2025, uncovering trends that are influencing both alcoholic and non-alcoholic drink markets.
Health as a Key Driver
Health concerns are increasingly dictating beverage choices. In the U.S., 58% of respondents pay close attention to ingredients when purchasing drinks, while 52% are willing to pay a premium for products that contribute to wellness goals. The trend toward sugar reduction is particularly strong, with 66% choosing low-sugar or lower-calorie options.
In Brazil, health motivations extend beyond basic nutrition. About 75% of consumers value functional benefits such as immune system support, reflecting growing demand for beverages with measurable health advantages.
Digitalization Influencing Discovery and Loyalty
Digital channels are playing a central role in discovering and repurchasing beverages. In the U.S., 19% use online supermarket recommendations, 17% rely on fitness and health apps, and 16% consult loyalty apps. Among Generation Z, these figures rise to 26%, highlighting the tech-savvy nature of younger consumers.
In Brazil, digital influence is even more pronounced: 45% of respondents used AI-driven recommendations for beverage selection in the past year, compared to 27% in the U.S. Moreover, 70% of Brazilians, particularly millennials, report they are likely to use such tools in the near future.
Generational Differences Shape Consumption Patterns
Generational shifts are apparent across both alcoholic and non-alcoholic categories. In the U.S., while some social pressure to consume alcohol remains (20%), functional beverages are gaining popularity. 80% of Generation Z and 75% of millennials consume alcoholic drinks at least every two weeks, compared with 65% of the overall population.
In Brazil, regular alcohol consumption is 57%, but declines to 47% among younger consumers, reflecting a trend toward moderation and alternative beverages. Energy drinks also reveal generational patterns: in the U.S., 53% of Generation Z and 47% of millennials consume them at least biweekly, versus 34% of the total population.
Implications for Beverage Companies
The EY study emphasizes that companies must adapt to changing consumer expectations through innovation, transparency, and clear health benefits. Digital channels are not just optional—they are central to engaging younger consumers and building loyalty.
The survey sample was representative of census data, with a margin of error of ±2.5% in the U.S. and ±3.1% in Brazil, providing a robust snapshot of current trends shaping beverage markets in two major global economies.
Source: VinoVistara