Monday, May 9, 2016

Manufacturers target Gen Z with better-for-you beverages


    

Dive Brief:
  • Nearly half of surveyed Gen Z college students said "healthy/good for you" claims are their entry points for trying new beverages, according to a survey from Beverage Marketing Corp. and Fluent, a college marketing and insights agency.
  • The health claims that resonated most with this demographic were "all-natural" (52%), "low-calorie" (37%), "organic" (36%), "vitamin-enhanced" (31%), and "zero-calorie" (27%). About half said they try to avoid beverages that contain artificial sweeteners, flavors, preservatives, or high fructose corn syrup, and just over half consider cane sugar as a healthier sweetener.
  • Bottled water was the beverage of choice for this age group because it is healthier, more convenient, and easier to find, surveyed students said. Coffee and tea followed as the next two most-purchased beverage segments for Gen Z....

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