FMI's Power of Beverage 2026 research shows that beverage preferences, value perceptions and discovery behaviors vary significantly by generation, creating a need for retailers and suppliers to tailor merchandising, marketing and innovation strategies to different shopper cohorts.
By: Steve Markenson, Vice President, Research and Insights, FMI and Morgan Griffin, Manager, Communications, FMI
Walk down the beverage aisle with a Gen Z shopper, a millennial parent, a Gen X professional and a baby boomer, and chances are you will watch four very different shopping journeys unfold.
The Gen Z shopper may stop and compare a protein soda they discovered on TikTok, scan reviews on a smartphone and debate whether a functional beverage delivers enough value to justify its price. A millennial might reach for a hydration drink, protein coffee or a low-sugar option that aligns with their health goals and busy lifestyle. Across the aisle, a Gen X shopper could be stocking up on coffee and family favorites, balancing convenience, price and trusted brands. Meanwhile, a baby boomer gravitates toward familiar beverages and in-store discoveries that fit established routines and wellness priorities. These differences are reshaping the beverage marketplace in meaningful ways.
FMI's new Power of Beverage 2026 research reveals that beverages have become far more than simple refreshments. Across generations, shoppers increasingly use beverages to help achieve specific goals, but those goals vary considerably by age group. For younger shoppers, beverages increasingly serve a functional purpose, with Gen Z and millennials more likely to seek benefits such as protein, immunity support and wellness. At the same time, older generations tend to gravitate toward familiar beverages that fit established daily routines. For many younger consumers, the question is often not "What do I want to drink?" but rather "What do I want this beverage to do for me?"
At the same time, the meaning of value for all consumers is evolving. While low price remains important to every generation, younger shoppers bring a broader definition to the conversation. Among Gen Z shoppers, 22% say wellness benefits are part of what defines beverage value, while 17% prioritize healthier or better-for-me attributes, and 31% consider portion size an important aspect of value. Millennials similarly over-index on premium ingredients (22%), healthier attributes (20%), and trusted quality (47%). These evolving expectations help explain why premium and super-premium beverages continue to gain share.
The discovery journey looks different, too. For many baby boomers, discoverability still happens in the store, with 41% citing in-store shelf signage and 35% saying they find new beverages simply by noticing them while shopping. Younger consumers, however, often start their journey online. Nearly all Gen Z shoppers (92%) use social media to discover new beverages, while 58% discover products on TikTok and 55% on Instagram.
Yet these shoppers are not blindly following trends. Today's younger consumers often research products extensively before making a purchase, seeking validation from reviews, creators and trusted social networks.
Generational differences even show up in what consumers drink most often. Coffee is important to Gen X and baby boomers, while younger shoppers are more likely to embrace carbonated soft drinks, juices, dairy-based beverages and emerging functional options. Compared with all adults, Gen Z shoppers are more likely to look for protein (28% vs. 23%), B vitamins (24% vs. 17%), immunity support (16% vs. 13%) and adaptogens (6% vs. 4%) when choosing beverages.
Throughout these choices runs a common thread: beverages help consumers express who they are, support how they want to feel and fit the routines of their daily lives.
For retailers and suppliers, the lesson is clear. The beverage shopper is no longer a single consumer profile. Success increasingly depends on understanding how different generations define value, discover products and use beverages to meet their changing needs. Those who recognize these generational differences and create experiences that reflect them will be best positioned to build loyalty, drive trial and capture growth in one of food retail's most dynamic categories.
Industry Topics address your specific area of expertise with resources, reports, events and more.
Our Research covers consumer behavior and retail operation benchmarks so you can make informed business decisions.
Events and Education including online and in-person help you advance your food retail career.
Food Safety training, resources and guidance that help you create a company food safety culture.
Government Affairs work — federal and state — on the latest food industry policy, regulatory and legislative issues.
Get Involved. From industry awards to newsletters and committees, these resources help you take advantage of your membership.
Best practices, guidance documents, infographics, signage and more for the food industry on the COVID-19 pandemic.
