Generation Z (the demographic born between 1997 and 2012) is now coming of drinking age. Their unique drinking habits and consumer behaviors will bring a shift to the beverage industry. We can help you prepare for it and keep your business relevant. As the beverage industry evolves, Gen Z’s drinking preferences and behaviors will heavily influence the direction of the drinking world. Northwest Naturals is here to provide insights on how beverage companies can prepare for this shift.
Understanding Gen Z Drinking Habits
Health-Conscious
Gen Z is more health-conscious than previous generations, preferring beverages offering nutritional benefits and natural ingredients. They prefer low-sugar items and beverages free from artificial additives. Drinks offering functional benefits such as vitamins and antioxidants have grown in popularity.
Northwest Natural’s newest high-flavor, low-juice blend (HFLJ), is a fantastic way to achieve this functional goal without compromising flavor. Its beverage formulations maximize flavor intensity while minimizing the quantity of fruit juice used. They make sweetness customizable, innovation easier, taste bolder, and more. This ability to diversify products also lends itself well to another trend in the Gen Z purchasing pattern, which is…
Bolder the Better
Gen Z loves variety and novelty. They are open to experimenting with different flavors and flock towards unique and bold taste experiences. Unconventional combinations appeal to their adventurous palate. Customizing fresh new flavors may seem daunting, but Northwest Naturals has been a leader in the flavor industry for 40 years. We can help!
Sustainability-Minded
Gen Z is passionate about supporting brands that commit to sustainability and eco-friendly practices. Beverage companies that prioritize sustainable processes will resonate with this environmentally-conscious demographic.
Digitally-Influenced
Digital media and social networks are influential factors when dictating Gen Z buying habits. This tech-savvy generation discovers new beverage brands and products through social media platforms, online reviews, and influencer recommendations. We recommend beverage companies leverage digital marketing strategies and engage with Gen Z online to build brand awareness.
Preparing for Gen Z
Now that we have familiarized ourselves with the Gen Z consumer patterns, how can companies develop innovative beverage offerings that cater to their preferences for health, flavor diversity, and sustainability?
Consider launching new juice concentrate blends with unique flavor profiles, organic ingredients, and eco-friendly packaging. Northwest Naturals offers diverse products and services that help manufacturers reach these flavor goals. See everything we offer on our website, and we welcome you to request a free sample!
We also recommend connecting with Gen Z on a deeper (and more digital) level by sharing brand stories and values. Highlight your company’s commitment to quality, sustainability, and social responsibility in your brand messaging.
Need Help? Call Us!
At Northwest Naturals, we understand the evolving preferences of consumers. We have been in the industry for decades. We have built consumer data to track trends and buying behavior for Gen Z and beyond, and we know what works, even when it comes to Gen Z.
We make our fruit solutions from quality fruits and provide diverse flavors, including exotic blends and seasonal favorites. We can also create custom blends to really differentiate your product. Additionally, and most importantly, our commitment to sustainability means that you can trust our products to align with our own environmentally conscious values.
As Gen Z becomes a driving force in the market, companies must adapt their strategies to meet the evolving preferences. By understanding Gen Z’s drinking habits, beverage companies can successfully prepare for the next generation of drinkers, and with our support you can confidently meet their demands while setting your brand apart.
Ready to craft your next bestseller? Contact us or request a sample today at 425.881.2200 or custserv@nwnaturals.com!