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EY Consumer Beverage Survey: New consumer research finds health-led choices, generational changes and digital discovery are redefining beverage expectations
- EY released findings from a survey of more than 2,500 adults in the US and Brazil, identifying three forces reshaping beverage choice.
- US consumers show 58% paying attention to ingredients and 52% willing to pay more for health-supporting beverages.
- Brazil shows higher AI-based beverage recommendations use, with 45% of consumers using AI in the past year.
- More than half of US consumers are willing to pay more for beverages that support health goals.
- Digital ecosystems are primary gateways for beverage discovery and trial, especially among Gen Z.
- Gen Z and millennials show higher engagement in functional and energy drinks compared to the overall population.
- Wellness is becoming a baseline expectation in beverage formulation and pricing strategy.
- Survey covered more than 2,500 adults with results weighted to census representation in US and Brazil.
- EY executives call for brands to engage consumers where decisions are made today.
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