58% of Americans Are Scrutinizing Their Drink Ingredients and Beverage Brands Need to Catch Up

sample, people use online grocery suggestions, fitness and health apps, and loyalty apps to decide what to try, and in Brazil, 45% have already used AI based beverage recommendations in the past year, versus 27% in the U.S., with 70% of Brazilians saying they are very likely to do so next year.

Generational Divides in Drinking The research highlights clear gaps between younger and older drinkers.

In the U.S., around 80% of Gen Z and 75% of millennials drink functional beverages at least every two weeks (compared with 65% overall), while 53% of Gen Z and 47% of millennials consume energy drinks that often versus 34% overall, and younger Brazilians report drinking less alcohol than older cohorts even as total alcohol usage remains high.

Looking Ahead For beverage brands, this research points to health and wellness as a baseline expectation, not a niche. Portfolios will need more clearly functional, low or no sugar options, with benefits and ingredients explained in simple, transparent language on pack and online…