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Generational tastes: Soft drink consumerpreferences 2025 How consideration and consumption of soft drinksshifts amongst different age groups in Great Britain,with a deep dive into health-conscious consumers. /Research Reality Contents 1Foreword 2Consumer trends, key benefits,and purchase drivers 3Assessing the appetite forno/low alcohol alternatives 4Health-conscious consumerism 5Methodology Foreword Beyond water, caffeine remains the staple of daily beverage consumption,but the soft drink sector is quietlyevolvingas a growing minority embraces more health-conscious choices. Sugar-free options still dominate this category, reflecting their long-standing place in consumer habits.However, their appeal is beginning to fade among younger demographics. Interestingly, many of thesoft drink brands gaining traction today aren’t sugar-free, suggesting a shift in taste or a broader redefinitionof what “health-conscious” means. Supplementary ingredients, such as protein, vitamins & minerals are on the radar for many, with significantover-indexing in these requirements among younger consumers. Although the young exhibit some of the mostsignificant variations in preferences and intentions, it is also noteworthy that functional benefits like relaxation,along with image-related factors such as retailer reputation, branding and packaging, can play a major role intheir decision-making and will continue to be key consideration drivers. Nonetheless, across all age groups,quality consistently ranks higher than nutritional and health benefits when choosing drinks, highlighting acomplex and evolving landscape of consumer preferences.” Rich Moller Research Director Custom-Consumer (UK), London Explore our solutionsdium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2025-01-Global-Best-Brands-2025 Powered by theYouGov panel 30mregisteredpanel members The insights in this report are fuelled by YouGov’s consumerresearch panel, which has 30 million registeredmembers from55+ markets. Every day, our members trust us with their data and opinions–enabling us to gain insights into behaviours and attitudes frompeople of all ages, backgrounds and beliefs. 55+markets Inclusion is essential for our members, our clients, and ourmission. We invest millions each year to ensure we can createtruly nationally representative online samples and access hard-to-reach groups. The Pew Research Centre concluded that YouGov “consistentlyoutperformed" other online competitor samples for accuracy. Consumption trends: Frequency of consumption per drink type Daily consumptionof caffeine and tapwater are on anequal footing asthe most consumedbeverages While 1 in 5 are drinking health-conscious options at leastonce a week. Get in touch for more data Key benefits: Top 3 benefits with highest consumer appeal Energy boosts andprotein intake are ofhigh appeal to theyoung 1. Helps with sleep The ability to increase protein intake isalmost double among 18-34s versusthe rest of the population, while theappeal of soft-drinks helping withsleep increases with age. Brand consideration: 9 of the top 10most-improvedcarbonated drinksbrands are full fatversions This could suggest a changein appetite towards sugar-free /low fat soft drinks. Get in touch for more datahttps://business.yougov.com/?marketo=contact&utm_medium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2025-01-Global-Best-Brands-2025 Purchase drivers: Purchase drivers (Net important) Despite nutritionalcontent and healthbenefits showinggrowing importancewithin the market,quality still out-weighs Price and quality remain theleading factors that will bekey in decision making. Importance of health/nutrition benefitswhen purchasing soft drinks by age group Purchase drivers: 51% claim that health/nutritional benefitsare important whenpurchasing soft-drinks A quarter of those aged 25-34 seethis as beingextremelyimportant. Get in touch for more datahttps://business.yougov.com/?marketo=contact&utm_medium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2025-01-Global-Best-Brands-2025 Purchase drivers: Purchase drivers (Net: Importance) The young are moredriven by brand andimage Significantly higher proportions ofthose aged 18-24 place importanceon who the retailer is, how theproduct looks, and brand name. Assessing theappetite for no/lowalcohol alternatives Assessing the appetite forno/low alcohol alternatives Frequency of consumption: Non-alcoholic beveragealternative (Net: Weekly vs. At least monthly) 1 in 10 consume non-alcoholic beveragealternatives on aweekly basis This has remained consistent sinceQ3’24. When expanding to monthlyconsumption, proportions more thandouble but have struggled toincrease recently. Assessing the appetite forno/low alcohol alternatives Frequency of consumption: Non-alcoholicbeverage alternatives (Net: At least monthly) Monthly consumptionof non-alcoholicbeverage alternativesremains higher amongthe young versus thenational average Ho