ALPHA-BETS

How are Gen Alpha’s beverage tastes
shaping up? Sian Edwards investigates.

Artwork by Nina Allen

The Big Idea:

Gen Alpha is an emerging consumer group that appears to value fun, flavor, and visual appeal in their beverages, with growing awareness of health and sustainability. While social media and branding may influence their choices, taste remains the top priority, making flavor the key to winning their loyalty.

ALPHA-BETS

Forget Gen Z – there’s a hot new demographic on the rise. The oldest ‘Gen Alphas’ are now 15 and already becoming a powerful, informed, and plugged-in group of consumers.

What better way to understand this emerging generation than to hear directly from them? So, we ran a small global survey of young people aged 10–15 to find out what they’re looking for in a beverage. While the data isn’t statistically robust, it’s still full of fascinating insights. A big thank you to all the parents, guardians, aunts, uncles, godparents, siblings, and friends across the Finlays community, who helped gather responses – and an even bigger thanks to the brilliant young people who shared their honest and thoughtful views for 1750!

^{WHAT ARE YOUR FAVORITE SOFT DRINKS?}

Insight:

Mainstream fizzy drinks still lead the pack, closely followed by indulgent, frappé-style beverages popularized by brands like Starbucks. Gen Alpha clearly loves sweet, fun drinks—driven by novelty, flavor, and social media. Interestingly, one in five showed interest in tea and coffee beverages, hinting at early adoption of more adult-like tastes. Compared to past generations, it suggests younger consumers are picking up lifestyle habits and are exposed to trending products earlier than before.

WATCH: Siân Edwards on Gen Alpha

^{HOW IMPORTANT ARE THESE FACTORS WHEN CHOOSING A DRINK?}

Insight

Gen Alpha’s purchasing decisions closely mirror those of older consumers, with taste, affordability, and health as the main drivers. All factors score highly, emphasizing the need to meet diverse consumer demands—from trending flavors and health benefits to strong branding. Sustainability ranks slightly higher than we typically see with older consumers, reflecting Gen Alpha’s greater awareness and priority on environmental issues.

^{HAVE YOU EVER CHOSEN A DRINK BECAUSE OF SOMETHING YOU SAW ON SOCIAL MEDIA?}

Insight

Social media has influenced 60% of respondents to buy a drink, but mostly for one-off or occasional purchases – not regular habits. That’s high, but it’s not driving repeat purchasing behavior. Is this because beverage experiences aren’t living up to the online promise or because these young consumers have less control over screen time and spending? It would be interesting
to rerun this study with a broader consumer demographic to compare.

^{What makes a drink seem ‘cool’ or appealing to you?}

1. Gen Alpha prioritizes taste above all when choosing drinks, with sweet and flavorful options leading the way.

2. Eye-catching, colorful packaging plays a major role, reflecting their visual-first nature and desire for fun, expressive products.

3. They’re absorbing the adult language of ‘better-for-you’ and eco-consciousness, particularly when paired with appealing flavors and strong branding.

4. Celebrity endorsements, peer influence and social media shape what’s ‘cool’. Products that are “talked about” feel aspirational and socially-approved, reflecting a desire to express identity and belonging.

^{Gen Alpha Imagines its Dream Beverages}

^{We also asked our respondents to invent their dream drinks. It’s almost impossible to choose but here are some of our favorites, imagined with the help of AI}

REPETITION

A mango-flavored drink with a calm, stylish vibe, bold red color, and trending Y2K-inspired fashion-forward packaging for all ages.”

EXTRA FUNFETTI COOL JUICE

A fun tropical punch with rainbow confetti packaging and edible confetti inside—playful, colorful, and bursting with party vibes.”

RAINBOW RACE

A fruity, feel-good drink in a colorful can. Ethically made, turtle-friendly, and designed for a chill, relaxed vibe.”

STAR SMASH

A white bubble tea with sleek blue and grey packaging – cool, modern, and made to stand out.”

TROPICAL ALPS

A tropical fruit drink packed with health benefits, featuring popping boba and real fruit pieces for a fun, functional boost.”

Siân Edwards

Director of Strategy and Insights