“Drinking coffee in the morning is my happy place” is a statement that resonated with 69% of respondents. The finding aligns with data from the National Coffee Association: US coffee drinkers average 3 cups a day.

“It’s more than a pick-me-up; it’s a ritual, a comfort, and increasingly, a platform for innovation,” says Erin Smith, senior marketing associate at Imbibe.

The survey concurs, noting consumers associate coffee with starting with starting the day, energy, relaxation and comfort. As a functional, habitual beverage, coffee, like bottled water, is more likely than other drinks to be consumed on its own.

Carbonated soft drinks for indulgence

Consumers tap carbonated soft drinks (CSDs) as their top beverage indulgence. Survey participants associate CSDs with cravings, flavor and complementing food. Nonetheless, they are gravitating toward better-for-you options like reduced sugar. They also look for premiums, such as attractive packaging and what they judge as better ingredients and quality.

Of those surveyed, 46% of consumers said they would pay more for a CSD they considered premium.

Smith says to watch out for functional fortification and fiber content in the beverage space, with protein showing “no signs of slowing down.”

Today’s consumers aren’t just choosing beverages – they’re selecting solutions for specific moments,” says Smith. “That’s why smart manufacturers are leaning into segmentation strategies that account for both benefit and occasion.”

For deeper insights, including those from Keurig Dr. Pepper’s beverage trend report, check out the full article on Food Navigator USA.