The Coca-Cola booth at the 2024 National Restaurant Association Show offered a plethora of flavor options, ranging from Powerade Sours to Spiced Coca-Cola to Gold Peak Zero Sugar Iced Tea. The colorful and fruity drinks catered to Gen Z consumers who crave vibrant and exciting flavors.
According to Brian Jackson, senior manager at Coca-Cola, Gen Z consumers are drawn to new and colorful flavors. Despite their love for visual novelty, they tend to prefer familiar flavors, with only 12% actively seeking out new ones. This preference for bold yet familiar flavors is evident in their choice of snacks and beverages.
J&J Snack Foods has seen a significant increase in sales of churros, a snack that appeals to younger generations due to its known yet differentiated flavors. Similarly, the Icee beverage platform has remained popular among consumers, with collaborations like the Smurf Movie and Ghostbusters adding a playful touch.
Caribou Coffee has noticed a shift in consumer preferences towards sweeter and fruitier energy drinks, away from traditional hot coffee. Their summer drinks, featuring high caffeine content and soda water or lemonade bases, have exceeded expectations in terms of performance.
The trend towards healthier snacking is also impacting the beverage industry, with a focus on nutrient-dense ingredients like berries. Brands like Coca-Cola are introducing new options like Powerade Sours, targeting health-conscious Gen Z consumers.
As Gen Z continues to influence food and beverage trends, there is a growing interest in organic and vegan options. Caribou Coffee emphasizes the use of whole ingredients in their beverages, catering to consumers looking for a healthier yet still indulgent experience.
Overall, the evolving preferences of Gen Z are shaping the way restaurants and brands approach their beverage offerings, with an emphasis on bold yet familiar flavors and healthier options. This shift towards personalized and health-conscious choices is driving innovation and creativity in the industry.