Consumers also expect beverages to satisfy multiple needs. More than half (55%) said they think about what a beverage does for them, not just how it tastes, while 69% said they use beverages as a reward, pick-me-up or treat. Whether they’re choosing coffee, bottled water, sports drinks, soft drinks, beer or spirits, consumers look for products that match the occasion and deliver an experience that feels worthwhile.

“Traditional surveys do a good job measuring top-of-mind brand and product preferences, but they don’t always capture the underlying motivations behind how people actually make decisions,” said Jonathan Dore, executive vice president at Reach3 Insights, in a statement. “Our immersive conversational research approach gets below the surface to reveal the situations and emotions driving consumer beverage choices, giving brands a much richer picture of what 'worth it' actually means.”

The following are additional findings from the study:

•    One in four consumers (25%) prioritize health goals, functional benefits and better-for-you beverages, while 28% choose drinks based on the occasion and social setting.

•    THC beverages continue to gain attention as consumers, especially millennials, look for controlled enjoyment and alternatives that deliver the desired experience with fewer perceived downsides.

•    Consumers see the future of beverages becoming healthier rather than more indulgent (52% vs. 19%), while 45% expect the category to become more value-focused versus more premium-focused (20%). Multicultural consumers are more likely to predict a shift to premium (32%).

•    Forty-five percent expect more non-alcoholic beverage options, compared with 25% who expect alcoholic beverages to play a larger role. Another 43% expect consumers to become more interested in discovering new beverages.

As consumers rethink what they expect from beverages, Reach3 Insights helps brands understand how consumer expectations, motivations and in-the-moment decision-making are changing through solutions such as Reach3’s conversational insight communities, Journey Mapping and AI-powered qualitative research. This study surveyed 2,000 U.S. consumers using Reach3 Insights’ AI-accelerated, mobile-first conversational research methodology, powered by Rival Technologies, an insights platform that captures rich consumer feedback through natural, chat-based conversations, it says.