YouGov’s Post

Which beers, liquors, hard seltzers & lemonades do Gen Z (21+) and Baby Boomers uniquely prefer? What about Democrats and Republicans? YouGov’s new US alcoholic beverages rankings report identifies the core drinking demographic in 2024, before examining the brands leading various important consideration sets. Download the report here https://okt.to/5plWfa

While "energy" may appear to have won out on this survey, nearly double the amount of people were looking for some form of calming effect as a functional benefit (when you combine those looking for sleep or relaxation benefits). Being a new mom, I need a lot of "functional" to function some days - and that's okay! In fact, it has made me empathize more with the consumers our F&B brand customers are trying to target - because I'm one of them! My top piece of marketing advice to functional food and beverage brands when developing your GTM strategy would be to highlight the lifestyle improvement the consumer will get over the functional ingredient(s). Of course, it's important for consumers to know the ingredients in their products and many already know what some ingredients do, and those ingredients should also be spoken to BUT when marketing these items consumers really want to know how it's going to improve their lifestyle, and that they are heard - More sleep? ✔️ Less anxiety? ✔️ Better focus? ✔️ More energy? ✔️ Defining and reaching the key audiences/demographics that would benefit from your functional product's lifestyle improvement benefits is essential. That said, even the best marketing messaging in the world can't help if your product doesn't meet the taste test. To build brand loyalty and keep them coming back, your product needs to be nutritious and delicious!

NIQ has some fascinating insights into Gen Z (21+) and their relationship with alcohol. This generation has a distinctive approach to drinking, with a strong emphasis on "better for you" options. This has led to a surge in popularity for low-alcohol and non-alcoholic drinks. However, they still enjoy a good RTD, Hard Kombucha, or FMB. What surprised me was that 34% of Gen Zs (21+) said they lean towards hard seltzers when purchasing alcohol. This generation is changing the landscape of the alcohol industry in exciting ways. Will be interesting to see how companies approach this consumer and how that further changes the landscape as more Gen Zs become LDA consumers. #GenZ #alcohol #beverages https://lnkd.in/gKcti3-b

If you think kids are the top age group eating Pop-Tarts, think again. 🧑 In a survey of over 500 consumers, Numerator found that adults are the most likely consumers to eat Pop-Tarts (72% of Pop-Tarts buyers said they ate Pop-Tarts and 54% said other adults in the household ate Pop-Tarts), followed by teenagers (26%), children ages 5-12 years (25%), and children under 5 years old (13%). 😋 Among consumers who buy Pop-Tarts, 44% said Pop-Tarts are eaten at least once per week in their household, 26% said at least once per month, and 21% said a few times per year. 9% said every day. 🌄 Breakfast is the most popular time for eating Pop-Tarts (72% of Pop-Tarts buyers). 52% eat as an afternoon snack and 41% as a nighttime snack. 🏡 The most popular places to eat Pop-Tarts are at home (84%), while on the go (40%), and at work (27%). #Numerator #consumerinsights #consumersurvey #unfrosted #poptarts

Are you embracing 'snackification'? 🍫 Our #CambridgeDictionary defines this as the shift from eating proper meals every day to eating several snacks instead. Snackable lifestyles are popular amongst gen Z and millennials. In the U.S., half of consumers eat three or more snacks a day, according to market research. Should this word be added to the dictionary? Let us know in the comments! Learn more diet-related #NewWords here: https://ow.ly/cEe050R40KV

Millennials are rewriting the drink playbook and spoiler alert: alcohol is NOT invited. 🚨 According to VICE, the "sober curious" crowd isn’t just dabbling in non-alc—they're locking it in. Millennials now make up 61% of non-alc drinkers, leaving their boozy counterparts in the dust. These aren’t just Dry January warriors anymore; it’s a full-on lifestyle shift. 🍇✨ This is exactly why we built Good Twin—for the ones who want the full vineyard experience without the fuzziness (and definitely without the next-day regrets). We’re not your sober alternative—we’re your first choice. More flavor, zero buzz, 100% vibe. 🔥 Good Twin is here to serve up bold, delicious wines for this new era of intentional drinking. The shift is real, and we’re riding the wave. 🌊 Raise your glass (non-alc, of course), because the future is looking GOOD. 😉 #NonAlcRevolution #GoodTwinWine #MillennialShift #NoBuzzJustFlavor #NextGenWine #nonalc #nonalcoholic #nonalcwine Read more about the movement here: https://lnkd.in/eDZs2_j3

🥃 Curious why Gen Z and Millennials are choosing non-alcoholic beverages? Meet Jade, a 26-year-old who joined the Sober Curious movement for various reasons, including health and taste preferences. Discover our key findings, and learn more about our strategies for effectively connecting with this rapidly evolving audience by contacting us here 👉 https://lnkd.in/evcpUmRn #SoberCurious #MarketTrends #ResearchStudy

Did You Know: Since 2019, around 6 in 10 folks have consistently favored multiple small meals throughout the day over traditional large ones. These numbers are even higher for Gen Z and Millennials who eagerly anticipate their daily snacks more than their meals. Learn more in our annual #StateofSnackingReport live now! #TeamMDLZ

Did You Know: Since 2019, around 6 in 10 folks have consistently favored multiple small meals throughout the day over traditional large ones. These numbers are even higher for Gen Z and Millennials who eagerly anticipate their daily snacks more than their meals. Learn more in our annual #StateofSnackingReport live now! #TeamMDLZ

Did You Know: Since 2019, around 6 in 10 folks have consistently favored multiple small meals throughout the day over traditional large ones. These numbers are even higher for Gen Z and Millennials who eagerly anticipate their daily snacks more than their meals. Learn more in our annual #StateofSnackingReport live now! #TeamMDLZ