New beverage wellness trends are changing how many Americans choose what they drink. An EY Consumer Beverage Survey found that 97% of U.S. consumers have engaged in health and wellness behaviors over the past two years. EY says those habits now show up clearly in beverage decisions.
The shift goes beyond simple thirst or taste. EY says beverages now play a role in how people want to feel during the day, including energy, focus, calm, and balance. That framing reflects a broader shift in consumer thinking, in which drinks are increasingly seen as part of daily self-management.
Survey results suggest this mindset now affects mainstream buying behavior. EY reports that 58% of consumers pay attention to ingredients when choosing beverages. It also found that 52% are willing to pay more for drinks that support health and wellness goals.
Sugar reduction stands out as one of the clearest examples. According to EY, 66% of consumers have already shifted toward lower-sugar or lower-calorie options. That suggests wellness has become a routine filter for beverage purchases, not just a niche preference.
Consumers Define “Healthy” in Personal, Not Clinical, Terms
The survey also points to an important gap between wellness marketing and medical definitions of health. EY says many consumers choose drinks based less on strict scientific standards and more on how a product makes them feel in the moment. Those feelings include being balanced, more in control, or simply better than after choosing another option.
That matters because a “healthier” choice in the market does not always equal a clinically healthier product. EY notes that moving away from alcohol or sugar can reflect perceived well-being, but the result may still be shaped by personal beliefs rather than nutrition science alone.
Other industry and consumer research points in a similar direction. A separate 2026 food and beverage survey from The New Consumer found that many Americans plan to prioritize wellness this year, while concerns about weight, sleep, and stress remain widespread. That broader context helps explain why drinks marketed around function, nutrition, or moderation continue to attract attention.
Still, taste remains central. EY data shows that taste or flavor quality ranked above health and wellness benefits among the factors consumers consider when choosing beverages. That means wellness may shape decisions, but it does not replace the basic demand for enjoyable products.
Younger Adults Are Driving Functional Drinks and Moderation
Generational differences are a major part of these beverage wellness trends. EY reports that functional beverage use is highest among younger adults. About 80% of Gen Z consumers and 75% of millennials regularly consume functional beverages, compared with 64% of Gen X and 41% of boomers.
EY also found that younger consumers are more likely to connect beverages with identity and lifestyle. In that view, what someone drinks can signal values, routines, or social preferences, not just flavor or nutrition.
The survey found another notable shift around alcohol. EY says 55% of U.S. consumers feel more comfortable choosing nonalcoholic options in social settings. That comfort rises to 65% among millennials. At the same time, EY says the stronger pattern is moderation and substitution, not full withdrawal from alcohol.
That finding lines up with EY’s earlier work on alcohol and GLP-1 use. In a separate EY-Parthenon survey from 2025, 44% of GLP-1 users said they drank less after starting the medication, and 82% said those habits continued even after stopping treatment.
What the Survey Means for the Health Market
The EY data suggests that wellness claims now carry more weight across beverage categories, but companies still face a fragmented market. Older consumers often look for familiar cues such as low sugar or low calories. Younger buyers appear more open to functional language, new formats, and lifestyle-driven branding.
That split means the health story in beverages is no longer one-size-fits-all. Companies may need to match products to specific needs such as energy, immunity, gut health, or moderation, while keeping claims credible and easy to understand. EY says success will depend on how well brands fit into intentional daily routines rather than relying on broad wellness labels alone.
For health coverage, the bigger takeaway is that drinks are becoming part of how Americans manage everyday well-being. These beverage wellness trends do not prove that every “better-for-you” claim is medically meaningful. They do show that wellness, moderation, and ingredient scrutiny now play a larger role in what people pour into a glass.