September 30, 2026
Influencing factors in the consumption of functional beverages by generation z and their implications for marketing strategies
Factors Influencing Functional Beverage Consumption by Generation Z and Their Implications for Marketing Strategies
Alice Pacheco Barbosa; Felipe Galesi Jaoude
DOI: 10.22167/2675-6528-202602676
Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.
Summary
The functional beverage market has expanded in recent years, driven by changes in consumption habits and the search for practical and healthy solutions. The study aimed to understand the main factors that influenced the consumption of this category among young Brazilians of Generation Z and to analyze how these findings could guide marketing strategies. To this end, a descriptive approach was adopted, which included a “Desk Research” and a quantitative survey with a structured questionnaire, applied to 67 Generation Z respondents. The results indicated that this audience valued clear benefits, taste, practicality, convenience, and visual elements that generate identification. Perceived value proved central to the consumption decision, especially due to price sensitivity and the need to justify the cost-benefit. The category showed potential for adherence, but future consumption intention was not high. It was concluded that increasing the category’s relevance depends on strengthening the value proposition, combining functionality, sensory experience, and compatibility with routine, to make the offering more useful, desirable, and culturally relevant for Generation Z.
Keywords: Functional beverages; Consumer behavior; Generational conduct; Consumption trends; Perceived value.
1. Introduction
The functional beverage market has experienced significant growth in recent years, driven by changes in consumer habits and the growing demand for solutions that promote well-being and align with healthy lifestyles. This global segment was valued at US$ 175.5 billion in 2022, with projections to reach US$ 339.6 billion by 2030, according to a report by Ncco foodservice solutions (2024).
In this scenario of expansion, Generation Z, composed of individuals born between 1997 and 2012, emerges as one of the main drivers of the transformation in the beverage consumption culture. This demographic group has promoted a notable shift, characterized by the appreciation of personalization, the exploration of new flavors, and greater health consciousness (Keurig dr pepper, 2024). Functional beverages, which offer additional health benefits beyond simple hydration, thus gain prominence among these consumers, who prioritize products that combine functionality, flavor, and a healthy lifestyle (Keurig dr pepper, 2024; ncco food service solutions, 2024).
Demographic segmentation, especially generational, is an essential marketing tool for companies to meet the specific needs of consumers (Kotler and Armstrong, 2018). Belonging to a generation goes beyond the biological aspect, reflecting the sharing of a common destiny that shapes individual reactions to social reality (Mannheim, 1993). Generation Z, in particular, has experienced significant events such as the intensification of the digital environment and the impacts of the Covid-19 pandemic, leading them to value health, purpose, and well-being. Understanding consumer buying behavior is fundamental for marketing professionals (Kotler and Keller, 2019), being a complex field that encompasses psychology, sociology, and anthropology (Ceretta and Froemming, 2011).
Despite the potential of this segment and the rapid intensification of new product entries in the functional beverage niche, there is still a gap in in-depth knowledge about the factors that truly influence the purchasing decision of Generation Z in Brazil. Literature points out that the ignorance of business managers often lies in the lack of knowledge about their own customers (Underhill, 1999). Although the initial exploratory research has provided a conceptual basis, it revealed a scarcity of specific secondary data on the purchasing decision factors of this audience in the Brazilian context.
Given the complexity of consumer behavior and the strategic importance of Generation Z for the functional beverage market, it becomes imperative to investigate their preferences and the elements that influence them at the point of purchase. Thus, this study is justified by the need to provide relevant information for the construction of more assertive marketing strategies aligned with the expectations of this emerging audience. The general objective of this study was to understand and analyze the main consumption behaviors and the factors that most influence the purchase decision in the Brazilian functional beverage market concerning Generation Z, the base group of this study.
2. Material and Methods
The present study adopted a mixed methodological approach, combining exploratory and descriptive research, with the purpose of investigating the consumption behaviors and the factors that influence the purchase decision of Generation Z in the Brazilian functional beverage market. The research was structured in two complementary phases: an initial “Desk Research” stage and a subsequent quantitative research phase, carried out through a structured questionnaire.
The first phase, “Desk Research”, was characterized as an exploratory research, according to the approach of Hair et al. (2014), who highlight the importance of secondary data analysis for the preliminary identification of patterns and hypotheses. The objective was to obtain a comprehensive mapping of the functional beverage market and the consumption preferences of Generation Z. To this end, an extensive analysis of secondary data was conducted.
In this stage, several sources were consulted, including market reports, institutional publications, and academic literature, which are considered relevant for understanding markets and trends, especially in the initial phases of strategic analysis (Kotler and Keller, 2019). The main references used were organized and presented in a format that detailed their utility and associated keywords, aiming to structure information gathering.
The analysis of the collected secondary data involved the construction of argumentative texts to interpret the findings. Additionally, a visual representation was developed to group and categorize recurring results, facilitating the identification of strategic drivers. The consumer behavior model by Kotler and Keller (2012) was also employed as an analytical framework for data interpretation.
The second phase of the research consisted of a descriptive study of a quantitative nature, with the objective of testing the hypotheses raised in the “Desk Research” and gathering opinions, attitudes, and beliefs of the studied population (Gil, 2002). This stage sought to investigate the factors that exert the greatest influence on the purchase decision of functional beverages among Brazilian Generation Z consumers, in addition to understanding their preferences in the sector.
Primary data collection was carried out through a structured questionnaire, applied online, over a period of 30 days. Respondent participation was voluntary. Before starting to fill it out, a Free and Informed Consent Term (TCLE) was presented, which informed about the study’s objectives, its academic nature, and the absence of direct risks or benefits to the participants.
The ethical principles applicable to studies with human beings were rigorously followed. The anonymity of respondents was guaranteed, without requesting personally identifiable information, such as name, email, or phone number. The responses were used exclusively for academic purposes, treated in an aggregated manner, and analyzed based on the proposed objectives. Participants could interrupt their participation at any time, without any prejudice.
The target population of this study was Generation Z, composed of individuals born between 1997 and 2012. For the quantitative research, the sample consisted of 67 respondents who fit the defined generational cutoff, aged between 18 and 29 years. Participants were selected through an age filter applied in the questionnaire.
The geographic distribution of the sample included respondents from various Brazilian cities, with a predominance of Rio de Janeiro, São Paulo, and Belo Horizonte. Other cities such as Salvador and Brasília were also represented. The questionnaire was designed to address consumption habits, purchasing motivations, category perception, and future consumption intentions.
The data collection instrument included questions about the influence of attributes such as health benefits (immunity, energy, focus), taste, brand, convenience, recommendation from others, ingredients (naturalness, absence of sugar), aesthetics/packaging, and price. The questions were formulated to measure the influence of each attribute and establish a hierarchy among them in the purchase decision.
For the analysis of the data collected in the quantitative phase, graphs were used to illustrate the results and dissertation texts were constructed to deepen the analysis. The combination of data allowed for the comparison and analysis of the relative weight of each attribute in the purchase decision process, according to the study’s objectives.
The methodological procedures were outlined to provide an in-depth understanding of the factors shaping Gen Z’s consumption behavior regarding functional beverages, aligning with the overall objective of analyzing these behaviors and their influences in the Brazilian market.
3. Results and Discussion
This section presents and discusses the results obtained through the research, divided into two main stages: “Desk Research” and quantitative descriptive research. Initially, “Desk Research” provided a comprehensive overview of the functional beverage market and the behavior of Generation Z, establishing the conceptual foundations and hypotheses for the investigation. Subsequently, the descriptive research sought to validate and deepen these findings, measuring the relative weight of various attributes in the purchase decision and exploring the habits and perceptions of this audience in the Brazilian context. The combined results allowed for the identification of the main factors influencing consumption and existing barriers, offering inputs for the formulation of more assertive marketing strategies.
Secondary Research
Context of market transformation and category expansion
In recent years, the functional beverage market has shown remarkable expansion and redefinition, driven by a shift in consumer behavior that now values well-being and seeks nutritional solutions integrating health, performance, and convenience. Projections indicate that the global functional beverage market, valued at US$164.68 billion in 2025, is expected to reach US$315.89 billion by 2033, with a compound annual growth rate of 8.5% (Grand View Research, 2026). In parallel, the South American functional beverage market, between 2024 and 2029, is expected to grow at a compound annual growth rate of 8.75% (Mordor Intelligence, 2026), highlighting the strategic relevance of this category.
The growing interest in functional claims has driven demand for a wider variety of products and formulations. The market has evolved, developing ingredients and technologies to meet diverse needs, such as energy, hydration, immunity, digestive health, mental focus, relaxation, and physical performance. This expansion has transformed the category, which was previously limited to energy and isotonic drinks, to include fortified juices, fortified soft drinks, dairy and dairy-alternative beverages, fortified waters, teas, and ready-to-drink coffees. This diversification reflects the application of functionality across multiple consumption occasions, broadening the category’s penetration and relevance in the beverage market.
The functional beverage category has not only grown in volume but also redefined its meaning. With the rise of health and wellness trends, consumers are seeking beverages that offer more than hydration, aligning with their nutritional needs and lifestyles. Orozco (2025) points out that health and performance are priorities for Latin American consumers, who seek food and beverages that support physical and emotional well-being. Thus, functionality has become a central component of the value proposition, rather than just a complementary attribute.
Data from Euromonitor International (2025) reveal a daily life marked by stress and overload, with 58% of consumers reporting moderate to extreme levels of daily stress and two in five living under constant pressure to complete tasks. This scenario drives the search for solutions that aid in productivity, disposition, and a sense of control. The Keurig Dr Pepper Beverage Trend Report 2025 indicates that 59% of North American consumers seek beverages that meet essential nutritional needs. Functional beverages, in this context, integrate into daily life as a practical and convenient solution, ready for consumption and adapted to different moments of the routine, as Matthew Barry (2022) highlights the prioritization of products that simplify routine and offer security.
Generation Z as an analytical cutout for the functional beverage category
Generation Z, composed of individuals born between 1997 and 2012, is one of the main drivers of transformation in contemporary consumer culture. Blackwell et al. (2008) highlight the potential of this young market and the evolution of their behavioral patterns, which give them an active voice in consumption decisions. This generation, socialized in an intense digital environment and marked by events such as the Covid-19 pandemic, deeply values well-being, mental health, balance, and self-care, incorporating these values into their consumer culture.
McKinsey’s research (2024) indicates that Generation Z is the first to identify mental health as the primary motivation for exercising, surpassing aesthetic goals. This perspective makes the analysis of Generation Z’s behavior strategic for the functional beverage market, as it allows for an understanding of this generation’s sensitivity to products that promise functionality, balance, and support for daily performance. The “State of Beverages” 2025 report from Keurig Dr Pepper shows that younger consumers are leading the demand for beverages with added benefits, with 42% of Generation Z adding electrolytes to water, compared to 11% of “Boomers”. Furthermore, 74% of Generation Z consumers choose beverages based on their functional benefits, versus 61% of “Boomers”.
Influence factors for Brazilian Generation Z consumers in the consumption of functional beverages
The consumption motivations for functional beverages stem from the connection between health, performance, convenience, and enhanced well-being, which are central elements in the consumption culture of Generation Z. Understanding these motivations is crucial to explaining the growing adherence of these products to this audience. Although the research sought specific data on the purchasing priorities for functional beverages in Brazil for Generation Z, the scarcity of relevant material in the researched sources led to the use of broader data on the preferences of Latin American consumers for functional food and beverages, according to Kerry’s research (2025).
Preferences related to functionality
Kerry’s research (2025), conducted with 1,200 Latin American consumers, including 34% from Generation Z, revealed the main priorities in functional food and beverages. Nutritional value was prioritized by 51% of respondents, followed by support for general well-being (47%) and proven health benefits (46%). Specific functionalities, such as immunity or digestion, were important to 35%, while natural ingredients (34%), benefits for the whole family (33%), and absence of artificial additives (23%) also stood out. This data indicates a search for products that deliver clear and tangible benefits.
Regarding the functional ingredients and compounds most valued by Latin American consumers, vitamins were cited by 73% of respondents. Protein was highlighted by 63%, fiber and collagen by 55% each, and antioxidants by 52%. Omega fatty acids were valued by 50%, electrolytes by 43%, folic acid by 34%, amino acids by 28%, whey protein and hyaluronic acid by 27% each. Botanicals (herbal and plant extracts) were mentioned by 19% and coffee extract by 18%. These results reinforce the importance of product composition in value perception and purchase decisions.
The purchase decision for functional beverages is not limited to the presence of benefits. For Generation Z, consumption choices reflect the concept of “wellness”, a broad view of well-being and the pursuit of quality of life. The “Voice of the Consumer: Health and Nutrition Survey” (Euromonitor, 2022) revealed how young Brazilians of Generation Z define being healthy, including mental and emotional well-being, adequate sleep, sufficient hydration, a feeling of “feeling good”, maintaining a healthy weight, and a strong immune system. These aspects broaden the understanding of what this generation expects from functional products.
Still according to Euromonitor (2022), young Brazilian consumers look for the presence of zero or low added sugar (25%) on beverage labels, the entirety of natural ingredients (19%), the promotion of digestive health and well-being (25%), the presence of protein (20%), and the indication of reduced or low calories (15%). These factors demonstrate concern with the product’s composition and the search for specific attributes that align with a healthier and more conscious lifestyle.
Concern for sustainability
The “Wellness” culture also influences Generation Z in their concern for sustainability. With the advancement of the climate crisis, this audience has developed a deeper understanding of the concept of sustainability. Consequently, plant-based bottles and aluminum cans are gaining popularity, as plastic waste is a significant challenge for the beverage industry. Furthermore, consumers show a growing interest in the origin of beverages, favoring brands that prioritize responsibly sourced ingredients and production, aligning with their conscious consumption values.
Flavors and experiences
Taste plays a central role in Gen Z’s preferences for functional beverages. Although functionality is a distinctive attribute of the category, several research sources indicate that a positive sensory experience and the formulation of pleasant flavors are non-negotiable for this audience. The search for varied flavors and differentiated experiences is a strong trend among younger consumers. This finding is crucial for the functional beverage market, as it suggests that the functional aspect of the product must be accompanied by a pleasurable tasting experience to ensure consumer adherence.
Trend towards personalization and customization of beverages
The pursuit of personalized consumption experiences is another central aspect of Generation Z. The Keurig Dr Pepper (2024) report highlights that beverage customization is particularly strong among Generation Z and Millennials. This trend reflects the need of these consumers for every product choice to reflect their personal tastes and lifestyle. Thus, this generation’s purchasing decisions and preferences are shaped by how a product’s functionality combines with concepts of novelty and individual expression, requiring brands to offer options that allow for this personalization.
Generation Z’s relationship with consumption
“Desk Research” revealed that Generation Z has a complex relationship with consumption, socialized in a digital culture where consumption transcends utility, becoming a form of self-expression and belonging. Campbell (2004) argues that modern consumerism is oriented towards the gratification of desires, not just meeting needs. Thus, by consuming a healthy drink, the individual perceives themselves as a healthy person. This perspective is vital, as the choice of a drink for Generation Z is not limited to the product’s function, but also to what it symbolically communicates.
From this perspective, functional beverages are perceived as cultural and symbolic objects that reflect lifestyle, aesthetic preferences, and values. The Keurig Dr Pepper (2025) study indicates that the choice of a beverage for Generation Z is linked to individual identity and personal expression. Among consumers in this group, 53% claim to choose beverages to “stand out,” and 74% turn to social media to discover trends. This underscores the importance of brand communication and packaging as elements that convey the identity and values desired by this generation.
Digitization of the moment of the search for information
Digitalization plays a prominent role in Generation Z’s information search during the purchase decision process. This digitally native generation primarily uses social media to research products, resulting in a less linear buying journey heavily influenced by parallel stimuli, reference group recommendations, and opinion leaders. This combination of factors explains why elements such as differentiated flavor, packaging, innovation, digital presence, and shareability are determinants in the purchasing decisions of young consumers.
An example of this trend is PepsiCo’s acquisition of Poppi, a prebiotic soda brand, in 2025 for $1.65 billion, aiming to attract Generation Z. Poppi, marketed in the United States and Canada, offers 14 flavors in colorful and visually striking packaging, with low sugar content and prebiotics. The Coca-Cola Company also launched its prebiotic soda brand, Simply Pop, focusing on the young audience. Both brands use branding with vibrant colors, informal language, and intense digital communication, with strong influencer support, reinforcing the intersection between well-being and consumer culture, as highlighted by Ram Krishnan, CEO of PepsiCo Beverages U.S.
Price consciousness and the expectation for proof of effectiveness
A Sebrae (2025) survey on Gen Z’s consumption habits revealed that these consumers are price-conscious and seek an experience that justifies the value paid. The functional beverage market, often with higher prices, technical appeals, and benefit promises, requires these attributes to be perceived as legitimate to ensure purchase intent. A shift is observed in how consumers, especially younger ones, evaluate products and their promised functionalities.
As Howard Telford (2022), senior global manager of soft drinks insights at Euromonitor, highlights, as young people monitor hydration, sleep, and physical recovery through apps and devices, the expectation of efficacy proof grows. This shifts the category’s value from a discourse centered on “claims” to a proposal focused on perceived and comparable results. After years of accumulating claims and promises of functionality and sustainability, the market is undergoing an inflection, with consumers preferring simpler, clearer proposals that demonstrate concrete results, rather than products with excessive technical claims.
Clustering of “Desk Research” Results
The “Desk Research” analysis allowed the construction of an adapted model of consumer behavior by Kotler and Keller (2012), which translates how contemporary stimuli are converted into preferences and decisions, as well as opportunities for brands. This model showed that the consumption of functional beverages by Generation Z is inserted in a scenario of broad sociocultural transformations, where elements such as digitalization, the pandemic, and the climate crisis act as external stimuli, shaping preferences connected to health, practicality, performance, and socio-environmental responsibility.
In this context, the main motivations for consuming functional beverages are not limited to physiological needs, but encompass a set of social, esteem, and self-actualization needs. This interpretation aligns with the logic of Kotler and Keller (2012), who postulate that the recognition of a purchase problem arises when a need is activated by internal or external stimuli. The purchase decision is influenced by factors such as health benefits (immunity, energy, focus), taste, brand, convenience, recommendations from others, ingredients (natural, sugar-free), aesthetics/packaging, and price, which act as evaluation criteria in the decision-making process.
Descriptive Research
Sample Profile
The descriptive research, conducted with a structured online questionnaire, had the participation of 67 respondents after applying an age filter. The sample showed a predominance of individuals aged between 22 and 25 years, representing 48.6% of the total. Next, the group aged 26 to 29 years corresponded to 30.6%, and the 18 to 21 years group to 13.9%. A small percentage of participants aged 30 years or older (6.9%) did not proceed with the questionnaire, as they did not fit the generational cutoff defined for the study, ensuring sample homogeneity.
Regarding the geographical distribution of respondents, a significant concentration was observed in Rio de Janeiro, RJ, which represented 59.7% of the sample. São Paulo, SP, and Belo Horizonte, MG, contributed 18.1% each. Salvador, BA, corresponded to 2.8% of the participants, and Brasília, DF, to 1.4%. This geographical distribution, although concentrated, allowed for the collection of relevant primary data on the behavior of Generation Z in large Brazilian urban centers, validating the hypotheses raised in the “Desk Research” and offering a personalized view of this audience’s preferences.
Relative weight of the attributes in the purchase decision process for functional beverages of Generation Z in Brazil
Quantitative research assessed the relative weight of several attributes in the purchase decision of functional beverages. Flavor emerged as the most influential attribute, cited by 82.1% of respondents and indicated as the factor of greatest influence by 26.9%, without being considered the least influential by any participant. Health benefits, such as immunity, energy, and focus, occupied the second position, cited by 52.2% and considered the factor of greatest influence by 28.4% of those interviewed, being the least influential for only 4.5%.
Practicality was the third most cited attribute, with 43.3% of mentions, and considered the factor of greatest and least influence by 9.0% of respondents, respectively. Ingredients, such as naturalness and absence of sugar, were cited by 38.8% and considered the most influential factor by 13.4%, being the least influential for 3.0%. Price was mentioned by 37.3%, with 11.9% considering it the most influential and 9.0% the least influential. Recommendation from other people obtained 35.8% of citations, being the most influential for 7.5% and the least influential for 11.9%.
The brand was cited by 26.9% of respondents, with 9.0% considering it the most influential factor and 17.9% the least influential. Finally, aesthetics and packaging were the least cited attributes (16.4%) and considered the least influential factor by 53.7% of participants, being the most influential for only 3.0%. These results reveal a clear hierarchy, where sensory experience and functional benefits are the pillars of the purchase decision, while aesthetics and packaging play a secondary role.
The results indicate a clear hierarchy among the attributes of the purchase decision process, led by factors related to consumption experience and perceived utility. This interpretation corroborates the findings of the “Desk Research”, which pointed to the importance of the articulation between the functional promise and the sensory experience, especially taste. Practicality, ingredients, and price act as supporting and sustaining criteria for the choice, playing a more complementary than central role. The brand, although relevant as a seal of trust, does not replace the essential attributes.
Recommendations from others also showed low relevance as a central determinant, acting more as reinforcement or validation. Aesthetics and packaging, in turn, stood out as the least influential attribute, despite their potential contribution to product communication. This finding suggests that, for Generation Z, functionality and flavor are priorities, and packaging, while important for attractiveness, is not a decisive factor in the final choice, reinforcing the need to focus on the product’s intrinsic value proposition.
Category Behavior
When asked about the main reason for consuming functional beverages, 35.8% of respondents indicated health and well-being, and 28.4% mentioned energy and disposition. Together, these two reasons accounted for 64.2% of the responses, a significantly higher percentage than other alternatives. This data confirms that functional benefits are the main reason for consuming this category. Practicality, with 23.9% of responses, emerged as the third main motivation, highlighting its relevant role in the public’s relationship with the category, by offering convenient solutions for everyday life.
However, the research also investigated the hindering factors for the consumption of functional beverages among young people. High price was the most cited factor, with 42 selections, followed by “I don’t see the need in daily life”, with 34 selections. “I prefer other drinks” and “I don’t fully trust the benefits” were cited by 22 and 18 respondents, respectively. “It’s not part of my routine” was also mentioned by 18. Factors such as lack of information (ten selections), unpleasant taste (eight selections), and low availability at points of purchase (two selections) had less impact.
These results indicate that the main barriers are associated with perceived value and daily life adequacy, rather than sensory or access limitations. Overcoming these impediments will depend on strategies that make functional beverages more accessible, integrated into daily habits, and with a clear value proposition that justifies the cost-benefit for Generation Z, reinforcing the need for effective communication about the products’ benefits and practicality.
Category Perception
The respondents’ perception of currently available functional beverages revealed that 37.3% consider that these products meet their expectations well, while 31.3% state that they partially meet them. On the other hand, 11.9% of those interviewed declared that functional beverages do not fully meet their expectations, and 19.4% admitted not having enough knowledge to evaluate. Together, these data suggest that, for the majority of participants, the category already demonstrates a relevant level of adequacy to the public’s demands, although there is still room for improvement and for a more complete understanding of the offering.
Consumption habits
Regarding consumption habits, the research identified that the most consumed functional beverages by respondents are the more traditional and consolidated categories. Hydration beverages, such as isotonic drinks and coconut water, were the most consumed, with 48 mentions. Next, protein beverages were cited by 43 respondents, and energy drinks by 29. More recent categories or those with less traditional benefits, such as gut health beverages (eleven mentions), beverages with added vitamins and minerals (nine mentions), and relaxation/sleep beverages (three mentions), showed more limited consumption.
This concentration on the more traditional categories suggests that, despite the diversification of the functional beverage market, the incorporation of newer subcategories is still limited among respondents. To increase adherence, it is essential that marketing strategies present these new options in a more attractive and relevant way to the public. The research also sought to understand the propensity of this public to substitute other beverages, such as soft drinks, juices, and coffee, for functional beverages.
The results indicate that 19.4% of respondents replace “yes, frequently”, and 29.9% do so “sometimes”, totaling 49.3% who perform this substitution to some extent. However, 31.3% replace “rarely” and 19.4% “never”. These data suggest that functional beverages are already beginning to compete for space in the daily lives of Generation Z, but the substitution still depends on greater integration of these products into their routine. Consumption frequency was also evaluated, revealing that less than half of the interviewees consume functional beverages weekly.
Only 14.9% of respondents consume three or more times a week, and 26.9% consume one to two times a week. The majority consume less frequently: 34.3% every two weeks and 23.9% once a month. This low weekly frequency indicates that the category is not yet fully incorporated into the daily lives of this audience. Finally, future consumption intention was investigated: 29.9% of respondents were interested in consuming regularly, 31.3% were in an intermediate position, and 38.8% had no interest. To increase consumption in the coming months, 19.4% responded positively, 31.3% intermediately, and 49.3% negatively. Thus, future consumption intention still appears moderate.
Practical analyses and premises aimed at guiding marketing strategies
Desk Research revealed that the functional beverage market is constantly developing, with new products and benefits. This movement, driven by consumers seeking innovative nutritional solutions, aligns with the profile of Generation Z, an audience interested in well-being. However, quantitative results indicate that this generation still concentrates its consumption in the more traditional market categories, such as energy drinks, protein drinks, and hydration options. This points to an opportunity to present, in a more attractive way, newer subcategories, such as beverages for gut health, immunity, sleep, and natural energy drinks, which may have greater adherence to this audience.
On the Product axis, the communication of functional benefits must be clear, direct, and easily understandable for Generation Z. The value proposition needs to be translated into evident benefits, with simple nomenclatures, avoiding an excess of “claims” that hinder the perception of the central benefit. The value of the functional beverage is better perceived when the brand objectively communicates what the product delivers and the concrete result generated. Flavor is another decisive aspect, and creative and differentiated flavor profiles can confer a competitive advantage, such as fruit blends and innovative nomenclatures. The research also highlights the importance of ingredient origin, with a preference for formulations with less sugar, fewer calories, relevant amounts of protein, and natural or organic ingredients.
The packaging also proved to be an important attribute, aligned with Generation Z’s search for practical solutions in intense urban routines. Functional beverages have strong potential to be positioned as a “ready-to-drink” solution for daily nutritional goals. Packaging should symbolize convenience and facilitate consumption, without neglecting ecological quality, with solutions such as recyclable plastic and aluminum. Regarding Price, research indicates that the main barriers to consumption are linked to perceived value. The high price was the main prohibitive factor, suggesting two interpretations.
The first interpretation is that, as a young generation undergoing financial independence, adherence to the category may depend on strategies that make products more financially accessible. The second is that, to justify higher prices, it is crucial to strengthen the perception of functionality, proof of results, and convenience, meeting the cost-benefit needs of this audience. The challenge, therefore, is not just to reduce the price, but to communicate the intrinsic value delivered by functional beverages, transforming the perception of cost into an investment in well-being and performance.
The data suggest that Generation Z already incorporates, to some extent, the consumption of functional beverages, but there is room to expand this insertion. Regarding Place, a promising strategy is to strengthen the presence of products in environments frequented by young people and focused on well-being, such as gyms, “wellness” studios, sports spaces, and food supplement stores. Inserting the product in these contexts sensitizes the consumer to stimuli related to health, performance, and self-care, bringing the offer closer to more relevant and qualified consumption occasions, increasing the category’s relevance in the daily lives of this audience.
In the field of Promotion, brand activations represent fertile ground for functional beverages. Interesting strategies include carrying out activations in environments such as running clubs, cycling groups, and events within the “wellness” universe, like sports classes open to the public. These actions not only insert the product into this universe but also promote sensory experimentation and confirmation of benefits, creating opportunities for association with other brands and territories already validated by the public, which reinforces the legitimacy of the category and its value proposition.
Digital communication, in Promotion, is also crucial. For a highly digitized consumption, the use of adequate spokespeople can reinforce and validate the product’s value proposition. Digital strategies that explore beverage personalization, creativity, and experience building, such as use in “mocktails” and different consumption formats, tend to awaken Generation Z’s interest. Design, branding, and visual communication emerge as relevant factors, as for this generation, consumption reflects lifestyle, aesthetic preferences, and symbolic values.
In the visual construction of the brand and packaging, benchmarking of functional beverage brands with high adherence to the studied audience reveals the frequent use of visual elements associated with naturalness and well-being, such as fruits, flowers, and plants. Vibrant colors, chromatic combinations that evoke natural tones, and minimalist visual identities are common, reinforcing the proposal of naturalness and healthiness. The flavor and visual references to the formula’s ingredients are also frequently highlighted, aligning communication with the sensory and functional preferences of Generation Z.
In summary, the research revealed that Generation Z’s purchase decision-making process for functional beverages is multifaceted, with flavor and health benefits being the most influential attributes. Although the category already has a relevant level of alignment with this audience’s expectations, future consumption intent is still moderate, mainly due to price sensitivity and the need for a clearer value proposition integrated into daily life. Increasing the category’s relevance for this generation depends on strengthening the combination of functional promise, sensory experience, and routine compatibility, making functional beverages a perceived solution that is useful, desirable, and culturally relevant.
4. Conclusion
This study sought to understand and analyze the main consumption behaviors and the factors that most influence the purchase decision of functional beverages among Generation Z in the Brazilian market. It was found that this audience values, above all, clear health benefits, pleasant taste, practicality, and convenience, in addition to visual elements that generate identification. It was observed that perceived value plays a central role in the consumption decision, especially in the face of price sensitivity and the need to justify the cost-benefit. Although the category shows potential for adherence, the future consumption intention was not high, indicating that the relevance of the offering still depends on a strengthening of the value proposition. The main contribution of this work lies in providing strategic inputs for the development of more assertive marketing actions, aligned with the expectations and values of this generation.
To enhance the category’s relevance, the study generated practical premises that guide marketing strategies, highlighting the need to combine functionality, sensory experience, and routine compatibility. In the Product axis, the communication of benefits must be clear and objective, focusing on concrete results, and the flavor must be creative and differentiated. The packaging, in turn, needs to symbolize practicality and sustainability. Regarding Price, the challenge lies in justifying the intrinsic value of functional beverages, transforming the perception of cost into an investment in well-being. As for Place, it is suggested to strengthen the presence in well-being and sports environments, while Promotion should explore brand activations and digital communication with spokespersons and personalized experiences. As a limitation, the scarcity of specific secondary data on the Brazilian public and the geographical concentration of the sample were identified. For future studies, it is recommended to expand the respondent base of Generation Z, covering different ages and regions, in order to obtain a more complete and in-depth view of the target audience.
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