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Since the acceleration of online trends during the 2020 TikTok boom, Gen Z has turned food and drinks into viral sensations just like fashion and beauty. It started with dalgona whipped coffee, focaccia art, and pancake cereal, but this year Gen Zers in the US are keeping an eye out for new beverages and drink trends, particularly ones that promote energy, wellness, and aesthetic. Here are the hottest products on the menu:
Brands like Bloom and Celsius have had a recent uptick in popularity as Gen Zers rush to find a quick fix to fatigue and burnout. These newer energy drink companies have rebranded the classic Red Bull and Monster, using more colorful, approachable packaging and branding that frames energy drinks as a casual and daily beverage choice rather than something associated exclusively with late nights or extreme sports. Energy drinks are increasingly marketed around productivity, exercise, focus, and getting through a busy day. For a generation navigating school, work, side hustles, and a chronically online culture, the appeal is obvious. The energy drink becomes less of an occasional boost and more of a portable and functional part of the daily routine. At the same time, flavors have become softer and more approachable, with fruity, sweet, and refreshing profiles that make them feel closer to a flavored sparkling drink than a traditional energy drink.
Erewhon Market, a notoriously expensive and high-end supermarket exclusive to the Los Angeles area, frequently collaborates with celebrities and influencers, giving them their own smoothies. The Haily Bieber smoothie (named “Strawberry Glaze” as a nod to her famous Rhode beauty product) sits on the menu at $21, alongside Sabrina Carpenter’s “Short n Sweet” smoothie and Nara Smith’s “Wellness from Scratch.” The appeal is as much about who’s drinking it as what’s in it. Erewhon has turned the celebrity smoothie into an experience that fans want to participate in, even if they cannot justify the price of a regular smoothie. For Gen Z visiting Los Angeles, stopping at Erewhon has practically become a cultural landmark in itself. For those who cannot make the trip, TikTok and Instagram have made it possible to recreate the experience at home. Recipes and copycat videos circulate online, turning an expensive celebrity collaboration into a DIY trend.
If you’ve seen Gen Zers anywhere, you’ve likely seen a colorful can of Olipop or Poppi. The so-called “healthy sodas” have transformed the traditional soft drink by pairing familiar soda flavors with wellness-focused ingredients. Rather than giving up soda entirely, Gen Z can reach for a low-sugar, low-calorie alternative that promises benefits like prebiotics and added fiber. The marketing is telling: Gen Z is interested in finding ways to reconcile wellness and indulgence rather than choosing one over the other. A bright can of Poppi or Olipop lets consumers enjoy the nostalgia and sweetness of soda while still participating in the broader culture of gut health, low-sugar eating, and functional beverages.
Mineral water sales are rising in the United States. The Seltzer Boom: Growing demand for sparkling water in America
https://www.exportusa.eu/mineral-water-market-United-States.php