Consumers make better choices from a wider beverage range

Choosing a soft drink is no longer just about taste. Consumers also consider product composition and the occasion. Among other factors, they look at calories, ingredients, and whether a drink contains alcohol or caffeine. Many consumers believe today’s product range better reflects these preferences. They are seeing more flavors, package sizes, and product options. The 2026 National Refreshing Beverages Survey maps these changing preferences.

Diet and zero-sugar options are consumed most often

Nearly two-thirds occasionally drink diet or zero-sugar soft drinks. At 63%, this is the most widely consumed category. Mineral and spring water follow at 55%. Fruit juices and fruit-based drinks account for 52%.

Regular soft drinks and lemonade syrups are each consumed by 50%. Flavored water accounts for 34%. Energy drinks are consumed by 20%.

Of all respondents, 77% sometimes make a conscious beverage choice. Within this group, 62% look for little or no sugar. Taste plays a role for 54%. Health is cited by 44%. A lower calorie content matters to 37%. One-quarter also see a beverage as an occasional treat.

Generations make different choices

Generation Z drinks regular soft drinks and energy drinks relatively often. This generation also opts for flavored water and lemonade more frequently. Millennials consume diet and zero-sugar drinks most often. Of this group, 69% drink these options. They also pay more attention to caffeine than other generations.

Baby boomers consume many beverage categories less frequently. However, they make very conscious choices within their preferred range. Of this group, 72% look for little or no sugar. A lower calorie content also factors into their choices relatively often.

Producers reduce sugar content

According to FWS, soft drink producers have reduced sugar content by 41.5% since 2012. FWS states that this puts the sector ahead of its targets. The Dutch National Prevention Agreement aimed to reduce calories from soft drinks. A 30% reduction had been agreed for 2025.

Ruigrok conducted the survey on behalf of FWS. A total of 1,044 people in the Netherlands participated. The full report will be published soon.

Fws.nl