Soft drink consumer
preferences 2025
How consideration and consumption of soft drinks
shifts amongst different age groups in Great Britain,
with a deep dive into health-conscious consumers.
/Research Reality
G R E A T B R I T A I N
Generational tastes:
YouGov's Most Recommended Brands 20252
1 Foreword
2
Consumer trends, key benefits,
and purchase drivers
3
Assessing the appetite for
no/low alcohol alternatives
4 Health-conscious consumerism
5 Methodology
Contents
Soft drink consumer preferences 20253
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Beyond water, caffeine remains the staple of daily beverage consumption, but the soft drink sector is quietly
evolving as a growing minority embraces more health-conscious choices.
Sugar-free options still dominate this category, reflecting their long-standing place in consumer habits.
However, their appeal is beginning to fade among younger demographics. Interestingly, many of the
soft drink brands gaining traction today aren’t sugar-free, suggesting a shift in taste or a broader redefinition
of what “health-conscious” means.
Supplementary ingredients, such as protein, vitamins & minerals are on the radar for many, with significant
over-indexing in these requirements among younger consumers. Although the young exhibit some of the most
significant variations in preferences and intentions, it is also noteworthy that functional benefits like relaxation,
along with image-related factors such as retailer reputation, branding and packaging, can play a major role in
their decision-making and will continue to be key consideration drivers. Nonetheless, across all age groups,
quality consistently ranks higher than nutritional and health benefits when choosing drinks, highlighting a
complex and evolving landscape of consumer preferences.”
Rich Moller
Research Director Custom - Consumer (UK), London
Foreword
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Soft drink consumer preferences 20254
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The insights in this report are fuelled by YouGov’s consumer
research panel, which has 30 million registered members from
55+ markets.
Every day, our members trust us with their data and opinions –
enabling us to gain insights into behaviours and attitudes from
people of all ages, backgrounds and beliefs.
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outperformed" other online competitor samples for accuracy.
30m
registered
panel members
55+
markets
71%
69%
26%
19%
17%
11%
9%
5%
82%
78%
50%
37%
39%
34%
21%
18%
Drink on a daily basis Drink on at least a weekly basis
Frequency of consumption per drink typeConsumption trends:
YouGov Surveys, May 14, 2025 – June 3, 2025. GB n> 2,100.
Q: Thinking about drinking habits, how frequently, if at all, do you do any of the following?
Soft drink consumer preferences 20255
Daily consumption
of caffeine and tap
water are on an
equal footing as
the most consumed
beverages
While 1 in 5 are drinking health-
conscious options at least
once a week.
Get in touch for more data
Caffeine (. tea, coffee)
Tap water
Flavoured squash/cordials
Bottled/flavoured water
Zero-sugar carbonated soft drinks (. Diet Coke, Sprite Zero)
Regular carbonated soft drinks (. Coca-Cola, Sprite)
Health-conscious drinks (. include vitamins, minerals, probiotics etc.)
No/low alcohol drinks
• Consumption of ‘health-
conscious’ drinks on a weekly
basis is significantly higher
among the young
(18-24s = 33% and 25-34s = 33%)
• Almost half of British
females (48%) have yet to try
a ‘health-conscious’ drink
• No/low alcohol has the greatest
frequency of usage among
25-34s (26% drinking on at least
a weekly basis)
• A significant percentage of the
population is yet to try no/low
alcohol drinks (44%)
Top 3 benefits with highest consumer appealKey benefits:
Soft drink consumer preferences 20256
Energy boosts and
protein intake are of
high appeal to the
young
1. Helps with sleep
22%
15% 20% 18%
22% 25%
Nat rep 18-24 25-34 35-44 45-54 55+
2. Provides an energy boost without caffeine
17% 22%
28%
19% 17% 10%
Nat rep 18-24 25-34 35-44 45-54 55+
3. Increase protein intake
15%
27% 24% 18%
11% 7%
Nat rep 18-24 25-34 35-44 45-54 55+
The ability to increase protein intake is
almost double among 18-34s versus
the rest of the population, while the
appeal of soft-drinks helping with
sleep increases with age.
YouGov Surveys, May 14, 2025 – June 3, 2025. GB n> 2,100; 18-24 n> 200; 25-34 n> 300; 35-44 n> 300; 45-54 n> 300; 55+ n> 850.
Q: Which THREE, if any, of the following benefits, offered by a soft drink/beverage, would most appeal to you personally? Please select your top three
choices. Arrows denote a statistically significant difference vs. TOTAL at the 95% confidence interval.
Most improved carbonated soft drinks brands year-on-yearBrand consideration:
Soft drink consumer preferences 20257
9 of the top 10
most-improved
carbonated drinks
brands are full fat
versions
Brand 2025 Consideration (%)
2024
Consideration (%) Increase
1 Pepsi
2 Red Bull
3 Coca-Cola
4 Sprite 16
5 Fanta
6 Schweppes
7 7UP 15 14
8 Lucozade Energy
9 Mountain Dew 4
10 Pepsi Max
This could suggest a change
in appetite towards sugar-free /
low fat soft drinks.
YouGov BrandIndex UK, May 1, 2024 - April 30, 2025 vs previous year, n>14,400
Q: When you are in the market next to purchase beverages, from which of the following would you consider purchasing?
Get in touch for more data
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Purchase drivers (Net important) Purchase drivers:
Soft drink consumer preferences 20258
Despite nutritional
content and health
benefits showing
growing importance
within the market,
quality still out-weighs
73%
62%
53%
51%
44%
36%
33%
32%
26%
Price and quality remain the
leading factors that will be
key in decision making.
YouGov Surveys, May 14, 2025 – June 3, 2025. GB n> 2,100
Q: On a scale of 1 to 5, where 1 is 'not important at all' and 5 is 'extremely
important', how important are each of the following when purchasing soft
drinks and beverages. Please select one option for each row.
Price or promotional offers
That I'm buying the best quality
Nutritional content of a product
Health/Nutritional benefits
Sustainability and eco-friedly packaging
Where the product comes from/is produced (country of origin)
That I'm buying a well-known brand
Where I'm buying it from (who the retailer is)
The packaging/how the product looks
YouGov Surveys, May 14, 2025 – June 3, 2025. GB n> 2,100; 18-24 n> 200; 25-34 n> 300;
35-44 n> 300; 45-54 n> 300; 55+ n> 850.
Q: On a scale of 1 to 5, where 1 is 'not important at all' and 5 is 'extremely important', how
important are each of the following when purchasing soft drinks and beverages. Please
select one option for each row. Answer: Health/nutrition benefits.
Importance of health/nutrition benefits
when purchasing soft drinks by age group
Purchase drivers:
Soft drink consumer preferences 20259
51%
claim that health/
nutritional benefits
are important when
purchasing soft-drinks
A quarter of those aged 25-34 see
this as being extremely important.
34%
35%
37%
31%
34%
23%
25%
18%
17%
12%
18-24
25-34
35-44
45-54
55+
Somewhat important Extremley important
Get in touch for more data
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62%
53%
51%
44%
36%
33%
32%
26%
62%
57%
57%
50%
39%
43%
44%
44%
Total 18-24
YouGov Surveys, May 14, 2025 – June 3, 2025. GB n> 2,100; 18-24 n> 200.
Q: On a scale of 1 to 5, where 1 is 'not important at all' and 5 is 'extremely important', how important
are each of the following when purchasing drinks and beverages. Please select one option for each
row. Arrows denote a statistically significant difference vs. TOTAL at the 95% confidence interval
Purchase drivers (Net: Importance)Purchase drivers:
Soft drink consumer preferences 202510
The young are more
driven by brand and
image
Significantly higher proportions of
those aged 18-24 place importance
on who the retailer is, how the
product looks, and brand name.
That I'm buying the best quality
Nutritional content of a product
Health/nutritional benefits
Sustainability and eco-friendly packaging
Where the product comes from/is produced
That I'm buying a well-known brand
Where I'm buying it from (who the retailer is)
The packaging/how the product looks
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Soft drink consumer preferences 202511
Assessing the
appetite for no/low
alcohol alternatives
Sources: YouGov CategoryView: UK Beer & Cider
How often do you consumer non-alcoholic beverage alternatives?
Assessing the appetite for
no/low alcohol alternatives
Soft drink consumer preferences 202512
1 in 10 consume non-
alcoholic beverage
alternatives on a
weekly basis
Frequency of consumption: Non-alcoholic beverage
alternative (Net: Weekly vs. At least monthly)
10%
10%
9%
23%
22%
21%
Q3 2024
Q4 2024
Q1 2025
Weekly Monthly
This has remained consistent since
Q3’24. When expanding to monthly
consumption, proportions more than
double but have struggled to
increase recently.
Sources: YouGov CategoryView: UK Beer & Cider. Q3’ 24 n> 300; Q4’ 24 n> 450; Q1’ 25 n> 400
How often do you consumer non-alcoholic beverage alternatives?
Assessing the appetite for
no/low alcohol alternatives
Soft drink consumer preferences 202513
Monthly consumption
of non-alcoholic
beverage alternatives
remains higher among
the young versus the
national average
Frequency of consumption: Non-alcoholic
beverage alternatives (Net: At least monthly)
However, resonance among
those aged 18-24s has shown
recent declines.
Learn more about CategoryView
among 18-24s
Q3
2024
compared to
23% of nat rep
among 18-24s
compared to
22% of nat rep
among 18-24s
compared to
21% of nat rep
Q4
2024
Q1
2025
35% 29% 25%
-6% -4%
Soft drink consumer preferences 202514
Health-conscious
consumerism
Health-conscious
consumerism
Soft drink consumer preferences 202515
Reducing sugar
intake is a leading
driver for health-
conscious drink
consumption
Top 3 reasons for health-conscious
drink consumption:
This is led by the older population.
Almost 1/3 are looking to health-
conscious soft drinks to improve
their gut health as well as improving
general wellness.
1.
Reducing sugar intake
YouGov Surveys, May 14, 2025 – June 3, 2025. Health-conscious drink
consumers n> 1,500 Q: Which, if any, of the following are reasons why you
consume health-conscious soft-drink and beverage choices?
Please select all that apply.
▲ 46% among those aged 55+
41%
2.
Improving general
health & wellness
37%
3.
Improving digestive/
gut health
▲ 35% among 25-34s
31%
▲ 33% among females
Health-conscious
consumerism
Soft drink consumer preferences 202516
Sugar-free drinks are
the leading health-
conscious option
consumed, with
resonance lower
among the young
Types of health-conscious drinks ever consumed
In contrast, there is a higher usage
of drinks enriched with vitamins and
protein among this age-group.
YouGov Surveys, May 14, 2025 – June 3, 2025. GB n> 2,100; 18-24 n> 200; 25-34 n> 300; 35-44 n> 300; 45-54 n> 300; 55+ n> 850.
Which, if any, of the following types of health-conscious soft-drinks and beverages have you ever consumed? Please select all that apply
Arrows denote a statistically significant difference vs. TOTAL at the 95% confidence interval
Nat rep 18-24s 25-34s 35-44s
Sugar-free alternatives 50% -7% ▼ +7% +2%
Low-calorie alternatives 39% -5% ▼ +7% ▲ -3%
Drinks enriched with vitamins & minerals 32% +11% ▲ +16% ▲ +5% ▲
Drinks enriched with probiotics or prebiotics 24% +1% +5% ▲ +3%
Drinks enriched with protein 19% +8% ▲ +17% ▲ +8% ▲
Kombucha 15% +2% +7% ▲ +2%
Natural herb infused stress relief drinks 15% +1% +4% ▲ +%
Drinks infused with CBD 9% +4% ▲ +6% ▲ +6% ▲
None of these 21% -7% ▼ -10% ▼ -4% ▼
YouGov Surveys, May 14, 2025 – June 3, 2025. Base: All who drink health-conscious drinks GB n> 1,500; 18-24 n> 150; 25-34 n> 250; 35-44 n> 250;
45-54 n> 200; 55+ n> 550. Q: Which, if any, of the following are reasons why you consume health-conscious soft-drink and beverage choices?
Please select all that apply.
Health-conscious
consumerism
Soft drink consumer preferences 202517
Younger audiences
are more likely to
consume health-
conscious drinks for
increasing protein
intake
Reasons for consuming health-conscious soft drinks
Relaxation and stress relief
is also a key driver among
younger consumers.
Nat rep 18-24 25-34 35-44 45-54 55+ Male Female
Improving digestive/
gut health 31% 28% 35% 27% 33% 30% 28% 33%
Relaxation & stress relief 19% 26% ▲ 29% 19% 21% 10% ▼ 19% 19%
An alternative to
drinking caffeine 18% 17% 14% ▼ 19% 18% 21% 15% ▼ 21% ▲
Increasing protein intake 16% 30% ▲ 29% ▲ 21% ▲ 13% 5% ▼ 18% 15%
To improve mental
focus & awareness 16% 18% 25% ▲ 18% 19% 8% ▼ 16% 15%
Part of a dieting plan 15% 18% 16% 15% 17% 11% ▼ 13% 16%
Help with sleep issues 14% 14% 14% 23% ▲ 12% 14% 13% 16%
An alternative to drinking
alcohol/reduce alcohol intake 14% 12% 15% 14% 15% 15% 15% 14%
Soft drink consumer preferences 202518
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Soft drink consumer preferences 202519
The audience insights in this report were sourced via YouGov Surveys – providing rapid answers from the
right audience. The multi-region survey was conducted from April 21, 2025 – May 4, 2025, with 2,114
respondents in Great Britain. Additional insights are available for 16 other markets: Australia, Canada,
Denmark, France, Germany, Hong Kong, India, Indonesia, Italy, Mexico, Poland, Singapore, Spain, Sweden,
the UAE, and the USA.
Trended consumer insights were sourced via YouGov CategoryView, a sector specific insights tracking
solution, allowing clients to view macro and sector trends as they develop by utilising monthly data
uploads across different markets. YouGov CategoryView currently tracks 350+ brands across 5 sectors.
Brand performance analysis was sourced via YouGov BrandIndex, which provides powerful daily brand and
competitor tracking. Data used was from fieldwork conducted July 01, 2024 – June 30, 2025, with 14,840
respondents answering the consideration metric in Great Britain within that period ( per month).
The target group of Health-conscious drink consumers refers to Brits who said they have ever consumed
‘Health-conscious drinks . those including vitamins, minerals, probiotics etc.’
Methodology
The insights in this report have been sourced
via YouGov Surveys, YouGov BrandIndex and
YouGov CategoryView.
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