Eight in ten U.S. consumers say they feel disappointed when a beverage doesn't feel "worth it," according to new research from Reach3 Insights, a strategic insights consultancy. The finding signals a meaningful shift in how beverage buyers—across categories from bottled water to spirits—evaluate what ends up in their glass.

The study, conducted with 2,000 U.S. consumers using an AI-accelerated, mobile-first conversational methodology, found that function, occasion, ingredients, and overall experience now weigh just as heavily as flavor. More than half of respondents (55%) said they actively think about what a beverage does for them, not just how it tastes, while 69% use beverages as a reward, pick-me-up, or treat. For operators and brand managers, that data point reframes the entire merchandising and menu-design conversation: a drink's role in the moment matters as much as its flavor profile.

Occasion Drives the Decision

The research surfaces a consumer base that is increasingly segmented by motivation rather than demographics alone. One in four respondents (25%) prioritize health goals, functional benefits, and better-for-you formulations when selecting a beverage, while 28% make their choice based on the social setting or consumption occasion. THC beverages are gaining traction—particularly among millennials—as shoppers seek controlled enjoyment and alternatives that deliver a desired experience with fewer perceived downsides, a trend that hospitality operators in legal markets are already navigating across beverage program development.

Jonathan Dore, EVP at Reach3 Insights, argued that conventional survey research misses this nuance. "Traditional surveys do a good job measuring top-of-mind brand and product preferences, but they don't always capture the underlying motivations behind how people actually make decisions," Dore said. "Our immersive conversational research approach gets below the surface to reveal the situations and emotions driving consumer beverage choices, giving brands a much richer picture of what 'worth it' actually means."

Where Consumers See the Category Heading

Forward-looking data in the study offers clear direction for product developers and menu planners. A majority of respondents (52%) expect the beverage category to become healthier rather than more indulgent, compared with just 19% who anticipate a shift toward indulgence. On the value-versus-premium axis, 45% expect beverages to become more value-focused while only 20% predict a move toward premium—though multicultural consumers buck that trend, with 32% anticipating a premium shift.

Non-alcoholic options also appear poised for continued growth: 45% of respondents expect more non-alcoholic choices to enter the market, versus 25% who predict alcoholic beverages will play a larger role. An additional 43% expect consumers to become more interested in discovering new beverages altogether, underscoring the opportunity for operators who keep menus fresh. Restaurants and bars tracking non-alcoholic beverage trends can use this data to justify dedicated menu real estate for functional and zero-proof options.

The study was powered by Rival Technologies' chat-based insights platform. Reach3 Insights hosted a webinar on July 23, 2026, to discuss the findings in depth.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.