"The Same Old Taste Is Boring"... Custom Beverages Trending Among Generation Z [The World is Z Gold]

Generation Z Prefers "Tasty Beverages" Over Alcohol
Unique Drinks Go Viral on Social Media
The Customizing Trend Gains Momentum in Korea

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is emerging as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. [The World is Z Gold] aims to shed light on the lives and values of Generation Z around the globe, and to examine how they are transforming society.

Recently, there has been a rapid increase in demand for unique beverages, especially among Generation Z. Generation Z is known for pursuing "something of their own" that sets them apart from others, and they have a strong desire to express and differentiate themselves through consumption. This tendency has led to the "customizing" trend, which is bringing new changes across the food and beverage industry.

'Pickle-flavored slushies' go viral on social media... "Preference for fun drinks"

'Sonic Drive-In's Pickle Flavor Slush'. TikTok

Recently, the U.S. economic media outlet Business Insider reported, "Franchises such as McDonald's, Starbucks, and Taco Bell are launching a series of new beverage menus this summer," adding, "This is because Generation Z prefers non-alcoholic drinks that allow them to express their individuality."

Generation Z is known as a generation that, unlike previous generations, does not enjoy drinking alcohol. Instead, there is a high demand for cold and tasty beverages. In particular, as the preference for non-alcoholic drinks that are visually striking or uniquely combined continues, major franchises are also expanding their product lineups accordingly.

In fact, starting in September, McDonald's plans to pilot about 10 new beverages that emphasize color and flavor, such as "Creamy Vanilla Cold Brew" and "Popping Tropic Refresher," at around 500 stores in Wisconsin and Colorado. Alyssa Buetikofer, Chief Marketing Officer (CMO) of McDonald's, stated, "Cold and tasty drinks have become a trend, especially among Generation Z," and added, "The beverage sector is also showing clear growth."

On social networking services (SNS), unique drinks with unusual combinations are attracting particular attention. Coffee with tapioca pearls and carbonated drinks with dried fruits are representative examples. Notably, the U.S. fast food chain Sonic Drive-In sparked a sensation by introducing a "pickle-flavored slushie," and KFC collaborated with Mountain Dew to launch a "peach cream-flavored soda."

Furthermore, beverages customized to individual preferences are also gaining popularity. Michael Della Penna, Chief Strategy Officer at the digital marketing company InMarket, analyzed, "Generation Z prefers fun drinks that they can mix in their own way, instead of drinking alcohol," and "This trend can encompass consumer interest, word-of-mouth, and viral effects."

He added, "Cold drinks are currently the hottest items, and Generation Z goes beyond simply drinking beverages?they enjoy creating their own combinations." He continued, "They place importance on visual elements, making unique drinks that are worthy of sharing on SNS, and participate in consumption by sharing these with friends."

The customizing trend is gaining popularity domestically as well

'Peach Cream Flavored Carbonated Drink' released in collaboration between KFC and Mountain Dew. KFC

The customizing trend is also spreading rapidly in Korea. Generation Z tends to place greater value on expressing and sharing their own preferences through consumption, rather than simply following trends. In the past, it was common to consume mass-produced products uniformly, but recently, there has been a shift toward selecting products or services that match more segmented demands.

This change is particularly noticeable in the domestic food and beverage industry. A representative example is the dessert brand "Yoajeong." "Yoajeong" is characterized by allowing customers to freely choose toppings such as honeycomb, cookies, chocolate syrup, and various fruits on top of yogurt ice cream. Although the price increases as more toppings are added, it became highly popular among young people as sharing their own recipes became a trend. As a result, Yoajeong, which started with its first store in 2021, has expanded to 600 stores this year.

In the beverage market as well, menus that combine different drinks to create new flavors are popular. Unique recipes such as "Ashatchu" (adding an espresso shot to iced tea) and "Toshatchu" (adding a shot to toffee nut latte) have also become hot topics on SNS.