Gen Z and the Premium Drink Trend — What They Want and Why It Matters

Gen Z Doesn't Drink Like Their Parents

Alcohol consumption among under-30s in Europe has declined consistently for over a decade. The "sober curious" movement — choosing not to drink, or drinking far less — is mainstream among Gen Z, not fringe. This creates both a challenge and a massive opportunity: what do health-conscious young people drink at social occasions, events, and after the gym?

Functional drinks fill that gap perfectly. A NOCCO in a social setting reads the same way a beer used to — it's a drink with identity, with flavour, with a reason to choose it.

They Distrust Traditional Marketing

Gen Z grew up with the internet and can detect inauthentic marketing immediately. They don't respond to celebrities paid to drink products they've never touched. They respond to genuine community endorsement — a trusted fitness creator actually using a product, or a friend recommending something that works.

This is exactly how NOCCO grew. Not through traditional advertising, but through gym community word-of-mouth and authentic creator content.

They Will Pay a Premium for the Right Product

Despite their youth, Gen Z consumers demonstrate willingness to pay more for products that align with their values. A €2.80 NOCCO vs a €1.20 generic energy drink — for a Gen Z gym-goer who cares about ingredients, that's not a hard choice.

What This Means for Your Business

If your gym or retail outlet still primarily stocks traditional energy drinks and hasn't invested in functional brands, you're not speaking to your fastest-growing customer segment. Gen Z will seek out the products they want and find them — the question is whether they find them at your location or somewhere else.

Talk to us about stocking the brands Gen Z is choosing. Read more: Functional Drinks in Gym Culture | The Functional Drink Revolution