Nearly half of Brazilians ask AI for drink recommendations
Why does this matter?
EY's consumer survey reveals critical BevTech opportunities: 45% of Brazilians use AI for beverage recommendations, Gen Z/Millennials drive functional beverage adoption (80%/75%), and digital discovery channels are reshaping how consumers find drinks—key insights for founders building recommendation engines, DTC platforms, and data-driven beverage products.
Highlights
Professional services firm EY’s Consumer Beverage Survey has revealed the forces reshaping beverage choice and consumption behaviour in the US and Brazil. The survey of more than 2,500 consumers across the US (1,511) and Brazil (1,001) explored how evolving preferences are redefining what people expect from beverages. The research uncovered three major forces: health, digital engagement, and generational shifts. According to the survey, wellness-driven beverage choices are on the rise, with consumers increasingly treating beverages as ‘tools’ for wellbeing. As such, the survey found that ingredients, sugar content, and functional benefits are driving choice and premiumisation in the drinks industry. The data revealed that 58% of US consumers said they’re paying attention to ingredients in the drinks they purchase. Another 52% are willing to pay more for drinks that support health and wellness goals. Sugar is still a key ingredient in the conversation, with 66% choosing lower-sugar, lower-calorie drinks. In Brazil, three in four consumers cited immune support as a top benefit influencing functional beverage purchase intent. Sean Harapko, EY Americas beverage leader, said: “Our research shows a clear rise in intentional beverage consumption, with consumers paying closer attention to ingredients, prioritising functional benefits tied to health and wellbeing, and modifying behaviours, such as reducing sugar and alcohol intake. “These shifts signal a more informed and selective consumer, particularly among younger generations, who are reshaping demand and accelerating change across the beverage product landscape.” Rob Holston, EY global and Americas consumer products sector leader, added: “Consumers are rewriting the rules of the beverage aisle. Wellness isn’t a niche segment but a baseline expectation shaping formulation, claims and pricing strategy. “For beverage companies, the winners will be those that deliver clear benefits, build trust through transparency, and meet consumers where decisions are increasingly made across apps, social channels and personalised, data-led experiences. Brands must design for multiple definitions of wellness.” Generational consumption patterns The data indicated that consumption patterns typically diverge across generations, reshaping both alcohol and non-alcoholic categories. In the US, 20% of respondents said that social pressure to drink alcohol persists. However, functional beverage consumption is surging, with 80% of Gen Z and 75% of Millennials drinking functional beverages at least once every two weeks compared with 65% overall. The survey also shows that alcohol consumption in Brazil remains high. Of those surveyed in the country, 57% said they drink at least every two weeks. However, Gen Z consumers in both countries consume significantly less (40%) than older cohorts. Approximately half of Millennials (50%) and Gen X (51%) said they drink alcohol at least every two weeks. Meanwhile, Baby Boomers were the only generation found to consume alcohol more often (47%) than functional beverages (41%). Attitudes toward alcohol are also expanding. More than half of US consumers (55%) said they feel more comfortable choosing non-alcoholic options in social settings, with that comfort strongest among Millennials (65%). This reflects a growing desire for flexibility and choice rather than complete withdrawal from alcohol. In addition, Harapko noted that drinks identifying as ‘healthy’ do not appear to have materially changed alcohol consumption behaviours. In the past year, nearly 50% of consumers reported that the amount of alcohol they drink has stayed about the same. This was regardless of whether they consider themselves healthy, highlighting how ‘perceived wellbeing’ often coexists with largely unchanged drinking habits. Rather than eliminating alcohol altogether, many consumers said they are changing how and when they drink. On some occasions, consumers substitute with familiar options such as sparkling water or juice – a choice cited by roughly 55% of consumers – rather than fully replacing alcohol with non-alcoholic beer, wine or ‘spirits’. This, Harapko said, reflects a gradual rebalancing of drinking occasions rather than a fundamental shift away from alcohol. The influence of AI The research found that consumers are increasingly looking to digital ecosystems for beverage discovery, with online grocery recommendations, fitness and health apps, and loyalty apps all allowing consumers to explore functional beverages. Gen Z reported higher digital usage (26%) for this purpose, compared with other generations. In Brazil, the adoption of digital tools has been fast; 45% of consumers said they have used AI to receive beverage recommendations in the last year. This is compared with 27% of consumers in the US. Going forward, 70% said they would be ‘very likely’ to use AI in the next year, with the highest enthusiasm among Millennials.
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