organic refreshment beverage consumer?
While marketers are obsessed with Millennials and Gen Z-ers, 50% of sparkling water sales are to older couples, said Peters and Reed. Meanwhile, 26% of coconut water buyers earn less than 35k a year, and the same people that drink Coca-Cola on one day will drink a niche cold brew coffee brand the next. However, one thing is clear, said Reed, "The natural refreshment buyer base continues to grow [59m buyers, +6% YoY]."