15 Aug 2024 --- Gen-Z and Millennial consumers are progressively opting for a “holistic and proactive” lifestyle, with ready-to-drink (RTD) and carbonated soft drink (CSD) categories surging in popularity among these demographics, according to ADM’s 2024 Beverage Innovation Report. The key findings on consumer preferences within the functional non-alcoholic and alcoholic drink sectors indicate that 67% of Millennials and 56% of Gen Z are increasingly consuming RTD alcoholic beverages in Europe to experience new flavors.