Picture the shopper reaching for a sleek can of adaptogenic sparkling tonic. Botanical label, mood-boosting promise, zero proof. Did you picture someone from Gen Z?

The receipts might surprise you. Verified purchase data from the latest Fetch Finds CPG trends report shows that trendy beverage brands have an audience well beyond Gen Z. For marketers, it’s a reason to look past the expected customer and consider who else could drive growth.

Trendy beverage buyers might surprise you

These drinks might look at home in a Gen Z social feed, but shoppers aged 30–60 are 41% more likely than Gen Z to purchase them.

The finding gives beverage marketers a reason to question assumptions about who their next customer could be. A brand’s aesthetic can suggest one audience, while actual purchase behavior reveals a broader opportunity.

Unexpected demand is an invitation to broaden the strategy

An audience that’s more likely to buy is a growth opportunity, not a demographic footnote. For disruptor brands, that means considering whether acquisition efforts could reach beyond the shoppers most readily associated with the brand.

Age is a starting point. But what people actually buy can help marketers make that opportunity more actionable. Fetch helps brands identify and reach shoppers based on verified purchase behavior, including purchases of functional beverages, alcohol alternatives, and competing brands. That gives disruptors a way to pursue relevant new buyers across age groups.

Your next customer might not be who you pictured. Purchase behavior reveals opportunities to find and reach buyers you might otherwise overlook.

Connect with Fetch to reach new audiences and measure the incremental growth your campaigns generate.