The beverage program must-have operators are overlooking

As dramatic drink trends like cold coffee and plant-based beverages garner well-deserved attention, an essential element for any busy beverage bar has been quietly making waves: sweeteners. While so much demands the attention of non-commercial operators, attending to a few specific sweetener preferences can have huge consequences. In fact, most beverage consumers sweeten their drinks, and 20% will forgo the drink altogether if they don’t see their sweetener of choice available, according to an Away From Home Opportunity Assessment conducted by Technomic on behalf of J.M. Smucker Away From Home in 2023.

As operators look to enhance their beverage offerings, here are four key factors they should keep in mind when making space for sweeteners at the beverage bar:

1. Dietary preferences

Today’s health-conscious consumers are paying attention to what is in their drinks. Whether it’s because of dietary restrictions or lifestyle choices, the demand for diverse sweetener options is ramping up. Operators must cater to those seeking low-calorie, sugar-free or natural alternatives. From raw turbinado to agave nectar, an inclusive range can meet various needs, ensuring that every customer feels considered.

2. Generational preferences

Understanding these generational preferences is crucial for operators to create a beverage bar that resonates across age groups.

With some exceptions, older generations prefer tried-and-true sweeteners they recognize. They also tend to be more calorie-minded than their younger counterparts, which could evolve into more natural and organic, low- and no-calorie alternatives in the future.

The preferences of younger consumers, particularly Gen Z and Millennials, are shifting the beverage landscape. Technomic’s 2023 Away From Home study conducted on behalf of J.M. Smucker Away From Home indicated that in college and university settings, where students gravitate towards personalized experiences, even fewer will order a drink if they don’t see their sweetener of choice. With a strong preference for personalized foodservice experiences among these generations, the beverage bar is an easy place for operators to deliver a personal touch. Options that are natural, organic and/or plant-based are especially attractive to these heavy coffee and tea drinkers.

3. Taste preferences

Flavor enhancement is the primary reason consumers select certain sweeteners, with “all-natural” options coming in a close second, according to Technomic’s study. Consumers drink sweetened beverages more when they are away from home than at home, which signals a serious opportunity for operators to showcase a variety elevated option (without over-investment).

Stevia, monk fruit and agave all deliver distinct sweetness with the feel-good natural ingredients more guests are reaching for. Giving guests a range of sweetener options that bring new flavors to their cup can elevate the whole experience.

4. Brand preferences

Brand recognition plays a pivotal role in beverage purchase decision-making, particularly among college students and B&I consumers. However, especially during periods of rapid change, many operators understandably focus more on cost and logistics and completely overlook the importance of known brands. This is especially relevant in C&U environments, where students expect familiar names alongside diverse options.

Featuring well-known, brand-name sweeteners at the beverage bar can elevate the flavor of their drinks, and the perception of the entire operation. Technomic’s study found that 51% of consumers prioritize brand name products, so offering only generic options could mean missing out on potential sales.

Embrace the sweetener revolution

Consumers expect more from their cups than ever, especially when they’re grabbing a drink away from home. On top of that, Technomic found they’re even more likely to sweeten their drinks in a foodservice setting.

Embracing the trends toward personalization and more natural options can further elevate the beverage program. By choosing a variety of natural sweeteners that meet their diverse taste preferences and dietary needs, operators can create the just-for-me experience their guests will want to repeat.

Before diving in, check out five consumer personas and what they expect from their cups. At the same time, operators can request a free sample of Organic Agave In The Raw^® with their next sweetener purchase.