Gen Z Shuns Diet Sodas, but Embraces 'Zero Sugar' Versions

Younger consumers drive demand for low-calorie, low-sugar carbonated beverages

Feb. 4, 2026 at 2:39pm

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A new report shows that Generation Z consumers, those born between 1997 and 2012, have largely turned away from traditional diet sodas, but are embracing 'zero sugar' versions of popular carbonated beverage brands. This shift in consumer preferences is driving major changes in the soda industry as companies work to cater to the evolving tastes of younger generations.

Why it matters

As the largest living generation, Gen Z's beverage preferences hold significant sway over the future of the soda industry. Their aversion to diet sodas, which have long been marketed to health-conscious consumers, signals a broader cultural shift away from artificial sweeteners and toward more natural, low-sugar options.

The details

The report found that while overall soda consumption has declined in recent years, 'zero sugar' versions of brands like Coca-Cola, Pepsi, and Sprite have seen a surge in popularity among Gen Z consumers. These beverages typically use natural sweeteners like stevia or monk fruit instead of artificial sweeteners like aspartame or saccharin.

  • The report was published on February 4, 2026.

The players

Generation Z

Consumers born between 1997 and 2012, who make up the largest living generation and are driving major shifts in the soda industry.

Coca-Cola

A major soda brand that has introduced 'zero sugar' versions of its beverages to cater to Gen Z's preferences.

Pepsi

Another major soda brand that has launched 'zero sugar' options to appeal to younger consumers.

Sprite

A popular soda brand that has also introduced 'zero sugar' versions to meet the evolving tastes of Gen Z.

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What they’re saying

“Gen Z's aversion to artificial sweeteners and preference for more natural, low-sugar options is a major driver of the soda industry's shift toward 'zero sugar' beverages.”

— Madison, Author (wn.com)

The takeaway

As the soda industry adapts to the changing preferences of Gen Z, the rise of 'zero sugar' beverages highlights the growing consumer demand for healthier, more natural alternatives to traditional sugary and artificially sweetened sodas.