BOSTON – Today’s college students prefer better-for-you beverages than another other drinks, Food Business News reports. A new survey from the Beverage Marketing Corp. (BMC) and Fluent finds that these Generation Z scholars are interested in all natural (52%), low-calorie (37%), organic (36%), vitamin-enhanced (31%) and zero-calorie (27%) beverages.

The students read labels (43% regularly, 38% sometimes), and want to avoid artificial flavoring, preservatives and sweeteners, as well as high fructose corn syrup. About half of those surveyed view cane sugar as the healthiest sweetener. Close to half (49%) pointed to labels touting healthy/good for you as why they tried the product.

Their favorite beverage is bottled water, which is a best-seller for Gen Z. “This generation knows about having to proactively make their own choices and not just take things at face value,” said Michael Carey, executive vice-president of Fluent. “And while they reach for water first, there are opportunities for other beverages to fill niche roles, if they know where to look.”

Gen Z also enjoys coffee and tea beverages. “As Gen Z matures, there are exciting opportunities for our industry to engage with these consumers in a positive way,” said Michael Bellas, chairman and CEO of BMC.