[High School Girl Trend Survey] Supremacy of "Authentic Taste" over Instagrammability! Over half (54%) of convenience store beverage buyers respond.
A survey of 100 high school girls reveals that when choosing beverages, they prioritize "authentic taste" and functional utility over social media aesthetics. Convenience stores are their primary point of purchase, with a clear preference for products that offer specific benefits for study or sports.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 19:11
- 🔍 Collected: March 30, 2026 at 22:56 (3h 44m after Published)
- 🤖 AI Analyzed: June 2, 2026 at 13:02 (1526h 6m after Collected)
The "High School Girl Lab," a media and think tank that broadcasts and analyzes the "latest trends" of high school girls, operated by with t Inc. (Headquarters: Shibuya-ku, Tokyo; President: Keita Miyagi), which develops entertainment businesses for teens, conducted a "Survey on Beverage Purchasing Behavior" targeting 100 active high school girls.
While Generation Z is often associated with "Instagrammability" on social media, this survey revealed a highly rational reality: a "supremacy of overwhelming taste and flavor" in beverage selection, and "functional usage" tailored to specific scenes. We present the latest consumer data, which is essential for beverage manufacturers and distributors to refine their target strategies.
■ Survey Topics
1. The Era of Convenience Store Dominance: "Convenience stores" are the most popular place for purchases at school or while commuting, cited by 50%.
2. Moving Beyond "Jacket Buying": 54% of respondents prioritize "taste" when choosing new products, significantly outstripping packaging or social media appeal.
3. "Usage by Scene": Choosing "coffee/tea" for concentration while studying, and "energy drinks" for a power boost during exercise.
4. Temptation to Buy: In addition to standard "water/tea," there is a sensitive response to "little luxuries" like acai or Gong cha.
■ Convenience Stores are the Main Battlefield for Purchases. Nearly 40% are High-Frequency Buyers (3+ times a week)
As a place to purchase beverages, 50% of high school girls answered "convenience stores," far outpacing vending machines (17%) and supermarkets (7%). The convenience of being on their school commute route is the biggest deciding factor in quenching their thirst.
Furthermore, 38% of respondents purchase beverages three or more times a week, making their purchasing power on convenience store shelves a scale that cannot be ignored.
■ Surprising? "Taste and Cost-Performance" over "Instagrammability." Strict Selection Criteria
When choosing a new drink, the most important point was "taste/flavor (54%)." The former trends of "buying for the packaging (11%)" or "social media buzz (5%)" have settled down, and a pragmatic consumption style of "intuitive deliciousness" and "low price (24%)"—avoiding bad purchases—has taken root.
■ "Tea" for Studying, "Energy Drinks" for Sports. Functional Selection by Purpose
While "water/tea (56%)" is the overwhelming choice for daily use, the selection changes dramatically depending on the scene.
Study/Concentration Time
"Coffee/tea" surged to 26%. This indicates a need to "feel sharp with caffeine."
Physical Education/Club Activities
Following water and tea, "energy drinks/nutritional drinks (16%)" were chosen. It was revealed that they are seeking instantaneous energy replenishment with a momentum that exceeds sports drinks.
■ The Polarization of "Impulse Buy" Drinks
In beverages bought on impulse over the last month, two major trends were observed:
- Daily "Add-on" Purchases: The usual sense of security from brands like "Gogo no Kocha" or "Ayataka."
- Rewards/Refreshment: Value-added beverages that lift the mood with a single bottle, such as "Acai Smoothies," "Gong cha," or "Starbucks." Responses regarding "acai" and "specialty store types" were particularly notable, showing a very strong appetite for products that combine health consciousness with trends.
■ Editorial Analysis: The "Next Move" for Beverage Manufacturers and Retailers
From this survey, it is clear that high school girls use "convenience stores as a substitute for a refrigerator" while basing their purchase decisions on "trust in taste."
- Sales Promotion Hints: Shelf layouts that specify usage scenes, such as "study-specific tea" to increase concentration or "recovery energy drinks" after club activities, are effective.
- Keys to Product Development: Rather than "packaging appeal," manufacturers should strengthen the impact of the taste that is understood the moment it is consumed, such as "fruitiness" or "richness."
- Angles for Winning Projects: Responses to "Seven-Eleven's Buy-One-Get-One" campaigns are also good; sampling measures that combine a sense of value with novelty are expected to be extremely effective.
〈Survey Overview〉
Survey Name: Survey on Beverage Purchasing Behavior of High School Girls
Survey Period: March 10 (Tue) – March 13 (Fri), 2026
Survey Method: Questionnaire survey via the official "High School Girl Lab" Instagram (Stories)
Valid Responses: 100
Organizer: with t Inc. "High School Girl Lab"
※ Request when citing: When reprinting or citing this survey, please include the source as follows: (Example: "Survey by 'High School Girl Lab'", "According to 'High School Girl Lab'", etc.)
■ About "High School Girl Lab"
"High School Girl Lab" is a media and think tank that creates the "latest trends" for high school girls and provides "tips" for business. It is a platform where approximately 500 high school girls nationwide belong, collecting and broadcasting the real trends and insights of Generation Z. Active high school girls actually experience corporate products, services, and apps, and based on their impressions and feedback, companies can utilize the "real voices" of Gen Z for marketing measures.
High school girls can use this media to learn about the latest trends to enjoy social media. Companies can utilize it as a think tank that comprehensively supports youth marketing by developing multifaceted approaches such as social media, communication, and insight research.
≪Examples of Available Solutions≫
We propose measures that maximize the insights held by our ambassadors and the High School Girl Lab network.
- Social media promotion plans that resonate with Gen Z, utilizing the perspective of ambassador Ria Yonezawa
- Development and improvement support for new products and services, reflecting the real voices of 500 people nationwide
- Proposals for high-buzz PR measures featuring ambassador Ria Yonezawa
- Round-table discussions and group interviews with High School Girl Lab members themed around your company's products, etc.
≪Usage Examples≫
- Sending individual app or service guides and requesting downloads/usage
- Providing incentives (rewards or benefits) after use and collecting reviews and feedback
- Utilizing the gathered voices for promotional measures or UI/UX improvements
- Planning and developing PR using influencers, etc.
[High School Girl Lab Social Media Accounts]
Instagram: https://www.instagram.com/jk_labo_/
TikTok: https://www.tiktok.com/@jk_labo_
■ Company Overview
Company Name: with t Inc.
Address: 2F Graphio Shibuya, 1-22-2 Shibuya, Shibuya-ku, Tokyo
Representative: Keita Miyagi, President and Representative Director
Business Content: Audition business, marketing support business, event business, production business
Official Website: http://with-t.co.jp/
〈Inquiries regarding this matter〉
with t Inc. Public Relations
E-mail: info@with-t.co.jp
While Generation Z is often associated with "Instagrammability" on social media, this survey revealed a highly rational reality: a "supremacy of overwhelming taste and flavor" in beverage selection, and "functional usage" tailored to specific scenes. We present the latest consumer data, which is essential for beverage manufacturers and distributors to refine their target strategies.
■ Survey Topics
1. The Era of Convenience Store Dominance: "Convenience stores" are the most popular place for purchases at school or while commuting, cited by 50%.
2. Moving Beyond "Jacket Buying": 54% of respondents prioritize "taste" when choosing new products, significantly outstripping packaging or social media appeal.
3. "Usage by Scene": Choosing "coffee/tea" for concentration while studying, and "energy drinks" for a power boost during exercise.
4. Temptation to Buy: In addition to standard "water/tea," there is a sensitive response to "little luxuries" like acai or Gong cha.
■ Convenience Stores are the Main Battlefield for Purchases. Nearly 40% are High-Frequency Buyers (3+ times a week)
As a place to purchase beverages, 50% of high school girls answered "convenience stores," far outpacing vending machines (17%) and supermarkets (7%). The convenience of being on their school commute route is the biggest deciding factor in quenching their thirst.
Furthermore, 38% of respondents purchase beverages three or more times a week, making their purchasing power on convenience store shelves a scale that cannot be ignored.
■ Surprising? "Taste and Cost-Performance" over "Instagrammability." Strict Selection Criteria
When choosing a new drink, the most important point was "taste/flavor (54%)." The former trends of "buying for the packaging (11%)" or "social media buzz (5%)" have settled down, and a pragmatic consumption style of "intuitive deliciousness" and "low price (24%)"—avoiding bad purchases—has taken root.
■ "Tea" for Studying, "Energy Drinks" for Sports. Functional Selection by Purpose
While "water/tea (56%)" is the overwhelming choice for daily use, the selection changes dramatically depending on the scene.
Study/Concentration Time
"Coffee/tea" surged to 26%. This indicates a need to "feel sharp with caffeine."
Physical Education/Club Activities
Following water and tea, "energy drinks/nutritional drinks (16%)" were chosen. It was revealed that they are seeking instantaneous energy replenishment with a momentum that exceeds sports drinks.
■ The Polarization of "Impulse Buy" Drinks
In beverages bought on impulse over the last month, two major trends were observed:
- Daily "Add-on" Purchases: The usual sense of security from brands like "Gogo no Kocha" or "Ayataka."
- Rewards/Refreshment: Value-added beverages that lift the mood with a single bottle, such as "Acai Smoothies," "Gong cha," or "Starbucks." Responses regarding "acai" and "specialty store types" were particularly notable, showing a very strong appetite for products that combine health consciousness with trends.
■ Editorial Analysis: The "Next Move" for Beverage Manufacturers and Retailers
From this survey, it is clear that high school girls use "convenience stores as a substitute for a refrigerator" while basing their purchase decisions on "trust in taste."
- Sales Promotion Hints: Shelf layouts that specify usage scenes, such as "study-specific tea" to increase concentration or "recovery energy drinks" after club activities, are effective.
- Keys to Product Development: Rather than "packaging appeal," manufacturers should strengthen the impact of the taste that is understood the moment it is consumed, such as "fruitiness" or "richness."
- Angles for Winning Projects: Responses to "Seven-Eleven's Buy-One-Get-One" campaigns are also good; sampling measures that combine a sense of value with novelty are expected to be extremely effective.
〈Survey Overview〉
Survey Name: Survey on Beverage Purchasing Behavior of High School Girls
Survey Period: March 10 (Tue) – March 13 (Fri), 2026
Survey Method: Questionnaire survey via the official "High School Girl Lab" Instagram (Stories)
Valid Responses: 100
Organizer: with t Inc. "High School Girl Lab"
※ Request when citing: When reprinting or citing this survey, please include the source as follows: (Example: "Survey by 'High School Girl Lab'", "According to 'High School Girl Lab'", etc.)
■ About "High School Girl Lab"
"High School Girl Lab" is a media and think tank that creates the "latest trends" for high school girls and provides "tips" for business. It is a platform where approximately 500 high school girls nationwide belong, collecting and broadcasting the real trends and insights of Generation Z. Active high school girls actually experience corporate products, services, and apps, and based on their impressions and feedback, companies can utilize the "real voices" of Gen Z for marketing measures.
High school girls can use this media to learn about the latest trends to enjoy social media. Companies can utilize it as a think tank that comprehensively supports youth marketing by developing multifaceted approaches such as social media, communication, and insight research.
≪Examples of Available Solutions≫
We propose measures that maximize the insights held by our ambassadors and the High School Girl Lab network.
- Social media promotion plans that resonate with Gen Z, utilizing the perspective of ambassador Ria Yonezawa
- Development and improvement support for new products and services, reflecting the real voices of 500 people nationwide
- Proposals for high-buzz PR measures featuring ambassador Ria Yonezawa
- Round-table discussions and group interviews with High School Girl Lab members themed around your company's products, etc.
≪Usage Examples≫
- Sending individual app or service guides and requesting downloads/usage
- Providing incentives (rewards or benefits) after use and collecting reviews and feedback
- Utilizing the gathered voices for promotional measures or UI/UX improvements
- Planning and developing PR using influencers, etc.
[High School Girl Lab Social Media Accounts]
Instagram: https://www.instagram.com/jk_labo_/
TikTok: https://www.tiktok.com/@jk_labo_
■ Company Overview
Company Name: with t Inc.
Address: 2F Graphio Shibuya, 1-22-2 Shibuya, Shibuya-ku, Tokyo
Representative: Keita Miyagi, President and Representative Director
Business Content: Audition business, marketing support business, event business, production business
Official Website: http://with-t.co.jp/
〈Inquiries regarding this matter〉
with t Inc. Public Relations
E-mail: info@with-t.co.jp