【高中女生趨勢調查】「真實口味」至上主義勝過SNS吸睛度！超過半數（54%）便利商店飲料購買者如此回答。
高中女生的飲料購買行為顯示出重視「口味」與「機能性」而非SNS吸睛度的理性趨勢。
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- 📰 發表: 2026年3月30日 19:11
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展開青少年娛樂事業的with t股份有限公司（總公司：東京都澀谷區，代表取締役社長：宮城啟太）所營運、專門發布與分析高中生「最新趨勢」的媒體暨智庫「女子高生實驗室」，針對現役高中生100名進行了「飲料購買行為實態調查」。
儘管Z世代常被認為關注SNS上的「吸睛度」，但在此次調查中，高中女生在選擇飲料時，展現了「壓倒性的口味／風味至上主義」以及配合情境的「機能性區隔使用」等極為理性的實態。本報告將提供飲料廠商及流通業者在擬定目標策略時不可或缺的最新消費數據。
■ 調查重點
便利商店獨強時代： 上學及放學途中購買地點以「便利商店」最多，佔50%。
擺脫「看包裝購買」： 新商品選擇時，重視「口味」的族群佔54%，遠超包裝或SNS吸睛度。
依情境「分開飲用」： 讀書時飲用「咖啡／紅茶」以集中精神，運動時飲用「能量飲料」以補充體力。
難以抗拒的購買誘惑： 除了定番的「水／茶」之外，對「巴西莓」、「貢茶」等微奢華飲品也反應敏銳。
■ 購買主戰場為「便利商店」。每週購買3次以上的高頻率族群約佔四成
關於購買飲料的地點，50%的高中女生回答「便利商店」。此比例遠高於自動販賣機（17%）和超市（7%）。通勤路線上的便利性，是她們解渴的最大決定因素。
常見問題
What was the main finding of the survey regarding high school girls' beverage preferences?
The survey found that high school girls prioritize "real taste" and "functionality" over "SNS appeal" when choosing beverages. They make rational decisions based on flavor and the specific needs of a situation.
Where do high school girls most frequently purchase beverages?
Convenience stores are the primary purchasing location for high school girls, with 50% of respondents indicating they buy beverages there, largely due to their convenience along school routes.
Do high school girls still care about packaging or how a drink looks on social media?
While not entirely disregarded, taste is a significantly stronger factor. 54% of respondents prioritize taste over packaging or SNS appeal when selecting new drinks, indicating a shift towards more practical considerations.
How do high school girls use different types of beverages for different situations?
The survey indicates a functional approach: they choose coffee or tea for concentration during study sessions and energy drinks for a boost during physical activities.
Are high school girls only interested in basic drinks like water and tea?
No, while water and tea are staples, they are also responsive to "petit luxuries" or premium options, with drinks like "Acai" and "Gong Cha" being appealing.