Reach Tells You Who Got Tried. Velocity Tells You Who Got Kept.

The Gen-Z Basket Gen Z's reputation is that they're impossible to pin down — national-brand loyalty has been splintering fast, dropping by half in under a year by some industry measures. But "hard to keep" and "never loyal" aren't the same thing, and the June basket shows the difference clearly. Start with reach and it looks like a tie: two beverage brands each landed in 15% of the panel, the top of the scale at this size. On paper, dead even. Look at how fast people come back, though, and the basket splits wide open. A couple of smaller-reach drinks pull users back about every four days — a tighter repeat cycle than the broad-reach leaders, which sit closer to eight to ten. And one brand with respectable reach sees its users return only about every six weeks: plenty of trial, no habit. That's the whole point. "Percent of panel reached" is the number everyone drops in the deck, and on its own it can quietly mislead you. Two brands can post identical reach while one is getting tried once and the other is getting bought almost weekly — the difference between renting attention and owning a routine. For a shopper-insights lead, velocity is the loyalty metric hiding underneath reach. Worth noting what's actually in the cup, too: the panel's flavor palette leans citrus, with a clear zero-sugar tilt — the texture behind the volume. The full Basket section ranks every top brand on both reach and repeat cadence, across every sub-category. If reach is your headline metric, that's the table that tells you what's really behind it.