Beverages in Theme Parks Post‑Pandemic

How is theme park traffic changing post pandemic?

The surge in travel and attractions visitation and spending that occurred immediately after the COVID pandemic is finally showing signs that it may be about ready to fade. Top-box intent to return to the last theme park visited is at its lowest point on record, 41% vs a 45% historical average. And the previous low occurred in the prior study in 2021 at 42%.

The inclination to visit theme parks within the coming 12 months is increasing among all guest groups. The largest increases are seen among multicultural and Season Pass holders.  Theme parks hosted 35% more multicultural in 2023 than in 2021. The ratio of multicultural is growing closer to the average mix across the U.S. population (40%).  Season pass holders have a 21% higher intent to return.

Graph showing the intent to visit any theme park by guest niche for 2021 and 2023, mentioned in the paragraph beside it. The guest niches are listed as follows: season passholders (87.7% in 2023 and 75.4% in 2021), other ticket types (72.8% in 2023 and 64.2% in 2021), younger adults (78.9% in 2023 and 68.7% in 2021), older adults (77.0% in 2023 and 68.4% in 2021), non-Hispanic White (78.1% in 2023 and 70.8% in 2021), Black ( 76.4% in 2023 and 62.4% in 2021), Hispanic/Latino (80.1% in 2023 and 68.6% in 2021), and other ethnicities (73.4% in 2023 and 59.8% in 2021) 

Satisfaction rates

In theme parks, satisfaction results decreased across the board in 2023, with Overall Food and Beverage Satisfaction falling to its lowest point since 2016. When asked to rate overall satisfaction*, 83% were somewhat/very satisfied with Food and Beverage experience, which is down 5 points from the historical average.

Infographic showing the components of satisfaction in 2023, varying from least to strongest rating: value for the price paid for food and beverage (60%), innovative beverage choices (68%), food and beverage wait time (70%), quality of food and beverage (76%), variety of beverage options (76%), and friendliness of the staff (77%). 

What are beverage best sellers?

Bottled water remains the most popular beverage available at theme parks, followed by an extra-large bottle of water, and Coca‑Cola Freestyle third. However, all top beverages reported small decreases in intent compared to 2021.

Coca‑Cola Freestyle is influential in the decision to purchase because they offer unique combinations and selections. But if given the choice, guests are still more likely (+9%) to purchase from manned freestanding beverage carts.

Graph showing the top 5 theme park beverages (% probably/definitely would purchase): bottled water (68%), extra large bottled water (62%), Coca‑Cola Freestyle (60%), frozen lemonade (59%), and ICEE/slurpee (57%).