NEW SURVEY: Nearly Half of Consumers Choose Restaurants and Beverage Purchases Based on Ice Quality, Creating New Opportunity for Foodservice Operators

September 28, 2026 – Ice quality is becoming an increasingly important driver in consumer beverage purchasing decisions and restaurant customer satisfaction, according to new research from Aqua-Pure™ Water Filtration. A national survey of 1,000 consumers and 250 foodservice operators found that nearly half of consumers (48%) choose where to purchase cold beverages based on ice quality or ice type, and 86% prefer ice made with filtered water.

The survey findings suggest that ice is no longer simply a back-of-house utility. For quick-service restaurants, convenience stores, coffee chains, bars, and other operators, ice quality represents a potential opportunity to drive beverage sales, strengthen customer loyalty, improve equipment performance, and generate incremental revenue.

"Ice is one of the most important ingredients in every cold beverage, yet it is often overlooked in restaurant beverage strategies," said Erik Rasmussen, Global Business Lead, Aqua-Pure Water Filtration. "Our research shows that consumers actively notice ice quality, associate it with beverage taste and freshness, and even use it as a factor when deciding where to purchase drinks. This creates a meaningful opportunity for operators to elevate the beverage experience while supporting operational performance.”

Ice Quality Influences Guest Decisions

The survey found that consumers increasingly associate ice quality with overall beverage quality:

• 91% agree that ice can affect the taste of a beverage
• 91% agree that the quality of water used impacts the taste of ice
• 86% prefer ice made with filtered water
• 69% say they can taste when ice is made from non-filtered water

For operators competing for beverage traffic, these findings indicate that ice quality can influence not only taste perception but also where consumers choose to spend their dollars.

Ice Quality Creates Revenue Opportunities for Restaurants

The survey findings also suggest that ice quality may represent a competitive advantage for restaurants, convenience stores, coffee shops, bars, and other operators. As beverage innovation expands and competition for beverage sales grows, operators who prioritize water filtration and high-quality ice production may have an opportunity to improve customer satisfaction, increase repeat visits, and strengthen beverage program performance.

Beyond influencing beverage perception, operators report growing customer demand for ice-related requests, creating potential opportunities for incremental revenue and guest engagement.

When asked about various ice-related trends they had experienced in their business over the past 12 months, operators reported:

• 20% began selling bagged ice as an additional revenue stream
• 30% say guests increasingly ask for extra ice in their beverages
• 33% report customers requesting cups of ice

These findings highlight how ice can play a larger role in beverage strategy and profitability than many operators recognize.

Younger Consumers Show Stronger Interest in Ice Quality

The research found that younger demographics place significantly greater emphasis on ice quality than older generations, signaling an emerging expectation for restaurant brands.

• 70% of millennials and 64% of Gen Z say that if businesses had ice-purity ratings, it would influence their restaurant choice, compared with 50% of Boomers
• 74% of Gen Zs and millennials say they can taste when ice is made with non-filtered water, versus 51% of Boomers

As millennials and Gen Z continue to drive restaurant traffic and beverage purchases, operators may face growing pressure to deliver a consistently high-quality beverage experience.

Water Filtration: A Strategic Investment for Beverage Quality and Restaurant Performance

Restaurant operators surveyed reported broad agreement that water filtration contributes to beverage quality and operational performance:

• 91% say ice made with filtered water is important when serving beverages
• 95% believe filtered water and ice improves beverage taste and quality
• 96% say filtered water and ice can helps maintain consistency
• 87% believe filtered water and ice can help extend equipment lifespan
• 87% either have invested in or are considering premium filtration systems
• 71% believe filtration positively impacts customer loyalty

“Ice quality impacts far more than the beverage itself," said Hemang Patel, Global Application Engineering Lead for Aqua-Pure Water Filtration. "Many restaurants recognize that water filtration supports consistency, equipment reliability, and the guest experience. When those factors align, the business benefits extend from the back of the house to the front counter.”

About the Research

The Aqua-Pure™ Brand Ice Quality Survey was conducted online from June 30 to July 16, 2026, among a nationally representative sample of 1,000 U.S. consumers ages 18 and older and 250 foodservice operators, owners, managers, and purchasing decision-makers. The study examined consumer attitudes toward ice quality, filtered-water ice, beverage purchasing behavior, customer preferences, and restaurant operations. The margin of error is ±3.1 percentage points for consumers and ±6.2 percentage points for operators.

About Aqua-Pure™ Brand

Aqua-Pure brand delivers advanced solutions that help homes and businesses access fresh, better-tasting water with confidence. Built on the trusted legacy of 3M Drinking Water, Aqua-Pure™ Water Filtration provides the same quality and support customers rely on. Backed by more than 100 years of filtration expertise and a global network of technical specialists, Aqua-Pure brand combines proven performance, innovative technology, and intuitive design to address a wide range of water quality needs. Its portfolio includes industry-certified, easy-to-use solutions that help reduce contaminants, improve taste and clarity, and support reliable operation across residential and commercial applications. Aqua-Pure brand solutions are available in 60 countries around the world.

About Aqua-Pure™ Brand: www.aquapure.com

About Aqua-Pure™ Brand Ice Quality Survey: go.aquapure.com/icequalitysurvey

About Aqua-Pure™ Water Filtration Systems for Commercial Ice Applications: go.aquapure.com/Ice

Media Contact
Christina Dillon christina.dillon@omc.com | 516.314.1084
Golin Ketchum