Non-Alcoholic Beverages: United States

This report forecasts US non-alcoholic (NA) beverage retail sales in nominal US dollars for 2025-2029. Total demand is segmented by type in terms of: NA beer, NA wine, NA spirits, and NA ready-to-drink (RTD) cocktails/mocktails.

To illustrate historical trends, total retail sales and the various segments are provided for 2019-2024.

NA beverages within the scope of this report include low-alcohol beverages, which legally qualify as “non-alcoholic” when they are less than 0.5% alcohol by volume (ABV), and those completely free of alcohol content.

The market sizing in this report focuses on NA alternatives to wine, beer, spirits, and ready-to-drink cocktails. Some of these products may be produced in similar ways to the aforementioned alcoholic beverages but remove all of or most of the alcohol content after processing, while others may simply use alternative methods of production but attempt to replicate the flavors or experience of alcoholic beverages.

Though these products are often related to non-alcoholic alternatives to alcoholic beverages, they are excluded from the market for NA alternative beverages: Hop waters are not included in the non-alcoholic beer segment, although they do include hops (a key flavoring ingredient of beer). Non-alcoholic kombucha, a commercially produced fermented tea drink, contains less than 0.5% alcohol. It can offer a similar crisp taste and mouthfeel to alcoholic beverages with a higher ABV. However, kombucha is not explicitly marketed as a non-alcoholic version of beer, wine, spirits, or cocktails. Some NA alternatives to alcoholic beverages are made with tea and are included in the relevant segments. Energy and sports drinks can be marketed as alternatives to alcoholic beverages because they contain ingredients that change the way people feel without the use of alcohol (namely, caffeine is a functional ingredient in energy drinks and electrolytes are the key functional component in sports drinks). However, energy and sports drinks are not direct NA versions of beer, wine, spirits, or cocktails. Products that are sold as NA beer, wine, spirits, or cocktails that contain caffeine or electrolytes are included in the relevant product segments. Various sparkling drinks and “spritzes” not marketed as NA cocktails often serve similar purposes to alcoholic cocktails at parties and other social events, but those not marketed as NA cocktails are not included in this product segment. For example, Liquid Death beverages contain no alcohol and are not explicitly marketed as alternatives to alcoholic beverages, but the can art and marketing are more reminiscent of strategies used for alcoholic drinks and energy drinks, inviting users to “murder your thirst”.

This report also does not include conventional non-alcoholic beverages in its market size, including: bottled water, carbonated soft drinks, coffee and tea, dairy beverages and plant-based dairy alternatives, and fruit juice.

Retail sales are estimated as a total market size, including sales from a vast array of retailers. These include: grocery stores and supermarkets (e.g., Kroger and Albertsons); mass merchandisers (e.g., Walmart, Target, and Meijer); warehouse clubs (e.g., Costco, Sam’s Club, and BJ’s); discount grocers (e.g., ALDI and Save-a-Lot); dollar stores and drug stores (e.g., Dollar General and CVS); liquor stores and specialty stores selling beer, wine, and spirits (e.g., Total Wine and Twin Liquors); convenience stores and travel centers (e.g., 7-Eleven, Circle K, and Pilot/Flying J); specialty and natural foods grocery stores (e.g., Whole Foods, Trader Joe’s, and Sprouts Farmers Market); farmers’ markets, co-ops, and various local businesses; and online retailers, including online sales via third-party apps and the retail websites of brick-and-mortar grocers (e.g., Amazon, Instacart, Kroger.com, Walmart.com).

A full outline of report items by page is available in the Table of Contents.

Related NAICS Codes:

• 312120 Breweries
• 312130 Wineries
• 312140 Distilleries
• 424490 Other Grocery and Related Products Merchant Wholesalers
• 424810 Beer and Ale Merchant Wholesalers
• 424820 Wine and Distilled Alcoholic Beverage Merchant Wholesalers