Retail sales of non-alcoholic beverage alternatives are forecast to rise at an average annual rate of 18.5% through 2029. Growth will be supported by product innovations such as improved flavor and new releases. Expansion in product availability will increase consumer penetration and accommodate more types of drinkers. Additionally, sales are boosted by changes in drinking habits that differ across generations, interest among drinkers in ways to moderate alcohol use while drinking, and increasing awareness of the health effects of alcohol consumption.
Retail sales of NA alternatives to alcoholic beverages in the scope of this report are segmented by type. Sales are presented in US dollars.
Sales by product are presented for:
Non-Alcoholic Beer
Non-Alcoholic Cocktails/Mocktails
Non-Alcoholic Spirits
Non-Alcoholic Wine
Consumer demographics, perceptions, motivations, and behavior are examined as pertaining to beverage choices and consumption of NA beverage alternatives. The reasons for and implications of shifts in consumer perception and behavior are analyzed in the context of future market opportunities.
Scope of the report:
This report analyzes the scope, size, and growth of the US retail market for non-alcoholic beverage alternatives, including key trends in product innovations, data-driven analysis of drinking habits, consumer preferences and habits, and more. Historical data are provided from 2019 through 2024 and forecast from 2025 through 2029 and 2034. Data are provided in US dollars at retail point-of-sale level. Also included is an analysis of non-alcoholic beverage consumer demographics as well as key habits and attitudes.
- Executive Summary
- Motivations for Embracing Non-Alcoholic Alternatives to Alcoholic Beverages
- The "Sober Curious" Movement: A Catalyst for Change
- Generational Shifts: Younger Adults Opting for Sobriety
- The Effects of Growing Cannabis Consumption
- Future Outlook and Growth Opportunities
- Scope
- Recent Historical Trends
- Highlights
- Rising Prices: From Supply Chain Crunches to Inflation
- Table Consumer Concerns about Rising Food Prices, 2021 – 2024 (percent of consumers)
- Rising Prices Impact Consumer Behavior
- Cutting Back on Household Expenses
- Table Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
- Table Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
- Table Consumer Spending on "Extras", 2023 – 2024 (percent of consumers)
- Private Labels Are More Desirable as Prices Rise
- The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing Their Purchasing Decisions
- Consumers Find Price More Important for Food Purchase Decisions in 2024
- Snacking and Healthy Eating Habits
- Trends in 2022
- Changes to Snacking Habits in 2023
- Table Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
- Increasing Use of Semaglutide Medications Can Change Snacking and Eating Habits
- Online Grocery Shopping and Convenience Food Options
- The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
- Impact on the Alcoholic Beverage and NA Beverage Market
- Activity in 2023 and 2024
- Table Consumer Use of Food Ordering Methods in the Last 12 Months, 2024 (percent of consumers)
- Table Consumer Frequency of Food Ordering Methods in the Last 3 Months, 2024 (percent of consumers who have used each method in the last 12 months)
- Table Consumer Frequency of Food Ordering Habits Now Compared to 12 Months Ago, 2024 (percent of consumers who have used each method in the last 12 months)
- Table Consumer Expected Changes to the Frequency of Food Ordering Habits in the Next 12 Months, 2024 (percent of consumers)
- Work Habits
- Food and Beverage Trends in the Context of Changes to Work
- Changes to Work Patterns Continued in 2022
- Working from Home in 2023
- Table Ability to Work from Home and Frequency of Remote Work, 2023 (percent of consumers)
- Table Working at a Co-Working Space or Working from Home, 2023 (percent of consumers)
- Table Consumer Rating of Experiences Working at a Co-Working Space or Working from Home, 2023 (percent of consumers who have ever had each experience)
- Table Consumer Opinions on Working at a Co-Working Space or Working from Home, 2023 (percent of employed consumers)
- Work Habits in 2024
- Table Where Time Is Spent during a Typical Work Week, 2024 (percent of employed consumers)
- Personal Feelings of Wellbeing
- Reporting Negative Mental States in 2023
- Continuing Mental and Physical Health Effects in 2024
- Table Current Feelings on Mental and Physical Symptoms Compared to "Normal" or Preferred Level, 2024 (percent of consumers)
- Stress Levels and Impact on Food/Beverage Consumption
- Overview and Market Trends
- Highlights
- Definition
- Reasons for Consumption and Abstention: The Role of Alcoholic Beverages and Non-Alcoholic Alternatives
- The "Sober Curious" Movement and "Dry January"
- Young Adults Are Less Likely to Drink Alcoholic Beverages than in Previous Generations
- Growing Awareness of the Risks of Alcohol Consumption
- Increasing Legalization and Social Acceptance of Cannabis
- "Zebra Striping" Alternates Drinking Alcohol and NA Options – Targeting Consumers Who Also Drink Alcoholic Beverages
- Increasing Use of Semaglutide Medications Can Change Drinking Habits
- The Look of NA Beverage Options Is Key
- Bar and Restaurant Trends in NA Beverage Alternatives
- Increased Stocking of Non-Alcoholic Beer, Spirits, and Wine
- Elevated and Sophisticated Mocktails
- Focus on Fresh and Seasonal Ingredients
- Plant-Based and Innovative Bases
- "Better-For-You" Takes on the Classics
- Occasion-Specific and Themed Offerings
- Mindful and Intuitive Eating Extends to Drinking
- Definition
- Motivations for Practicing Mindful Eating
- Frequency of Feelings and Behaviors Associated with Mindful and Intuitive Eating Patterns
- Relationship with Food
- "Better-for-You" Trends
- Clean Label
- Unrefined Sugar
- Sugar-Free/No Sugar Added Products and Alternative Sweeteners
- Organic and Non-GMO Products
- Functional Beverage Trends
- Functional Beverage Definition
- Relaxation and Stress Relief
- "Superfoods", "Adaptogens", and "Food as Medicine"
- Hemp and CBD
- Brain Health, Cognitive Function (Nootropics), and Mental Focus
- Energy and Sports Functions
- Immunity Boosting and Gut Health
- Market Size
- Highlights
- Scope
- NA Beverage Retail Sales
- Table NA Beverage Alternative Retail Sales by Type, 2019-2024 (million dollars)
- Table NA Beverage Alternative Retail Sales by Type, 2024, 2025P-2029P, 2034P (million dollars)
- Growth Opportunities
- Flavor and Ingredient Innovation
- Consumer Demographics
- Highlights
- Alcoholic Beverage Drinking Habits
- Table Frequency of Typical Alcohol Drinking Habits by Age Bracket, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages in the Last 6 Months by Product Type, 2024 (percent of consumers)
- Table Consumption of Alcoholic Coolers & Seltzers/Number of Drinks in the Last 30 Days, 2024 (percent of consumers)
- Table Location of Alcoholic Beverage Purchases in the Last 6 Months, 2024 (percent of consumers purchasing beer, wine, or liquor in the last 6 months)
- Table Location of Alcoholic Beverage Consumption in the Last 30 Days, 2024 (percent of consumers consuming beer, wine, or liquor in the last 30 days)
- Table Amount Spent on Alcoholic Beverages in Last 30 Days, 2024 (percent of consumers)
- Interest in "Sober Curious" Lifestyles and "Dry January"
- Consumption of No Alcohol Beverages
- Table Last Consumption of Low/No-Alcohol Beverages, 2024 (percent of consumers)
- Table Consumption of No Alcohol/Low-Alcohol Beer, 2024 (percent of consumers)
- Table Consumption of No Alcohol/Low-Alcohol Beer by Brand in the Last 6 Months, 2024 (percent of consumers)
- NA Beverage Alternatives Most Popular Among Younger Consumers
- Table Consumption of NA Beverage Alternatives in the Last Month by Age Bracket, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Age Bracket, 2024 (percent of consumers)
- Men Are Somewhat More Likely to Report Drinking NA Beverages in the Last Month
- Table Consumption of NA Beverage Alternatives in the Last Month by Gender, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Gender, 2024 (percent of consumers)
- NA Beverage Consumption Varies Across Income Groups
- Table Consumption of NA Beverage Alternatives in the Last Month by Household Income Bracket, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Household Income Bracket, 2024 (percent of consumers)
- Married/Partnered Consumers and Presence of Children in the Household
- Table Consumption of NA Beverage Alternatives in the Last Month by Presence of Children in HH and Marriage/Partnership, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Presence of Children in HH and Marriage/Partnership, 2024 (percent of consumers)
- Consumers Living in the Northeast and West Most Interested in NA Beverages
- Table Consumption of NA Beverage Alternatives in the Last Month by US Region, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by US Region, 2024 (percent of consumers)
- NA Beverage Alternatives More Popular Among Urban Consumers
- Table Consumption of NA Beverage Alternatives in the Last Month by Rural, Suburban, and Urban Environment, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Age Bracket, 2024 (percent of consumers)
- Consumption of NA Beverages Higher Among Non-White Consumers
- Table Consumption of NA Beverage Alternatives in the Last Month by Race/Ethnicity, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Race/Ethnicity, 2024 (percent of consumers)
- LGBT Consumers Are Somewhat More Likely to Drink NA Beer
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by LGBT Affiliation, 2024 (percent of consumers)
- College Students Are Key for NA Beverage Alternatives
- Table Consumption of NA Beverage Alternatives in the Last Month by Educational Attainment, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Educational Attainment, 2024 (percent of consumers)
- Plant-Forward Eating Correlates with Use of NA Drinks
- Table Consumption of NA Beverage Alternatives in the Last Month by Primary Diet/Eating Philosophy, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Primary Diet/Eating Philosophy, 2024 (percent of consumers)
- Online Grocery Shoppers More Likely to Consume NA Beverage Alternatives
- Table Consumption of NA Beverage Alternatives in the Last Month by Use of Online Grocery Websites in the Last 30 Days, 2024 (percent of consumers)
- Table Consumption of Alcoholic Beverages and NA/LA Beer in the Last Six Months by Use of Online Grocery Delivery Services in the Last 30 Days, 2024 (percent of consumers)
- Consumer Psychographics
- Highlights
- Factors That Could Convince Consumers to Try or Increase Consumption of NA Beverage Alternatives
- Table Features that Would Make Consumers More Likely to Try NA Beverages or Have Them More Often, 2024 (percent of consumers)
- Table Features that Would Make Consumers More Likely to Try NA Beverages or Have Them More Often by Age Bracket, 2024 (percent of consumers who indicate a high influence of 1 or 2 for each feature)
- Consumer Opinions on Alcoholic and NA Beverages
- Table Consumer Agreement on Statements about Alcoholic and Non-Alcoholic Beverages, 2024 (percent of consumers)
- Table Consumer Agreement on Statements about Alcoholic and Non-Alcoholic Beverages by Age Bracket, 2024 (percent of consumers who agree)
- Occasions for NA Beverage Alternatives
- Table Occasions When Consumers Might Seek Out NA Beverage Alternatives, 2024 (percent of consumers)
- Organic Food Purchases
- Table Consumer Agreement on Statements about Organic Food Purchases, 2024 (percent of consumers)
- Food Processing and Clean Ingredients and Labels
- Table Consumer Agreement on Statements about Clean Ingredients, Food Processing, and Labels, 2024 (percent of consumers)
- Snacking Behavior
- Table Statements about Snacking, 2024 (percent of consumers who agree)
- Grocery Shopping and Meal Planning Habits
- Table Consumer Agreement on Statements about Grocery Shopping and Eating Habits, 2024 (percent of consumers)
- Cooking Skills
- Table Consumer Confidence with Cooking Skills, 2024 (percent of consumers)
- Table Consumer Rating of Cooking Skills, 2024 (percent of consumers)
- Consumer Attitudes on Food and Health
- Attitudes about Carbs, Proteins, and Whole/Unprocessed Foods
- Table Statements about Sweeteners, Calories, and Sugar, 2024 (percent of consumers who strongly agree)
- Preferences for Indulgent Foods
- Table Indulgent Food Preferences among Those Who Have Had Alcoholic Beverages or NA/LA Beer in the Last 6 Months, 2024 (percent of consumers who agree completely)
- Cooking Attitudes
- Table Cooking Attitudes among Those Who Have Had Alcoholic Beverages or NA/LA Beer in the Last 6 Months, 2024 (percent of consumers who agree completely)
- Attitudes on Convenience Foods, Being Busy, and Stress
- Table Attitudes on Those Who Have Had Alcoholic Beverages or NA/LA Beer in the Last 6 Months, 2024 (percent of consumers who agree completely)
- Nutrition and Health Attitudes
- Table Nutrition and Health Attitudes among Those Who Have Had Alcoholic Beverages or NA/LA Beer in the Last 6 Months, 2024 (percent of consumers who agree completely)
- Attitudes on Premium Foods and Paying for Food
- Table Attitudes on Premium Foods and Paying for Food among Those Who Have Had Alcoholic Beverages or NA/LA Beer in the Last 6 Months, 2024 (percent of consumers who agree completely)
- Openness to New Food Experiences
- Table Attitudes on Openness to New Food Experiences among Those Who Have Had Alcoholic Beverages or NA/LA Beer in the Last 6 Months, 2024 (percent of consumers who agree completely)
- Attitudes about Carbs, Proteins, and Whole/Unprocessed Foods
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