2023
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US Alcohol Alternatives Market Report 2023
2024-01-11T10:02:56+00:00
REP74B9EEBE_F30C_4ECB_AB83_4A02CF9F3F76
3695
169520
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Report
en_GB
As the alcohol alternatives space continues to expand, brands can unlock new potential with intentional inclusivity, flexibility, and product education. Kelsey Olsen, Food & Drink Analyst…

US Alcohol Alternatives Market Report 2023

£ 3,695 (Excl.Tax)

Description

Providing an in-depth analysis of the alcohol alternatives market, this report reveals the “how” and “why” behind the shift away from alcohol in America. Key consumer statistics shed illuminating light on what people want from beverages that replace alcohol. Below, we provide the market definition, summarize the key topics covered, and offer hand-selected findings from the report itself.

Market Definition

This report looks at consumer behavior and attitudes towards alcohol alternatives and alcoholic beverages. Alcohol alternatives are beverages that people drink instead of traditional alcoholic drinks. The report categorizes alcohol alternatives into four groups:

  • Cannabis/CBD drinks, ie, beverages that contain either THC or CBD*
  • NA (non-alcoholic) drinks, ie, non-alcoholic beer, wine, and spirits.
  • FANBs (functional adult non-alcoholic beverages), ie, non-alcoholic beverages consumers drink as a substitute to alcohol that contain functional ingredients specifically chosen to provide consumers benefits desired during alcohol consumption occasions (excludes cannabis/CBD drinks).
  • ANBs (adult non-alcoholic beverages), ie, non-alcoholic beverages consumers drink as a substitute to alcohol (excludes cannabis drinks, NA drinks, and FANBs).

Key Topics Covered

  • Trended consumption of different alcohol types, overall changes in alcohol consumption, and reasons for change.
  • Sober curiosity awareness, trial, interest, behaviors, and motivations.
  • Trended consumption of alcohol alternatives.
  • Alcohol alternatives purchase motivators.
  • Alcohol alternatives occasions.
  • Alcohol alternatives behaviors and attitudes.
  • Innovation in alcohol alternatives.

US Alcohol Alternatives Market Overview

The alcoholic beverage industry is seeing a shift toward alcohol alternatives, driven by younger adults’ interest in moderation. This sober curiosity is linked with the modernization of the alcohol alternatives market, yet most consumers are still interested in occasional abstinence over the complete removal of alcohol. Health and price are motivations for this moderation, and positioning that encourages self care will prove important for brands going forward.

Alcohol Alternative Consumer Trends

  • Abstinence is on the rise. Up 9% since 2022, every day drinking has also dropped. Younger drinkers in Gen Z are catalysts for change in the category, with RTDs providing a “lighter”, potentially more affordable experience on the rise.
  • More consumers are interested in the sober curious lifestyle. As awareness of sober curiosity increases, strict adherence shifts to a more casual approach that is flexible to the many different motivations for sobriety.
  • Functionality is a key motivator for trial. Among motivators to purchase a new drink as an alcohol alternative, functional factors such as “provides relaxation” are rising to the top. Overall, factors don’t overly differentiate from alcoholic beverage trial motivators, indicating that brands don’t need to reinvent the marketing wheel.

Opportunity for Drink Brands

62% of Gen Z consumers agree that alcohol substitute drinks with functional benefits are worth paying more for. With health a key motivator for the sober curious and those cutting back on alcohol, there is a clear path for alcohol alternatives—and not just functional alternatives—to provide messaging that emphasizes the positives of choosing alternatives.

Buy your copy of this report today and gain fresh insight into what consumers want from alcohol alternatives, and why.

Brands Discussed

Various alcohol alternative brands are discussed in this report, covering the scope of launch activity/innovation, and competitive opportunities. Brands referenced include The Brooklyn Brewery, Sober Carpenter Brewery, Trail Magic, Ghia, Vybes, Liquid Death, Untitled Art, Bossa Nova, HOP WTR, White Claw, and many more.

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Expert Analysis

Leading drinks analyst Kelsey Olsen provides expert industry insights with this in-depth report.

As the alcohol alternatives space continues to expand, brands can unlock new potential with intentional inclusivity, flexibility, and product education.

Kelsey Olsen, Food and Drink Analyst

 

Kelsey Olsen
Food & Drink Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer Fast Facts
  3. Alcohol Consumption

    • Alcohol consumption
    • Graph 1: types of alcoholic beverages consumed – NET – Any drink, 2022-23
    • Graph 2: types of alcoholic beverages consumed – NET – Any drink, by generation, 2023
    • Graph 3: types of alcoholic beverages consumed – NET – Any drink, by gender, 2023
    • Alcohol consumption frequency
    • Graph 4: alcoholic beverage consumption frequency, 2022-23
    • Graph 5: alcoholic beverage consumption frequency, by generation, 2023
    • Graph 6: alcoholic beverage consumption frequency, by gender, 2023
    • Changes in alcohol consumption
    • Graph 7: change in alcohol consumption since last year, by generation, 2023
    • Graph 8: change in alcohol consumption since last year, by gender, 2023
    • Reasons for drinking more
    • Graph 9: reasons for drinking more alcohol compared to a year ago, 2022-23
    • Graph 10: reasons for drinking more alcohol compared to a year ago, by generation, 2023
    • Reasons for drinking less
    • Graph 11: reasons for drinking less alcohol, 2022-2023
    • Graph 12: reasons for drinking less alcohol compared to a year ago, by generation, 2023
    • Graph 13: reasons for drinking less alcohol compared to a year ago, by gender, 2023
  4. Sober Curiosity

    • Sober-curious awareness and trial
    • Graph 14: awareness and interest in sober curious* lifestyle, 2022-23
    • Graph 15: awareness and interest in sober curious lifestyle, by generation, 2023
    • Graph 16: awareness and interest in sober curious lifestyle, by gender, 2023
    • Reasons for sober curiosity
    • Graph 17: reasons consumers follow/would try a sober curious lifestyle – NET – Any rank, 2022-23
    • Graph 18: reasons consumers follow/would try a sober curious lifestyle – NET – Any rank, by generations, 2023
    • Graph 19: reasons consumers follow/would try a sober curious lifestyle – NET – Any rank, by gender, 2023
    • Sober curious behaviors
    • Graph 20: sober curious behaviors, 2023
    • Graph 21: sober curious behaviors, by generation, 2023
    • Graph 22: sober curious behaviors, by gender, 2023
  5. Alcohol Alternatives

    • Alcohol alternatives consumption
    • Graph 23: types of alcohol substitutes purchased for at home or at a bar/restaurant, 2022-23
    • Graph 24: types of alcohol substitutes purchased for at home or at a bar/restaurant, by generation, 2023
    • Graph 25: types of alcohol substitutes purchased for at home or at a bar/restaurant, by gender, 2023
    • New alcohol alternatives purchase motivators
    • Graph 26: motivators to purchase a new drink as an alcohol substitute, 2023
    • Graph 27: alcohol substitute purchase motivators, by generation, 2023
    • Graph 28: motivators to purchase a new drink as an alcohol substitute, by generation, 2023
    • Alcohol alternatives occasions
    • Graph 29: alcohol substitute consumption occasions, 2023
    • Graph 30: alcohol substitute consumption occasions, by generation, 2023
    • Graph 31: alcohol substitute consumption occasions, by gender, 2023
    • Alcohol alternatives attitudes
    • Graph 32: alcohol alternatives attitudes, 2023
    • Graph 33: alcohol alternatives attitudes – NET – Agree, by generations, 2023
  6. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  7. The Market

    • Market context
    • Market drivers
    • Graph 34: types of alcoholic beverages consumed – NET – Any drink, by financial situation, 2023
    • Graph 35: select consumables – trended use, 2020-23
  8. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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