2024
9
US Alcohol Alternatives Market Report 2024
2025-01-17T14:03:41+00:00
REP7A122109_1D57_46E3_AEA4_3D55FE2E0779
4995
178880
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Report
en_GB
As the market continues to grow, just one-quarter of consumers are purchasing the same alcohol alternatives on a regular basis and less than half express satisfaction with options at and…
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  6. US Alcohol Alternatives Market Report 2024

US Alcohol Alternatives Market Report 2024

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As the market continues to grow, just one-quarter of consumers are purchasing the same alcohol alternatives on a regular basis and less than half express satisfaction with options at and AFH, an indication that there is continued desire for innovation, availability and the opportunity to win consumer routines.

Moderation is personal for consumers, and there is a still a gap between consumer action and intention. Alcoholic beverages are still most strongly associated with relaxation and social occasions, and alternatives must continue to compete to prove how they can fulfill consumer needs. Showcasing how alternatives can work not only as substitutes in these occasions but also alongside alcohol can remind consumers of value through the ability to customize, complement flavors and promote balance.

Engagement differs notably across demographics. Younger consumers actively seek NA options more closely mirror alcohol in taste and experience, often using them to craft mocktails or complement social occasions. However, older consumers remain less convinced, especially when faced with higher price points, highlighting an opportunity for brands to address their preferences. Natural, familiar flavors, longevity-focused benefits, and authentic messaging could drive greater appeal for this group in particular.

This report looks at the following areas:

  • Types of alcohol substitutes purchased
  • How consumers define drinking in moderation
  • Alcohol alternatives attitudes
  • Alcoholic and non-alcoholic beverage associations
  • Alcohol alternatives discovery sources
  • Alcohol alternatives behaviors

Continued interest in moderation requires alternatives to deliver value on flavor, function and transparency to compete for consumer spend and enter into routines.

Sydney Riebe, Analyst – US Food and Drink

Market Definitions

This Report examines consumption and attitudes toward both alcohol alternatives and alcoholic beverages. Alcohol alternatives refer to any beverage consumers drink as a replacement in traditional alcoholic beverage consumption occasions. For the purposes of this Report, Mintel has grouped alcohol alternatives into four categories:

  • 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).
  • Cannabis/CBD drinks examples include: CANN, Recess, Pamos, Keef Sodas and Veryvell.
  • NA (non-alcoholic) drinks examples include O’Doul’s, Athletic Brewing Co., Fre, Giesen 0%, Seedlip and Ritual Zero Proof.
  • FANBs (functional adult non-alcoholic beverages): examples of functional ingredients commonly found in FANBs include: adaptogens, nootropics, l-theanine, and ingredients said to promote the production of neurotransmitters. These beverages often claim to provide consumers energy, help consumers relax, reduce stress, boost mood, etc. Examples include Kin Euphorics, De Soi, Hiyo, and Moment.
  • ANBs (adult non-alcoholic beverages): While any non-alcoholic beverage could be considered an alcohol alternative, ANBs refer to beverages that are either marketed directly as alcohol alternatives or are often consumed during traditional alcoholic beverage consumption occasions; ANBs often feature premium packaging design and/or come in unique adult-friendly flavors. Examples include Liquid Death, Barbet, Betty Buzz, H2OPS and mocktails.Beverages such as milk, Coca-Cola, and lemonade would not be considered ANBs because they are generally enjoyed by both adults and children.
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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Market predictions
    • What consumers want & why
    • Opportunities
  2. MARKET DYNAMICS

    • Market context
    • State of the market
    • Leading alternative categories all continue to experience sales growth
    • Graph 1: growth of select beverage categories, at current prices, 2020-24
    • Even as moderation trends grow, alcohol consumption frequency remains stable
    • Graph 2: alcohol beverage consumption frequency, 2022-24
    • Consumer finances impact what they want from alternatives
    • Graph 3: alcohol alternatives behaviors, by financial situation, 2024
    • Market drivers
    • Consumer confidence continues to rebound
    • Graph 4: consumer sentiment index, 2022-24
    • Self-reported alcohol consumption is the lowest it has ever been
    • Graph 5: alcoholic beverage use, 2014-24
    • Consumers can find alternatives on land, in the sky and everywhere in between
    • Increased spending rates on NA drinks are surpassing alcoholic ones
    • Graph 6: spending habits, past 12 months, 2024
  3. CONSUMER INSIGHTS

    • Consumer fast facts
    • Types of alcohol substitutes purchased
    • Simpler, more-cost-effective beverages continue to lead alternatives
    • Graph 7: types of alcohol substitutes purchased, 2024
    • Differences in purchase by gender point to specific functional needs
    • Graph 8: types of alcohol substitutes purchased, by gender, 2024
    • Younger consumers lead purchase in nearly all NA categories
    • Graph 9: types of alcohol substitutes purchased, by age group, 2024
    • Parents are an important audience for non-alcoholic options
    • Graph 10: types of alcohol substitutes purchased, by parental status, 2024
    • Defining moderation
    • Consumers are not highly considerate of alcohol alternatives when it comes to moderation
    • Graph 11: defining moderation, 2024
    • Women are more occasion-minded when it comes to choosing alcohol
    • Graph 12: defining moderation, by gender, 2024
    • Younger consumers have a more holistic view of moderation
    • Graph 13: defining moderation, by age group, 2024
    • Alcohol alternatives attitudes
    • Most consumers are looking for more options, messaging could be the key
    • Graph 14: alcohol alternatives attitudes, 2024
    • Female consumers will appreciate beverage complexity
    • Graph 15: alcohol alternatives attitudes, by gender, 2024
    • Older consumers are less satisfied with options, and more concerned with cost
    • Graph 16: alcohol alternatives attitudes, by age group, 2024
    • Beverage associations
    • Ample opportunity to strengthen how consumers see alcohol alternatives
    • Graph 17: beverage associations, 2024
    • Grow with consumers’ relaxation needs as they reach middle age
    • Graph 18: beverage associations – to relax, by age group, 2024
    • Younger consumers are finding versatile ways to treat themselves
    • Graph 19: beverage associations – to treat myself, by age group, 2024
    • Alcohol alternatives discovery sources
    • Brand recognition is a first step toward beverage trial and loyalty
    • Graph 20: alcohol alternatives discovery sources, 2024
    • Men are more active in their pursuit of alcohol alternatives
    • Graph 21: alcohol alternatives discovery sources, by gender, 2024
    • Older consumers need active encouragement from brands
    • Graph 22: alcohol alternatives discovery sources, by age group, 2024
    • Alcohol alternatives behaviors
    • Encourage consumers to make alcohol alternatives part of their routine
    • Men are more likely to look for aesthetics that mirror alcoholic beverages
    • Graph 23: alcohol alternatives behaviors, by gender, 2024
    • Messaging is key to connecting different age groups and alcohol alternatives
    • Graph 24: alcohol alternatives behaviors, by age group, 2024
  4. INNOVATION AND MARKETING STRATEGIES

    • Launch activity and innovation
    • Immunity and brain/nervous system lead growth in functional launches
    • Functional beverage launches
    • Daytime drinks pack big flavor
    • Alcoholic beverage flavors dominate the NA space
    • Alcoholic beverage flavored NA options
    • Marketing and advertising
    • Celebrity NA releases target the male lifestyle
    • Heineken 0.0 partners with F1 to promote responsible driving
    • Cannabis drinks showcase the power of personalized
  5. APPENDIX

    • Market definition
    • Market definition further explanation and category examples
    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms

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