US Foodservice Alcohol Trends Report 2024
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Foodservice alcohol trends in 2024 reveal a shift in consumer behavior toward more mindful and occasion-based drinking. The frequency of alcohol consumption is declining, with a noticeable preference for drinking on special occasions rather than routine outings. This trend is influenced by economic factors, with 42% of consumers finding drinking away from home too expensive. Additionally, there is growing interest in unique beverage experiences, such as cocktails with special garnishes or small snacks included, which enhance the value proposition for consumers.
The market is also witnessing a rise in health-conscious and sober-curious lifestyles, where low-alcohol and non-alcoholic options gain traction. This has led to an increased focus on premium beverage features that emphasize superior taste, unique flavors and sustainable practices. The industry is responding by offering more diverse and innovative drink menus that cater to these evolving preferences. To keep patrons engaged, operators can leverage opportunities in creating experiential and educational drinking environments that resonate with consumers’ desire for quality and authenticity.
This report looks at the following areas:
- Alcohol consumption frequency and change in ordering behaviors
- Alcohol ordering motivators
- Interest in types of alcoholic beverages available at bars/restaurants
- Barriers to ordering alcohol on-premise
- Premium beverage features
- On-premise alcohol-related attitudes
As alcohol consumption lessens and cost concerns rise, bars and restaurants are tasked with making alcohol feel “worth it” through variety and value enhancements.
Pooja Lal, Research Analyst
Market Definitions
This Report covers consumer attitudes and trends relating to all alcoholic beverages consumed from any foodservice location (eg bars, restaurants, nightclubs, sports arenas). While retail alcohol trends are reviewed in this Report, retail alcohol (alcohol purchased from a grocery store, mass merchandiser or liquor store) is not a focus. For more information on alcohol from a retail perspective, please look to Mintel’s Drink Report library. This Report builds upon the previous year’s Report (see Foodservice Alcohol Trends – US – 2023). For the purposes of this Report, the market size covers alcohol sales from restaurants, bars/pubs, clubs and other entertainment venues and concessions.
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EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast
- Market predictions
- What consumers want and why
- Opportunities
- Small bites can be the cherry on top
- Low ABV cocktails aren’t a priority, but a nice to have
- Eatertainment offers a fun space for brands to play in
- Presentation can influence type of beverage ordered
- Are savory cocktails the next big thing?
- Sustainable practices will be appreciated by younger patrons
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MARKET DYNAMICS
- Market context
- Market drivers
- Saving money trumps eating and drinking away from home
- Graph 1: additional discretionary spending priorities*, 2024
- Drinking alcohol ranks low as a de-stressor
- Graph 2: stress relievers*, 2024
- Healthier lifestyles are influencing drinking habits
- Graph 3: exercise frequency, 2020-23
- Sober curious interest and awareness is slowly growing
- Graph 4: awareness and interest in the sober curious* lifestyle, 2022-23
- Market size and forecast
- Consumers will continue to expect more out of AFH alcohol experiences
- Retail sales and forecast of foodservice alcohol
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CONSUMER INSIGHTS
- Consumer fast facts
- Alcohol consumption frequency
- Weekly consumption is shifting to monthly consumption
- Graph 5: alcohol consumption frequency, 2022 vs 2024
- Women are more occasion-based drinkers
- Graph 6: alcohol consumption frequency, by gender, 2024
- Younger consumers are prime targets for frequent consumption
- Graph 7: alcohol consumption frequency, by generation, 2024
- Foodservice alcohol behaviors
- Get consumers out of their comfort zone
- Graph 8: foodservice alcohol behaviors, 2024
- Moderate offerings will resonate with female patrons as they scale back
- Graph 9: foodservice alcohol behaviors, by gender, 2024
- Younger consumers offer a wider scope
- Graph 10: change in foodservice alcohol behaviors, by generation, 2024
- Alcohol ordering motivators
- Personal reasons are more of a motivator than social ones
- Graph 11: alcohol ordering motivators, 2024
- Detailed menus can help make informed choices
- Graph 12: alcohol ordering motivators, by generation, 2024
- Parents are hungry for deals
- Graph 13: alcohol ordering motivators, by parental status, 2024
- Barriers to ordering on-premise
- Consumers want to be sure about what they’re ordering
- Graph 14: barriers to ordering on-premise, 2024
- Younger consumers are seeking guidance on what to drink
- Graph 15: barriers to ordering on-premise, by generation, 2024
- Alcoholic drink interests
- Is it time for savory cocktails to have a moment?
- Graph 16: alcoholic drink interests, 2024
- Center alcohol around special, shareable moments for women
- Graph 17: alcoholic drink interests, by gender, 2024
- Gen Zs require guidance and reassurance
- Graph 18: alcoholic drink interests, by generation, 2024
- Premium beverage features
- Taste trumps all
- Graph 19: premium beverage features, 2024
- Small value plays can make a big difference
- Graph 20: premium beverage features, by gender, 2024
- Special elements can add new layers of value
- Graph 21: premium beverage features, by generation, 2024
- Address younger consumers desire for sustainable options
- Graph 22: premium beverage features, by generation, 2024
- On-premise alcohol attitudes
- Consumers want to make informed choices
- Graph 23: on-premise alcohol attitudes, 2024
- Patrons are reevaluating their relationships with alcohol
- Graph 24: on-premise alcohol attitudes, 2024
- Brands can tap into the eatertainment boom
- Consumers want more than what they can get at home
- Graph 25: on-premise alcohol attitudes, 2024
- Men are thirsty for knowledge
- Graph 26: on-premise alcohol attitudes – any agree, 2024
- Balance the demands of younger and older consumers
- Graph 27: on-premise alcohol attitudes, by generation, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Billy Sunday’s seasonal menu features bold, sweet and savory flavors
- Operators are finding new ways to tap into mood-based drinks
- Themed flights can provide more reason to participate
- Dessert-inspired drinks promise sweet indulgences
- Premium elements enhance value perceptions
- Foodservice inspiration is trickling into the retail market
- Marketing and advertising
- Carrabba’s features limited-time winter wine and cocktail pairings
- Brands can enhance the AFH experience through shareable sips
- Smaller formats can initiate new ways to trial and participate
- Associations to familiar brands can help drive new explorations
- Applebee’s takes advantage of seasonal value plays
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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