Stay ahead of the curve and secure future growth for your business with Mintel’s US RTD Alcoholic Beverages Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviors affecting the US ready to drink market. Get a 360° view of the market including market sizes, leading brands’ market share and detailed consumer insights.
Key Issues Covered in this Report
- Types of RTDs purchased and purchase motivators
- Frequency of RTD consumption
- Consumer attitudes towards RTDs
- Competitive strategies and opportunities for the RTD market
An Overview of the RTD Market in the US
The RTD market saw healthy growth across all segments in 2023. 70% of RTD consumers purchased hard seltzers, suggesting that RTD drinkers like the lighter, more flavourful side of the category. This was reflected in the value growth of the hard seltzer category, which increased an estimated 151% in 2023.
US RTD Alcoholic Beverages Market Research: What Consumers Want and Why
- It’s all about flavor: Unique flavors are popular with over a third of US RTD consumers.Â
- Premium and health are connected: Half of drinkers think premium RTDs should have better-for-you benefits.
- Expand beyond the everyday: Predictably, RTDs tick a lot of boxes when it comes to suitability for social occasions. Adding messages of solo enjoyment and refreshment to the mix can expand horizons and usage occasions.
Purchase the full report to learn more about how to respond to consumer trends in the US ready to drink market and build a lasting connection with your audience.
More About This Report
This report provides an analysis of the US RTD alcoholic beverage market, which includes flavored malt beverages, hard seltzers, prepared spirits-based cocktails, and wine coolers/RTDs.
Expert Insights on the RTD Market in the US
This report, written by Kamari Davis, a leading Food & Drink analyst, delivers in-depth commentary and analysis to highlight US RTD trends and add expert context to the numbers.
RTDs have taken the alcoholic beverage by storm in spite of limited consumer understanding of product nuances and perceptions of oversaturation suggesting that a little more clarity can take the category and its brands even further.
Kamari Davis
Research Analyst, Food & Drink
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- The five-year outlook of RTD alcoholic beverages
- Opportunities
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Consumer Insights
- Consumer fast facts
- Types of RTDs purchased
- Seltzers dominate fragmented RTD purchase
- Graph 1: RTD types purchased, 2023
- Millennials keeping both traditional FMBs and RTD innovation thriving
- Graph 2: RTD types purchased, by generation, 2023
- Raise the bar to reach more women
- Graph 3: RTD types purchased, by gender, 2023
- Don’t sleep on parents
- Graph 4: RTD types purchased, by parental status, 2023
- Double down on inclusive messaging
- Graph 5: RTD types purchased, by race/Hispanic origin, 2023
- RTD perceptions by type
- RTDs in identity crisis?
- Graph 6: perceptions of RTDs by type, 2023
- RTDs have a perception problem
- Graph 7: perceptions of RTDs, 2023
- Get more leverage out of Gen Zs and Millennials’ aspirational wellbeing and premium notions
- Graph 8: RTD association, by generation, 2023
- RTDs get the party started, but may miss out on everyday occasions
- Graph 9: RTD association, by gender and age, 2023
- Trendiness may not be all it’s cracked up to be…
- Graph 10: RTD perceptions by beverage type, by generation
- Ranked RTD purchase motivators
- Flavors, value and brand trust
- Graph 11: RTD purchase motivators, 2023
- RTD consumption frequency
- RTDs still have room to pick up occasions
- Graph 12: RTD consumption frequency, 2023
- RTD attitudes and behaviors
- Use convenience and exploration to open new doors
- Graph 13: attitudes towards RTD alcoholic beverages, 2023
- Multicultural drinkers are ripe for more from RTD brands
- Graph 14: attitudes towards RTDs, by race/hispanic origin, 2023
- Balance interest and overwhelm with strong brand identity
- Graph 15: RTD attitudes towards RTD beverages, 2023
- Multicultural consumers also “get” RTDs: looking for versatility and volume
- Kill two birds with one BFY stone
- Graph 16: behavior towards RTDs, by age, 2023
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Competitive Strategies
- Launch activity and innovation
- Flavor variety is the spice of life and a brand refresher
- Mintel Flavourscape AI explores the future of flavor and flavor combinations using data science
- Flavourscape AI spotlight: blackberry level-up
- NA brand space invaders
- Alcohol alternatives everywhere are still buzzing…
- …and don’t have to be void of buzz
- Blurring the lines with flavor hacks
- Marketing and advertising
- Powerhouse partnerships
- Brands balance between being active to sports marketing
- Opportunities
- Tackle confusion with education to make RTDs more than an “also drink”
- Graph 17: RTD purchase factors, 2023
- Invite RTDs into the cocktail ingredient space
- Graph 18: RTD attitudes towards alcoholic beverages, 2023
- Don’t ignore Gen X
- Graph 19: RTD attitudes towards alcoholic beverages, by generation, 2023
- Functionality and customization can raise the bar on health and premium perceptions
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The Market
- Market context
- Market drivers
- Health is still the elephant in the room…
- Graph 20: attitudes toward alcoholic beverages, 2023
- RTD premium makeover is needed
- Graph 21: RTD beverage type purchased, 2023 – NET – any purchase, 2023
- Dry January and sober October are here to stay
- Graph 22: sober curious awareness and adherence, 2022-23
- Market size and forecast by RTD segment
- Disproportionate growth demonstrates innovation continues to stir trial beyond traditional FMBs
- The competition is getting spirited
- Graph 23: Total US volume sales and forecast of ready-to-drink alcoholic beverages, by segment, 2019-25
- Hard seltzers come on strong
- Graph 24: total volume sales and forecast of ready-to-drink alcoholic beverages, by segment, 2018-25
- Hard seltzers come on strong, really strong
- Cocktail surge in the RTD space indicates room for spirits that are sophisticated and not stuffy
- Graph 25: total volume sales and forecast of spirits-based prepared cocktails, 2018-25
- Cooler renaissance
- Graph 26: total volume sales and forecast of coolers, 2021-25
- Market share/brand share
- Twisted Tea led top FMBs in growth
- Positive growth leaves even more room for growth and development
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Appendix
- Total US volume sales and forecast of flavored malt beverages/hard seltzer, by segment, at current prices, 2018-25
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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