Just over one-third of consumers consider trying new non-alcoholic beverage flavors exciting, an opportunity to explore what consumer are really looking for. Consumers are influenced by a mix of factors, including natural ingredients, attractive packaging, and innovative LTO and seasonal flavors. Fruit-flavored beverages remain a staple due to their refreshing and versatile appeal, allowing for bold innovations such as pairing tart or spicy elements with familiar favorites. Hydration remains the top motivation for consumption, presenting opportunities to enhance associations with specific occasions like meals, relaxation, and social settings.
Packaging also plays a critical role, offering variety packs, single-serve options, and clear functional benefits that resonate across diverse consumer groups. Multi-sensory experiences, incorporating flavor, aroma, texture, and visual appeal, are another avenue for brands to elevate their offerings. By targeting specific times of day, creating seasonal options, or guiding consumers with subtle suggestions, brands can expand use cases and meet evolving demands effectively.
This report looks at the following areas:
- State of the non-alcoholic beverage market
- Flavored non-alcoholic beverage occasions
- Flavored non-alcoholic beverage attitudes
- Motivation for new non-alcoholic beverage flavor trial
- Flavored non-alcoholic beverage behaviors
- Experience with and interest in non-alcoholic beverage flavors and ingredients
- Product innovation and marketing strategies in non-alcoholic beverages
Taste and hydration remain the foundation and center of value for consumers. As the non-alcoholic beverage space continues to innovate, consider flavors and functionality that genuinely enhance an experience
Sydney Riebe, Analyst – US Food and Drink
Market Definitions
Non-alcoholic beverages is inclusive of any beverage formulated without alcohol. This includes CSDs, sports drinks, energy drinks, water and sparkling water, coffee, tea and other similar products.
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want & why
- Opportunities
- Consider how consumers are already using beverages
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MARKET DYNAMICS
- Market context
- State of the industry
- Dollar sales growth has slowed, but remains positive across most NA beverage segments
- Graph 1: sales growth of non-alcoholic beverages, at current prices, 2020-24
- Consumer interest in convenience, function and flavor reflected in subtle consumption shifts
- Graph 2: non-alcohol beverage consumption, 2023-24
- NAB product launches shift according to changing consumer preferences
- Graph 3: non-alcoholic beverage product introductions, by category, 2021-25
- Market drivers
- Inflationary concerns remain in early 2025
- Graph 4: consumer price index change from previous month, 2022-25
- Continued consumer scrutiny of alcohol benefits NABs
- Functional benefits have changed the CSD landscape
- Consumer attitudes to BFY CSDs
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CONSUMER INSIGHTS
- Consumer fast facts
- Flavored non-alcoholic beverage occasions
- Occasions are widespread, but could be firmer
- Graph 5: flavored non-alcoholic beverage occasions, 2025
- Opportunity to extend occasions with hydration as a foundation
- Graph 6: flavored non-alcoholic beverage occasions, by generation, 2025
- Parents, particularly moms, rely on NABs for relaxation
- Graph 7: flavored non-alcoholic beverage occasions, by parental status by gender, 2025
- Flavored non-alcoholic beverage attitudes
- Excitement behind new flavor trial is variable
- Graph 8: flavored non-alcoholic beverage attitudes, 2025
- Consider how age changes beverage wants and needs
- Graph 9: flavored non-alcoholic beverage attitudes, by generation, 2025
- Packaging functions differently across consumer financial situations
- Graph 10: flavored non-alcoholic beverage attitudes, by financial situation, 2025
- Motivation for new non-alcoholic beverage flavor trial
- Multiple motivators may be needed to bring consumers to trial
- Graph 11: motivation for new non-alcoholic beverage flavor trial, 2025
- Nothing motivates older consumers more than taste
- Graph 12: motivation for new non-alcoholic beverage flavor trial, by generation, 2025
- Brand recognition is a staple across financial situations
- Graph 13: motivation for new non-alcoholic beverage flavor trial, by financial situation, 2025
- Flavored non-alcoholic beverage behaviors
- More consumers prefer single flavors over combinations…
- Graph 14: flavored non-alcoholic beverage behaviors, 2025
- Consider how flavors fit into different age groups’ lifestyles
- Graph 15: flavored non-alcoholic beverage behaviors, by generation, 2025
- Standalone flavors can enhance the dining experience
- Experience with and interest in non-alcoholic beverage flavors and ingredients
- Natural notes can temper polarizing beverage flavors
- Graph 16: experience with and interest in non-alcoholic beverage flavors and ingredients, 2025
- Fruit-forward flavors have universal appeal across generations
- Graph 17: experience with and interest in non-alcoholic beverage flavors and ingredients – NET, any interest, by generation, 2025
- Interest in first-time trial favors subtle tartness
- Graph 18: experience with and interest in non-alcoholic beverage flavors and ingredients, 2025
- Fruit variations can add color to the beverage experience
- Graph 19: experience with and interest in non-alcoholic beverage flavors and ingredients – NET, any interest, by generation, , 2025
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INNOVATION AND MARKETING STRATEGIES
- Product development – now – what’s trending
- Nostalgic flavors highlight the joyful potential of flavor
- Non-alcoholic beverage releases with nostalgia-inspired flavors in CPG
- Strawberry shines through familiarity and versatility
- Strawberry-flavored non-alcoholic beverage releases in CPG
- Tropical flavors bring fun and refreshment
- Tropical fruit flavored non-alcoholic beverage releases in CPG
- Product development – near – what to watch for
- Tart flavors amplify the beverage experience
- Tart/sour non-alcoholic beverage releases in CPG
- Traditional Mexican beverages inspire modern adaptations
- Non-alcoholic beverage releases in CPG inspired by traditional Mexican beverages
- Product development – next – what’s in the pipeline
- Customization will let the consumer feel in control and creative
- Marketing and advertising
- Brands look to the past to move forward
- Liquid Death goes to the Super Bowl
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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