Report Summary

Any ingredient, functionality, or other innovation must protect a drink's flavor experience to deliver on value. While innovation in the non-alcoholic space is robust, keeping both brands and consumers on their toes, successful formulation allows for new tastes without too much mystery. .

Michele Scott, Associate Director, US Research – Food and Drink

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • The non-alcoholic beverage consumer: fast facts
    • Non-alcoholic beverage associations
    • Graph 1: associations with non-alcoholic beverage types, 2023
    • New flavor preferences in non-alcoholic beverages
    • Graph 2: non-alcoholic beverage preferences, 2024
    • Graph 3: non-alcoholic beverage preferences, by region, 2024
    • Graph 4: non-alcoholic beverage preferences, by generation, 2024
    • Graph 5: non-alcoholic beverage preferences, by format, 2023
    • Attitudes about non-alcoholic beverages
    • Graph 6: attitudes about non-alcoholic beverages, 2023
    • Graph 7: attitudes about non-alcoholic drinks, by generation, 2023
    • Graph 8: attitudes about non-alcoholic drinks, by work type, 2023
    • Willingness to try new flavors by drink type
    • Graph 9: willingness to try new flavors by drink type, ranked, 2023
    • Graph 10: willingness to try new flavors by drink type, ranked, by generation, 2023
    • Graph 11: willingness to try new flavors by drink type, ranked, by gender, 2023
    • Attitudes about flavor and ingredient in non-alcoholic drinks
    • Graph 12: attitudes about flavors and ingredients in non-alcoholic drinks, 2023
    • Graph 13: attitudes about flavors and ingredients in non-alcoholic drinks, by generation, 2023
    • Experience and interest in flavors
    • Graph 14: interest in flavors of non-alcoholic drinks, 2023
    • Graph 15: interest in flavors of non-alcoholic drinks, by generation, 2023
    • Graph 16: interest in flavors of non-alcoholic drinks, by region, 2023
    • Graph 17: interest in flavors and ingredients in non-alcoholic drinks, 2023
    • Graph 18: interest in flavors of non-alcoholic drinks, by generation, 2023
    • Graph 19: interest in flavors of non-alcoholic drinks, by region, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Product development – Now – What’s trending
    • Product development – Near – What to watch for
    • Product development – Next – What’s in the pipeline
  4. The Market

    • Market context
    • Market drivers
    • Graph 20: headline CPI, core CPI, and shelter CPI, 2021-23
    • Graph 21: sober curious awareness and trial, 2023
    • Graph 22: reasons for sober curiosity, 2023
    • Graph 23: Alcohol alternative consumption, 2023
  5. Appendix

About the report

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