This report analyzes the US non-alcoholic beverage industry with a focus on trending flavors and ingredients. Find out how, where, and why consumers are trying new non-alcoholic drink ingredients and flavors, and what each generation thinks and feels when it comes to flavor/ingredient exploration in non-alcoholic beverages.

Below, we summarize the key topics analyzed in this report, and offer handpicked insights.

Key Topics Analyzed in This Report

  • Non-alcoholic drink consumption trends and behaviors.
  • New flavor/ingredient drink trial motivators – why consumers try new flavors/ingredients.
  • Purchase location in new drink trialing – where consumers buy.
  • Non-alcoholic beverages attitudes by generation and financial situation.
  • Consumer interest in specific flavors, by beverage type.

US Non-Alcoholic Beverage Market Overview

The non-alcoholic beverage industry is largely driven by consumer interest in new flavors and ingredients. As consumers tend to repurchase flavors that they know they like, growth generates more growth in this category. Alongside this, there is a notable trend of movement away from alcohol and toward non-alcoholic beverages that offer flavor and functionality, and this is further generating interest and growth in the category.

Consumer Trends — Which Flavors/Ingredients Appeal and Why

Gender differences and functionality shape the category

Mintel’s research for this report reveals that there are gender differences in flavors preferred; women tend to favor those with superfruit or floral notes, whereas men lean toward energizing citrus-based drinks or those with high hemp protein content. There is also a general trend toward flavors or ingredients that offer functional benefits.

New ingredients/flavors will likely work best alongside the familiar

Many are willing to take risks on new beverages, but some need reassurance. To provide this, familiar ingredients or flavors can be paired with unfamiliar ones — a notion 40% of people agree with, finding it less intimidating to try something new when it is combined with something familiar.

Opportunities for Beverage Brands

As discussed above, and covered in our Alcohol Alternatives Market Report, consumers are increasingly interested in lowering their alcohol intake. For non-alcoholic beverages, replacing what alcohol often provides – fun, relaxation, and something to look forward to after a long day – presents an opportunity. Flavors that bring enjoyment and ingredients that promote relaxation can help fill this gap.

Find a complete breakdown of evidence-based opportunities in the full report, alongside expert analysis. Looking for something else? Browse our library of Non-Alcoholic Beverages Market Research.

Products and Brands Discussed

Products discussed include carbonated soft drinks, juice and juice drinks, still and sparkling water, tea, coffee, sports drinks, energy drinks, and protein drinks.

Emerging as well as established brands are discussed as part of this report. Brands discussed include Poppi Culture Pop, Obi Probiotic, Revive, Olipop, Health-Ade, Zyn, Golde, Faraon, Laird Superfood, Pepsi, Peeps, Skittles, Coca-Cola, Forage Kombucha, Barissimo, Clover Sonoma, Green Mountain, Rocket Fizz, and many more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a Beverage Specialist

This report, written by Michele Scott, a leading drinks analyst, delivers in-depth commentary and analysis to highlight current trends in the US non-alcoholic beverage market and add expert context to the numbers.

Non-alcoholic drinks are riding waves of curiosity away from alcohol and toward innovative flavors and ingredients. Millennial interest is especially strong, and driven by a sense of familiarity amidst novelty, brand loyalty, the appeal of functionality and fun.

Michele Scott, Associate Director


Michele Scott
Associate Director

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas:
    • Flavor and functionality trial attitudes
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Consumer trends
    • Millennial opportunities are ample
      • Figure 1: Non-alcoholic drink consumption, by generation, 2023
    • Cross generations to win big
      • Figure 2: Attributes that encourage trial, by generation, 2023
    • Flavors with function win
      • Figure 3: Interest in trial for flavors in carbonated soft drinks, by gender, 2023
    • Competitive strategies
    • New flavors thrive on inertia
      • Figure 4: Attitudes about non-alcoholic drink flavors, 2023
    • Pair up for best results
      • Figure 5: Bear’s fruit kombucha and sparkling water
    • Give soda a glow up
    • Watch the cocktail space to stay ahead
      • Figure 6: Alcohol-inspired non-alcoholic drink flavors
    • Market predictions
      • Figure 7: Category outlook, 2023-28
    • Opportunities
    • The “non” in non-alcoholic is a key to growth
    • Women want flavors with function
      • Figure 8: Interest in trial for flavors in carbonated soft drinks, by gender, 2023
    • Flavors and ingredients can work together
  3. State of the Market

    • Build off familiar flavors, formats
      • Figure 9: Non-alcoholic drink consumption, 2023
    • Generational shifts inform beverage consumption
      • Figure 10: Non-alcoholic drink consumption, by generation, 2023
    • CSDs hold major share, sparkling water continues to climb
      • Figure 11: Total US retail sales of selected non-alcoholic beverage categories, by segment, at current prices, 2022
      • Figure 12: Total US retail sales of selected non-alcoholic beverage categories, by segment, at current prices, 2020 and 2022
  4. Market Drivers

    • Disposable consumer income increases bode well for fun-flavored drinks
      • Figure 13: Disposable income, 2023
    • Sober curiosity calls for fun beverages, sans alcohol
    • Supply chains stay disrupted
  5. Competitive Strategies and Market Opportunities

    • CSD brands go to the gut to seek functional health halo
    • Beverage brands inspired by supplement space
    • Familiar flavors, surprising formats
    • Coca-Cola continues to stimulate the senses with “flavor”
  6. Product Development: Now – What’s Trending

    • Garden-variety flavors gain traction
    • Target consumers with super sweet teeth
    • Breakfast flavors translate to breakfast beverages
  7. Product Development: Near – What to Watch for

    • Sour offers new twist on old flavors
    • Bakery inspired flavors
  8. Product Development: Next – What’s in the Pipeline

    • Boozy inspiration
  9. Flavors and Ingredients in Non-Alcoholic Beverage – Fast Facts

    • New thrives alongside old
    • Build brands alongside flavor profiles
    • Momentum keeps brands afloat
    • Unsurprisingly, specific flavors depend on various factors
  10. Non-Alcoholic Beverage Attitudes

      • Figure 14: Attitudes about non-alcoholic beverages, by generation, 2023
    • Middle age is complex for trial
      • Figure 15: Attitudes about non-alcoholic beverages, by generation, 2023
      • Figure 16: Attitudes about non-alcoholic beverages, by financial situation, 2023
  11. Trial Motivators with Non-Alcoholic Beverages

    • Leverage promotional flavor into brand loyalty
      • Figure 17: Trial motivators, 2023
    • Young adults look for personality in non-alcoholic beverages
      • Figure 18: Attributes that encourage trial, by generation, 2023
    • Brands need to work harder, smarter for lower-income dollars
      • Figure 19: Attributes that encourage trial, by HHI, 2023
    • Flavor trial comes after proving worth
      • Figure 20: Trial motivators, by flavor segmentation, 2023
  12. Purchase Location

    • Traditional retailers remain on top
      • Figure 21: Purchase location, 2023
    • Food service has a limited-time opportunity
      • Figure 22: Purchase location, NET– Any rank, by generation, 2023
  13. Flavor Trial and Functionality Attitudes

    • Momentum matters for new flavors
      • Figure 23: Attitudes about non-alcoholic drinks, 2023
    • Flavor meets functionality, brand
      • Figure 24: Attitudes about non-alcoholic drink flavors, by generation, 2023
  14. Flavor Trial Interest by Drink Type

    • Stack cutting-edge ingredients with mainstream flavors for broader application
      • Figure 25: Interest in trial for flavors in non-alcoholic drinks, 2023
      • Figure 26: Interest in trial for flavors in non-alcoholic drinks, 2023, continued
    • Millennials continue to drive flavor/ingredient exploration
      • Figure 27: Interest in trial for flavors, by generation, 2023
      • Figure 28: Interest in trial for flavors, by generation, 2023
    • Women want flavors with function
      • Figure 29: Interest in trial for flavors in carbonated soft drinks, by gender, 2023
      • Figure 30: Interest in trial for flavors in energy drinks, by gender, 2023
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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