NA beer owns the largest share
According to mintel.com insights report on food and drink for 2024, Non-alcoholic beer holds the largest share of the NA beverage market and has experienced strong sales growth, attracting both major brewers and smaller craft breweries.
Market Dynamics:
- Increased Sales: Sales of NA drinks boast outperformance as the the growth of alcoholic beverages increases year-after-year.
- Expanding Availability: And while availability has improved, some consumers report challenges in finding a wide range of NA beverages.
- Celebrity and Influencer Impact: According to mintel.com, “the involvement of celebrities and influencers in promoting NA brands is a significant factor, particularly influencing Gen Z and millennial consumers.”
According to mintel.com insights report on food and drink, “non-alcoholic drinks market is now a booming space for innovation and consumer excitement. Growing an estimated 10% in 2024, the non-alcoholic beverages industry has experienced many shifts and changes.”
The Rise of Non-Alcoholic Beverages
Demand for non-alcoholic beverages is surging across the United States, fueled by several factors:
- Health Prioritization: 26% of US Americans look to the health benefits of NA Beverages and are choosing drinks with functional benefits, natural ingredients, and lower sugar content.
- Cultural Shifts: NA options are changing the social perception of sobriety, making non-alcoholic beverages socially acceptable and even desirable.
- Convenience and Innovation: 26% of US Americans also responded to the Mintel survey, stating they purchase NA beverages on a regular bases. Packaging was a contributing factor to the items purchased.
- Safety in Sobriety: 22% of respondents said they choose NA options for safety reasons. Some reasons could be not drinking while driving and staying sober when others around them are drinking alcohol.
- 30% of US consumers are actively reducing alcohol intake
Less than half of US consumers considering carbonated soft drinks (CSDs) to be healthy in moderation, but there is a healthy appetite for the reformulation of CSDs fortified with vitamins or minerals. Notably, 61% of CSD users aged 35-54 state that vitamins/minerals would make a CSD a healthy drink option.**
** Mintel.com 2024 food and drink survey
