From the realm of low- and no-alcohol spirits to all things low-calorie, low-carb, and sugar-free, the health-conscious drinking trend has burst onto the beverage scene with no signs of slowing down. Driven in part by Dry January – only weeks away from kicking off – it’s a chance to introduce curious consumers to a bevy of better-for-you beverages they might not have tried otherwise.
This category has seen explosive growth in sales in recent years. In fact, a 2024 NielsenIQ report notes that the non-alcoholic category specifically has doubled its total alcohol share in the last three years, with a 31% increase in the off-premise non-alcohol category.
Perhaps most interesting, the report states that non-alcoholic beer, wine, and spirits in the US represent an estimated $1.2B of potential growth in the next 5 years. Add in the popularity of low-calorie and less sugary options – plus organic and vegan choices – and you have a category that’s ripe with sales opportunities.
The Consumers Behind This Growth
So how did this interest in low- and no-alcohol beverages and adjacent healthy options come about? Essentially, it’s part of a larger consumer trend that’s taken hold in recent years. Consider the increase in gym memberships and the rise of healthy grocery chains, for example.
In a survey by NielsenIQ, 51% of participants said their interest in healthier drinking habits stems from a desire to live a more health-conscious lifestyle. And this investment in wellbeing should come as no surprise, given that the United States is by far the world’s top wellness economy, according to the Global Wellness Institute.
The bulk of consumers driving interest in this category are Gen Z and Millennials, who are more likely to have sampled low- and no-alcohol beverages before and remain open-minded when it comes to trying new ones. That’s why it’s smart to target younger consumers, as they tend to purchase a wider range of no- and low-alcohol options and are more active in the category overall.
It’s also worth noting that consumers aren’t ditching alcoholic drinks entirely for these low- and no-alcohol options. Surprisingly, 93% of non-alcohol buyers also purchase alcohol products and spend 41% more on total alcohol than the average buyer, according to Nielsen IQ.
How to Promote Health-Conscious Options
Looking for some inspiration for how to dial into the trend? See our ideas below.
In your store
In terms of in-store shopping habits, non-alcohol shoppers tend to embark on unplanned, in-and-out trips, driven by the need for immediacy and convenience. Habit and routine nudge them to replenish their beverages every so often, so it only makes sense to feature innovative, exciting options in ways that will turn their heads. Here’s how to get more attention on these types of products:
- Put displays in high-traffic areas near the checkout or in well-traveled aisles.
- Draw attention to the fact that products are low or no alcohol, as packaging might not make it obvious at first glance.
- Mention Dry January specifically in displays to excite consumers who might still be on the fence about participating.
- Host in-store promotions so customers can sample low- and no-alcohol products.
On your menu
Dry January is a huge opportunity to highlight mocktails, NA beers and wines, and lighter options on your cocktail and bar menus. But even after that month of moderation wraps, it’s a good idea to put some thought and consideration into the long-term products you may offer that appeal to those who abstain. A few things to try are:
- Include a separate section on your cocktail menu specifically for mixologist-approved mocktails.
- Make it known that non-alcohol spirits can be used instead of alcoholic spirits throughout your cocktail list.
- Extend happy hour offerings to include low- and no-alcohol options.
- Spread the word in January on your social media platforms that you offer alcohol-free and healthy beverage options.
