A new study reveals millennials are increasingly choosing no- and low-alcohol beverages, especially during Dry January
The study from IWSR shows that since 2019, the popularity of no-alcohol beer has been on the rise. Interestingly, the surge in interest is linked to health concerns, including a recent advisory from the surgeon general about alcohol and cancer risks.
According to Susie Goldspink from IWSR, no-alcohol options are gaining traction, outperforming low-alcohol drinks across various categories. Beer remains the most popular choice in this segment, with improvements in taste and quality making it more socially accepted.
The study found that between 2022 and 2024, the number of no-alcohol drinkers grew by 61 million, while low-alcohol drinkers increased by 38 million across ten countries, including the U.S. and the U.K. Sales of no-alcohol beverages are projected to rise by $4 billion by 2028, while low-alcohol sales are expected to remain steady.
Goldspink pointed out that low-alcohol drinks often confuse consumers about their actual alcohol content, while no-alcohol drinks are straightforward. Experts emphasize the importance of understanding the differences between these options.
While these drinks currently make up only about 3% of the beverage market, younger consumers are driving demand. The stigma around no- and low-alcohol drinks is fading, and many bartenders are now crafting high-quality non-alcoholic cocktails.
Some manufacturers are even distilling non-alcoholic spirits, which can be as pricey as traditional alcohol. Despite initial resistance to pricing, the quality and effort put into these drinks are worth considering.
Ultimately, experts believe that low- and no-alcohol options will coexist with traditional alcoholic beverages, offering consumers more choices without replacing their favorites.
