It's a Friday night, you're out with friends, the conversation is flowing, and everyone's having a good time. You reach for your drink... but instead of a beer that will leave you feeling fuzzy-headed, you opt for something that lets you stay sharp, present, and energized. This is the new reality for a growing number of consumers, and it's transforming the way we think about relaxation.
In recent years, more and more people have been seeking a healthier, more mindful approach to alcohol. This shift towards "sober curiosity" has fueled the rise of non-alcoholic (NA) beers, wines, and spirits; and increasingly low-alcohol beers, wines, and spirits. These alternatives offer the taste and social connection of traditional drinks and minimize downsides.
A quick scroll through Instagram or TikTok reveals a growing community of people embracing a "sober curious" lifestyle. They're not necessarily teetotalers, but they're mindful of their alcohol consumption and seeking alternatives that align with their wellness goals. Hashtags like #sobercurious, #mindfuldrinking, #lowalcohol, and #NAbeer are gaining traction, with users sharing their experiences and highlighting benefits like:
Social media conversations about NA and low-alcohol beverages have grown by 130%, with many users highlighting these wellness benefits. The growth has been particularly strong for low-alcohol spirits, which saw a 216% increase in mentions. Consumers are also talking about specific ingredients like tryptophan (up 256%) and elderberry (mentioned 7x more in NA discussions), reflecting an interest in ingredients that support sleep, mood, and immunity.
While social media provides a glimpse into the motivations behind the trend, survey data confirms it. Millennials and Gen Z, who make up nearly half of the NA market, are the main drivers. For Millennial parents, NA and low-alcohol options offer a way to unwind without the drawbacks of alcohol—perfect for a backyard barbecue or a relaxing evening after the kids are in bed. In fact, 50% of Millennials consume NA beverages, compared to 29% of the overall population.
For Gen Z, who prioritize social consciousness and authenticity, NA and low-alcohol options allow them to participate in social gatherings without compromising their values. These trends align with broader social shifts, as consumers seek out drinks that complement a mindful lifestyle. Health conditions like insomnia (321% growth) and difficulty sleeping (195% growth) are also part of this conversation, reflecting the growing demand for beverages that support relaxation and restorative sleep.
What’s particularly compelling is that non-alcoholic beer consumers tend to be especially health-focused. These individuals notably overindex across a range of health-related need states and ingredient preferences, indicating that they’re looking for more than just a drink—they’re seeking products that align with their wellness goals. Among these consumers, preferences for organic ingredients and sleep-supportive claims stand out, with many nearly twice as likely to prioritize these attributes in their food and beverages. This reflects a broader trend where NA beverages are becoming part of a holistic approach to health, catering to consumers who see their choices as integral to maintaining both physical vitality and mental clarity.
By creating beverages that cater to both the mind and body, brands can tap into a growing market of consumers who are redefining what it means to unwind.
As the market for NA and low-alcohol beverages grows, there’s room for brands to innovate by incorporating emerging ingredients and addressing specific consumer needs. Here are a few forward-thinking ideas:
By tapping into these trends, brands can stay at the forefront of the NA and low-alcohol space, capturing the attention of consumers who are not only looking for alternatives to alcohol but also seeking products that support their overall well-being.