indings: • Non-alcoholic beverage consumption has seen significant growth in the U.S., largely driven by Millennials. • 13% of U.S. alcohol consumers now drink both alcoholic and non-alcoholic beverages, up from 7% in 2023. • Millennials lead this shift, with 22% embracing both categories, compared to 15% for Gen Z and 11% for Gen X.Key…

Findings: • Consumption of non-alcoholic beverages among US drinkers has doubled since April 2023. • Millennials are the primary drivers of this growth, representing a majority of consumers in the non-alcoholic beer, spirits, and wine categories. • Millennials are more likely to be frequent alcohol consumers, suggesting they use non-alcoholic beverages to moderate their alcohol intake rather than abstain…

Millennials are driving the growth of the no-alcohol beverage market in the US. They consume no-alcohol products more frequently than other age groups and are eager to try new products in the category. There are three key reasons for this trend:1. Increased Socializing: Millennials are going out and socializing more, leading to more opportunities to consume no-alcohol beverages.2. Curiosity…

Findings: • A global shift toward reduced alcohol consumption is gaining traction, with a noticeable rise in no and low-alcohol (nolo) drinks in various markets. • Younger consumers (18-34) are leading the trend, with 65% expressing concerns about the health risks of alcohol, a significant generational difference compared to older age groups. • Economic factors,…