How Changing Drinking Habits Are Shaping No- and Low-Alcohol Beverage Demand
No- and low-alcohol beverages are no longer confined to a single moment on the calendar. What started as a January reset has evolved into a sustained shift in how consumers approach alcohol consumption throughout the year.
Industry research reinforces this broader shift. Overall drinking continues to decline, and that moderation is becoming a more sustained behavior rather than a short-lived seasonal commitment, according to eMarketer. As drinking frequency softens across demographics, no- and low-alcohol options are benefiting from changing expectations around balance and wellness.
According to Inmar's latest Adult Beverage Trends research, 41% of consumers say they have stopped drinking alcohol or are drinking less. Meanwhile, off-premise sales of non-alcoholic beer, wine and spirits have grown 22% year over year.
This is not a temporary spike. It reflects a broader behavioral reset driven by moderation, occasion-based drinking and more intentional purchasing decisions.
Let's explore the three forces shaping the category's next phase of growth, according to Inmar's latest no- and low-alcohol report.
1. Moderation Extends Well Beyond January
January remains a high visibility moment for no- and low-alcohol beverages, but the real opportunity lies in what follows.
Sales momentum increasingly carries into late Q1 and early spring as consumers sustain moderation habits beyond New Year's resolutions. As warmer weather approaches, mocktail products in particular experience notable sales spikes, even outpacing some full-strength options during key seasonal periods.
At the same time, up to 58% of consumers report drinking more alcohol in the summer. That creates a critical pre-summer window when shoppers reassess routines and experiment with balanced consumption.
An emerging behavior often referred to as zebra striping, which means alternating between alcoholic and non-alcoholic beverages within the same occasion, further reinforces that no- and low-alcohol options are complementing traditional alcohol rather than simply replacing it.
Category Implications
As moderation becomes embedded in everyday consumption rather than tied to a single month, the strategic focus shifts from short-term spikes to sustained relevance. The pre-summer period and other social inflection points represent moments when consumers reassess routines and experiment with balance. For retailers and brands, the broader question is how assortments, merchandising and messaging can reflect moderation as an ongoing behavior rather than a seasonal campaign.
2. Shoppers Are Exploring and Spending Differently
Growth in no- and low-alcohol is not driven by higher volume alone. It is being shaped by how consumers are buying.
Shoppers are making fewer trips and purchasing fewer units per visit, yet spending more per unit. This signals a shift toward higher quality selections and more considered purchases.
At the same time, brand loyalty remains fluid. Only 24% of consumers consistently stick to the same brand, and more than half demonstrate active or situational switching behavior. Many shoppers are still experimenting with flavors, formats and functional benefits.
Several audience profiles stand out:
- The Moderation Curious: Established alcohol buyers who show openness to no- and low-alcohol options.
- The Reset Refresher: Consumers incorporating alcohol-free beverages into broader wellness routines.
- The Mocktail Mixologist: Shoppers purchasing sparkling, diet or functional beverages to craft alcohol-free cocktails at home.
What this means for brands and retailers:
With switching behavior high, audience precision matters. Purchase-based targeting can help identify consumers most likely to trial new SKUs, explore higher priced options or alternate between alcohol and non-alcohol within the same category. Supporting exploration with clear, benefit-led messaging can encourage consideration while maintaining brand equity.
3. Value Plays a Critical Role in Sustaining Engagement
As average unit prices rise and trips become less frequent, value remains an important lever in the no- and low-alcohol category.
While promotional distribution has historically concentrated in January, consumer interest in savings extends into early spring when trial transitions into repeat. Redemption and sales patterns suggest that incentives help reduce friction to purchase and keep shoppers engaged even as pricing increases.
Value does not necessarily mean aggressive discounting. Instead, it plays a role in reinforcing confidence during early experimentation and product discovery.
A broader perspective on value in the category:
As the category matures and price per unit rises, value is evolving from a short-term traffic driver to a confidence builder. Incentives can serve as signals of accessibility during periods of experimentation, particularly as consumers navigate unfamiliar brands and formats. The long-term opportunity lies in balancing price integrity with thoughtful reinforcement of trial and repeat, ensuring that value supports sustainable engagement rather than episodic spikes.
The Next Phase of No- and Low-Alcohol Growth
No- and low-alcohol has matured beyond a short-term trend. Its growth is increasingly shaped by intentional decision-making, including when consumers buy, what occasions matter most and which products earn a place in ongoing routines.
The brands that will lead this next chapter are those that:
- Align with seasonal moderation moments and shifting social occasions throughout the year.
- Recognize that switching and experimentation remain high.
- Use targeted value strategies to reduce friction and reinforce continued engagement.
Moderation is no longer episodic. It is embedded in how consumers approach alcohol throughout the year. Brands and retailers that respond with precision, contextual relevance and audience insight will be best positioned to capture share in a category that continues to evolve.
About the Author
Emma Versaw leads strategic initiatives across Inmar Intelligence’s media and data platforms, helping brands and retailers leverage verified purchase data to drive personalized and compliant engagement strategies. With a focus on connecting media, incentives and shopper intelligence, she partners with clients to unlock growth in evolving retail categories.
