WHAT IS DRIVING TODAY’S SOBER GENERATION?
A few years ago, one had to walk long and far to find a non-alcoholic drink or settle for a lime ‘n soda. These days, NA options are not only limitless but occupy an impressive space on wine lists and menus. As always, demand dictates supply, hence this migration and the drivers behind it piqued our curiosity.
- 56% choose not to drive drunk.
- 52% choose to drink non-alcoholic beverages.
- 63% are enjoying non-alcoholic beverages while socialising.
The trend towards consciousness surrounding physical wellbeing, good mental health, and sustainability moved progressively from niche to mass appeal.
A movement that started as a few vegans muttering in a corner, “not tofu, again”, now encompasses food, clothing, sport and technology.
Being the curious insight-driven bunch that we are, we dug deep into the beverage industry to see whether non-alcoholic beer and cider was a conscious purchase or a passing phase.
Download our survey to understand shopper motivations in the non-alcoholic category or contact us for the full report.
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