Non-alcoholic beverage sales are growing
The increasing growth of non-alcoholic beverage trends across the U.S. is being reflected in sales figures. Between August 2021 and August 2022, total dollar sales of non-alcoholic drinks in the US stood at $395 million, showing a year-on-year growth of +20.6%.
To break this down into sectors:
Non-alcoholic beer took up 85.3% of sales, with a market worth $328.6 million, up +19.5% from a year ago.
Non-alcoholic wine took up 13.4% of sales, with a market worth $52.04 million, up +23.2% from a year ago.
Non-alcoholic spirits took up 1.3%, worth $5.03 million, up +88.4% from a year ago.
Meanwhile, as non-alcoholic beverage trends continue to rise, sales of the alcoholic versions of these drinks have dropped. As of August 2022:
Non-alcoholic beer took up 85.3% of sales, with a market worth $328.6 million, up +19.5% from a year ago.
Non-alcoholic wine took up 13.4% of sales, with a market worth $52.04 million, up +23.2% from a year ago.
Non-alcoholic spirits took up 1.3%, worth $5.03 million, up +88.4% from a year ago.
A look inside the non-alcoholic beverage market
In the past year to date, sales of non-alcoholic beer, wine and spirits accounted for 0.47% of total alcohol sales in the U.S. While this is still a small figure, this percentage share has steadily grown over the past 5 years:
- In 2021: it was 0.39% of total alcohol sales
- In 2020: 0.30% of total alcohol sales
- In 2019: 0.26% of total alcohol sales
- In 2018: 0.22% of total alcohol sales
As non-alcoholic spirits have been notably less available, there are opportunities for these to become more readily available for consumers to buy.
Between mid-July 2021 – mid-July 2022, 72 new non-alcoholic drink SKUs were introduced to the US market: 37 were non-alcoholic beer, 17 non-alcoholic wine and 18 non-alcoholic spirits.
As a rough guide, sales of non-alcoholic beverages tend to peak around July 4th and near the end-of-year holiday season.
It’s also notable that certain states over-index for non-alcoholic beverage consumption: Florida, California, Oregon, Arizona, Washington, Iowa, Virginia, Vermont, Maine and New Hampshire.
But these consumers aren’t necessarily adopting total sobriety, as 82% of non-alcoholic drink buyers are also still purchasing drinks that contain alcohol.
A closer look at non-alcoholic beverage trends
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