Causeway Solutions | More Mocktails on the Menu

This was first published in Modern Restaurant Management

Keeping health and wellness top of mind, consumers are increasingly choosing mocktails and other non-alcoholic drinks at restaurants and at home.

In fact, the market for non-alcoholic alternatives has seen consistent double-digit growth over the last five years and exceeded half a billion dollars in 2023, according to NielsenIQ.[1]

Celebrities such as Katy Perry, Blake Lively, Kylie Minogue and Bella Hadid are helping to boost the booze-free band wagon by launching non-alcoholic beverages.[2]

There’s no longer a stigma for being sober-curious and mocktails are gaining popularity as sophisticated alternatives to beer, wine and traditional cocktails. Whether someone is the designated driver, pregnant or choosing to abstain from alcohol for health reasons, alcohol-free socializing is on the rise.

In Causeway Solutions’ April 2024 survey, we asked more than 800 U.S. Adults 18+ specific questions about non-alcoholic beverages to help inform restaurants, retailers, event planners, and food and beverage firms with business strategies.

Mocktail enthusiasts are younger

While 23% of those surveyed say the are huge fans or enjoy drinking non-alcoholic beverages, 40% of Americans have no opinion about the offering and 21% fail to see the appeal.

Fans and those who enjoy drinking non-alcoholic beverages (23% of survey participants) are much more likely to be under 35 years old.*

Adults 18-24 are more likely to enjoy non-alcoholic drinks at 39%.
Adults 25-34 and 35-44 are much more likely to be fans at 46% and 31% respectively.
Adults 45-55 are about average at 21%.
Adults 55+ interest in non-alcoholic beverages drops to only 10%.

Dining out habits of mocktail enthusiasts

Mocktail enthusiasts are much more likely to eat out frequently and more likely to go to a chain restaurant rather than local.

They are also much more likely to say they Frequently or Occasionally dine at every type of establishment from Fast Food to Bars.

TV viewing habits of mocktail enthusiasts

The majority of mocktail fans (54%) are watching both cable and streaming services and are less likely to say cable only.
Those who enjoy mocktails have similar viewing habits.

Source: Causeway Solutions: April 2024

Spending habits of mocktail enthusiasts*

Both mocktail fans and those who enjoy mocktails are more likely to say they are spending more money than last month. 24% of the general population said they are spending more while mocktail fans are at 39% and those who enjoy mocktails at 27%.

The popularity of mocktails continues to grow as more creative options become available for social gatherings and special events. Restaurants may feature mocktails and non-alcoholic beverages to generate additional revenue and attract new customers.

By understanding consumer data, dining and media habits, the food and beverages industry can make more informed decisions on what to put on the menu!

*About Causeway Solutions’ Monthly Surveys

Causeway Solutions has conducted a monthly online survey of U.S. Adults 18+ for more than 3 years. The data offers snapshots into consumer attitudes and behaviors, which support industry trends. Insights include optimism about the economy, plan to purchase and media usage. Causeway Solutions offers key industry profiles, including healthcare, entertainment, sports, travel, restaurants and more. The most recent survey was conducted September 9-13, 2023, with 838 Adults 18+ completing the online questionnaire.

Thérèse Mulvey is Vice President of Strategy & Insight at Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Thérèse has worked in media, including television, newspaper, direct mail and digital, where she successfully translated consumer data into insights that address key business issues. She has over two decades of success driving profit, growth and market expansion through the strategic optimization of marketing analytics, research and business development. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at CausewaySolutions.com.

Source:
[1]: “As young consumers drink less, brands and bars offer more and better alternative,” Marketplace
[2]: “6 celeb-backed non-alcoholic brands perfect for booze-free socializing," Women's Health

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