NEW YORK — Consumers purchasing non-alcoholic adult beverages are not abandoning traditional alcohol categories, according to new data from Inmar Intelligence. Instead, many of these shoppers remain highly engaged across both segments, shifting their choices based on occasion and preference.
Emma Versaw, regional vice president and head of adult beverage at Inmar Intelligence, said non-alcoholic (NA) buyers—those purchasing products such as NA beer and mocktails—over-index on nearly every major trial driver. These include social influence (47%), in-store visibility (46%), savings (42%), and recommendations (32%).
Despite growing interest in alcohol alternatives, the data indicates that most NA buyers are still active purchasers of alcoholic beverages. Versaw noted that many consumers are “flexing” between non-alcoholic and traditional options, selecting products depending on factors such as setting, time of day, and occasion.
“Upon taking a closer look, most non-alcoholic buyers turned out to be some of the most active shoppers in the entire category,” Versaw said. “They’re moderating in one moment and reaching for a full-proof option in the next, making them an audience to grow into.”
Social media plays a significant role in driving trial among these consumers. Nearly half of NA buyers report being influenced by social platforms, reflecting the emerging nature of the category compared with long-established beer, wine and spirits segments. According to Versaw, consumers often rely on digital creators and content for validation before trying unfamiliar products.
In-store visibility also remains a key factor, influencing 46% of shoppers. Many consumers finalize their purchasing decisions at the shelf, underscoring the importance of merchandising and product placement in converting interest into purchase.
Price-driven incentives continue to shape behavior as well. Forty-two percent of NA buyers cite savings as a motivator, with promotions encouraging consumers to experiment with new products without abandoning their preferred brands. Versaw said this dynamic allows retailers and manufacturers to expand consideration within the category rather than shift demand away from existing products.
Word-of-mouth recommendations also play a meaningful role, influencing nearly one-third of buyers. As the category continues to evolve, peer validation helps reduce perceived risk and encourages trial among consumers who may still be exploring non-alcoholic options.
Overall, the findings suggest that non-alcoholic beverage buyers represent a valuable and highly engaged audience, offering opportunities for brands and retailers to drive growth across both non-alcoholic and traditional alcohol segments.
