Consumer Beverage Trends in 2024: What to Expect

As 2024 approaches, what will consumers be seeking in their drink choices? From changing attitudes toward alcohol to elevated health concerns to the rise of non-alcoholic alternatives, let’s examine the evolving landscape of alcoholic and non-alcoholic beverage preferences for the year ahead.

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Intentions to cut back on alcohol consumption

Our recent study, “Managing Alcohol Consumption and Health Concerns,” shows that consumers are aiming to cut down on alcohol in the New Year. Of those who consume alcohol, 62% report that they will try to limit their alcohol consumption in some way in 2024. This reflects a similar intention from 2023 where 63% of consumers reported that they tried to limit their alcohol consumption. This ongoing trend suggests a sustained commitment among consumers to prioritize moderation in their alcohol consumption—and this is often due to health concerns.

Striving for a healthier lifestyle

This consumer intention to reduce alcohol intake reflects a prioritization toward healthier lifestyles—a shift fueled by increased awareness of alcohol’s health risks as well as the rise of wellness culture and societal acceptance of sobriety. More public figures are sharing about sobriety journeys and health benefits, and this has been impacting the attitudes of the general public. In fact, according to our study, nearly two-thirds of people who consume alcohol will try to limit their consumption in some way in 2024. More specifically, 83% of those are limiting consumption due to health concerns—62% of those are looking to be healthier overall and 35% are cutting alcohol to lose weight. In 2024, we can expect many of these consumers to continue looking for alcoholic beverage alternatives to help them meet their health goals.


The continued rise of no and low alcohol beverage options

According to Wine Enthusiast, the low and no-alcohol drinks segment has transitioned from being a trend to an integral part of the beverage landscape as consumers increasingly embrace non-alcoholic alternatives. These options allow people to more easily choose moderation for any reason, including health concerns. In fact, we are expecting new options in this category to get on shelves just in time for Dry January in 2024—such as White Claw’s new alcohol-free formulation with existing White Claw seltzer flavors that contain electrolytes. According to Food Business News, White Claw “developed the beverage in response to the growing number of Gen Z, Millennials and alcohol drinkers that are interested in trying ‘sober curious’ and ‘damp’ lifestyles.”

We have discussed this rise of no and low alcohol beverage options in recent years as well. Our white paper “To Drink… or to Drink Differently?” explores these trends, and also in an article we wrote for Beverage Industry magazine, “Ready-to-drink, low/no alcohol categories on the rise”—where we also take a look at trends among younger generations.


All eyes on Gen Z’s beverage choices

Gen Z’s preference for sobriety is shaping the success of mocktails and alternatives like CBD-infused beverages, that target this generation’s interest in wellness, as we discuss in Beverage Industry. In 2024, the industry will continue to look closely at Gen Z’s preferences and attitudes around alcohol. There’s a growing trend among Gen Z toward sobriety, setting them apart from Gen Xers and Millennials and driving a surge in consumer interest for non-alcoholic beverages, according to Ad Age

Preparing for beverage shifts and trends in 2024

In anticipation of what’s coming in 2024 for the beverage industry, it will be essential to understand what consumers are looking for and what they expect through the right market research approaches. Every stage of the product development journey can be assessed as beverage products are innovated and changed to meet demand, check out all our insights solutions for success in 2024.