Trends in Adult Nonalcoholic Beverages

As consumer preferences shift, they continue shaping the adult nonalcoholic (NA) beverage market. Alcohol moderation is no longer a niche behavior — it's a widespread cultural shift that's redefining how adults drink. Today's consumers are increasingly habitual in their efforts to control alcohol intake, a trend that cuts across age groups, regions and demographics.

What was once associated primarily with younger legal drinking age audiences has now gone mainstream, making moderation a defining characteristic of modern drinking culture. As a result, the low- and no-alcohol (Lo & No) category is evolving rapidly, moving beyond a trend into a fully fledged movement. 

By the end of 2025, adult nonalcoholic beverages will exceed $1 billion in United States sales in the off-premise channel based on new research by NielsenIQ. Consumers are embracing mindful drinking and gravitating toward flavorful, sophisticated and even functional alternatives that offer the ritual and experience of alcohol without the buzz. These nonalcoholic beverage trends to watch this year will help you stay current, informed and ahead of the competition.

Why Are Consumers Interested in Nonalcoholic Beverages?

There are several drivers powering developments in nonalcoholic beverages.

An Overall Shift to More Health-Conscious Lifestyles

Consumers are making more health-conscious lifestyle choices than ever before. They are becoming increasingly intentional about the products they consume and their potential effects on physical and mental well-being.

Social Norm Changes

Younger generations are drinking considerably less than their predecessors did at the same age. A 2023 survey from Gallup found that alcohol consumption among the 18-to-34 demographic dropped 10 percentage points from a decade earlier. These generations are also placing more emphasis on experiences and less on intoxication, engaging in behavior like zebra striping and drinking mocktails during social occasions.

Availability of Premium Options

As the adult nonalcoholic beverage market expands, premiumization is redefining what it means to drink mindfully. Innovations in brewing and distilling techniques are closing the taste gap, delivering sophisticated low- and no-alcohol alternatives that rival their alcoholic counterparts in complexity and quality. Functional ingredients like adaptogens and nootropics add purpose to the pour, while elevated, design-forward packaging signals a shift from sobriety to style.

Social Media Buzz

Influencers on platforms like TikTok and Instagram also contribute to the growing popularity of adult nonalcoholic beverages. These individuals showcase crave-worthy Lo & No beverages that deliver exceptional experiences and stoke demand among viewers and followers.

Similarly, influencers highlight their participation in wellness trends and social movements like Dry January. These posts demonstrate that there's no need for excess alcohol consumption to have an enjoyable time gathering with others. It's most persuasive for Gen Zers and millennials, 35% of whom reported discovering new NA options via social media.

What to Watch in Nonalcoholic Beverages

The following are the trends to watch for nonalcoholic beverages.

Consumption Moderation

The trend toward moderating alcohol intake has risen over the past several years. This shift is apparent in research across regions, age groups and other demographics, signaling a broad cultural change.

Multiple drivers and moderation strategies are helping fuel this change, including:

• Light drinkers are now the biggest market segment. Light drinkers — individuals who are choosing to drink less often and consume smaller amounts when they do — now exceed medium and heavy drinkers.
• Drinkers are embracing single-category occasions. Those of Legal Drinking Age (LDA+) are more frequently choosing to restrict consumption to a single beverage category during social occasions to limit alcohol intake. The average number of categories per occasion in 2024 was 1.8.
• Younger LDA+ adults are engaging in temporary abstinence. More LDA+ adults in the U.S. are engaging in temporary alcohol abstinence challenges, such as Dry January, as part of a broader shift toward mindful drinking. In 2024, participation in Dry January reached new heights, with 25% of LDA+ drinkers reporting they successfully completed the challenge. This is up from 16% in 2023. This growth was led by younger consumers, with 35% of Gen Z drinkers aged 21 to 24 completing the month-long commitment, more than double the rate of those aged 55 and older (14%).
• Acknowledgement of “hangxiety” is increasing. This term refers to the feelings of anxiety one may experience during a hangover. Excessive alcohol consumption doesn't just produce physical symptoms — it alters brain chemistry and may result in more acute, prolonged anxiety. While research is limited, experts estimate it could affect 12% of the population.

Additional insights from another consumer sentiment survey include:

• Among Gen Z participants, 65% planned to moderate their alcohol intake in 2025.
• Sales of NA beer grew 22% year-over-year for the 12 months ending November 2024.
• Almost half of all Americans intend to lower their alcohol consumption in 2025 compared to the 41% in 2024 and the 34% in 2023 who planned to do so.
• Spirit purchases decreased 39%, wine purchases dropped 36%, and beer, cider and hard seltzer buys fell 21% during Dry January 2024.

These numbers clearly display that moderation has gone mainstream and shows no signs of slowing any time soon. As a result, we can expect demand for adult NA beverages to continue and help sustain growth in this sector. Economists predict the combined Lo & No market to see a compound annual growth rate (CAGR) of 4% through 2028, with the NA market individually achieving a 7% CAGR between 2024 and 2028.

Functional Ingredients for Different Occasions

According to research published in January 2025, younger age groups reported year-over-year increases in burnout and stress. That translates into many modern LDA+ consumers who aren't only seeking alternatives to high-alcohol drinks — they're looking for better ways to cope with their rising stress and driving demand for healthier beverages.

Today's consumers are also searching for NA options that feel appropriate for social occasions or when winding down for the evening. They want selections that help promote a sense of relaxation without the next-day hangover that excess alcohol intake can bring. They're doing more than abstaining — they're looking for purpose-driven beverages that deliver relaxation, mental clarity or mood support.

Yet, expectations of alternatives remain high — consumers don't want to compromise on quality, flavor complexity or sophisticated appeal in their choices.

This trend has unleashed a powerful wave of adult NA beverages infused with functional ingredients — natural compounds that are perceived to deliver tangible health and mood-boosting benefits. Examples of ingredients developers are leveraging include:

• Botanicals: These include plant-based ingredients with proven or potential therapeutic or medicinal qualities. Kin Euphorics infuses its adult nonalcoholic beverages with botanicals like Damiana and Schisandra, which may support better digestive health or have antioxidant properties.
• Adaptogens: These ingredients include popular infusions like Lion's Mane and valerian root that are thought to help the body better cope with stress. Examples of sophisticated brands featuring adaptogens in their NA beverages include Curious Elixirs and Parch.
• Nootropics: Ingredients like L-theanine and lion's mane may help support cognitive function and can also have a stress-relieving and calming effect that appeals to adults who want to unwind without intoxication. Popular nootropic-infused brands include Hiyo and Rock Grace NA wines.
• Superfoods: These nutrient-rich foods often have scientific evidence backing their health contributions. The brand Ghia features NA options infused with superfoods like ginger and dates.

CBD- and THC-Infused Beverages

Beyond traditional functional ingredients, a new wave of beverages infused with cannabidiol (CBD) and tetrahydrocannabinol (THC) is reshaping the adult NA space and leading the trends in nonalcoholic beverages for 2025. These options offer mood enhancement and relaxation without the disruptive effects of alcohol. Growing brands include BRĒZ and VYBES.

According to economists, the CBD-infused beverage market is poised for sustained growth. Experts anticipate the total global market value to experience a CAGR of 15.50% between 2025 and 2032, increasing from $4.36 billion to $13.80 billion.

There's consumer evidence supporting this outlook. Over half — 58% — of the participants in a 2024 study expressed willingness to try beverages featuring CBD, and 53% indicated they would consider THC-infused options.

Similar to CBD and THC, other drinks are leveraging infusions with natural ingredients like kava and kratom to promote a more “natural" euphoria that doesn't involve alcohol consumption. Kava is a root from a member of the pepper family whose consumption dates back centuries among Pacific Island cultures. Drinks infused with kava are said to produce relaxation that's similar to alcohol's effects. Similarly, kratom is a tree from Southeast Asia whose leaves can help relieve stress and anxiety when consumed in small doses. Botanical Brewing Company and Mitra 9 are two growing brands within the niche.

Complex Flavors

Premium brands are reshaping the landscape as drinks of choice, not just a substitute for alcoholic beverages. As the category matures, mixology-grade no-alcohol spirits and ready-to-drink (RTD) cocktails are emerging as leaders in new nonalcoholic beverage trends. Beverage brands and developers carefully formulate these drinks to replicate the ritual and experience of drinking without the effects of alcohol. 

These products provide sophisticated and nuanced flavor profiles, with botanical blends, layers and mixology-inspired options. Developers are relying on bitter, smoky and herbal notes, as well as natural ingredients like capsaicin, to achieve depth and warmth, producing the sensory experience consumers want. 

Advanced distilling techniques are also helping to fuel this trend. Brands are innovating with historical approaches combined with modern tools to develop adult NA beverages that mimic the complexity, layered flavor and mouthfeel of conventional spirits, such as:

• Gin: Brands like Pentire and Monday are elevating the drinking experience, while Seedlip delivers a refined no-alcohol gin based on 17th-century distillation techniques.
• Whiskey: Examples of brands reshaping nonalcoholic whiskey include Ritual Zero Proof and Spiritless Kentucky 74.
• Tequila: Free Spirits tequila alternative embraces a smoky, agave-forward flavor profile and all-natural, vegan ingredients.

Similar trends are underway in adult RTD nonalcoholic beverages. Brands like Mingle Mocktails are reimagining the classics with their products, showcasing flavors like Blood Orange Elderflower Mimosa and Cranberry Cosmo. Mockly is another growing brand in the sector with unique flavor profiles like basil and tangerine or rose and blueberry. The brand further enhances its appeal with mocktail recipes based on their RTD flavors.

The apéritif culture, which has been popular in Europe for centuries, is experiencing a resurgence and gaining traction in the U.S. in NA form. One brand leading the way is De Soi. Their adaptogen-enriched beverages are perfect for savoring on their own or mixing artisanal mocktails. Wilfred's is another company offering complex flavor profiles inspired by botanicals like bitter orange, rhubarb and rosemary — perfect for handcrafted spritzes that elevate the consumption experience.

As RTD's popularity grows, its NA footprint continues expanding in both off-premise and on-premise sales channels. These options are increasingly available at retail locations and are becoming more mainstream at in-person activities like festivals and sporting events.

Premium Packaging

As the off-premise continues to expand the Lo & No footprint and new brands enter the space, packaging plays an increasingly important role in differentiating a brand from its competitors and helping products stand out on shelves. Beverage brands can invest in premium packaging to boost their product's perceived value and make it feel like an indulgent choice.

The best brands develop packaging that signals celebration, sophistication and intentionality — just like their alcoholic counterparts. Ways that adult NA beverages leverage their packaging to accomplish that include:

• Sleek glass bottles and labels: Tall and elegant glass bottles and expressive labels are reminiscent of premium spirits. Brands like Seedlip use this to their advantage, emphasizing the company's craft distillation processes and all-natural and botanical ingredients.
• Artistic cans: Developers can use artistic cans to tell a brand's story and evoke specific emotions. For example, many of Crescent 9's THC-infused drink cans feature a tie-dyed-like experience that connects with the mood-lifting effects their beverages may deliver.
• Handcrafted details: Brands are setting themselves apart with handcrafted details on their packaging. For example, Herb & Orchard uses a hand-lettered logo combined with other easy-to-read digital fonts that bring a touch of sophistication to their cans.

One packaging trend to watch for in nonalcoholic beverages is the influence of sustainability values on brand choices. These values are especially strong in the younger generations who are currently shaping this market — 80% of millennials and 66% of Gen Z consider greener practices a driver in their purchasing decisions.

As a result, brands are experimenting with innovative new packaging options that meet these demands. Recyclable portable pouches, cartons and reusable containers are gaining traction among beverage developers.

Low-Sugar and Health-Conscious Options

As part of the overall shift to more wellness-based consumption choices, consumers are increasingly aware of what their beverages don't contain and what developers are adding to them. Customers are reading — and comparing — labels and Nutrition Facts Panels to help them make more informed purchasing decisions.

This better-for-you mindset leading trends in nonalcoholic drinks extends to the scrutiny of sugar content. Consumers are more mindful of the possible effects of excess sugar intake on well-being and the potential health impacts of artificial sweeteners. Brands can capitalize on this movement by choosing more natural sweeteners or lowering sugar content in their drinks.

Modern consumers are also seeking out clean label NA beverages. Drinks featuring organic botanical blends include popular brands like Hiyo. This company offers unique flavor combinations, like watermelon and lime, that contain just 5 grams of sugar and 30 calories. Others boasting natural botanical ingredients and low sugar content include Happi and TranQuini®, a brand that's entirely plant-based and sugar-free.

Bring Your Adult Nonalcoholic Beverage Ideas to Life With BevSource

Substantial growth has sparked many opportunities for creative brands to leverage the new developments in nonalcoholic beverages. Have a great idea you want to bring to life? BevSource is a trusted guide for innovative companies ready to enter the market and take advantage of its expansion. Our experts can help you at every stage, from initial development to production and manufacturing services and post-production solutions. Advice from our experienced guides can help you mitigate risk, lessen barriers to entry and maximize your resources.

Let's talk about how we can help you accomplish your goals and make your beverage vision a reality — reach out to us online to start the conversation today.