US consumer demand increases for canned cocktail variations
Image: Sheila Fitzgerald / Shutterstock.com
According to a new, year-over-year study from behavioural research platform, Veylinx, consumer demand in the US is increasing for both non-alcoholic and alcoholic canned cocktails. Using Veylinx’s proprietary methodology—which measures actual demand rather than intent— the study found that demand for non-alcoholic canned cocktails grew by 4%, while demand for alcoholic canned cocktails surged by 20% over last year.
While interest remains strong for non-alcoholic alternatives, the percentage of people trying to reduce their alcohol consumption fell by 18%, to 38%. This decline from 2022 could lead to lower participation in abstinence events like Dry January.
Half of respondents claimed they would drink less alcohol if better non-alcoholic alternatives were available, showing opportunity for yet more innovation in the beverage sector. Those looking to reduce their alcohol consumption are 50% more interested in non-alcoholic cocktails.
In 2022, “Never tried before,” was the top reason consumers gave for not buying canned non-alcoholic beverages. That is no longer the case in 2023, suggesting that non-alcoholic canned cocktails increased their market penetration over the last year. Flavor and price are now the primary reasons people don’t buy non-alcoholic cocktails.
“Even with fewer people trying to reduce their alcohol consumption, demand for non-alcoholic canned cocktails continues to grow,” said Veylinx founder and CEO, Anouar El Haji. “Drinkers and non-drinkers alike are receptive to ready-to-drink alternatives that are better for their health and wallets.”
The study also measured demand for non-alcoholic cocktails enhanced with functional benefits like mood boosters, detoxifiers and CBD. Demand for the standard non-alcoholic version increased 14% from last year, while the enhanced variations increased only slightly and the zero-calorie version fell by 1%. This suggests consumers might be losing interest in what they perceive as marketing gimmicks. The CBD version saw a 4% increase in demand, remaining the most popular non-alcoholic variation.
*Additional key findings:
- The optimal price for non-alcoholic canned cocktails that maximizes revenue for brands is $12 for a four-pack
- The brands consumers have tried the most are: 1) Mocktail Club, 2) Wild Tonic, 3) Spiritless, 4) DRY, and 5) Hella Cocktail Co
- 44% of people expressed support for an additional 10% tax on alcohol as a public health measure for reducing consumption
- For those aiming to drink less alcohol by replacing it with other beverages, energy drinks experienced the greatest increase in popularity
- Physical Health and Cost are the two most popular reasons for reducing alcohol consumption
- Grocery stores are the most popular place to buy non-alcoholic canned cocktails
- Flavour options have the most influence on which brand consumers choose
- A lower price would convince 20% of consumers to buy more non-alcoholic cocktails
*The research was conducted in November and December 2023 among US consumers aged 21 and older.
To download more detailed results from the 2023 Non-Alcoholic Canned Cocktail study or for more information about Veylinx, visit: veylinx.com/canned-cocktails.
A fascinating insight into evolving beverage trends. The exploration of this growing market is both informative and timely. Thanks for keeping us in the loop on the shifting preferences in the world of beverages!