Younger adults drive demand for non-alcoholic beverage alternatives

Key Findings:

• More than a fifth of adults aged 21–29 (23%) drink non-alcoholic beverages several times a week and nearly 40% showing high purchase intent — far higher than older groups.
• Half of consumers who drink non-alcoholic beverages (50%) report drinking wine/champagne or beer alternatives in the past three months, with wine especially popular among younger adults (61%).
• Around half of 21–29-year-olds drink non-alcoholic beverages with friends or family, and many also consume them after work, at events, or on dates.
• Two-fifths (40%) cite health as the top reason for drinking non-alcoholic beverages, while younger consumers are also driven by easy availability (36%) and taste preference (28%).

With more non-alcoholic beverage brands and options hitting the market than ever before, consumers have a growing array of choices. Data from YouGov CategoryView reveals who is buying these drinks, how often they’re consumed, and what motivates different age groups to choose them.

Non-alcoholic wine and beer lead in popularity

Among US adults who have consumed non-alcoholic beverages in the past three months, non-alcoholic wine or champagne and beer are most commonly consumed, each reported by 50% of respondents. Spirits follow at 29%, while infused seltzers and cider were consumed by 17% and 26% respectively.

Demographic breakdowns show that wine or champagne is especially popular among younger adults aged 21–29, with 61% having consumed it recently, compared to just 42% of those 65 and older. Meanwhile, non-alcoholic beer consumption remains relatively consistent across most age groups, with slight dips among the youngest (46%) and oldest (45%) consumers.

Younger adults are more frequent and social drinkers

Non-alcoholic beverage consumption habits vary widely across age groups, with younger and middle-aged adults showing higher consumption overall. Among 21–29-year-olds who drink non-alcoholic beverage alternatives, nearly one in four (23%) drink several times a week, and 14% consume them weekly. The 30–44 age group also reports high frequency, with 20% drinking several times a week and 13% once a week. In contrast, the 45–64 group shows a drop-off in regular consumption, and over half of adults aged 65 and older (63%) say they drink non-alcoholic beverages less than once a month.

Social settings play a major role in non-alcoholic beverage consumption for younger and middle-aged adults. About half of 21–29-year-olds (50%) consume these drinks while hanging out with friends, 48% drink during family gatherings, and many report drinking them after work (33%), at live events (27%), or on dates (35%). Similar patterns appear among those aged 30–44 and 45–64, though to a slightly lesser extent.

Adults 65 and older stand apart in both frequency and context. Around 7% say they drink non-alcoholic beverages several times a week and are less inclined to consume them at family gatherings (39% compared to 45% of US adults).

Health and availability are key motivators

Health consciousness is a leading driver across all age groups, cited by 40% of respondents overall. However, motivations shift depending on demographics. While health is an important factor for 40% of younger consumers (21–29), they are more likely to mention easy availability (36%) and taste preference (28%), while older adults lean more heavily on health-related reasons, with 43% of those 65+ identifying health as their top reason.

Interestingly, 33% of adults under 30 say they drink non-alcoholic beverages because they don’t like getting drunk, and 26% say they want to avoid hangovers. Price is less of a motivator overall, with only 18% citing cost as a reason.

Light spending still dominates

Despite growing interest, most consumers remain light spenders in the category. Three in ten (30%) report spending $10–$24.99 per month on non-alcoholic beverages, while 26% spend between $25–$49.99. Only 9% spend more than $100 per month.

Purchase Intent Is Highest Among Younger Adults

Non-alcoholic beverages have strong traction among younger adults, the likelihood of purchase steadily decreases as age increases. Nearly four in ten adults aged 21–29 show high intent, with 17% saying they are “very likely” and 20% saying they are “likely” to buy a non-alcoholic drink in the next 30 days.

Purchase intent remains positive but slightly lower among those aged 30–44, where 14% are “very likely” and 12% are “likely” to purchase. By comparison, only 4% of 45–64-year-olds say they are “very likely” to buy, with another 4% falling into the “likely” category. Among adults 65 and older, intent is the weakest, with just 3% saying they are “very likely” and 2% saying “likely.”

This downward trend highlights a clear generational divide with 76% of older consumers expressing little or no likelihood of purchase.

Methodology: YouGov CategoryView delivers sector-level intelligence by combining brand tracking with in-depth consumer insights. Data is collected weekly from YouGov’s proprietary online panel and delivered via monthly dashboards, tailored to the unique needs of each industry. CategoryView is available across multiple verticals including Automotive, Financial Services, Quick Service Restaurants, and Beer & Hard Seltzers. It provides a representative view of market dynamics, brand performance, and consumer behaviors. Insights are weighted to nationally representative demographics within each market. 

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