Consumers’ embrace of moderation when it comes to beverage-alcohol is well documented, but their reasons for doing so are varied, according to research from insights firm NIQ.
The reasons why were nearly equally split among survey respondents who claimed they are drinking less than they were last year, according to CGA, NIQ’s on-premise insights arm:
- 36% said they are trying to save money;
- 34% said they are going out less;
- And 30% said they are “trying to be healthier.”
The survey results were presented during NIQ’s C360 conference earlier this month in Hollywood, Florida. NIQ director of bev-alc thought leadership Kaleigh Theriault moderated a panel titled “Raising the Bar: Strategies for Thriving in a Moderating BevAl World.”
The gap between imbibers and teetotalers among the U.S. population has yoyoed in recent years, but narrowed to 58% who drink and 41% who do not in 2024, according to a Gallup survey cited by NIQ. While a growing number of alcohol abstainers may point to the rise of the nearly $1 billion adult non-alcoholic (ANA) segment, bev-alc consumers make up the vast majority (93%) of ANA shoppers, according to a 2024 CGA survey.
When at bars and restaurants, nearly half (47%) of patrons practice “zebra striping,” alternating alcoholic beverages with NA ones, according to CGA. That same percentage of on-premise visitors “are likely to base their drink choice on alcohol content.”
Consumers’ shifting approaches to bev-alc may be influenced by financial issues just as much as desires to drink less for health reasons.
Nearly two-thirds of respondents told CGA they would prefer “one luxury/super premium drink” (26%) or “two high-quality/premium drinks” (35%) if they were choosing what to drink and knew the total of their bill would be the same. An equal amount of respondents (26%) said they would choose “three medium quality drinks” as those who would pick top-shelf offerings. Only 13% of respondents would opt for standard to volume level drinks.