Non-Alcoholic Beer Sales Surge as Health-Conscious Consumers Seek Alternatives

The non-alcoholic beer market is experiencing a significant boom, with sales in the United States increasing by 32.6% so far in 2024, according to recent market data. This growth is even more pronounced in supermarkets, where sales have risen by 35.5%. Major beer brands such as Corona, Blue Moon, and Guinness have recently entered the non-alcoholic beer category, signaling heightened competition in this expanding market.

Asahi, a Japanese brewing giant, plans to capitalize on this trend by expanding its lineup of alcohol-free beverages in the U.S. The company sees a significant opportunity in zero- and low-alcohol drinks as consumers increasingly prioritize their health and well-being. Atsushi Katsuki, Asahi's CEO, aims to increase the share of beverages with 3.5% alcohol or less to 20% of its product mix by 2030, with the potential to reach 50% by 2040 or 2050.

The global non-alcoholic beer market is currently valued at over $13 billion, and Asahi is eyeing U.S. expansion through acquisitions and startup mergers to gain new technologies and production capabilities. Other notable breweries, such as Sierra Nevada Brewing Co. and Keurig Dr Pepper, have also launched or expanded non-alcoholic product lines as traditional beer sales decline in the U.S. due to the growing popularity of the sober lifestyle.

Why this matters: The surge in non-alcoholic beer sales reflects a significant shift in consumer preferences, with more people prioritizing health and wellness. As major breweries invest in this market, consumers can expect a wider variety of high-quality, alcohol-free options that cater to their changing tastes and lifestyles.

Customers have praised the taste and variety of non-alcoholic beers, highlighting the juicy, tasty, and refreshing qualities of alcohol-free sours, IPAs, and pale ales. Craft non-alcoholic beer companies, such as GO Brewing, have attracted attention for their rotating selection of high-quality, alcohol-free brews that offer the flavors of favorite beer styles without the alcohol content.

The popularity of non-alcoholic beer has also extended to music festivals, with attendees at events like Coachella embracing alcohol-free options. Deborah and Piotr Biegaj, festival-goers, have found that drinking less alcohol has made their experience more enjoyable and less harmful to their health and well-being. The presence of non-alcoholic drink vendors, such as The New Bar, at these festivals caters to the increasing demand for alcohol-free alternatives.

Industry experts predict that the non-alcoholic beer market will continue to grow, driven by the increasing focus on health and wellness among consumers. Asahi's Atsushi Katsuki stated, "We see a big opportunity in zero- and low-alcohol drinks as consumers cut down on drinking." As more breweries invest in this category and offer a diverse range of high-quality, alcohol-free options, the non-alcoholic beer craze shows no signs of slowing down.

Key Takeaways

• Non-alcoholic beer sales in the US increased 32.6% in 2024.
• Asahi plans to expand its alcohol-free beverage lineup in the US.
• The global non-alcoholic beer market is valued at over $13 billion.
• Consumers praise the taste and variety of non-alcoholic beers.
• The non-alcoholic beer market is expected to continue growing.