Brenan noted that since Gallup started tracking alcohol use in 1939, the percentage of those who consumed alcohol was:
•>60% since 1997.
•Reached a high of 71% in 1976, 1977 and 1978. The question was not asked in 2020, as COVID-19 lockdowns may have impacted drinking habits.
•2022’s figure of 67% was a "slight uptick from last year, when alcohol use was at the low end of the narrow range of readings”.
Brenan noted that among those who drink:
Of the various studies on the no/low alcoholic beverage trend, we have found the following the most insightful and have aggregated them. We highly recommend reading them in their entirety. They are:
CGA Strategy. (2022, February 28). No & low alcohol beer will be vital to category’s growth in the US, reveals latest OPM analysis. CGA. Retrieved September 10, 2022, from https://cgastrategy.com/no-low-alcohol-beer-will-be-vital-to-categorys-growth-in-the-us-reveals-latest-opm-analysis
NielsonIQ & Wine Industry Advisor. (2021, October 12). NielsenIQ: Newly Released Low & Non-alcoholic Beverage Trends. Wine Industry Advisor. Retrieved September 10, 2022, from https://wineindustryadvisor.com/2021/10/12/nielseniq-newly-released-beverage-trends
NielsenIQ. (2022, January 31). The sober curious movement is impacting what Americans are drinking. NielsenIQ. Retrieved September 10, 2022, from https://nielseniq.com/global/en/insights/analysis/2022/the-sober-curious-movement-is-impacting-what-americans-are-drinking/
IWSR. (2022, January). As Consumers Embrace ‘Dry January,’ No- and Low-Alcohol in Key Global Markets Reaches Almost US$10 Billion in Value. Retrieved September 10, 2022, from http://www.theiwsr.com/wp-content/uploads/IWSR-2022-No-and-Low-Alcohol-Press-Release.pdf
IWSR. (2021). What’s driving growth in the no- and low-alcohol space? IWSR. Retrieved September 10, 2022, from https://www.theiwsr.com/whats-driving-growth-in-the-no-and-low-alcohol-space/
IRI. (2022, August). Beverage Alcohol Defies CPG Trends . IRI. Retrieved September 10, 2022, from www.iriworldwide.com/enus/insights/publications/beverage-alcohol-defies-cpg-trends
Distill Ventures. (2019, May). The Rise of Non-Alcoholic
Drinks. Distill Ventures. Retrieved September 10, 2022, from www.distillventures.com/insights-and-trends/non-alcoholic-drinks-a-growth-story
Wine Intelligence & Aswani, S. (2021, October 31). What are the opportunities for the no/low-alcohol wine category? Wine Intelligence. Retrieved September 10, 2022, from https://www.wineintelligence.com/what-are-the-opportunities-for-the-no-low-alcohol-wine-category/
General Non-Alcoholic Market Sales Data
IWSR (2022) analyzed the total sales in 10 focus markets, which represent over 75% of the global no/low alcohol consumption: Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the United Kingdom, and the United States.
Just under $10 billion (USD), up from $7.8 billion in 2018.
Online no/low alcoholic beverage dollar sales increased in the latest 12 months: 315% vs a 26% increase in alcoholic beer, wine and spirits e-commerce sales.
In 2020, these countries in the study gained 3% market share within the total beverage alcohol market.
Of the countries studied, the largest consumers by volume were:
Consumer Rational for Consumption of No/Low products
Consumers are purchasing and consuming BOTH alcoholic and no/low alcohol products during the occasion. This was noted by:
Moderation is the most common rationale for no/low alcohol product consumption.
IWSR (2022) found across the focus markets:
NielsenIQ (2022) found
22% of consumers reported that they were cutting back on consuming alcohol and drinking less. The top consumer rationales were: “health and wellness, lack of opportunity and shifting interest.” Additionally, they note “wellness warriors – consumers who are prioritizing their wellness and well-being – are shifting the landscape. As seen with the rise of plant-based meats, the rise of no- and low- alcohol beverages may be taking a similar trajectory.”
IWSR, (2022) found:
Non Alcoholic Beer and Cider:
The No/Low Alcohol Market Driver
Current Growth Rate
Non-alcoholic beer/FMB/cider $ % change vs. one year ago: 31.7% (NielsonIQ/Wine Industry Advisor 2021)
Low-alcoholic beer/FMB/cider $ % change vs. one year ago: 4.5%
(NielsonIQ/Wine Industry Advisor 2021)
CGA Strategy (2022) further notes:
Market Leaders by Brand 
O'Doul's (Anheuser-Busch InBev)
Budweiser Zero (Anheuser-Busch InBev)
Busch (Anheuser-Busch InBev)