Introducing the NA Drinker. The Zero ABV Project defines the NA Drinker as an adult 21 to 65 years old who is a fan or frequent drinker, regular drinker, or experimental/occasional drinker of nonalcoholic adult beverages. 62% are female and 74% are Millennials or Gen X. Only 18% of 21+ NA drinkers are Gen Z. Implications: Don’t count out Gen X and Millennials. The media emphasizes that Gen Z is giving up alcohol and drinking less than previous generations. While this might be true, it does not necessarily mean they are driving consumption of NA beverages. Rather Millennials and Gen X have the resources to explore this category.

The Zero ABV Project asked NA Drinkers about their consumption choices in the past 4 weeks. 48% of NA Drinkers consumed NA beverages while 75% drank beverages containing alcohol. Hop Water, Functional Beverages and Cider are more commonly consumed than NA Beer, NA Wine or NA Spirits. Implications: Consumers don’t always choose NA Beverage’s, therefore it’s important to understand which occasions consumers choose NA Beverages and their motivations for choosing them.

NA Drinkers are more likely to choose NA beverages on occasions where they are motivated to have more control like a work event. When socializing with friends, control becomes less important and NA Drinkers have other reasons for choosing NA beverages like health, mental health or being in recovery. These reasons differ by gender and generation. Implications: There is an opportunity for NA Beverage producers, retailers, and on-trade establishments to promote their brands or offerings on the occasions and in the moments, they want to connect with consumers. By deeply understanding these occasions and motivations in the moment, you can refine your product offerings and marketing strategy.