Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

How nonalcoholic drinks stand out in a crowded beverage market

It’s not just O’Doul’s anymore. The nonalcoholic beverage market has burst open, with brands from Heineken (which drew attention with its 0.0 Super Bowl ad) to micro not-quite-distilleries getting in on the profits.

Uncorked: The market for nonalcoholic beverages across all categories grew 25% to $1.2 billion in 2022, according to IWSR Drinks Market Analysis data cited by The Wall Street Journal.

Many nonalcoholic spirits companies are pushing marketing beyond sobriety to overall health.

  • “We’re not trying to stop anyone from drinking,” said Hebe Mills, marketing manager at Pentire Drinks, an alcohol-free drink company. Instead, Pentire is “making sure [our customers have] got a really good-tasting alternative.”
  • The company steers away from sobriety in marketing. Around 80% of Pentire customers still drink alcohol, said Mills.

Instead, these boutique brands focus on health and lifestyle. “If you want to get up on a Thursday and go for a surf or a run or cycling, whatever you’re into, it's like knowing you can still be part of an occasion and have a drink the night before without waking up feeling rubbish,” said Mills.

  • By focusing on health and wellness, zero-alcohol brands can hit the 59% of US consumers who prefer to buy from companies that reflect their values, per Morning Consult.
  • Health and wellness are safe marketing bets, considering some 78% of 13- to 39-year-olds are proactively working on their wellness, according to YPulse.

Bottling up success: While category growth is good news for nonalcoholic beverage companies, the increased competition means brands need to stand out.

  • Nearly $10 million in US TV ad spend came from nonalcoholic beer companies in January, according to iSpot.TV Inc. data reported by The Wall Street Journal.
  • Large distributors with more money to spend have an advantage in TV advertising, which means smaller brands need to use tactics like social media, email marketing, and community-building to stand out—or hope for acquisition by a big name.

But consumers may be hesitant to spend in the current economic climate, especially in the US and UK. That’s why product quality is so important, according to Mills. “People do choose to spend more for something that they know has got good materials or good ingredients, whether that’s apparel or food and beverage.”

Last call: No-alcohol options are becoming part of the overall beverage market. Competition for nonalcoholic beverages is dense, but as wellness continues to boom, quality products will stand out.


This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.