Understanding the consumers driving growth in alcohol-free
A fifth of Americans plan to cut back on alcohol. What’s motivating them to drink less?
The first part of this series highlighted insights from UK mindful drinking movement Club Soda. Now, newly-published research from The New Consumer and Coefficient Capital focuses on US consumers.
Both sets of research show that brands that assume alcohol-free drinks are solely for people who don’t drink are setting themselves up for failure: identifying a variety of reasons people turn to the category.