Findings
Zebra Striping: A trend where consumers alternate between alcoholic and non-alcoholic drinks during a single visit to bars or restaurants.
Growth of Moderation: Alcohol moderation is increasing, with 25% of UK pub-goers adopting zebra striping.
Demand for Quality Experiences: Consumers still want enjoyable social experiences, even while moderating their alcohol intake.
Market Growth: In the US, no-alcohol products grew 29% in 2023, outpacing low-alcohol growth (+7%), with younger generations leading adoption.
Brand Initiatives: Brands like Gordon's are embracing zebra striping with campaigns promoting alternating consumption of alcoholic and non-alcoholic options.
Key Takeaways
Zebra striping reflects a shift towards health-conscious consumption without sacrificing social enjoyment.
Younger generations, particularly Millennials and Gen Z, are driving this moderation trend.
Bars and brands need to better display no-alcohol offerings to meet demand and ensure quality options.
Trends and Drivers
Main Trend: Moderation in Alcohol Consumption
Driven by health and wellness priorities, younger consumers are embracing balance rather than abstinence.
Sub-Trend: Zebra Striping
Alternating alcoholic and non-alcoholic drinks as a strategy for moderation while maintaining social engagement.
Big Social Trend: Health and Wellness
Growing consumer focus on maintaining physical and mental well-being is reshaping drinking behaviors globally.
Local and Global Trends:
Local: In the UK, zebra striping is embraced by 1 in 4 pub-goers.
Global: In the US, no-alcohol categories saw dynamic growth, especially among younger legal drinkers.
Motivations
Experiences: Consumers seek enjoyable and inclusive social outings.
Health-Consciousness: Focus on moderation, wellness, and reducing alcohol intake without sacrificing quality.
Implications
For Brands
Innovation: Develop and market high-quality no-alcohol alternatives to complement existing product lines.
Visibility: Ensure non-alcoholic options are prominently displayed and marketed in bars and stores.
Campaigns: Highlight moderation as a seamless, enjoyable choice through storytelling and visuals, as seen in Gordon’s “Mix It Up.”
For Society
A shift toward moderation can reduce alcohol-related health risks while maintaining vibrant social cultures.
For Consumers
Provides flexibility in drinking choices, supporting balanced lifestyles without compromising social interaction.
For the Future
More blurred lines between alcoholic and non-alcoholic product categories, with brands offering alcohol-free versions of established products.
Strategy Recommendations for Companies
Expand Offerings: Introduce non-alcoholic variants of popular alcoholic products.
Embrace Dual Campaigns: Simultaneously market alcoholic and non-alcoholic versions to normalize moderation.
Enhance Visibility: Improve placement and signage for no-alcohol options in hospitality venues.
Focus on Younger Consumers: Tailor products and marketing for Millennials and Gen Z, emphasizing balance and flexibility.
Leverage Data: Analyze consumption trends to optimize product mix and pricing.
Final Sentence
Zebra striping exemplifies a growing consumer desire for balanced drinking experiences that align with health-conscious lifestyles, creating opportunities for brands to innovate and connect with younger, moderation-focused audiences.
What Brands Should Do in 2025
How: Invest in no-alcohol product development, partner with hospitality venues for better visibility, and launch campaigns that promote moderation without compromise.
Why: To tap into the rising demand for health-conscious drinking habits while ensuring inclusivity in social occasions.
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