The non-alcoholic drinks space has exploded in the past five years, with overall volumes swelling 20 percent in 2023 alone. But while Gen Z (at least those of age to drink) is often touted as the age group most excited about alcohol-free options, it’s a different generation driving the category’s growth.
According to new data from data analytics firm the International Wine and Spirits Record (IWSR), millennials (accounting for those currently between ages 28 and 43) are the driving force behind non-alcoholic drinks sales in the United States. While 22 percent of millennials reported in April 2024 that they consume both alcoholic and non-alcoholic products, only about 13 percent of the overall American drinking public reports drinking both alcoholic and non-alcoholic products. By comparison, 15 percent of Gen Z reported participating in both categories and Gen X reported the same at 11 percent.
