Soft Drinks and Health and Wellness Can Coexist in the U.S. Alcohol Space

Given the growing health and wellness movement among U.S. consumers, conventional wisdom would suggest that soft drinks would suffer. But in reality, the opposite is happening, particularly in the alcoholic beverage space. And amid the juxtaposition of the sober-curious consumers and the premium spirits drinkers, soft drinks have plenty of room to grow.

Soft drinks and health and wellness are an unorthodox couple. Many people abstain from alcohol because of health concerns, culminating in the rise of Dry January—in which one-in-five (21%) U.S. consumers participated in 2019. Among last year’s participants in the alcohol-free challenge, soda drinks were the most popular option, as nearly half (46%) consumed them, followed by water (43%).

Social moderation and health and wellness, however, are not limited to January, and the year-round lifestyle provides retailers and restaurants with a huge opportunity to grow soft drinks sales. At U.S. retail, non-alcoholic beverages are worth $7 billion more than just four years ago, and $3.2 billion more in the last year alone.

Whether at home or at restaurants and bars, soft drinks are performing well—55% of U.S. consumers enjoy soft drinks when eating and drinking out, and U.S. retail sales experienced 2.9% growth in the past year.

And as soft drink manufacturers and brands continue to evolve meet healthier lifestyles (with reduced-sugar, healthier and premium options), the opportunity to effectively and strategically engage both the regular and occasional abstainers will continue to grow.

Spirits Drinkers Eye Premium Mixer Options

But it’s not just the abstainers who are driving soft drinks forward; spirit drinkers


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