5 Reasons People Shop for Non Alcoholic Beer

Discover what’s driving demand for non alcoholic beer and why adding them to menus is non-negotiable for growing breweries.

Non alcoholic (NA) beers have come a long way from the “near beer” of prohibition, and consumers are clearly thirsty for more.

A 2024 Mintel report found that among surveyed beer drinkers, “the percentage consuming NA beer rose from 6% in 2023 to 10% in 2024.”¹ More recently, Business Wire explained that in 2024, “No-alcohol beer volume was up 9%, and IWSR now forecasts that it will surpass ale to become the second largest overall beer category by volume worldwide this year.”²

This year, Glen Fox of Anhauser-Busch and a professor of malting and brewing sciences at the University of California, Davis, has begun adding nonalcoholic beer to his curriculum. He told USA Today, “We want to be sure that we understand the process, educate the new brewers, so that they have a good understanding before they go and get a job in the industry."³

Between brands that specialize in NA beers and industry giants launching their own non alcoholic beers, there are more NA options for consumers to choose from than ever before. So, WHY are people choosing to shop for non alcoholic beer? 

The biggest reason? Today’s NA beers taste great! Ok, maybe there’s a bit more to it than that. Read on and learn why more and more consumers are shopping for non alcoholic beer.

The Quantum Series is a collection of hop-derived, varietal-specific beverage solutions with the finest, most aromatic hop notes on the market that won't add sugar, calories, or mouthfeel. Just recognizable hop flavors and aromas ideal for non alcoholic beers.

1. Non Alcoholic Beers Taste GREAT!

We briefly mentioned it above, but it’s worth repeating. While the NA beer and even low calorie beer of years past was often described as lacking in flavor, today’s beverage formulators have perfected these libations and consumers can now enjoy a variety of low alcohol and zero alcohol beers that taste phenomenal.

Until recently, the two most widely used methods to brew NA beers left much to be desired in terms of flavor. They could halt fermentation before too much sugar is converted to ethanol, or brew a standard beer and boil off the alcohol à la “near beer.” These methods CAN result in an NA beer that’s satisfying and full of flavor, it's just really tricky. 

That’s why many manufacturers guard their NA brewing methods so carefully. Some are reviving old techniques, antique recipes, or even brewing with specialty grains and yeasts. Today, Optimized Hop Extracts provide even more options for brewers looking to gain a competitive edge and brew with the full hop flavors and aromas their customers crave.

However they choose to do it, the brewers of today are making NA beers that appeal to consumers by putting flavor first!

2. Sober Curious Consumers Fuel Demand for NA Beer

Consumers are reevaluating their alcohol consumption, and according to Mintel, 53% of surveyed beer drinkers in 2024 were drinking less alcohol in general. In January of this year, NCSolutions survey found that “Nearly half (49%) of Americans say they plan to drink less alcohol in 2025, a 44% increase since 2023…”⁴

With information like this in mind, it’s fairly obvious that the sober curious movement is having a significant impact on consumer behaviors regarding alcohol and NA beverages. Between movements like Dry January and Sober October, consumers are becoming more accepting of dry lifestyles whether they’re permanent or temporary. Plus, sobriety doesn’t have the same stigma it used to.

Dave Williams, vice president of analytics and insight for Bump Williams Consulting, explained to USA Today that the stigma surrounding non alcoholic beers and beverages has broken down. “There is a whole crop of consumers out there that are showing interest in this nonalcoholic alternative. Now, you can still enjoy beer, feel like you’re part of the moment, part of the group, part of the occasion, without having to incorporate any of your perceived objections or obstacles to the alcoholic side of it.”

3. Non Alcoholic Beer Supports Consumer Wellness Goals

Part of the stigma that previously surrounded NA beers had to do with it being associated with deprivation. At one point, it was the only option for people who couldn’t drink, whether because of medical conditions, pregnancy, etc. It wasn’t until 2018 when Athletic Brewing Company’s unique marketing efforts helped consumers understand that NA beers could be part of lifestyle goals related to fitness, wellness, weight, etc. 

This is particularly important considering that 41% of Mintel surveyed beer drinkers in 2024 were attempting to improve their physical health, and 16% were attempting to improve their mental health. NCSolutions CEO Alan Miles told USA Today that the growing popularity of NA beers “...really feels more like a genuine cultural shift based, not on any morality of alcohol and drinking, but really on a sense that people want a healthy lifestyle.”⁴

Sure, some consumers are choosing to temporarily forgo alcohol for events like Dry January, their turn as the designated driver, or other short term jaunts. Others, however, are choosing to permanently reduce their consumption for long-term wellness goals associated with fitness, weight, or mental health. 

For those who don’t wish to give up the taste or experience of beer while working on these goals, switching to non alcoholic beers is an easy solution.

Omni Hop Profiles are created using terpenes and other compounds from sustainable botanicals to formulate, replicate, and standardize the flavor and aroma of ANY hop. No seasonal flavor drift, supply worries, or climate change concerns. Brew the best-tasting NA beers with Omni for the taste of your preferred hop year after year.

4. Non Alcoholic Beers Help Consumers Pace Themselves

Just because a consumer chooses to enjoy a traditional beer with alcohol, that doesn’t mean they won’t also enjoy NA beers! 

Even die-hard fans of high-ABV beers may choose to pace themselves by drinking an NA beer in between heavier IPAs. Those with a low alcohol tolerance can enjoy as many alcoholic beverages as they’re comfortable with, then switch to NA beers. Some consumers may simply wish to cut off their alcohol consumption early to avoid a hangover the next morning. 

For example, consumers may choose to enjoy an NA beer at a sporting event. Sure, alcohol is commonly consumed at some venues, but overconsumption can make it difficult to enjoy that last quarter. Pacing alcohol consumption with NA beers can help people be present and enjoy the entire event.

5. NA Beers Are Great for Any & All Occasions

While alcoholic drinks are often associated with end-of-day occasions, non alcoholic beers can be enjoyed at any time of day during a wide variety of occasions.

There are some events when someone may want to enjoy a beer but prefer not to consume alcohol. This might include work events, lunch breaks, road trips, or even networking events. People can enjoy social gatherings that revolve around complex gaming (poker, board games, TCGs, etc.) without worrying about alcohol impairing their strategy.

The tradition of sharing a few delicious beers with family members after Thanksgiving? NA beers allow these traditions to stay alive with all of the hops flavor and aroma you’re craving.

NA beers also allow people to enjoy “weekend” events on any day of the week. Does it look like that Saturday evening barbecue will get rained out? Move it to Sunday and offer NA beers for those who have work the next morning. Friday and Saturday have traditionally been “date night,” but people can enjoy sharing a non alcoholic beer with their partner on any night of the week now.

We’ve all made the joke about drinking a beer during our morning shower. Well, with NA beers you can actually do it!

Abstrax | Meet Consumer Demand with the Best-Tasting NA Beers

Whether they’re thirsty for NA beers or traditional beers, consumers want the authentic taste of hops. That’s why we’ve designed our Optimized Hop Extracts to make it easier than ever to infuse beer with varietal-specific flavors and aromas.

Want hop flavor with sustainability benefits? Omni Hop Profiles are sourced from sustainable botanicals, and things like seasonal flavor drift or industry shortages will never impact our ability to recreate these profiles. Want profiles derived solely from hops? Our Quantum Series completely reflects the hops that go into the process in a way no other hop extractions can.

Contact us today and we’ll help you formulate the NA beer your customers are craving today and tomorrow.

1. Leyden, Paige. (2024, November 30). Beer - US - 2024. [Market Report]. Mintel. https://www.mintel.com/  

2. Vaught, N. (2025, May 29). IWSR Forecasts $34bn Beverage Alcohol Growth in Key Markets by 2034. Global Press Release & Newswire Distribution Services. https://www.businesswire.com/news/home/20250528025506/en/IWSR-Forecasts-%2434bn-Beverage-Alcohol-Growth-in-Key-Markets-by-2034

3. Schulz, B. (2025, June 8). Why nonalcoholic beer is on track to become the world’s second-largest beer category. USA Today. https://www.usatoday.com/story/money/2025/06/07/nonalcoholic-beer-second-largest-category-popularity/83999764007/

4. Nearly Half of Americans Plan to Drink Less Alcohol in 2025 [PRESS RELEASE]. NCSolutions. (2025, January 27). https://ncsolutions.com/press-and-media/americans-plan-to-drink-less-alcohol-in-2025/