Consumer demand for canned cocktails up 20%

Research shows that both alcoholic and zero-ABV canned cocktails are resonating with drinkers in the US.

Behavioural research platform Veylinx has released its latest batch of consumer data, charting an increase in demand for canned cocktails of all proof.

Using proprietary methodology that measures demand rather than intent, the year-over-year study found demand for non-alcoholic canned cocktails grew by 4%, while demand for alcoholic canned cocktails grew by 20%.

The study also found that the percentage of people who are trying to reduce alcohol consumption nearly halved from 38% to 18%. Half of those surveyed said they would drink less if better non-alcoholic options were available. While ‘never tried before’ was the leading reason for consumers not purchasing non-alcoholic drinks in 2022, flavour and price are now the primary reasons.

“Even with fewer people trying to reduce their alcohol consumption, demand for non-alcoholic canned cocktails continues to grow,” Veylinx founder and CEO Anouar El Haji said. “Drinkers and non-drinkers alike are receptive to ready-to-drink alternatives that are better for their health and wallets.”

Additional research showed that CBD-enhanced non-alcoholic cocktails saw a 4% increase in demand, and that the optimal price for non-alcoholic canned cocktails is US$12 for a four-pack. The brands consumers have tried the most are Mocktail Club, Wild Tonic, Spiritless, Dry, and Hella Cocktail Co.

Despite growth estimates slowing, the ready-to-drink (RTD) category is expected to post a 12% increase between 2022 and 2027 across 10 markets, data from IWSR Drinks Market Analysis showed.

The IWSR also estimates that non-alcoholic RTD products in the US could rise by 18% in volume between 2022 and 2026.

We reveal the RTD brands to watch in 2024 as part of the World Spirits Report.