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Writer's pictureInsightTrendsWorld

Insight of the Day: ‘Zebra striping’ is the hottest new trend in drinks

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

  1. Expand Offerings: Introduce non-alcoholic variants of popular alcoholic products.

  2. Embrace Dual Campaigns: Simultaneously market alcoholic and non-alcoholic versions to normalize moderation.

  3. Enhance Visibility: Improve placement and signage for no-alcohol options in hospitality venues.

  4. Focus on Younger Consumers: Tailor products and marketing for Millennials and Gen Z, emphasizing balance and flexibility.

  5. 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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