Restaurants: The new 'zebra-striping' trend that's changing your favorite restaurants' menus

Why it is the topic trending:

• Emergence of "Zebra-Striping" Trend: Young Americans, particularly Gen Z, are increasingly adopting the trend of alternating between alcoholic and non-alcoholic beverages in restaurants and bars, creating a shift in drink consumption habits.

• Growing Consumer Interest in Moderation: Data indicates that a significant percentage of alcohol drinkers are actively choosing to drink less, suggesting a broader cultural movement towards moderation.

• Increased Demand for Non-Alcoholic Alternatives: Alongside reducing alcohol consumption, there is a rising demand for appealing and diverse non-alcoholic alternatives like mocktails in on-premise establishments.

• Impact on Restaurant and Bar Menus: The popularity of this trend is prompting restaurants and bars to adapt their menus to cater to consumers who are alternating between alcoholic and non-alcoholic drinks.

• Overview:

  • "Zebra-Striping" Popularity: A new trend called "zebra-striping," involving alternating alcoholic and non-alcoholic drinks, is gaining popularity, especially among Gen Z.

  • Shift in Drinking Habits: Many alcohol drinkers are actively choosing to consume less alcohol.

  • Rise of Mocktails: Mentions of mocktails on restaurant menus have significantly increased, reflecting the demand for non-alcoholic options.

  • Moderation and Experience Driving Trend: Experts suggest this trend is driven by an increased interest in moderation for a healthy lifestyle and a desire to remember the night.

  • Restaurants Adapting Menus: Restaurants and bars are taking note of this shift and modifying their menus to accommodate "zebra-striping" consumers.

Detailed findings:

• "Zebra-Striping" Definition: The trend involves alternating between alcoholic and non-alcoholic beverages, inspired by the black and white stripes of a zebra.

• Popular Among Gen Z: This trend is particularly popular among young Americans, especially Generation Z.

• 48% of Drinkers Choosing to Drink Less: According to IWSR data, approximately 48% of alcohol drinkers are actively trying to reduce their alcohol consumption.

• 30% Ordered Non-Alcoholic with Alcoholic Drink: A Technomic study found that 30% of guests who recently ordered an alcoholic drink at a bar also ordered a non-alcoholic alternative.

• 37.4% Increase in Mocktail Mentions on Menus: Mentions of mocktails on menus have risen by 37.4% since 2019, with a 9.6% increase in the last year alone (according to Technomic).

• Interest Across Age Groups: While 18- to 34-year-olds showed the most interest in zero-alcohol drinks, older consumers are not far behind.

• Pairing During Daytime Hours: Consumers may pair alcoholic drinks like Bloody Marys or Mimosas with non-alcoholic beverages during brunch or daytime hours.

• Gen Z and Younger Millennials Leading Trend: These demographics are most likely to engage in both alcoholic and non-alcoholic bar drinks during the same restaurant occasion, with mocktails being the top non-alcoholic items paired with alcohol.

• Inflation Not the Primary Driver: While inflation makes everything expensive, it is considered a small part of the reason behind the trend.

• Increased Interest in Moderation and Experience Seeking: Experts believe the trend is primarily driven by an increased interest in moderation as part of a healthy lifestyle and a desire to have memorable nights out.

• Cultural Shift Towards "Sober-Curious" Mindset: A cultural shift leaning towards a "sober-curious mindset" is considered a major reason for the change.

• "Night to Remember" vs. "Night to Forget": Unlike previous generations, Gen Z's focus is on having a night to remember rather than one to forget.

• Restaurants Offering Drink Deals Adapting: Chains known for drink deals may need to adjust their menus to cater to this trend to maintain relevance.

• Menu Shakeups Could Increase Survival: Significant menu changes to include more non-alcoholic options could improve the chances of survival for restaurants.

• Mocktails Providing Menu Variety: Mocktails can offer a new variety to menus suitable for guests looking to enjoy their night without excessive alcohol.

• Businesses Offering Varied Deals: Restaurants can offer different brunch, lunch, and happy hour deals that incorporate both alcoholic and non-alcoholic beverages.

• Possible Drink Specials: One suggestion is offering 50% off an alcoholic drink with the purchase of a mocktail or fresh juice.

• Pairing with Food: Offering both alcoholic and non-alcoholic drinks alongside food can help customers be more aware of their surroundings.

• Mixing on Flights: Diners can also alternate between alcoholic and non-alcoholic beverages when ordering flights.

• Pairing Beer and Non-Alcoholic Beer for Unique Experience: Travelers can pair beer and non-alcoholic beer to capitalize on the trend and have a unique experience.

Key success factors of product (trend):

• Appealing Non-Alcoholic Options: Restaurants need to offer creative and flavorful mocktails that are more than just sugary substitutes.

• Integration of Trend into Menu Strategy: Simply adding a few mocktails may not be enough; the menu strategy should acknowledge and cater to the "zebra-striping" behavior.

• Creative Drink Specials and Deals: Offering promotions that encourage the purchase of both alcoholic and non-alcoholic beverages could drive sales.

• Highlighting the "Mindful" Aspect: Restaurants can market their non-alcoholic options as part of a healthy lifestyle choice.

• Catering to Experience-Seeking Behavior: Providing unique and memorable drink experiences, whether alcoholic or non-alcoholic, will resonate with consumers.

Key Takeaway: The "zebra-striping" trend, driven by a growing interest in moderation and memorable experiences among young adults, is significantly influencing drink consumption habits in restaurants and bars. To remain competitive, establishments need to adapt their menus by offering a wider variety of appealing non-alcoholic options and potentially introducing drink specials that cater to consumers who are alternating between alcoholic and non-alcoholic beverages.

Main trend: The main trend is the rising popularity of alternating between alcoholic and non-alcoholic beverages ("zebra-striping") among young adults in restaurants and bars.

Description of the trend (please name it): The trend is "The Alternating Beverage Lifestyle." This describes the increasing practice, particularly among Gen Z and younger millennials, of consciously alternating between alcoholic and non-alcoholic drinks during a single dining or social occasion at a restaurant or bar, driven by a desire for moderation, health consciousness, and a focus on having memorable and controlled experiences.

What is consumer motivation:

• Desire for Moderation: Consumers are motivated by a conscious effort to reduce their overall alcohol intake.

• Health and Wellness: This trend aligns with a broader focus on maintaining a healthy lifestyle.

• Wanting Memorable Nights: The focus is on having a night to remember, implying a desire to stay in control and avoid excessive intoxication.

• Enjoying Both Types of Beverages: Consumers may enjoy the flavors and experiences associated with both alcoholic and non-alcoholic drinks.

• Pacing Alcohol Consumption: Alternating allows for a slower and more controlled intake of alcohol throughout an evening.

What is driving trend:

• Increased Awareness of Health and Wellness: Younger generations are often more health-conscious and aware of the potential negative effects of excessive alcohol consumption.

• Cultural Shift Towards "Sober-Curious" Mindset: There's a growing cultural acceptance and interest in exploring reduced or no alcohol consumption.

• Availability of Appealing Non-Alcoholic Alternatives: The rise of creative and flavorful mocktails provides attractive options for those choosing to alternate.

• Social Influence and Peer Norms: This behavior may be influenced by social trends and a shift in peer norms around alcohol consumption.

What is motivation beyond the trend:

• Extending Social Occasions: By moderating alcohol intake, individuals may be able to enjoy social gatherings for longer periods.

• Maintaining Clarity and Control: Alternating can help individuals stay more clear-headed and in control throughout their night out.

• Avoiding Hangovers: Reducing overall alcohol consumption is a direct way to minimize the likelihood and severity of hangovers.

Description of consumers article is referring to:

The article primarily refers to young Americans, especially Gen Z and younger millennials, who are driving the "zebra-striping" trend. It also mentions broader interest across age groups in non-alcoholic options.

Summary of Consumer Description: Young Americans, particularly Gen Z and younger millennials, are actively alternating between alcoholic and non-alcoholic beverages when dining out. They are motivated by moderation, health, and a desire for memorable, controlled experiences.

• Who are them: Primarily young adults, especially those in Generation Z and younger millennials (ages 18-34 are specifically mentioned as highly interested in zero-alcohol drinks).

• What kind of products they like: They enjoy both alcoholic beverages (like beer, cocktails, margaritas) and non-alcoholic alternatives (like mocktails and hand-pressed juices).

• What is their age?: Predominantly between 18 and 34 years old, with notable interest in zero-alcohol drinks across this range. Older consumers also show interest in non-alcoholic options.

• What is their gender?: The article does not specify gender as a differentiating factor in this trend.

• What is their income?: While inflation is mentioned as a financial pressure, lifestyle and health choices are presented as the primary drivers of the trend. Income level is not a central focus.

• What is their lifestyle: They are likely active in the restaurant and bar scene, socializing and seeking enjoyable experiences. They value health and moderation as part of their overall lifestyle.

• What are their category article is referring shopping preferences: When at restaurants and bars, they are consciously choosing to order both alcoholic and non-alcoholic drinks within the same occasion.

• Are they low, occasional or frequent category shoppers: They are likely to be consumers who frequent bars and restaurants where they can engage in this alternating behavior.

• What are their general shopping preferences-how they shop products, shopping motivations): They are motivated by a desire for moderation and a focus on health and memorable experiences. They are open to ordering both alcoholic and non-alcoholic options during a single outing.

Conclusions: The "zebra-striping" trend represents a significant shift in drinking culture among young Americans, driven by a greater emphasis on moderation and mindful consumption. Restaurants and bars that recognize and adapt to this trend by offering appealing non-alcoholic options and strategic menu adjustments are more likely to resonate with this growing consumer segment.

Implications for brands:

• Invest in Non-Alcoholic Beverage Development: Beverage brands, especially those known for alcoholic drinks, should focus on creating high-quality and innovative non-alcoholic alternatives.

• Promote Moderation and Responsible Consumption: Brands can align their messaging with the trend towards moderation and responsible drinking.

• Partner with Restaurants and Bars: Collaborate with on-premise establishments to highlight their non-alcoholic offerings and support "zebra-striping" initiatives.

Implication for society:

• Potential for Reduced Alcohol-Related Harm: A wider adoption of moderation trends like "zebra-striping" could lead to a decrease in alcohol-related health issues and social problems.

• Shifting Social Norms Around Alcohol: This trend indicates a potential shift in social norms regarding alcohol consumption, with moderation becoming more accepted and even preferred.

Implications for consumers:

• More Choice and Variety: Consumers will likely see a greater selection of appealing non-alcoholic beverages available in restaurants and bars.

• Ability to Socialize Without Excessive Alcohol: This trend makes it easier for individuals to participate in social events while managing their alcohol intake.

• Potential for Cost Savings: Alternating with non-alcoholic drinks can be a way to manage spending on alcoholic beverages.

Implication for Future:

• Continued Growth of Non-Alcoholic Beverage Market: The demand for high-quality non-alcoholic options is expected to continue to rise.

• "Zebra-Striping" Becoming More Mainstream: This behavior could become a more widely accepted and common practice across different age groups.

• Innovation in Drink Menus and Specials: Restaurants and bars will likely continue to experiment with creative ways to cater to consumers who are alternating their drinks.

Consumer Trend (name, detailed description): The Mindful Drinker: This trend describes consumers who are consciously making choices to moderate their alcohol consumption, often by seeking out and alternating with non-alcoholic beverages during social occasions.

Consumer Sub Trend (name, detailed description): The Flavor Explorer (Alcohol-Free Edition): As consumers reduce alcohol intake, they are increasingly interested in exploring the diverse flavors and creative concoctions offered by the growing range of high-quality mocktails and non-alcoholic alternatives.

Big Social Trend (name, detailed description): The Wellness Movement: This broader social trend emphasizes health, well-being, and making conscious choices to support a balanced and healthy lifestyle, which includes moderating alcohol consumption for many.

Worldwide Social Trend (name, detailed description): Global Interest in Low and No-Alcohol Beverages: The trend of reducing or abstaining from alcohol is not limited to the US; there is a growing global market for low and no-alcohol beverages.

Social Drive (name, detailed description): The Desire for Balance and Control: Consumers are driven by a desire to balance social enjoyment with maintaining control over their physical and mental well-being, leading them to adopt practices like "zebra-striping."

Learnings for brands to use in 2025:

• Recognize the Importance of Non-Alcoholic Options: Non-alcoholic beverages are no longer an afterthought but a crucial part of the menu and overall strategy.

• Offer High-Quality and Innovative Mocktails: Bland or basic non-alcoholic options will not satisfy this increasingly discerning consumer group.

• Train Staff to Promote and Prepare Mocktails Well: Bartenders should be knowledgeable and enthusiastic about creating appealing non-alcoholic drinks.

Strategy Recommendations for brands to follow in 2025:

• Include a Dedicated Section for Non-Alcoholic Drinks on Menus: Give mocktails and other alternatives prominent placement.

• Develop Creative and Flavorful Mocktail Recipes: Invest in crafting interesting and sophisticated non-alcoholic drink options.

• Consider Offering "Zebra-Striping" Specials or Pairings: Create promotions that encourage the alternation of alcoholic and non-alcoholic beverages.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. In 2025, the "zebra-striping" trend highlights a significant shift towards mindful drinking among young adults, requiring restaurants and bars to strategically adapt their menus with a diverse array of appealing non-alcoholic beverages and creative promotions to cater to this growing segment of consumers seeking moderation and memorable experiences.

Final Note:

• Core Trend: The Alternating Beverage Lifestyle: Young consumers are increasingly alternating between alcoholic and non-alcoholic drinks during a single outing.

• Core Strategy: Embrace and Cater to Moderation: Restaurants and bars should prioritize their non-alcoholic offerings and create strategies that support this trend.

• Core Industry Trend: Growth of the Non-Alcoholic Beverage Sector: The demand for high-quality and innovative mocktails and other alcohol-free options is rapidly expanding.

• Core Consumer Motivation: Desire for Balance, Control, and Memorable Experiences: Consumers are motivated by a desire for moderation, health, and the ability to enjoy social occasions without excessive alcohol consumption.

Final Conclusion: The "zebra-striping" trend is more than just a fleeting fad; it signifies a fundamental change in how young Americans are approaching alcohol consumption in social settings. Restaurants and bars that proactively embrace this shift by offering creative and appealing non-alcoholic alternatives and strategically adapting their menus will be well-positioned to thrive in this evolving landscape, catering to a generation that values both enjoyment and mindful choices.

Core Trend Detailed: description. The core trend, The Alternating Beverage Lifestyle, represents a conscious and growing behavioral pattern among young adults, primarily Gen Z and younger millennials, when socializing in restaurants and bars. This trend involves intentionally switching between alcoholic and non-alcoholic beverages throughout the course of a single occasion. It's not about complete abstinence, nor is it about unrestrained alcohol consumption. Instead, it's a deliberate practice of moderation, allowing individuals to enjoy the social experience and the flavors of both types of drinks while maintaining a sense of control and well-being. This behavior is indicative of a broader shift away from the "binge-drinking" culture of previous generations towards a more balanced and mindful approach to alcohol. The motivations behind this trend are multifaceted, encompassing health concerns, a desire for clearer-headed and more memorable experiences, and a general trend towards prioritizing wellness and moderation in lifestyle choices.

Key Characteristics of the Core trend:

• Alternating Consumption: The defining feature is the practice of switching back and forth between alcoholic and non-alcoholic drinks.

• Primarily Driven by Younger Demographics: Gen Z and younger millennials are the key drivers of this trend.

• Occurs During a Single Occasion: This alternation happens within the timeframe of one visit to a restaurant or bar.

• Motivated by Moderation and Control: The primary goal is to reduce overall alcohol intake and maintain a sense of control.

• Increased Demand for Appealing Non-Alcoholic Options: The trend is fueled by the availability and growing popularity of creative and flavorful mocktails and other alternatives.

Market and Cultural Signals Supporting the Trend:

• High Percentage of Drinkers Actively Reducing Alcohol Intake: The statistic that 48% of alcohol drinkers are choosing to drink less strongly supports this trend.

• Significant Increase in Mocktail Mentions on Menus: The nearly 40% rise in mocktail mentions indicates that the industry is responding to consumer demand.

• Expert Opinions Emphasizing Moderation and Experience: The quotes from industry experts highlight the cultural shift towards a "sober-curious" mindset and the desire for memorable nights.

• Anecdotal Observations in Restaurants and Bars: While not quantifiable in the article, the description itself suggests this is a noticeable behavior in on-premise establishments.

How the Trend Is Changing Consumer Behavior:

• Ordering Both Alcoholic and Non-Alcoholic Drinks Simultaneously: Consumers are now more likely to order a mocktail alongside their alcoholic beverage.

• Increased Exploration of Non-Alcoholic Menus: Individuals are paying more attention to and experimenting with the non-alcoholic drink options available.

• Potentially Fewer Rounds of Alcoholic Drinks: The practice of alternating may lead to a decrease in the number of alcoholic drinks consumed per person over an evening.

• Greater Awareness of Personal Alcohol Limits: Consumers are likely becoming more conscious of pacing themselves and managing their alcohol intake.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Significant opportunity for brands to develop and market innovative non-alcoholic beverages that appeal to younger consumers.

  • Alcoholic beverage brands may consider offering non-alcoholic versions of their popular drinks.

• For Retailers (On-Trade):

  • Need to invest in their non-alcoholic drink menus and ensure they offer a variety of appealing and well-crafted options.

  • Staff training on preparing and promoting mocktails will be essential.

• For Consumers:

  • More choice and higher quality in non-alcoholic beverages.

  • Greater social acceptance of alternating or choosing not to drink alcohol excessively.

  • Potential for a more balanced and enjoyable social experience without the negative effects of overconsumption.

Strategic Forecast:

• The "alternating beverage lifestyle" is expected to continue to grow as younger generations' influence on drinking culture increases.

• Restaurants and bars that effectively cater to this trend will likely attract and retain more customers.

• The non-alcoholic beverage market will continue to see significant innovation and growth.

• This trend may eventually influence the drinking habits of older generations as well.

Areas of innovation (based on discovered trend):

• Sophisticated Mocktail Programs: Restaurants and bars investing in creative and high-quality mocktail menus that go beyond basic offerings.

• Non-Alcoholic Drink Flights: Offering sampler flights of different mocktails or non-alcoholic beers/wines.

• "Two-for-One" Drink Specials: Promotions that encourage the purchase of both an alcoholic and a non-alcoholic drink.

• Pairing Menus with Non-Alcoholic Options: Suggesting mocktail pairings alongside food dishes.

• Zero-Proof Bars or Dedicated Sections: Some establishments may dedicate space or focus entirely on non-alcoholic beverages.

Final Thought (summary): The "zebra-striping" trend signifies a notable evolution in drinking culture, particularly among young adults who are increasingly prioritizing moderation and memorable experiences. This shift presents a significant opportunity for restaurants and bars to adapt their menus and strategies to cater to this growing demand for appealing non-alcoholic alternatives, ultimately fostering a more balanced and inclusive social drinking environment.

Source: https://www.dailymail.co.uk/yourmoney/consumer/article-14783675/zebra-striping-trend-changing-restaurant-menus.html