Sober socializing: a growing opportunity for alcohol alternatives 

Whether they’re ‘sober curious’ or simply need to keep a clear head for work, there’s a significant number of consumers who don’t drink alcohol, or choose to avoid it on some social occasions.

We surveyed 1,000 consumers of legal drinking age in the US and UK to find out how often they forgo alcohol, their reasons for doing so, and what they drink instead. 

This blog follows on from our research into social drinking habits, to explore the opportunities for drinks brands from both sides. 

Quick summary

• A significant number of consumers choose to abstain from alcohol, even if they aren’t teetotalers.
• In the US, 35% of consumers rarely or never drink alcohol; in the UK, this figure is 19%.
• Among those who do drink, 36% in the US and 27% in the UK often abstain from alcohol at social events.
• Designated drivers are a common reason for abstaining, with 53% in the US and 44% in the UK citing this as a factor.
• Carbonated soft drinks are the top choice for non-drinkers, preferred by 58% in the US and 54% in the UK.
• Alcohol alternatives, such as non-alcoholic beers and mocktails, are gaining popularity, especially in the UK.
• This trend presents a growing opportunity for brands to innovate and cater to the sober socializing market.

You don’t have to be teetotal to abstain from alcohol

In the US, 35% of consumers say they ‘rarely or never’ drink alcohol. Women are more likely to not drink than men (37% versus 32%), while older consumers also over-index for not drinking (40% of consumers aged 50+ don’t drink versus 35% of 21-30-year-olds and 30% of 31-49-year olds).

But of the 65% of consumers who describe themselves as drinkers, 36% say they ‘often’ abstain from alcohol at social events, meaning there’s a considerable audience for alcohol alternatives [view full US data]. 

Fewer consumers are teetotal in the UK; 19% say they ‘rarely or never’ drink alcohol. Those who avoid alcohol are more likely to be women than men (23% versus 15%), and consumers aged 50-65 are the age group most likely to abstain (22%, versus 20% aged 18-30 and 16% aged 31-49).

Although the majority of Brits drink, 27% of drinkers say they ‘often’ choose to avoid alcohol in social situations, which also represents a sizable market for alcohol-free beverage brands [view full UK data]. 

Interestingly, despite women and the over 50s being most likely to be teetotal in both markets, they are not the most likely segments to abstain from alcohol during social occasions. In the US, we see that 41% of men often stay sober when socializing, compared with 31% of women, while only 25% of consumers aged 50+ say they often abstain versus 43% aged 21-30 and 39% aged 31-49.

Younger consumers in the UK are also more likely to socialize without alcohol; 28% of 18-30-year-olds and 33.5% of 31-49-year-olds versus 18% of 50-65-year-olds.

Designated drivers ditch the drink

It’s perhaps not surprising that the top reason consumers abstain from alcohol when attending social events is because they are driving or cycling (55% US and 50% UK). But behind this, people often choose not to drink because of the impact of a possible hangover. 

Nearly 40% of Brits and 37% of Americans say they don’t drink in social situations when they have work or something important the next day. British men over-index for abstaining for this reason (42% versus 35% of British women). American men, however, over-index for staying dry to limit their alcohol intake: 39% versus 31% of American women.

US consumers aged 31-49 are more than twice as likely as other age groups to abstain from alcohol due to having to care for a child or dependent (37%). This applies to both genders, but in the UK, women are significantly more likely to not drink for this reason than men (28% versus 16%).

British men, on the other hand, are more likely to forego alcohol when socializing because they are worried about embarrassing themselves (19% versus 12% of women). Young UK consumers also worry about this aspect of drinking alcohol; those aged 18-30 are three times as likely as those aged 50+ to abstain in order to avoid embarrassing themselves (23% vs 7%).

Carbonated soft drinks are the top choice for non-drinkers

When people abstain from alcohol at social events they’re not necessarily looking to recreate the experience of drinking alcohol. Around half of consumers in both markets would choose to drink a carbonated soft drink like Coke or Sprite. 

Interestingly, in the US, water (still or sparkling) is also a very popular choice. Around a third of consumers would choose to drink it when socializing sober. But in the UK, less than a quarter of consumers would opt for water. 

Americans also show a preference for iced tea and non-carbonated lemonade; they’re the third most popular drink type, although hot drinks like tea and coffee are close behind – in fact, 21% would drink a hot drink on a night out or at a party. Only 14% of Brits would drink a hot drink in such a situation; they’re more likely to go for a virgin cocktail (20%) or a fruit juice/smoothie (18%). 

Energy drinks are a popular choice for young consumers on a night out; 27% of Americans and 32% of Brits in the youngest age group would choose a beverage with a boost of energy to get them going on the dancefloor. 

Most American consumers would drink two soft drinks when not drinking alcohol and attending a social event lasting a few hours, while Brits would drink three. Non-drinkers are slightly more likely to stick to one type of beverage rather than mix things up. Women are more likely to stay loyal to one drink than men and over 50s also over-index for sticking to one drink type.

Most non-drinkers are relaxed about what they drink when attending a social event at a friend’s house and don’t bother taking anything with them. However, just under a quarter will take the soft beverage they want to consume with them, which suggests a level of preference and loyalty that marketers could tap into.

Alcohol alternatives growing faster in the UK

Perhaps it’s because Brits have a stronger taste for alcohol, but when they are abstaining from drinking they’re more likely than their American counterparts to opt for a zero alcohol beverage. Around a quarter drink zero beer, wine or spirits on a night out, while 22% will choose them when having dinner with friends, and 21% for a barbecue. 

In the States, only 12% would choose zero-alcohol alternatives for a night out or party, 15% for dinner with friends, and 12% for a barbecue. 0% beer is the most popular alcohol-free beverage, which around 8% of Americans would choose to drink at a social event. 

Zero beer is also the most popular 0% option in the UK, with around 15% of consumers opting for it when socializing. Meanwhile, zero wine is most likely to be consumed during dinner with friends (8%). 

Both British and American men are around twice as likely to drink zero-alcohol options during social events as women. Similarly, consumers aged 31-49 in both markets are the age group most likely to choose zero beverages for a night out (28% UK and 16% US), and for dinner with friends (31.5% UK and 19% US).

Availability could be an issue holding back the growth of the low and no-alcohol sector as more than a third of Brits and around 30% of Americans would drink zero beverages if they were available. If they were offered in a social situation, 45% of UK men and 37% of UK women would drink zero beer, 33% and 40% respectively would drink zero wine, and 31% and 36% would drink zero spirit.

In the US, 38% of men and 23% of women would drink zero beer, while 37% and 28% would choose zero wine. In both markets, consumers over 50 are least likely to go for zero drinks even if available. 

Hospitality venues might be missing a trick if they don’t currently serve virgin cocktails, as a significant percentage of consumers would opt for them if they were available: 45.5% of Brits and 42% of Americans would choose them when abstaining from alcohol.