Non-alcoholic beverages grow by more than 20%: Suntory's "Slightly Drinking" series has become a new standard for bars

Non-alcoholic beverages grow by more than 20%: Suntory's "Slightly Drinking" series has become a new standard for bars

In recent years, with the rise of healthy lifestyles and the changes in consumers' drinking habits, the non-alcoholic beverage market has ushered in explosive growth. According to the latest data, in the past 10 days, the hottest discussions on alcohol-free beverages on the Internet have soared, with Suntory's "Slightly Drinking" series becoming the new favorite in bars and social occasions, with a growth rate of more than 20%. This article will analyze the reasons behind this phenomenon from three dimensions: data, market trends and consumer behavior.

1. Quick view of the market data of non-alcoholic beverages

As can be seen from the table, the non-alcoholic beverage market not only grew rapidly in scale, but also significantly increased its penetration rate in bar scenarios. Suntory's "Slightly Drunk" series accounts for more than one-third of the market share with its unique taste and health label.

2. Market trends: Dual drive of health and social

The rise of non-alcoholic beverages is not accidental, but the result of the combined action of multiple factors:

1.Health awareness enhancement: In recent years, consumers' awareness of the harm of alcohol has gradually deepened, especially young people, who prefer to choose low-calorie, unburdened beverages.

2.Changes in social scenario demand: Bars and gathering places have gradually become important consumption scenarios for non-alcoholic beverages. Many consumers want to enjoy the social atmosphere without drinking, and the "Slightly Tender" series just meets this demand.

3.Product innovation accelerates: Brands such as Suntory have further attracted consumers by adding natural ingredients (such as fruits, herbs) and optimizing the taste, making the flavor of non-alcoholic beverages close to traditional alcoholic beverages.

3. Consumer behavior analysis: Who is buying alcohol-free beverages?

From the perspective of consumer groups, young people and workplace people are the main force of non-alcoholic beverages. They not only focus on health, but also pursue the lifestyle label behind the products. Through precise marketing, Suntory's "Small Tenderness" series successfully binds products to concepts such as "easy social interaction" and "zero burden happiness", further expanding its user base.

4. Future prospects: Will alcohol-free beverages replace traditional alcoholic beverages?

Despite the rapid growth of non-alcoholic beverages, the possibility of completely replacing traditional alcohol is low. However, the potential of this market cannot be underestimated:

1.Diversified categories: In the future, non-alcoholic beverages may be subdivided into more categories, such as juice mixing, bubble type, functional type, etc., to meet the needs of different scenarios.

2.Channel sinking: Currently, non-alcoholic beverages are mainly concentrated in first- and second-tier cities. With the increasing efforts in brand promotion, third- and fourth-tier cities will become new growth points.

3.Cross-border cooperation: Bars, restaurants and even convenience stores may cooperate with brands to launch limited or joint models to further stimulate consumption.

In short, the success of Suntory's "Slightly Drinky" series is just a microcosm of the explosion of the non-alcoholic beverage market. Driven by the dual driving force of health trends and consumption upgrades, this sub-sector is expected to continue to grow and become a new blue ocean for the beverage industry.