Mocktail Growth: Using Social Listening to Evaluate a Changing Market

In recent years, the landscape of beverages has seen a remarkable shift as consumers, particularly younger ones, seek alternatives to traditional alcoholic drinks. In August 2023, we explored how anxiety around drinking, especially among Gen Z women, was driving this trend. Backed by research and data from our previous Infegy Atlas platform, we discovered that many were gravitating towards non-alcoholic alternatives like mocktails and non-alcoholic beers. At the time, social conversations around these beverages were beginning to surge, signaling a potential shift in consumer preferences.

Now, a year later, it's time to reassess this trend using our enhanced social listening platform, Infegy Starscape. Has the mocktail movement continued its upward trajectory, or has interest waned? Let’s dive into the data to see what’s happening in this growing product category.

Non-alcoholic Alternatives - A Growing and Active Conversation

^{Figure 1: Mocktail and non-alcoholic beer post volume (August 2021 through July 2024); Infegy Social Dataset.}

Volume in social media posts around mocktails and non-alcoholic beers has continued to grow since last year. Using the Infegy Social Dataset, we tracked conversations from August 2021 through July 2024, revealing a significant growth over the period in the number of posts discussing these beverages. Notably, mocktails consistently outpaced non-alcoholic beer in terms of post volume, but both categories showed a strong upward trend.

This rise in post volume mirrors broader societal trends where people, particularly younger generations, are increasingly moderating their alcohol consumption. According to a recent Gallup poll, young adults are drinking less than previous generations. The sustained interest in non-alcoholic beverages suggests that this is not just a passing trend but a lasting shift in consumer behavior.

^{Figure 2: Mocktail and non-alcoholic beer engagements (August 2021 through July 2024); Infegy Social Dataset.}

What’s even more compelling is the growth in engagements—likes, shares, and comments—on posts related to mocktails and non-alcoholic beer (Figure 2). The rate of engagement has outpaced the growth in post volume, indicating that these conversations are not just happening more often, but they are also resonating with audiences. This level of engagement suggests a highly invested and excited consumer base, which bodes well for the future of the non-alcoholic beverage market.

Analyzing Positive and Negative Sentiment

High post volume and engagement are encouraging, but understanding the sentiment behind these posts is crucial for brands looking to enter or expand in this space. Positive sentiment can indicate brand growth and good publicity, while negative sentiment can be damaging.

^{Figure 3: Positive and negative topics associated with Mocktails (August 2021 through July 2024); Infegy Social Dataset.}

Our analysis of the sentiment associated with mocktails and non-alcoholic beers revealed a fascinating shift. Historically, non-alcoholic beverages carried a stigma, often associated with sobriety and recovery rather than being seen as a desirable choice. Words like “sober,” “sobriety,” and “avoid” dominated the conversation, reflecting these traditional views.

However, the narrative is changing. Positive sentiment has grown threefold compared to negative sentiment, with topics like “Dry January,” “Join Us,” and “refreshing” leading the charge (Figure 3). This suggests that non-alcoholic beverages are becoming more socially acceptable and are being embraced by a broader audience. This positive shift is not just reflected in social media conversations but is also being echoed across mainstream media, further reinforcing the idea that mocktails and other non-alcoholic options are here to stay.

Emerging Narratives Around Mocktails

^{Figure 4: Narratives Associated with Mocktails (August 2021 through July 2024); Infegy Social Dataset.}

To gain deeper insights into how these changing conversations are taking shapeg, we used Infegy’s Narratives feature to identify clusters of related topics in conversations about mocktails (Figure 4).

Several interesting narratives emerged:

1. Recipes:

There’s a strong, positive discussion around how to make tasty mocktails, indicating that consumers are actively seeking out and sharing ways to enjoy these beverages at home.

2. Summer Appeal:

Mocktails are particularly popular during the summer months, often praised for their refreshing qualities. Unlike alcoholic drinks, which can dehydrate, mocktails are seen as a hydrating option, making them a popular choice during warmer weather.

3. Social Events – Weddings:

A significant cluster of posts discussed mocktails in the context of weddings. Traditionally, big social events like weddings come with pressure to drink alcohol, but the rise of mocktails is helping to alleviate this pressure, offering guests an inclusive alternative.

These narratives show how mocktails are becoming integrated into various aspects of social life, from casual summer gatherings to significant life events. This integration further normalizes non-alcoholic beverages, positioning them as a staple rather than a niche option.

Changing Stigmas for Non-Alcoholic Options

As we continue to track the evolution of mocktails, another encouraging sign is the shift in themes associated with these beverages. In the past, non-alcoholic drinks were often seen as inferior in terms of taste and quality. However, our analysis shows that this stigma is fading.

^{Figure 5: Themes Associated with Mocktails (August 2021 through July 2024); Infegy Social Dataset.}

Two themes that have gained prominence are “Quality” and “Taste,” with a growing number of posts positively discussing the flavor of mocktails. This suggests that consumers are increasingly satisfied with the taste of non-alcoholic options, which is critical for the long-term success of this category. Additionally, the theme of “Comfort” has seen a rise, indicating that people feel more comfortable choosing non-alcoholic beverages in social situations.

Interestingly, we also saw a significant share of intent-related conversations, which points to continued growth in the mocktail market. As more people express a desire to try or buy these beverages, brands can expect this trend to gain further momentum.

Not just Ladies’ Night: Men Join the Mocktail Conversation

Finally, we looked at the demographic breakdown of conversations around mocktails. In our August 2023 analysis, women overwhelmingly dominated the conversation, making up 76% of the posts (Figure 6). However, in 2024, we observed a notable shift: the share of male posts increased by 10 percentage points (Figure 7). This indicates a growing interest among men in non-alcoholic beverages, suggesting that the appeal of mocktails is broadening.

^{Figure 6: Gender distribution associated Mocktails (August 2021 through July 2023); Infegy Social Dataset}

^{Figure 7: Gender distribution associated Mocktails (August 2023 through July 2024); Infegy Social Dataset.}

The demographic shift is significant because it highlights the potential for even greater market expansion. As non-alcoholic beverages become more popular among diverse consumer groups, brands have the opportunity to reach new audiences and further solidify the presence of mocktails in the beverage industry.

The Future of Mocktails and Non-Alcoholic Beverages

The data from the past year paints a clear picture: the trend toward mocktails and non-alcoholic beverages is not only sustaining but growing. With rising post volume, engagement, and positive sentiment, along with expanding demographics, it’s evident that these beverages are becoming a permanent fixture in the market.

For brands in the food and beverage industry, this presents a unique opportunity. By tapping into this trend and understanding the evolving narratives, themes, and demographics, businesses can position themselves at the forefront of a rapidly growing market.

As consumer preferences continue to shift away from alcohol, the demand for high-quality, flavorful, and socially acceptable non-alcoholic options will only increase. Brands that can innovate and meet these new consumer needs will be well-positioned for future success.

So, whether you’re a brand manager, marketer, or business leader, now is the time to pay attention to the mocktail movement. With the right insights and strategy, you can capitalize on this trend and help shape the future of beverages.

Key Takeaways:

• Conversation for Alcoholic alternatives is continues to grow switching from trend to consumer behavior shift.
• Men are also growing in their interest to Mocktails, particularly.
• Discussions around Mocktails have a reduced stigma and more are intrested in the Quality and Taste of these beverages.