The Billion Dollar Bubble
The global ready to drink (RTD) mocktails market was reportedly valued at USD 6.54 billion in 2024 and is expected to reach USD 13.61 billion by 2032, according to some market research reports. Those numbers represent something bigger than just market growth. Growing an estimated 10% in 2024, the non-alcoholic beverages industry has experienced many shifts and changes. The momentum behind these alcohol-free alternatives reflects a cultural pivot toward health consciousness and intentional living.
Various market research reports provide different valuations for the global ready to drink mocktails market, with projections ranging significantly depending on market definitions and scope. Different research firms report varying figures, but they all point to the same conclusion. This market isn’t just growing, it’s accelerating.
Generation Dry January
Gen Z reportedly leads the sober curious movement, with surveys suggesting significant numbers are planning to reduce alcohol consumption or adopt dry lifestyles. This is in comparison with 30% of baby boomers and 49% of Gen Xers who say they plan to drink less in the new year. The statistics tell a story about generational priorities. Young adults are choosing clarity over chaos, mindfulness over hangovers. Dry January participation appears to be growing among Americans, with various surveys reporting increased interest in the annual sobriety challenge.
The movement goes deeper than January resolutions. Nearly half (49%) of Americans say they plan to drink less alcohol in 2025, a 44% increase since 2023 and further proof the sober curious movement continues to gain momentum. The percentage of those planning to cut back on alcohol consumption has been trending consistently upward over the last three years. These aren’t temporary choices but lifestyle shifts with staying power.
The Social Media Sip
Gen Z and millennials are heavy social media consumers and put trust in influencers. Beverage brands can expand their market for nonalcoholic options by targeting the right audiences in the right places with messaging that aligns with the sober curious lifestyle. Instagram feeds filled with beautiful mocktails aren’t accidents. They represent calculated marketing to generations that value aesthetics alongside ethics.
43% of Gen Z are more likely to try a new drink product if it’s marketed to align with that sober curious lifestyle, reiterating their desire for more purpose-driven advertising. Social media has transformed how people discover nonalcoholic beverages. Influencer endorsements carry real weight, with younger consumers actively seeking brands that reflect their values.
The Functional Revolution
One latest trend in the mocktails market is the functional mocktails that are prepared with all kinds of ingredients like adaptogens, vitamins, and probiotics. Today’s customers regulate their consumption with an eye towards obtaining nutritional enhancements while enjoying the taste of the liquids they drink. Brands and mixologists are coming up with cocktails that use ingredients such as turmeric, ginger, collagen and CBD to stick to the health-conscious targets.
These aren’t your grandma’s Virgin Marys. Similar to mocktails, these drinks contain no alcohol but also come with supposed additional health benefits from things such as herbs, spices, and superfoods. Some of these ingredients are commonly referred to as adaptogens. Often used in Eastern medicine, adaptogens are plants and mushrooms that help your body respond to stress, anxiety, fatigue and overall well-being. The fusion of ancient wellness practices with modern mixology creates beverages that promise more than just hydration.
The RTD Ready Revolution
The ready-to-drink (RTD) category and crafted mocktails are booming, representing a major growth area for brands, such as premium RTDs, which will see a growth in launches in the next two years. Premium RTDs and mocktails offer consumers an affordable luxury at home, tapping into the ongoing trend of at-home socialising as concerns about inflation shape consumer behavior. Convenience meets sophistication in these canned cocktails that deliver bar-quality drinks wherever you open them.
Canadian RTD mocktails sales have reportedly shown strong growth according to industry reports. These beverages mimic the flavor profiles of popular cocktails like margaritas, gin & tonics, and Moscow mules. The growth trajectory in international markets suggests this trend has global legs, not just American appeal.
The Premium Price Point
These products are viewed as mindful splurges that don’t compromise on taste or quality. Moreover, RTDs can score with sober curious consumers, looking for functionality. RTDs with added functional benefits, such as hydration properties or botanicals that promote relaxation, resonate with a wide consumer base. Consumers willingly pay premium prices for beverages that align with their wellness goals.
Quality ingredients command respect and dollars. According to the WorldMetrics Report 2024, 35% of millennials in the U.S. surveyed indicated a preference for non-alcoholic beverages over alcoholic options. Additionally, 42% of respondents mentioned health reasons as the main factor influencing their choice of mocktails. Health consciousness drives purchasing decisions more than price sensitivity in this category.
The Hospitality Embrace
Relaxing botanical mocktails for evenings and vibrant, fruity hydration drinks for active afternoons. Non-alcoholic beer and wine are entering the mainstream, driven by increased quality and consumer interest. Restaurants and bars have recognized mocktails as profit centers, not just accommodation beverages. The hospitality industry has moved beyond token offerings to dedicated nonalcoholic menus.
In 2025, over one in five (22%) plan to go to a sober bar, which is a space that does not serve any alcoholic drinks. Gen Z are especially interested in sober bars, with 41% planning to go to one. Dry bars represent the ultimate validation of alcohol-free socializing. These venues prove that community and celebration don’t require intoxication.
The Adaptogen Advantage
By incorporating adaptogens, they offer functional benefits that can enhance mental clarity, boost immunity, and promote relaxation. Adaptogens like ashwagandha and holy basil are renowned for their ability to modulate the body’s stress response. Modern mocktails incorporate ingredients that ancient medicine has used for centuries. Ashwagandha is celebrated for its ability to reduce stress and improve cognitive function, while ginseng is known for enhancing energy and immune system strength. These herbs form the backbone of many adaptogen mocktail recipes, providing a robust flavor and a multitude of wellness benefits.
The science backing these ingredients adds credibility to functional claims. Though unfortunately, there is limited research to support the use of adaptogens or adaptogen-like substances like CBD oil, hemp, and magnesium supplementation for their calming or relaxing effects. There is no consensus on the amount of supplement required to create a consistent effect, consumers remain enthusiastic about potential benefits.
The Cannabis Connection
In 2025, 26% of consumers say they are interested in trying these cannabis-infused drinks. Younger generations are more interested in trying these options in 2025 – the newest findings indicate 38% of Gen Z and 37% of millennials expressed interest, compared to 30% of Gen Z and 32% of millennials in 2024. THC and CBD mocktails represent the next frontier in functional beverages. These drinks offer mild psychoactive effects without alcohol’s downsides.
CBD mocktails align with wellness trends like plant-based diets, mindfulness, and adaptogenic ingredients. They offer more than a buzz – they support emotional and physical balance in social settings. Cannabis mocktails provide controlled experiences with predictable effects, appealing to consumers who want alternatives to traditional intoxication.
The Global Growth Story
China’s Non-alcoholic Liquors & Mocktails market accounts for the largest market value of USD 4.46 billion in 2023 and is expected to attain a value of USD 9.67 billion by 2032 with a CAGR of 9.12% from 2024 to 2032. International markets show similar enthusiasm for alcohol alternatives. Cultural attitudes toward drinking vary globally, but health consciousness appears universal.
Regionally, North America and Europe continue to dominate the mocktails market, accounting for the largest shares in 2024. However, the Asia Pacific region is emerging as a high-growth area, fueled by rising disposable incomes, urbanization, and changing cultural attitudes towards alcohol consumption. Global expansion opportunities remain vast as awareness spreads.
