Business Development, Food Culture, Strategy


Giuseppe Adelardi 28 ottobre 2022

A new, fascinating trend is developing in the market, driven by Generation Z: the rise in the number of people abstaining from alcohol, or consuming drinks with very little alcohol.


What we are witnessing is the revival of a trend that has existed since the 1800s: Teetotalism.

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The trend is being driven by a renewed awareness of nutrition and food, as well as a kind of way that Generation Z is turning the tables on the customs and habits of previous generations, who were essentially victims to the slavery to alcohol.


In addition to (literally) opening up interesting prospects for new business, this new movement should give pause for thought to all players involved in the production and/or serving of alcoholic drinks and, at the same time, can provide food for thought for the people who want to understand the distinctive traits of this generation.


Generation Z is an extremely pragmatic generation compared to the ones that came before it: they want to make an impact and they are striving to make this impact real. The youth of today understand that the first thing they can really change is their lifestyles, their bodies, and they are doing so by eating better, healthier, and in a way that allows them to achieve their goals: whether they be orientated around aesthetics, sports, lifestyle or functionality.

The most on-it companies are already taking action in this regard: in addition to non-alcoholic industrial beers (which have actually been on the market for years, but were previously communicated mainly as drinks for designated drivers) taking on a new strategic position, the first non-alcoholic gins are beginning to appear (such as the new Tanqueray 0.0% Gin )and there are even investment and venture capital funds specialised in this type of product on the market too. 


So, the range available is starting to expand with drinks that allow people to enjoy the typical taste of alcoholic beverages – or at least non-sweet flavours – and provide an alternative.

This market presents utterly interesting growth rates: +116% for non-alcoholic spirits, +21% for non-alcoholic beers, +20% for non-alcoholic wine.


Here at IDEA, we’re studying this new consumption model and giving the green light to a few projects concerning the consumption and production of non-alcoholic beverages.


Interested in developing this kind of project or want to know more about the projects we’re involved in?


Get in touch!

Giuseppe Adelardi

CEO di IDEA Food and Beverage, marketing manager e business developer. In base ai dati raccolti dalle nostre analisi di mercato, creo le strategie ed estrapolo i posizionamenti strategici dei nostri clienti. A seguire, a partire dal business plan delle aziende, elaboro il budget e il marketing plan.

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