Adult Non-Alcoholic Beverage Association (ANBA)

The Adult Non-Alcoholic Beverage Association (ANBA) is a trade association representing the non-alcoholic beverage industry. It serves as a central data source providing key statistics on consumer behavior, market growth, and cross-purchasing trends within the NoLo (no- and low-alcohol) category.

Key Insights and Data

ANBA data is frequently cited to understand the dynamics of cannibalization and cross-purchasing-behavior. Key statistics provided by the association include:

• The Flexitarian Overlap: 93% of consumers who purchase non-alcoholic beverages also purchase alcohol-containing beverages, underscoring that the category is driven by the-flexitarian-consumer rather than strict teetotalers.
• The Spend Paradox: Households that purchase NA beverages spend approximately $213 more annually on total alcohol than households that exclusively buy alcohol. This suggests that NA beverages act as occasion expanders rather than pure substitutes, though it remains an open question how much of this incremental spend translates from off-premise retail to on-premise venues.
• On-Premise Adoption: Approximately 22% to 25% of on-premise visitors now opt for or have tried non-alcoholic alternatives.