NielsenIQ

NielsenIQ (NIQ) is a leading global market research, data analytics, and consumer intelligence firm. It provides critical point-of-sale and basket-level-scanner-data for the fast-moving consumer goods (FMCG) and beverage alcohol industries, specifically tracking cross-purchasing-behavior.

Key Insights in the Beverage Market

NielsenIQ data is foundational for understanding the evolving alcohol and non-alcoholic (NA) beverage market. Their tracking and basket analysis have provided critical visibility into consumer habits, category growth, and pricing dynamics.

Dual-Purchasing and Incremental Growth

NielsenIQ’s point-of-sale data has been central to resolving the spirits-cannibalization-data-gap. Their 2025 research and tracking revealed that 92% to 94% of non-alcoholic beverage buyers concurrently purchase traditional alcohol-containing products.

Furthermore, NielsenIQ data demonstrates the high value of these dual-purchasing shoppers: consumers who purchase NoLo (no- and low-alcohol) products spend approximately 41% more on total alcohol than the average beverage buyer. This proves that stocking NoLo products drives incremental basket growth rather than strict 1:1 substitution or cannibalization. Beverage conglomerates frequently use this data to justify a multi-beverage-strategy and to demonstrate to retailers the value of expanding their NA offerings.

Flexitarian Behavior and On-Trade Trends

The data heavily supports behavioral trends such as zebra-striping and damp-drinking, and has been instrumental in defining the rise of the-flexitarian-consumer. It shows that the NA market is primarily driven by dual-purchasers integrating NA options into their existing routines as an occasion-based substitution, rather than a lifestyle choice of strict abstinence. NielsenIQ also tracks critical on-trade behaviors and highlights the NA category’s ongoing retention challenges.

Market Share and Growth

NielsenIQ tracking highlights the internal dynamics of the NA category. While the NA spirits and mocktails segment currently holds the smallest market share within the broader NA category (5.7%, compared to NA beer’s dominant 83%), it is the fastest-growing sector.

Pricing Implications

The data suggests that because NA beverages function as an integration into existing alcohol habits rather than a complete replacement, brands are able to bypass typical consumer price sensitivity and avoid the-rip-off-paradox.