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Breaking NewsProductsBeverages

Water and Mocktails Gain Popularity: Key Holiday Beverage Trends

Survey reveals shifting consumer preferences, with 61% opting for non-alcoholic beverages and water emerging as a top choice at restaurants.

By Prepared Foods Editorial Staff
Popmenu logo
December 26, 2024

Popmenu released findings from an anonymous, nationwide survey ahead of the holiday season, which found that many consumers in the United States would opt for water and other non-alcohol beverages when out at restaurants over the holidays.

Fifty percent of consumers plan to dine at or order from restaurants during the December holidays. When out for dinner, 61% of consumers said they typically order non-alcoholic beverages, while 33% of consumers noted they drink water, with most favoring tap water.

The data was collected from Popmenu’s anonymous, nationwide survey of 1,000 US consumers, which ran from Nov. 17 to 18.

Restaurant operators noted that this trend toward water and non-alcohol beverages was a growing trend among consumers, with more than half (55%) of the restaurant operators reporting that guests are choosing to drink water instead of other beverages.

This is according to Popmenu study, conducted anonymously and nationwide, of 874 US consumers aged 21 and older from Sept. 6 to 7. Additionally, a study on US restaurant owners and operators from Sept. 5 to 20 was conducted. The company noted that some totals might not equal 100% due to rounding.

“Whether the choice is budget-driven, lifestyle-driven or just a matter of taste, water is becoming a go-to drink at restaurants,” said Brendan Sweeney, CEO and co-founder of Popmenu, in a statement. “However, we will continue to see a steady demand for spirits, wine, beer and other beverages during holiday celebrations and beyond. Most restaurant operators say alcohol purchases by guests have remained the same or increased year over year (YoY). The same goes for drinks and non-alcoholic beverages.”

Half (50%) of restaurant operators who serve alcohol said alcohol purchases have remained the same YoY, while 22% said they have increased. Twenty-eight percent said alcohol sales have declined. On average, consumers say they spend around $30 on alcohol while having dinner at restaurants, according to the study.

When asked to identify their preferred cocktail during the holiday season, the most popular choice indicated by one in four consumers was a Margarita. Whiskey sour, mimosa, Bloody Mary and Old Fashioned rounded out the Top 5, Popmenu noted. When ordering cocktails, 46% of consumers specified top shelf liquor.

Meanwhile, drinks with hard liquor ranked highest (41%) among those who order alcohol beverages at restaurants. Tequila and vodka were chosen most often. Thirty-five percent of consumers opted for beer when ordering alcohol, while 21% ordered wine and 3% ordered another type of alcohol.

Popmenu found that nearly one in five consumers (18%) have ordered alcohol beverages to-go from restaurants. Fifty-three percent of consumers have no ordered alcohol to-go, but noted that they would consider it.

More than half (58%) of restaurant operators said that non-alcohol beverage purchases have remained the same YoY. Twenty-four percent said they have increased and 19% noted they have declined. Most operators (59%) offer mocktails or non-alcohol versions of beer, wine and spirits, the study noted.

In terms of non-alcohol options, soft drinks are chosen most often, with 51% of consumers opting for them. Tea and water were other top choices.

As for drinking water at restaurants, 42% of consumers prefer tap, 30% prefer bottled, 8% prefer sparkling, while 20% of consumers said they don’t drink water at restaurants.

KEYWORDS: consumer trends non-alcoholic beverages restaurant trends

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