Zebra Striping, Reset Refreshers, and Other NoLo Need-to-Knows

Driven by sustained behavioral shifts including moderation, occasion-based drinking, and more intentional purchasing decisions, no- and low-alcohol (NoLo) trends will continue to gain popularity with customers, according to Inmar Intelligence's "2026: The Breakout Moment for No/Low Alcohol."

The report reveals that 41 percent of consumers say they’ve stopped drinking alcohol or are drinking less, while off-premise sales of non-alcoholic beer, wine, and spirits are up 22 percent year over year. The data also details three key influences on NoLo growth: a seasonal shift that sustains demand after January; intentional purchasing that balances consumer trade-ups to premium products with brand exploration; and the need for targeted deals to encourage repeat purchases. 

Data points to strong consumer interest in exploring no- and low-alcohol options, along with a willingness to spend more for quality and variety, which creates a clear opportunity for restaurants that do not serve liquor, said Emma Versaw, Regional Vice President, Head of Adult Beverage at Inmar Intelligence.

“With experimentation high and brand loyalty still developing, operators can differentiate by offering elevated, creative alcohol-free beverages that meet expectations for flavor, experience, and occasion relevance, rather than positioning them as substitutes.”

Operators need to recognize that no- and low-alcohol is no longer tied to a single moment like Dry January and instead reflects an ongoing shift in consumer behavior with moderation extending into spring.

Rising costs are influencing how consumers engage with the category, with fewer trips and higher price per unit reinforcing the importance of value as a confidence builder during experimentation, which means operators that balance price integrity with thoughtful incentives will be better positioned to maintain engagement over time, she added. 

Operators need to recognize that no- and low-alcohol is no longer tied to a single moment like Dry January and instead reflects an ongoing shift in consumer behavior with moderation extending into spring, creating a key pre-summer window when consumers reassess routines and experiment with balance, the data suggests. Summer remains a high-consumption season with up to 58 percent of consumers reporting increased alcohol intake. 

“This creates an opportunity to design menus that support both behaviors by positioning no- and low-alcohol options as complementary to traditional drinks, especially as zebra striping becomes more common, and by offering seasonal, high-quality mocktails that align with warm-weather occasions,” Versaw suggested. 

Zebra striping reflects a shift toward alternating between alcoholic and non-alcoholic beverages within the same occasion, which means menus should be designed to support that behavior rather than separate it, she advised. Operators can do this by integrating no- and low-alcohol options alongside traditional drinks, ensuring parity in quality and presentation, and making it easy for guests to move between drink types within a single experience, reinforcing that these options are complementary and part of the same social occasion.

The report identified a few distinctive consumer segments: the Moderation Curious, Reset Refresher, and Mocktail Mixologist. The Moderation Curious are traditional alcohol consumers who are open to incorporating no- and low-alcohol options, the Reset Refresher is integrating alcohol-free beverages into broader wellness routines, and the Mocktail Mixologist is actively exploring ways to create alcohol-free cocktails using flavored or functional beverages. 

“Each group reflects a different entry point into the category, which means operators should tailor their approach by making substitution easy for the Moderation Curious, emphasizing balance and wellness cues for the Reset Refresher, and offering creative, customizable options for the Mocktail Mixologist, while also supporting discovery given that only 24 percent of consumers consistently stick to the same brand and many are actively experimenting,” said Versaw. 

The shift toward moderation is broad-based across demographics, but the motivations behind it vary by generation, she pointed out. While 41 percent of consumers report drinking less or stopping altogether, younger consumers are more likely to link moderation to wellness and mental health, with 50 percent of Gen Z citing mental health as a factor compared to just 13 percent of Boomers. They are also more digitally influenced in how they discover new options, with nearly half of Gen Z saying social media plays a role in trying new products versus just three percent of Boomers. 

“Together, this points to a more intentional, exploration-driven approach to moderation among younger consumers, while older consumers tend to moderate for more traditional, habit- and health-driven reasons,” Versaw noted. 

Marketing campaigns should position no- and low-alcohol as part of everyday occasions and ongoing routines rather than a seasonal or niche offering, with messaging that highlights benefits, flavor, and occasion relevance to support discovery.

The data also shows that value plays an important role in sustaining engagement, particularly as consumers experiment with new products, so targeted incentives can help reduce friction and encourage trial and repeat without relying on deep discounting, especially during the early spring period when interest extends beyond January, Versaw added.