023 and is projected to grow at a compound annual growth rate of 7.4 per cent between 2024 to 2030. A study from market research firm DataM Intelligence confirmed that non-alcoholic beverages now account for more than 50 per cent of the worldwide beverage industry, with North America leading the charge in this market.  Spirit-less but no less spirited  There are several factors behind the rise of the non-alcoholic beverage industry over the last few years. Post-pandemic, there was an overall rise in the health and wellness market, from supplements to superfood products, which eventually led to an increased interest in consumers in healthier beverages. In addition to the health benefits of a sober lifestyle, there have been cultural shifts around drinking culture, especially within younger demographics. Gen Z consumers don’t feel the need to indulge in alcoholic beverages for a night out.  “Gen Z is a very pro mental health generation and very much prioritizes health and wellness,” Elizabeth Gascoigne, founder and chief executive officer of Absence of Proof, a New York-based non-alcoholic beverage retailer, told Inside Retail. She pointed out that with more access to information, via platforms like TikTok, there is more information on and more open discussions about the health consequences of alcohol.  Gascoigne also pointed out that Gen Z tends to be less susceptible to peer pressure and more interested in seeking out beverages that suit their personal needs and tastes.  Target leads the charge in the large-scale non-alcoholic beverage sector Big-box retailers such as Target have already noted the trend and are way ahead of the game.  This month, Target announced a partnership with Sèchey, a Charleston-based non-alcoholic retailer, to curate an assortment of beverage brands including Ghia, Surely, Starla, Free AF, Mingle, Edna’s and Mocktail Club, as well as Sèchey’s house brand.  The beverages will be available at select Target doors nationwide that have licenses to sell alcohol. On the partnership, Rick Gomez, executive vice president and chief food, essentials and beauty officer at Target, stated, “With an increasing number of consumers looking for alternatives to alcohol, we’re excited to partner with Sèchey to help give shoppers more choices when it comes to healthier ways to enjoy time with friends or unwind at the end of the day.” The alliance with Sèchey follows Target’s announcement in January that it is introducing over 1000 new wellness-related products, from apparel to supplements to snacks and beverages, onto its physical and virtual shelves, to support consumers on their budget-conscious health journey. “Non-alcoholic beverages are a big growth category for us, and this exclusive partnership is another great example of Target’s ability to both curate an assortment that meets changing consumer needs and introduce powerful emerging brands to millions of our guests,” Gomez elaborated. The future of the non-alcoholic beverage market Industry insiders say the non-alcoholic beverage market hasn’t even hit its full potential. In fact, according to Gascoigne, there is little chance that the rise of this consumer product category will be slowing down anytime soon.  “I think we’re just getting started honestly. So many people still don’t know that non-alcoholic tequila or whiskey exists, and there’s so much education that needs to happen before we’re [non-alcoholic beverage retailers] at a fully saturated point. I think it is going to be years before that happens,” Gascoigne confirmed.