How does religion shape the global zero-proof drinks market?

The Islamic prohibition on intoxicants (khamr) is the single largest driver of faith-based NA drinks demand globally. With 1.8 billion observant Muslims in 57 countries — including large diaspora communities in Western Europe and North America — the halal-certified NA drinks market is one of the largest specialty beverage segments in the world. The sophistication of this market, particularly in Gulf Cooperation Council countries and Southeast Asian Muslim-majority nations, is far ahead of Western NA markets in product innovation, ceremonial beverage culture and consumer spend per occasion.

Mormonism’s abstinence tradition (the Word of Wisdom prohibits alcohol, coffee and tea) has shaped the Utah beverage market so fundamentally that it created an entire culture of creative non-alcoholic drink innovation — the “mocktail” culture that Utah restaurants are renowned for is a direct commercial response to a religiously observant customer base expecting premium non-alcoholic alternatives. This tradition has arguably contributed more to mainstream US mocktail innovation than any other single cultural factor.

Protestant abstinence traditions in Africa — particularly in Nigeria, Ghana and South Africa — are driving significant growth in premium NA alternatives in sub-Saharan African markets. Seventh-day Adventist communities in particular, with their emphasis on health and wellness, represent an unusually sophisticated NA drinks consumer base with high disposable income relative to the general population in their markets.

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