[User Survey of 1,100 People in their 20s-50s Drinking Non-Alcoholic Beverages] Refreshing without Getting Drunk during Reiwa Holidays? What is the 'Reiwa Non-Alcoholic Habit' Chosen for New Ways of Enjoyment

Kirin Brewery Company, Limited (President: Hideki Horiguchi) conducted a survey on non-alcoholic beverages among 1,100 men and women in their 20s to 50s who drink non-alcoholic beverages (hereafter referred to as non-alcoholic drinks).

1. Consumption scenes for non-alcoholic drinks are expanding from 'situations where alcohol cannot be consumed' to 'various daily life scenes'

As a result of the survey, it was found that the consumption scenes for non-alcoholic drinks are expanding into various daily life scenes, such as spending time at home, relaxing on holidays, after exercising, and weekday eating out for lunch, not limited to traditional situations where alcohol cannot be consumed, such as 'having to drive' or 'having plans the next day'. It suggests that non-alcoholic drinks are becoming something chosen to suit one's mood or way of spending time, rather than just 'something chosen reluctantly because one cannot drink'.

2. In new consumption scenes, they are chosen seeking 'emotional value'

Looking at the reasons for drinking non-alcoholic drinks in these new consumption scenes, reasons seeking emotional value, such as 'wanting to refresh' or 'wanting a change of pace', are cited at the top. The characteristic is that they are chosen not as an alternative to alcohol, but to gain the comfort and positive feeling unique to non-alcoholic drinks. Among them, it was found that consumers of 'Kirin Green's Free' (hereafter 'Green's Free') show a stronger tendency to drink non-alcoholic drinks for these emotional values, and many choose 'Green's Free' with proactive motivations.

3. Quantitatively confirming the expansion in new consumption scenes

Looking by scene, while a certain level of expansion is seen among all non-alcoholic drink users in new scenes such as 'at home', 'holidays', 'after exercise', and 'weekday eating out lunch', a particularly high consumption rate was confirmed among 'Green's Free' users in all of these scenes. Also, common across these scenes, 'to refresh' is listed as the top reason for drinking, revealing the reality that non-alcoholic drinks are becoming established in daily life as a 'cup to switch moods'.

'Non-Alcoholic Beverage User Survey' Main Survey Results

- Consumption scenes of non-alcoholic drinks by non-alcoholic drink users

At home 71.8%, Holidays 71.7%, After exercise* 35.2%, Weekday eating out lunch 23.9%

- Consumption scenes of non-alcoholic drinks by 'Green's Free' users

At home 94.0%, Holidays 94.0%, After exercise* 67.4%, Weekday eating out lunch 63.0%

* The consumption rate after exercise is aggregated for people who have an exercise habit of 1 day or more per week.

Non-alcoholic drinks, for which consumption needs are increasing in various scenes such as home time and outdoor leisure, are expected to see even higher demand heading into the upcoming holiday season. By having many customers pick up 'Green's Free' on this occasion, we will spread the 'new way to enjoy non-alcoholic drinks' and contribute to the expansion of the non-alcoholic drink market.

'Non-Alcoholic Beverage User Survey' Survey Overview

The survey was conducted on 1,100 men and women in their 20s to 50s who had consumed non-alcoholic drinks, such as non-alcoholic beer-taste beverages, non-alcoholic chu-hi, and non-alcoholic cocktails, within the past month. Of these, 100 are men and women who had consumed the non-alcoholic beer-taste beverage 'Green's Free' within the past month.

Title: 'Non-Alcoholic Beverage User Survey'

Implementation period: Monday, March 30, 2026 - Wednesday, April 1, 2026

Survey target: 1,100 men and women in their 20s to 50s who consumed non-alcoholic drinks within the past month (including 100 men and women who consumed 'Green's Free' within the past month)

Survey method: Internet survey

Survey contractor: Rakuten Insight

* Since the composition ratio (%) in the graphs is rounded to the first decimal place, the total may not equal 100%.

'Non-Alcoholic Beverage User Survey' Survey Results

Non-alcoholic drinks are becoming a beverage chosen for emotional value, beyond just an 'alternative use'

First, when asked about the 'reason for drinking non-alcoholic drinks', many non-alcoholic drink users cited situations where they couldn't drink alcohol, such as 'because I need to drive a car'. On the other hand, it was found that a certain number of users seek the emotional value of non-alcoholic drinks, with 22.7% of users citing 'wanting to refresh/change mood' as the reason for drinking. Furthermore, this tendency is prominent with 'Green's Free', where 'wanting to refresh/change mood' is the most common reason for drinking, suggesting a trend of choosing non-alcoholic drinks to gain positive feelings [Figure 1]. From this, it can be seen that as a characteristic of 'Green's Free' users, they are people who actively enjoy non-alcoholic drinks for their emotional value.