Winning with Wellness in 2025: Healthier Snacks and Zero-Proof Drinks on the rise with consumers

As we step into 2025, consumers are making more intentional choices about their health, even when it comes to celebrations and social gatherings. Our latest survey highlights two key trends shaping the snack and beverage landscape: a stronger focus on healthier eating and a growing interest in alcohol-free lifestyles.

Zappi’s nationally representative survey of 2,000 U.S. consumers reveals two major trends shaping snack and beverage choices: 

• A stronger focus on healthier eating and a rising interest in alcohol-free lifestyles. Over half (57%) of consumers say they are actively seeking healthier snack options, with taste, cost, and value cited as key factors in decision-making.

• Nearly half (47%) of consumers  participated in Dry January, with 52% of them planning to serve alcohol-free beverages at upcoming gatherings, highlighting the growing shift toward moderation and wellness-focused purchasing. 

These shifts are especially pronounced among Gen Z consumers, who are leading the charge toward more health-conscious purchasing habits. For brands, this isn’t just a moment to observe—it’s an opportunity to adapt. Staying ahead means more than just responding to trends; it requires anticipating what consumers will want next. With connected insights, brands can meet evolving preferences head-on and deliver the right products at the right time.

1. Health-Conscious Snacking: The Balancing Act of Taste, Cost, and Wellness Goals

Consumers are increasingly mindful of what they eat. While discounts and deals are an effective catalyst for new product engagement, it is ultimately the taste that is the critical factor of long-term loyalty and sales.

• Health vs. Indulgence: While 62% of consumers actively look for health claims on packaging, taste remains the most important factor for 72%. Brands must strike the right balance between nutrition and enjoyment to win over shoppers.

• Promotions are crucial to securing new customers:  When asked what incentives or promotions would encourage consumers to try healthier snacks and beverages, 52% said discounts are most important. However, for these newly acquired customers to convert into repeat purchasers, taste (87%) is the most important factor, followed by price (82%) and nutritional content (74%). 

• Price sensitivity increases when shopping for larger groups: While price is a major factor across the board, it is more influential when buying for personal consumption (53%), children (49%) and other family members (54%) than when purchasing for parents (44%) or grandparents (46%). This suggests that budget-conscious shopping is more top-of-mind when catering to broader family needs.

• Brand familiarity matters most for children and parents. While brand recognition plays a role in all purchase decisions, it is slightly more influential when shopping for children (24%) and parents (24%) compared to when buying for oneself (23%) or grandparents (19%). This suggests that trusted brands may hold greater sway when purchasing for dependents or older family members.

• Younger consumers (18-24) are highly influenced by aesthetics and social proof when choosing healthy snacks. Packaging design (37%) and peer recommendations (62%) play a significant role in driving trials, highlighting the importance of visual appeal and word-of-mouth in this age group.

2. Zero-Alcohol Beverages Gain Traction but Face Barriers

Zero-alcohol beverages are gaining in popularity, driven by Dry January and a shift toward healthier, more inclusive choices. However, taste and cost barriers still hinder broader adoption:

• A Generational Shift in Alcohol Consumption: Younger consumers lead the charge toward alcohol-free options. 49%  of respondents younger than 45 are more likely to purchase zero-alcohol drinks than they were last year. While only 30% of those aged 46-75 expressed an interest in doing the same. This shift is further reflected in Dry January participation, 50% of consumers under 25 participated in the social wellness month, compared to just 35% of consumers over 25. This highlights a clear generational divide in both alcohol abstinence and the adoption of alcohol-free alternatives, signaling a long-term change in drinking habits.

• Consumers are most likely to purchase zero-alcohol options for family parties: Family parties (20%) are the most common occasion for purchasing zero-alcohol products, a trend that increases to 27% for those shopping for parents or grandparents. Other occasions include everyday use (18%), work parties (15%), and parties with friends (14%). Additionally, 62% of consumers believe zero-alcohol options are becoming more socially acceptable, indicating a rising demand for these products across various events.

• What’s Holding Consumers Back? Despite the growing interest, challenges remain. 59% of consumers cite taste as a key barrier, while 56% say cost is a limiting factor. To drive adoption, brands must work on improving their flavors while offering more competitive pricing.

3. Party Time!: Consumers balance wellness goals with big-game indulgence

As consumers embrace healthier options, big parties and events, such as  Super Bowl celebrations are evolving as a result. While traditional snacks like chips, dips, and wings remain staples, a growing number of hosts and guests are prioritizing wellness alongside indulgence. Brands have an opportunity to meet this shift in consumer preferences.

• Super Bowl hosts feel pressured to accommodate guest needs: 70% of Super Bowl hosts feel pressured to serve healthier snack options this year. More than two-thirds of Super Bowl hosts (68%) plan to replace some traditional snacks (wings, chips) with healthier options. 

• Younger Consumers Lead the Change: 58% of consumers under 45 are more likely to choose healthier snacks over traditional ones, reflecting a broader trend toward moderation during major events like the Super Bowl.

• Zero-Alcohol Beverages Gain Popularity: 65% of hosts plan to serve zero-alcohol beverages, as health-conscious consumers look for alternatives to traditional game-day drinks, while still enjoying the social experience. This is most prominent for consumers under 45 who regularly purchase zero-alcohol products for family gatherings.

Methodology: In January 2025, Zappi conducted a nationally representative survey of 2,000 U.S. consumers to capture a comprehensive snapshot of evolving consumer trends. The sample was carefully curated to reflect the demographic diversity of the U.S., ensuring insights that span different age groups, income levels, and geographic regions. This approach allows us to provide a well-rounded view of shifting consumer behaviors and preferences.