Key Takeaways

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The Non-Alcoholic Wine Drinker audience consists of health-conscious food enthusiasts, primarily women aged 30-39, who prioritize wellness and live in large metropolitan cities.

Audience Demographics: 

• The age group of 25-49 constitutes 91% of the audience, with individuals aged 30-34 and 35-39 representing the majority at a combined total of 61%. 
• The audience is predominantly women (80%), with men making up only 20% of the audience.
• People living in the United States make up the majority of the audience (72%), followed by those living in Australia (14%).
• The audience works in Marketing & Advertising (2.9x), Design (2.5x), and Hospitality & Events (3.1x).

Behaviour & Interests:  

• The audience is keenly interested in food and drink influencers, brands, and media outlets, especially those featuring culinary experts, healthy eating, and gourmet cooking. They show a particular preference for organic, natural, and whole food choices.
• They prioritize health and wellness, showing interest in self-help, nutrition, and weight loss, and prefer health-focused brands and media that highlight healthy eating and promote overall well-being. 
• They enjoy indulging in pop culture, celebrity gossip, and reality television. 
• Due to their busy, on-the-go lifestyle, they seek out brands and media outlets that offer convenience and speed in their daily lives.

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Purpose of This Research

To identify the interests and behavioural attributes of the Non-Alcoholic Wine Drinker audience. 

Data based on the Instagram demographics of the following Non-Alcoholic Wine brands:

• ‍De Soi‍
• Surely Wines‍
• TÖST‍
• FRE Wines‍
• NON

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Everything You Need to Know About the Non-Alcoholic Wine Drinker Audience

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The Non-Alcoholic Wine Drinker audience is predominantly women (80%), with men making up only 20% of the audience.

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The audience is made up predominantly of individuals aged 25-49.

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The audience is made up predominantly of individuals aged 25-49.

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People living in the United States make up the majority of the audience (72%), followed by those living in Australia (14%).

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In the US, New York, NY (8%) sees the most interest in Non-Alcoholic Wine followed by Los Angeles, CA (3%).  

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In Australia, Melbourne (6%) and Sydney (3%) are the top cities for Non-Alcoholic Wine Drinkers. 

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The Non-Alcoholic Wine Drinker audience represents a high proportion of University Graduates (1.3x).

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The audience works in Marketing & Advertising (2.9x), Design (2.5x), and Hospitality & Events (3.1x).

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Audience Member Occupations

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience with the following occupations:

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The prevalence of Chefs (3.7x) and Bartenders (3.9x) is considerably higher among the audience, with Chefs being the most common profession (3%).

Average percentage of individuals who work in the following occupations amongst the Non-Alcoholic Wine Drinker audience:

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The Non-Alcoholic Wine Drinker audience exhibits an entrepreneurial spirit and a business mindset, with 17% of the top 24 occupations in related fields.

Average percentage of individuals who work in the following occupations amongst the Non-Alcoholic Wine Drinker audience:

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The audience is exceptionally creative, with over half of the top occupations being creative roles. 

Average percentage of individuals who work in the following occupations amongst the Non-Alcoholic Wine Drinker audience:

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Audience Member Interests

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience with the following interests:

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Non-Alcoholic Wine Drinkers are Food & Drink enthusiasts, showing an exceptional interest in Beer and Wine, exceeding the average benchmark by 5.7x and 6.4x, respectively.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience with the following interests:

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The audience has a strong focus on health, with the Health & Wellness category averaging 4x the benchmark, with particular interests in Health (6.5x) and Mind & Body (6.9x)

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience with the following interests:

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Audience Member Brand Interests

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following brands online:

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This audience is highly interested in Food & Drink brands, especially in high-end organic grocery stores, e-commerce membership-based retailers, and meal kits.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following brands online:

*Link only available to people based in the US. 

• Offer convenient delivery options and subscription plans to cater to the audience's desire for ease and simplicity.
• Use organic and natural ingredients in products to appeal to the audience's preference for health-focused options.
• Emphasize the quality and uniqueness of the brand's products to appeal to the audience's preference for high-quality items.
• This audience prioritizes high quality products over bargain deals, as evidenced by their keen interest in brands like Whole Foods. They are not looking for a cheap price, but instead seek out products that meet their standards for quality.

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Their significant interest in Health & Fitness brands suggests that the audience prioritizes a healthy lifestyle and is open to exploring products that support their wellbeing.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following brands online:

• Emphasize the importance of a healthy lifestyle and the benefits of healthy living to appeal to the audience's health-conscious mindset.
• Highlight low-calorie options and products to appeal to the audience's desire for healthier choices.
• Prioritize offering online shopping options as individuals are seeking tech-focused solutions.
• Focus on community-building efforts to engage with the audience and foster a sense of belonging.
• Consider partnering with Health & Fitness brands to leverage each other's audiences.

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The audience exhibits a significantly high level of interest in Household and Fashion brands, surpassing the average benchmark by 11.5x and 4.5x, respectively.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following brands online:

• Given the audience's keen interest in design and aesthetics, a strong brand image are essential to engage with them effectively.
• This audience values high-quality products that have longevity, even if it means investing in brands that are associated with high price points.
• To align with the audience's preference for eco-friendliness and sustainability, it's important to highlight the brand's environmental efforts and use of eco-friendly packaging (ie. Anthropologie uses 80% post-consumer content paper bags). Doing so can help resonate with the audience and build brand loyalty.

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Audience Member Influencer Interests

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following influencers:

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The audience is keenly interested in interacting with culinary experts on social media, such as the renowned chefs René Redzepi and Dan Hong.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following influencers online:

• Create video content that showcases culinary techniques, recipes, and cooking tips to engage the audience.
• Offer unique culinary perspectives by featuring content from diverse cultural backgrounds.
• Provide health and wellness tips through healthy recipes and culinary content to promote healthy lifestyles.
• Enhance the dining experience by pairing culinary content with Wine pairings.

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Non-alcoholic wine drinkers have 2.7x more interest in Arts & Entertainment influencers, especially in reality TV stars, including The Bachelor contestants.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following influencers online:

• Create campaigns or content that cater to a female audience, leveraging the fact that many of these influencers have a primarily female following.
• Incorporate humor into campaigns or content to appeal to the audience's appreciation for comedy and lighthearted content.
• Consider partnering with influencers in the fashion and wellness space to create collaborations, co-branded content, and product placements.

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Media & Publishing influencers, such as authors, TV hosts, and fashion editors, garner 5.7x higher than average level of interest from the audience.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following influencers online:

• Sponsor podcasts hosted by these creators, or advertise on their shows. By promoting your brand through platforms like Andy Cohen's, Anderson Cooper's, or Conan O'Brien's podcasts, you can tap into the audience's interests and increase their engagement with your brand.

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Audience Member Media Interests

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following media outlets:

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Food & Drink media holds 4.1x higher appeal to the audience, with a specific inclination towards those focused on healthy eating and gourmet cooking. 

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following media outlets online:

• ‍Run display ads on food and drink related websites to reach the audience when they are browsing content related to their interests.
• Partner with local restaurants and food influencers to create sponsored content and restaurant reviews that align with the interests of the audience.
• Host events, such as cooking classes, food festivals, and pop-up shops, that align with the interests of the audience to create a unique experience that builds brand loyalty.
• Share vegan recipes to engage with the audience's interest in healthy eating, wellness, and sustainability.

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There is a significant audience interest in Lifestyle & Entertainment media, particularly in sources catering to women and featuring pop culture and humour.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following media outlets online:

• Utilize social media advertising on Instagram, Facebook, and Twitter to engage with the audience and promote your brand.
• The audience is highly interested in media outlets catering to young women focusing on pop culture, celebrity gossip, and fashion.
• Incorporate content that aligns with Goop's focus on wellness and self-improvement to resonate with the audience's interests in health and wellness.
• Use relatable and humorous content in your ad strategy to connect with the audience interested in Betches Media, The Onion, and Texts From Last Night.

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The audience is keen to stay informed about global news, as evidenced by their average interest in News Outlets being 2.1x higher than the benchmark average.

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following media outlets online:

• With a preference for quick content summaries, the audience shows 13.2x more interest in The Skimm than the average, indicating their inclination to stay updated on news without investing significant time and effort.
• Use programmatic advertising to serve ads to the audience who follow these news outlets across multiple devices and channels.
• Explore marketing options on podcasts such as The Daily or email newsletters such as The Skimm. These platforms offer a captive audience that is highly engaged and receptive to advertising messages.

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The audience is 2.1x more interested in TV Networks, with a particular emphasis on Bravo TV (5.8x) and Today (4.6x).

Average percentage of individuals in the Non-Alcoholic Wine Drinker audience who engage with the following brands online:

*Based on web demographics from SimilarWeb from Dec. ‘22 to Feb. ‘23.

• Utilize OTT video ads to reach audience while streaming on top TV networks.  
• The audience’s significant affinity for Bravo TV, indicates a strong preference for reality TV shows, which are often targeted towards 25-to-44-year-old women* and the LGBTQIA+ community.

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Data is based on an average of the audience data compiled from the top 5 Non-Alcoholic Wine brand’s Instagram accounts.