I imagine like many things, market penetration is uneven.
I have a subscription for NA beers, my friends and I drink them when out and about, etc. We're young-ish Americans in New York, I suppose the news says we drink a lot less than previous generations.
I'm not saying the market doesn't exist, just that the marketing never seemed to match the size of the market. It's the old dirty open secret of the alcohol industry that their market was never really social drinkers, and I've just never seen the equivalent consumer regularly going through multiple 6 packs of NA beer a week.
Last big social event I went to a few weeks ago, the coolers were packed with Athletic Brewing and Liquid Death along with a few off-brands of flavored sparkling water.
Post pandemic, in my little bubble at least, I almost never see people drinking beer anymore.
I don't go to a lot of parties, but at the parties I do go to I'm starting to see non-alcoholic beers become a regular thing. From none, to one variety, to two...
Seeing NA beers at a party that also has an open bar is neat.
Since I became a parent I've started buying nonalcoholic beer fairly often. It certainly helps that they've gotten A LOT better in the last 5-10 years.
I have a subscription for NA beers, my friends and I drink them when out and about, etc. We're young-ish Americans in New York, I suppose the news says we drink a lot less than previous generations.