Catering to Health : National Hydration and Nutrition Week in the Commercial Sector.

Starting March 17th, National Nutrition and Hydration Week is a timely reminder that nourishing bodies and quenching thirsts are crucial for health and wellbeing. This special week highlights the vital role of both nutrition and hydration in maintaining optimal health, particularly within healthcare settings and the wider community. But it’s also a fantastic opportunity for caterers to tap into a growing trend: the rise of non-alcoholic beverage choices.

Especially with Gen Z (those born roughly between 1997 and 2012 and therefore aged between 13 and 28 in 2025) leading the charge, we’re seeing a significant shift towards healthier lifestyles. This means a surge in demand for delicious and refreshing alternatives to sugary drinks and alcohol. Here’s the proof:

Gen Z Drinking Less: Studies show that Gen Z consumes 20% less alcohol than Millennials did at the same age.

The Sober-Curious Movement: Around 30% of Gen Z are actively reducing their alcohol intake, with 13% choosing to be completely teetotal.

Non-Alcoholic Options Booming: The market for non-alcoholic beverages is growing rapidly, with sales of non-alcoholic spirits increasing by over 113% since 2020.

This trend isn’t just a fad; it reflects a deeper societal shift towards mindful consumption and wellbeing.

The Non-Alcoholic Revolution

Elevated Hydration: Offer more than just plain water. Infused waters with fruits and herbs, sparkling water stations, and freshly squeezed juices are all excellent options.

Non-Alcoholic Cocktails (Mocktails): Craft creative and flavourful mocktails that cater to the sophisticated palate.

Bottomless Hydration: Consider offering “bottomless” options for water, unsweetened iced tea, or even sugar-free sodas. This can attract customers looking for value and encourage them to stay hydrated. Some restaurants/pubs do offer bottomless soft drinks, and this is a growing trend. Here are a few examples:

Slug & Lettuce (nationwide with locations in most major cities): While their primary focus is on alcoholic bottomless brunch, they do include soft drinks as part of the deal.

Turtle Bay (locations across the UK, including Birmingham, Bristol, Leeds, and Manchester): Turtle Bay has a strong emphasis on non-alcoholic options, including mocktails and a wide array of soft drinks.

Bar + Block Steakhouse (locations in London, Bath, and other cities): They explicitly offer a non-alcoholic bottomless brunch, showcasing the growing demand for this type of offering.

Dedicated Non-Alcoholic Venues:

The Lucky Saint (London): This pub is dedicated to serving high-quality alcohol-free beer, demonstrating the demand for a dedicated alcohol-free social space.

There is also growing numbers of pop up shops, and dedicated non alcoholic bars that are appearing at festivals, and large organised events. Showing a growing trend in this market.

What it means for your business:

Happy, hydrated customers are more likely to enjoy their dining experience and return, making beverage offerings a crucial aspect of any successful catering business. Offering diverse beverage options, especially those appealing to a wider customer base like Gen Z, is essential. Promoting healthy choices not only enhances your establishment’s reputation but also aligns with the growing consumer focus on wellbeing. Let National Hydration Week be the catalyst for you to refresh your beverage offerings and cater to the evolving tastes of your customers. We understand the importance of this, which is why we offer a comprehensive range of equipment, including juicers, drinks blenders, and refrigeration solutions, to ensure you can stock and serve both non-alcoholic and alcoholic drinks effectively, allowing you to provide the hydration and variety your customers want.