While moderation is gaining traction and expanding space for low-/no-alcohol drinks, 54% of alcohol drinkers prefer drinks that are naturally low in alcohol (eg beer, cider) over low-alcohol versions of higher-ABV drinks.
While moderation is gaining traction and expanding space for low-/no-alcohol drinks, 54% of alcohol drinkers prefer drinks that are naturally low in alcohol (eg beer, cider) over low-alcohol versions of higher-ABV drinks. Moreover, regular alcohol-free drinks, like water or CSDs, remain the most common alternative for alcoholic drinks among moderators, illustrating the intense competition low-/no-alcohol alternatives face.
To tap into traditional drinking occasions, brands can improve the quality and sensory experience to better replicate the celebratory feel more strongly associated with alcoholic drinks. Introducing elements that mimic alcohol’s ‘bite’, alongside craft, provenance and premium positioning, can help close the experience gap with naturally low-ABV drinks, making low-/no-alcohol options feel less like a compromise.
To win against regular non-alcoholic drinks, and unlock more frequent use, will require a sharper health proposition. Reducing sugar and calorie content whilst building flavour complexity can strengthen health credentials. Embedding occasion-driven functional benefits (eg relaxation, social ‘enhancement’) can drive trial of no-alcohol alternatives.
This Report examines consumer usage of and attitudes towards low-/no-alcohol drinks. For the purpose of this report, low- and no-alcohol drinks were defined as drinks designed as an alternative to standard alcoholic drinks. This includes lower- and non-alcoholic/alcohol-free beer, cider, wine and pre-mixed drinks, as well as soft drinks designed specifically as an alternative to alcoholic drinks (eg Seedlip non-alcoholic spirit).
For the consumer research designed for this report, the following definitions were used:
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