"Peer endorsement is key to driving purchase of low-/no-alcohol drinks. Delivering on health is vital for these variants."
Alice Baker, Food and Drink Analyst
Low-/no-alcohol versions’ ability to drive incremental sales for a brand makes developing these variants a priority for 2028-29 for any brand that has not already done so. Brands’ low-/no-alcohol versions often make it to people’s menus even when the full-strength ones don’t. 59% of people who drink both low-/no- and alcoholic drinks report this. Low-/no-alcohol versions can also help alcohol brands to unlock midweek occasions. Half of low-/no-alcohol drinkers typically drink them on weekdays.
Pressure on household incomes in 2024-26 has supported sales growth for low-/no-alcohol drinks by encouraging alcohol moderation. Alcohol duty hikes have also benefited low-/no-alcohol variants by raising prices of the full-strength equivalents.
It is essential that low-/no-alcohol drinks have good health credentials. 60% of adults expect low-/no-alcohol drinks to have lower calories than their standard alcoholic equivalents. This will become more crucial still for brands to capitalise on growing health focus once consumer confidence regains momentum.
This Report examines consumer usage of and attitudes towards low-/no-alcohol drinks. In the consumer research, this was defined to survey respondents 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).’
Retail sales data is provided in the Market Size section for the following segments:
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