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Most consumers say it’s acceptable to drink alcohol-free or low-alcohol when they go out, but some choose alcohol anyway because of social pressure, according to research by Heineken and the University of Oxford.
The study, based on an Ipsos poll of 11,842 adults of a range of ages in the UK, US, Spain, Japan and Brazil, found that 68 per cent had tried alcohol-free or low-alcohol alternatives and 80 per cent believed that their drinking was more acceptable than it was five years ago.
However, among those who drink alcohol at least once or twice a year, half said that on social occasions they “always” or “sometimes” drank alcohol despite intending to have little or no alcohol options.
“Reports from people suggesting they want to try non-alcoholic versions of alcoholic beverages do not necessarily translate into increased sales,” said report author Charles Spence, professor of experimental psychology at Oxford University.
“Despite the increased acceptance of those who do not drink alcohol . . . it is clear that people still sometimes face social judgment from others about their choice of soft drinks,” he added.
The research identified a number of challenges for the alcohol-free and low-alcohol category, including price compared to spirits, taste expectations and social factors.
Of the 68 percent who had tried low- or no-alcohol beverages, the largest age group was Gen Z at 73 percent, followed by baby boomers at 58 percent.
However, Gen Z (up to 27 years old) also felt the most social pressure to drink alcohol, the research found, with more than a third of respondents in this age group saying they had felt pressured to do so in situations social.
About 21 percent of Gen Z consumers surveyed said they were “called” to choose a soft drink, compared to an average of 15 percent across all age groups.
Among Gen Z, the survey found that men were more susceptible to social pressure than women, with 38 percent saying they would drink low- or no-alcohol drinks only if their friends did, and 30 percent saying they they would feel the need to justify. the choice.
For Gen Z women, 35 percent said they would drink low-alcohol only if their friends did.
The still and non-alcoholic beverage category has boomed in the past five years as people have become more focused on healthy living.
Major brewers including Heineken and AB InBev have invested heavily in advertising and product launches to capitalize on the trend, which has created a new market for brewers as beer consumption has slowed. According to drinks data provider IWSR, global beer volumes will shrink by 1 percent in 2023.
Meanwhile, the alcohol-free and low-alcohol category is expected to grow at a compound annual rate of 4 percent over the next four years in the sector’s top 10 markets. Only alcohol-free products are expected to grow at a rate of 7 percent.
Heineken says its alcohol-free Heineken 0.0 beer has 18 percent of the market. Sales of the brand rose 14 percent in the first half of 2024, compared with overall beer sales growth for the group of 2.1 percent.
Spence said consumers in the five nations surveyed had moved beyond the stage of “sober curiosity” to “a more balanced pattern” of drinking alcohol and low- or no-alcohol drinks, thanks to the increased availability of the latter and improvements in taste. .
