THE TREND
Sales of low and no-alcohol beer have rocketed in the last few years. It’s not just ‘Dry January’ or specific events anymore, people are giving up alcohol year-round. And as low and no-alcohol products become more widely available – and socially acceptable – it’s a lifestyle choice that looks like it’s going to continue.
THE EFFECTS
The importance of health and wellbeing has had a huge impact on the rise of non-alcoholic drinks over recent years. And now, alcohol consumption is also being increasingly affected by the economic climate and the need to watch spending even more closely.
Many British drinkers are actively cutting down, with young people less likely to drink alcohol than any other age group. Gen Z and Millennials are far less attracted to alcohol. They don't like the hangovers, they worry about the effect on their health — and of course the impact on their bank account. This generation also tend to spend more time online than in the pub, so are more likely influenced by social media and celebrities talking about their sober lifestyles on Instagram and TikTok.
A GROWING MARKET
- Low and no alcohol products grew over 7% in volume across 10 key global markets in 2022. Global sales are forecasted to grow even further – by a third by 2026. *IWSR Drinks Market Analysis
- 25–34-year-olds and 16–24-year-olds have the UK's highest per capita consumption rates for low and no alcohol beer
- Over a third of these age groups are influenced by how a product affects their health and wellbeing
- Over 40% of drinkers agree there should be a wider variety of flavours in low and no alcohol beer
AN OPPORTUNITY
We all know that you don’t need to get drunk to have fun. But, better still, you can still feel great the next morning … no more hangovers and no more hangxiety!
So, no wonder we are seeing a change in messaging, a new tone of voice to target emotions. With improved taste and range of vitamins and botanicals being used, it’s time to highlight the benefits and flavours of these low and no-alcohol drinks, not just the low alcohol content.
The free-thinking, health & style conscious individuals should be celebrated!
HOW TO REACH THEM?
The demand for low and no-alcohol beer is rising, but brands need to keep up with the generation of digital natives that enjoy these products. Gen Z and Millennials know what they want – they have strong opinions and even stronger expectations.
Brands need to be seen in the right place and convey the right message that will grab and hold their attention. From Instagram to TikTok and YouTube, low and no alcohol drink brands will need to be all over social media platforms and look to find themselves some influencer recommendations.
And, as research shows that Gen Z have an average attention span of just 8 seconds and Millennials an average of 12 seconds, the brands don’t have very long to seize them!
