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Most consumers say it’s acceptable to drink alcohol-free or low-alcohol drinks when they go out, but some still opt for alcohol because of social pressure, according to research by Heineken and the University of Oxford.
The study, based on an Ipsos survey of 11,842 adults of various 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 they drinking was more acceptable than five years ago.
However, among those who drink alcohol at least once or twice a year, half said they “always” or “sometimes” drank alcohol on social occasions despite intending to have low- or no-alcohol options.
“Reports from people suggesting they want to try non-alcoholic versions of alcoholic beverages do not always translate into increased sales,” said the report’s author, Charles Spence, professor of experimental psychology at the University of Oxford.
“Despite the increased acceptance of people who do not drink alcohol . . . it is clear that people still sometimes face social judgment from others regarding their choice of soft drinks,” he added.
The research identified a number of challenges for non-alcoholic and low-alcohol drinks category, including price compared to alcoholic beverages, taste expectations and social factors.
Of the 68 percent who tried low- or no-alcohol beverages, the largest age group was Generation Z at 73 percent, followed by baby boomers at 58 percent.
However, Generation Z (aged up to 27) also felt the most social pressure to drink alcohol, the survey found, with more than a third of respondents in this age group saying they felt pressured to do so in social situations.
About 21 percent of Gen Z consumers surveyed said they’ve been “called out” for choosing a soft drink, compared to an average of 15 percent for all age groups.
Among Gen Z, the survey found that men are more susceptible to social pressure than women, with 38 percent saying they would only drink low-alcohol or soft drinks if their friends did, and 30 percent saying they would feel the need to justify the choice .
As for Gen Z women, 35 percent said they would only drink low-alcohol drinks if their female friends did.
The alcohol-free and low-alcohol category has boomed in the past five years as people have focused more 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 declined. According to drinks data provider IWSR, global beer volumes are set to decline 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 10 key markets. Only non-alcoholic products are expected to grow at a rate of 7 percent.
Heineken says its non-alcoholic beer Heineken 0.0 has an 18 percent market share. 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 countries surveyed had moved from a stage of “sober curiosity” to a “more balanced pattern” of consumption of both alcoholic and non-alcoholic beverages, thanks to the latter’s increasing availability and improvements in taste. .
