Rise in No/Low Alcohol Beverage Market Driven by Heavy Drinkers

Recent research from the University of Sheffield highlights a significant increase in the consumption of alcohol-free and low-alcohol drinks, especially among heavy drinkers. The study reveals that the market for these beverages has experienced remarkable growth, with sales reaching £362 million in 2023—a more than twofold increase since 2020. Notably, about one-third of adults in the UK have consumed no/lo drinks in the past year, with those engaging in risky drinking behaviors being more likely to frequently choose these alternatives than lighter or non-drinkers.

The expansion of the no/lo market is substantial, with sales volume increasing by 66% and the overall value more than doubling within three years. Major alcohol brands dominate this growth, accounting for 84% of sales among the top 100 no/lo products. Interestingly, the pricing landscape varies; consumers pay less for no/lo wine, spirits, and ready-to-drink options compared to their alcoholic counterparts, yet no/lo beer and cider tend to be more expensive. This disparity raises concerns about the potential impact on public health, as affordability is a crucial factor in alcohol consumption, especially among deprived populations.

Expert insights from Professor John Holmes, director of the Sheffield Addictions Research Group, emphasize that while it is promising to see risky drinkers adopting no/lo options, the higher prices of beer and cider could limit their public health benefits. Professor Adam Briggs from the NIHR Public Health Research Program underlines the importance of understanding evolving consumer behaviors and market trends to inform effective alcohol policies. The report further notes that 96% of households purchasing no/lo drinks also buy alcoholic beverages, and availability in pubs, bars, and restaurants has increased, with 74% of outlets selling no/lo options in 2023.

As alcohol-related deaths continue to rise in England, understanding the dynamics of the no/lo market is vital for shaping preventative strategies and public health initiatives. The findings serve as a crucial step toward integrating these products into broader health policies to reduce alcohol-related harm.