UK's Alcohol Avoidance Trend Predicted to Persist Over Festive Period

The demand for low and no-alcohol beverages is increasing as consumers continually opt for healthier variants and prefer sobriety for enhanced social experiences. The rise in demand for such drinks during Christmas is particularly significant, marking a shift in cultural norms.

Dec 19, 2024 - 11:06
Dec 19, 2024 - 10:07
UK's Alcohol Avoidance Trend Predicted to Persist Over Festive Period

The trend of avoiding alcohol in the UK is set to extend into the festive season, as per the report from GlobalData. The demand for low and no-alcohol beverages is increasing as consumers continually opt for healthier variants and prefer sobriety for enhanced social experiences. The rise in demand for such drinks during Christmas is particularly significant, marking a shift in cultural norms. A survey revealed that 45% of consumers sometimes or frequently consume low or no-alcohol drinks.

GlobalData anticipates that this "alcohol avoidance trend" will propel the UK's non-alcoholic beverage market to surpass the £500 million mark in 2024, indicating a double-digit growth from the previous year. The low and no-alcohol beer market in the UK is projected to grow by 15%.

George Shaw, Beverage Analyst at GlobalData, observes that the moderation movement has spurred the development of alcohol-free alternatives, enhancing competition in the soft beverage market. The introduction of Almave Bianco by Lewis Hamilton's Almave in the UK marks a significant progression in the non-alcoholic spirits market, catering to the rising demand for premium non-alcoholic drinks that mirror traditional spirits. The association with Lewis Hamilton lends aspirational branding and credibility, appealing to health-conscious consumers, particularly Gen Z and Millennials, seeking alcohol-free alternatives for social occasions.

Firebrand, a Cornish craft brewer, has launched Little Wave, its first non-alcoholic lager. This drink is designed to provide a smooth, clean profile while upholding the quality and craft of its conventional offerings. It appeals to consumers seeking alternatives for social drinking while reducing their alcohol intake.

GlobalData's Q3 UK Consumer Survey shows that the demand for low and no-alcohol beverages is significant. This shift in consumer preferences towards healthier options could be attributed to health consciousness, the aspiration for more inclusive social experiences, and the availability of high-quality options in the market.

Tesco reported a 20% year-on-year increase in sales of no- and low-alcohol beers in multi-pack sizes and a 15% rise in demand during the four weeks before Christmas.

According to the GlobalData Q3 UK Consumer Survey, 77% of UK consumers consider the health and well-being impact of a product or service an influencing factor. Alcohol brands that incorporate this insight into their marketing strategies and product development can better meet evolving consumer demands and capitalize on the burgeoning market for low—and no-alcohol drinks.

Shaw concludes that the increasing demand for low and no-alcohol drinks is a significant trend that alcohol brands cannot ignore. Brands must adapt and offer options that cater to these changing preferences.