The study further confirmed that last year the share in terms of revenue of this beer category was 54.6 percent and 44.3 percent in volume. The NielsenIQ study also highlights the growing presence of Heineken 0.0 in homes, reaching 5.3 percent in 2023, compared to 4.3 percent in 2022. In addition, Heineken 0.0 is the preferred option in all age ranges, with a greater presence among consumers between 20 and 26 years of age and over 56 years of age.
The Southeast region is the leader in demand for Heineken 0.0, with the state of São Paulo concentrating 32 percent of the volumes of non-alcoholic beer and the south of the country representing 25 percent of sales. “We are very happy with this result achieved in 2023. We launched our Heineken 0.0 in Brazil in 2020 and saw how much Brazilians were looking forward to a quality non-alcoholic beer option, pure malt, with a very similar taste to our normal beer,” the marketing director of Heineken 0.0 in Brazil stated in the statement. The study also showed that 49 percent of non-alcoholic beer consumers belong to the upper class. 37 percent of non-alcoholic beer consumers also drink the alcoholic product.
