According to GlobalData, the "alcohol avoidance trend" is expected to drive the UK non-alcoholic beverage market over a £500 million category in 2024, representing a double-digit growth from the previous year. The no- and low-alcohol beer market in the UK is projected to grow by 15 percent.
George Shaw, Beverage Analyst at GlobalData, comments: “The moderation movement has led to the creation of alcohol-free alternatives and increased competition in the soft beverage market. In the UK, Almave Bianco, introduced by Lewis Hamilton’s Almave, represents a significant step in the non-alcoholic spirits market of growing demand for high-quality non-alcoholic beverages that mimic traditional spirits.
“The association with Lewis Hamilton brings aspirational branding and credibility, resonating with fans of the sport and lifestyle. This targets health-conscious consumers and those embracing the sober-curious movement, especially Gen Z and Millennials seeking alcohol-free alternatives for social occasions.”
Cornish craft brewer Firebrand introduced Little Wave, its first non-alcoholic lager, designed to deliver a smooth, clean profile while maintaining the quality and craft part of its traditional offerings. This appeals to consumers seeking alternatives for social drinking while reducing their alcohol intake, aligning with the mindful drinking trend.
Shaw adds: “According to GlobalData Q3 UK Consumer Survey*, it is evident that the demand for low and no-alcohol drinks is prominent. This indicates a significant shift in consumer preferences towards healthier options. The change is likely driven by a combination of factors, including health consciousness, the desire for more inclusive social experiences, and the availability of high-quality options in the market.”
Tesco has also reported strong performance in the no- and low-alcohol beers segment, with a 20 percent year-on-year increase in sales of those drinks in multi-pack sizes and a 15 percent surge in demand during the four weeks leading up to Christmas.
According to the GlobalData Q3 UK Consumer Survey, 77 percent of UK consumers consider how a product or service impacts their health and well-being to be of somewhat, often, or always influence. By incorporating this insight into their marketing strategies and product development, alcohol brands can better position themselves to meet the evolving demands of consumers and capitalize on the growing market for low and no-alcohol drinks.
Shaw concludes: “The rise in demand for low and no-alcohol drinks is a significant trend that alcohol brands cannot ignore. With consumers increasingly opting for healthier alternatives and prioritizing their health and wellbeing, it is crucial for brands to adapt and provide options that cater to these changing preferences.”
*GlobalData's UK Q3 2024 Consumer Survey was conducted with 505 participants
