Four in five consumers believe alcohol-free drinks are more acceptable than they were five years ago, but many end up drinking anyway because of societal pressure, according to new research by Heineken and the University of Oxford.
The Ipsos study of nearly 12,000 adults across the UK, US, Spain, Japan and Brazil found 68% of consumers had tried no- or low-alcohol alternatives, while 80% thought drinking them was more acceptable than it was five years ago.
However, among respondents that reported drinking alcohol at least once or twice a year, over half (51%) said they ended up drinking alcohol when they said they wouldn’t.
Within those surveyed, Gen Z adults reported experiencing the highest levels of societal expectations around alcohol consumption. More than one in three said they had felt pressure to drink in some social situations.
Meanwhile, one in five (21%) of Gen Z said they had concealed drinking low & no alcohol versions of alcoholic beverages because of social pressures.
The research showed in some situations social pressure was “still a barrier to choice and consumption”, said Heineken.
“For generations, alcohol has played a central role in the way humans socialise, therefore dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” said Charles Spence, the report’s author and a professor of experimental psychology at the University of Oxford. “Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption.
“For many, alcohol is no longer the default in social situations – we’re seeing a shift towards more mindful consumption, despite the stigma that younger generations of legal drinking age still experience,” Spence added.
The low & no-alcohol category has boomed in recent years amid a growing trend toward more responsible drinking habits.
The alcoholic drinks market in the UK is expected to decline at a 1% compound annual growth rate over the next five years, according to IWSR predictions, while volumes of low & no-alcohol products are predicted to grow at a CAGR of 19% from 2023 to 2028.
Multinational alcohol suppliers including Diageo, AB InBev, Heineken, Asahi and Pernod Ricard have responded to the trend by producing alcohol-free versions of their flagship products.
Having first entered the segment in 2017, alcohol free alternatives now made up 4% of Heineken’s portfolio globally, the supplier said.
“Our research shows that the acceptability of 0.0 beer is at an all-time high,” said Heineken chief corporate affairs officer Joanna Price. “However, social stigmas still hinder our vision that everyone should always have a choice and should not be held back from choosing 0.0.
“Looking ahead to 2025, our ambition is to ensure that no-alcohol options are available for one strategic brand in key markets covering 90% of our business,” Price added.
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