Heineken has released a new report based on research by Ipsos UK gauging consumers’ attitudes toward lo and no alcohol drinks just as drinkers across the UK start up their dry Januarys.
The survey of 11,842 drinking age adults across the UK, USA, Spain, Japan and Brazil found that while acceptance of no and lo alcoholic beverages was on the rise, certain demographics felt societal pressure or were being questioned when choosing alcohol-free options.
Gen Z (legal drinking age to 26 years old) experienced the highest levels of societal expectations around alcohol consumption, with more than one in three reporting to have felt pressure to drink alcohol in some social situations.
Concealing drinking habits
More than a fifth (21%) of Gen Z said the concealed drinking lo and no alcohol versions of alcoholic drinks because of societal pressures. Almost a third (29%) of Gen Z men said they felt the need to explain and justify choosing a lo or no drinks and even felt like ‘outsiders’ for doing so.
Commenting on the report, Charles Spence, professor of experimental psychology at the University of Oxford, said: “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.
“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.”
Further, 38% of Gen Z men said they would be willing to drink low and no alcohol versions of alcoholic drinks, but only if their friends do too.
Plans change
Societal pressures also create a gap in what people say versus what they do, with 51% of people admitting to drinking alcohol when they said they wouldn’t.
Joanna Price, Heineken chief corporate affairs officer, added: “Our research shows that the acceptability of 0.0 beer is at an all-time high. However, social stigmas still hinder our vision that everyone should always have a choice and should not be held back from choosing 0.0.
“By offering 0.0 beer options, delivering excellent taste, and tackling social stigmas, we are redefining choice. 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.”
The no and lo beer market is currently worth US$13.7bn (£11bn) and accounts for 1.7 of global beer volume. Heineken experienced 10% CAGR over the past five years in the category and growth of 14% on the first half of 2024.
Meanwhile, sales of non-alcoholic drinks surged in January as Britain sees a cultural shift towards wellness trends at the start of the year, according to new research from bespoke retailer Not on the Highstreet.
