95% of zero-beer drinkers also drink normal brews

Surprising new research reveals that the vast majority of Brits who drink non-alcoholic beer also drink alcoholic beer, debunking the myth that only abstainers drink alcohol-free beer.

The no/low category has surged in popularity over recent years, with trends towards mindful drinking in the wake of the pandemic driving significant growth within the alcohol-free beer category in particular, as volumes are forecasted to reach a CAGR of seven per cent between 2022 and 2026 worldwide.

The new survey of 1,500 respondents conducted by alcohol-free beer brand, Freestar, uncovered the no/low-drinking habits of British consumers.

Key findings from the new survey reveal:

• A resounding 95 per cent of consumers who drink alcohol-free beer also drink alcoholic beer
• Over half (54 per cent) of Brits look to drink a low/no alcohol beer whilst relaxing, with 47 per cent saying they drink it with a meal and 40 per cent at a BBQ with friends.
• More than 1 in 3 (38 per cent) of consumers said the taste is the most important feature of an alcohol-free beer, with 22 per cent saying it’s important that it tastes like regular beer.

“We understand that nine in 10 alcohol-free beer drinkers also drink full-strength beer, so we aim to promote an ‘ABVarious’ lifestyle, focusing on moderation over abstinence with the use of our beers,” said Felix von Hurter, co-founder at Freestar.

“This key insight here for the off-trade is that retailers should focus on marketing alcohol-free as an alternative to alcohol, as opposed to sober lifestyles, positioning their no/low offerings in the same space and occasion as full-strength beer. When it comes to merchandising and ranging for the no/low category, integration is key to the shopper journey, supporting the behaviour that is driving this trend in moderation, and enabling consumers to find them more easily.”