Brits seem to be increasingly dodging alcoholic drinks in favour of low and no alcohol versions, suggest multiple reports, highlighting the trends seen during the recently concluded Euro 2024 season, further solidifying the trend that demand for alcohol-free drinks is growing.
Industry data released today (16) by Kantar also shows the similar trend.
Fraser McKevitt, head of retail and consumer insight at Kantar, stated that during the past few weeks around Euro 2024, many Britons chose moderation as it was seen that spending on no and low-alcohol beer soared by "38 per cent on matchdays.”
Further reports state that global sales of Guinness 0.0% doubled in the second half of 2023, while Ocado and Tesco recently reported substantial sales during the Euros, when football fans typically like a drink or two, with demand greater than during Dry January.
“We have been surprised at how high demand for no- and low-alcohol beer and cider has been since the tournament started,” said Tesco’s beer-buying manager, James Renshaw. “It’s definitely been driven by football fans as the highest sales have come on the days that England play.”
According to a recent report by the Portman Group in conjunction with YouGov, the largest proportion of non-drinkers was among the 18-24-year-olds, now at 39 per cent, up from 27 per cent in 2022. Reasons cited in a number of surveys include emotional distress, health reasons, negative impact on mental health, bad hangovers, not wanting drunk photos appearing on social media and how expensive a night out has become, The Telegraph reported.
On similar lines, Ocado and M&S reported jump in sales of ‘NoLo’ beer, wine and cocktails. Sales of no- and low-alcohol drinks (NoLo) have jumped by as much as 20 per cent since the beginning of the tournament on June 14, according to online store Ocado.
Alcohol-free wines were up by nine per cent, while no-alcohol beer and canned cocktail sales also increased, by seven per cent and six per cent respectively.
The most popular drinks include Marks & Spencer’s low-alcohol canned mojito, and its “peach sunset” carbonated cocktail, as well as BrewDog Elvis Alcohol Free beer. Sales were up nearly 40 per cent compared to July last year, Waitrose said.