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Drinking at home – The rise of non-alcoholic drinks…
The market for non-alcoholic drink alternatives (e.g. beer, spirits, wine) has been on the rise for some time and continued despite lockdown. The Grocer [1] reported that, sales of low and non-alcoholic drinks grew by almost a third at the end of March compared to the same week in 2019. The number of brands entering this category is also growing.
46% willing to drink low or non-alcoholic drinks at home relaxing during COVID
Almost half (46%) of QuMind UK panel members who took part in a short study would be willing to drink these while relaxing at home. Low or non-alcoholic drinks appear to tap into an interest in health and fitness, which has heightened during the pandemic. Not getting a headache or a hangover was a bonus that added to the appeal:
“I am quite partial to drinking Cider and do so at least once a week at home with the weekly curry…I can drink more of it before feeling tipsy or actually getting drunk…. I can also see a health benefit from the low or no alcohol products – less of an impact on my liver and probably also less of an impact in terms of any potential weight gain too.”
Drinking non-alcoholic alternatives outside of the home
We also saw willingness to drink non-alcoholic alternatives outside of the home. Around a third would drink these in a restaurant, a pub or at a party. In this context, non-alcoholic alternatives help relieve some of the social pressure around choosing not to drink. They also come in very handy when driving:
“I think it’s great and I hope it de-stigmatises people who choose not to drink – whenever I don’t fancy a drink in a pub with friends, I get piled up on and badgered about why I’m not drinking.”
I’m often driving and usually looking after a two-year-old, so for me no alcohol alternatives are a really good option.”
“I drink alcohol and I like the taste of it, so when I choose not to drink, it’s nice to have something that still tastes the same, but I can then drive my friends home at the end of the night.”
Drinking non-alcoholic alternatives is NOT for everyone!
Of course, low or non-alcoholic alternatives are not for everyone and 39% of our UK QuMind panel said they would not want to try this sort of drink. However, with 61% being open to them and seeing clear benefits from having now the option suggests there is still plenty of room for growth in this space.
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