CGA’s OPUS survey reveals one-third surge in low and non-alcoholic drink consumption
Health continues to be an ever-growing motivation in terms of lifestyle choices with three quarters of consumers claiming to lead a healthy lifestyle (Photo by Ketut Subiyanto via Pexels)
With Dry January well underway, CGA by NIQ’s On Premise User Survey (OPUS) explores the growing popularity of the no/low drinks category with increasingly health conscious and adventurous consumers.
A third (33%) of Irish consumers have increased the frequency that they drink low and non-alcoholic alternatives in the past year, outpacing any other category when they’re out in bars, pubs, restaurants and other venues. Beer is still the most popular no/low option when drinking out (50%), followed by mocktails (40%) and virgin cocktails (26%).
In addition, 48% of consumers have tried new drinks or brands across all categories in the past three months, demonstrating an appetite for innovative new offerings. More consumers are extending their dry January drinking habits throughout the year, the no/low category is seeing investment from brands and new products entering the market.
The no/low phenomenon has enticed a new, adventurous demographic. In fact, the 18–34-year-old age bracket is over-indexing (+1pp) for the category and also for drinking more frequently (+4pp).
In addition, health continues to be an ever-growing motivation in terms of lifestyle choices, with three quarters of consumers claiming to lead a healthy lifestyle, and 16% saying it is more important to them that their drink is healthy than a year ago.
In terms of what people are looking for, 0.0% ABV no/low products are the most popular strength with two-thirds of on trade visitors who drink in the category. It’s clear consumers are seeking the taste and experience of drinking in the on trade, minus any of the effects of alcohol.
The no/low category is an important category for maintaining ties with health-conscious consumers who are moderating their alcohol intake.
Sian Brennan, client director, CGA Ireland, said: “Dry January is continuing to gain momentum year on year. It’s accompanied by surging consumer preferences for no/low alcohol choices. OPUS outlines how to best tap into the demand for no/low alternatives and identifies core groups to appeal to. Catering to their shifting preferences ensures broader appeal and captures the market of those prioritising no/low experiences.”
