The Soft Stuff: Alcohol-Free Innovations

Young people are drinking less. A survey for YouGov showed that 44% of 18 to 24- year-olds say they occasionally or regularly choose low-alcohol or alcohol-free drinks, up from 31% in 2022. There’s no hard-and-fast rule as to why we’re seeing this change, but researchers reckon there’s a mixture of factors at play, from people becoming more health-conscious, to the fact that drinking booze on a night out can be downright expensive. Whatever the reasons are, there’s been a great opportunity for the soft drinks industry to step in and fill this gap.

One of the most notable responses we’ve seen is the rise of mocktails and mixers. Retailers and brands are offering ever-increasing ranges of drinks, as a more ‘sophisticated’ option to classic colas and sodas. Tesco recently released three new mocktails under their Finest brand, following J2O’s entry into the mocktail market with their three flavours last autumn.

In our recent interview with Tom Carne, Grocery Business Development Manager, he spoke to us about a boom in the ‘functional’ drinks market as well, with flavoured prebiotic, CBD and mushroom-infused options becoming increasingly popular.

Alcohol producers have needed to react, too. There are now more ‘No & Low’ versions of popular beers, ciders and wines than ever. Data from Reapp shows that, this year, January saw a remarkable 58% increase in sales of multipack low and no-alcohol beers and ciders, reaching £8.3 million. The total volume of these products also rose by one-third, despite a 22% increase in shelf prices. These shifts aren’t confined to the supermarket shelves either. According to Forbes, 55% of the London bartenders they surveyed reported a growing interest in ‘No & Low’ beverages as well.

We’re keeping a keen eye on this trend and look forward to seeing more innovation across the sector.