Societal Pressure Holds Back Alcohol-Free Drinks Despite Growing Acceptance, Study Finds

Societal Pressure Holds Back Alcohol-Free Drinks Despite Growing Acceptance, Study Finds

Societal pressure is hindering the growth of alcohol-free drinks, despite a rise in acceptance, according to recent research by Heineken and the University of Oxford. The study, involving nearly 12,000 adults across the UK, US, Spain, Japan, and Brazil, revealed that 80% of consumers believe alcohol-free drinks are more socially acceptable than they were five years ago. However, 51% of drinkers admitted to succumbing to societal pressure by choosing alcohol in social situations, even when they had planned otherwise.

Gen Z faces the greatest challenges, with over one in three young adults reporting feelings of pressure to drink in social settings. Additionally, 21% of Gen Z participants said they concealed their choice of low- or no-alcohol alternatives to avoid judgment. These findings underscore the widespread influence of societal norms on drinking behaviour, despite a growing trend toward mindful consumption.

The low- and no-alcohol market has seen significant growth, with Heineken identifying it as a key focus. Since entering the alcohol-free sector in 2017, alcohol-free options now account for 4% of Heineken’s global portfolio. The company aims to ensure no-alcohol versions of at least one strategic brand are available in 90% of its key markets by 2025. Market trends suggest this growth is set to continue, with a 19% compound annual growth rate predicted for the category from 2023 to 2028.

Joanna Price, Heineken’s chief corporate affairs officer, highlighted the need to break the stigma surrounding alcohol-free drinks. “Everyone should have a choice and feel confident choosing 0.0 options,” she explained. Despite societal pressure, the shift towards more responsible drinking habits shows strong momentum, with alcohol-free beverages poised to play a pivotal role in the future of socialising.

Choosing alcohol-free drinks is becoming more common, but breaking old habits takes time. With growing support, these choices could soon feel as natural as any other.

Source: The Grocer

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