Low & No 2021: The Customer Perspective

A brand new event and insight report into the low & no alcohol category for 2021

low & no alcohol

In January 2020, KAM Media launched their inaugural research study into the low & no drinking occasion, and how customer attitudes and behaviours are driving it's rapid growth.

Fast-forward twelve months and a lot has changed in the world. However, we continue to see an exponential growth in the low & no category. Sales of low & no alcohol are up 30% in the off trade and up by nearly 50% in the on trade.

At KAM Media, we're delighted to be launching our follow-up research study, accompanied by an online launch event, to continue providing critical insight on the low & no category, from a customers' perspective. We've dived deeper into what has changed in 2020 and look ahead to the new customer trends for 2021.


adult pub visits last year did not include any consumption of alcohol


of adults claim to be teetotal


of adults are reducing their alcohol intake for health reasons


of adults purchase low & no for 'big nights in'

The research report

We have conducted exclusive consumer research looking into the latest customer trends to help operators and brands unlock further growth in the category and satisfy customers' growing demand for this drinking occasion...

> Year-on-year comparisons. How have some of the key insights from 2020 shifted, one year on. What has changed and why.

> Assess the categories and brands that are winning in both the on and off trade and why. What are the customer drivers to purchase.

> Lockdown v lifetime. Which customer habits are short term and which are long term. We sort the future from the fads.

> Diving deeper into consumption occasions, barriers to trial, price perceptions, quality perceptions and our predictions for 2021 and beyond.

The online research launch event took place on 19th January 2021. Featuring an overview of the results from our exclusive consumer research alongside a panel discussion, hosted by Mark Stretton (MD, Fleet Street Communications) and featuring Jez Manterfield (Asahi), Ben Lockwood (BrewDog), Louise Maclean (Signature Pubs Group) and Katy Moses (KAM Media).

The 'Low+No 2021: The customer perspective' research report is now available to download for FREE. Just enter your details below and you'll receive the full PDF report to your inbox.

“The KAM Media ‘Low & No Alcohol Conference’ was a really well pitched event. Atmosphere, content, and attendees all really positive.”

Ben Lockwood, Marketing Manager - OnTradeBrewDog

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