Gaining the customer perspective on one of the biggest growth opportunities within grocery retail and hospitality
The growing trend for low + no
In a short space of time the value of the ‘low & no’ category has grown rapidly. In the on-trade, sales of low/no alcohol beer are up around 28%, with non-alcoholic sprits up 400%+. In the off-trade in the past year, £43 million was spent on low/no-alcohol beers.
The category is being driven by growing trends of tee-totalism and consumers looking to reduce their alcohol consumption for health reasons. KAM Media research showed that 2 in 5 18-24-year-olds describe themselves as teetotal; more than twice the number of UK adults in general. Knowledge of this relatively unknown category is currently limited, but the growing demand for a decent Low+No range is not going away.