Commissioned by Carlsberg UK, the OnePoll study looked at the drinking habits of 2,000 UK adults. It found that 59% of respondents had tried a low or no alcohol drink, and 52% agreed that low/no alcohol beers had become socially acceptable over the last year or two.
Nearly a third of respondents (28%) said they would consider drinking an alcohol-free beer as an alternative to alcohol, while 26% would consider it over an alternative soft drink.
Millennials drive attitude change
With an increased focus on health and wellness, a number of drinkers are trying to reduce their alcohol consumption.
Like other major brewers, Carlsberg has a growing collection of low and no alcohol beers: including Carlsberg 0.0% and San Miguel 0.0%.
A recent BMC study found that almost a third of 16-25 year olds in the UK say they do not drink alcohol, while declines in alcohol consumption among the consumer group have also been found across Europe and North America. Carlsberg’s study found that millennials were the group most likely to enjoy the taste of alcohol-free beer (70%) and the most likely to try such beers (24%).
The study also found slight differences in attitudes towards alcohol between men and women. Women have become more conscious about their alcohol intake (35%) compared to men (30%), and were also found to be more likely to enjoy the taste of low or no alcohol. Men are more likely to consumer low or no alcohol alternatives at home, while women are more likely to try such products on a night out.
Liam Newton, VP Marketing at Carlsberg UK said, “The UK has long been a nation known for its love of beer but we have seen a step-change in people’s attitudes towards moderation when it comes to drinking.
“Through our consumer research, we’ve been aware of this trend for some time, and as a result we are increasing the number of low or no alcohol alternatives in our range.”