In grocery multiples, no/low alcohol makes up 2.9% of total beer sales, in comparison to impulse stores where it is at 0.7%.
Based on this figure, Asahi estimates there’s a £32m ($38m) opportunity for convenience retailers in low/no alcohol beer; adding that retailers could increase sales of no and low alcohol beer by £660 (£793) on average per store in 2023.
The company says convenience stores only need to stock three low/no products to create a credible range for consumers.
Four-packs are by far the most popular format at the moment: representing 70% of no/low beer sold in impulse stores, and growing at 30%. Single bottles is the second biggest segment with 6% of sales, but this area is declining at -7% (Nielsen Scan track MAT 10.12.22).
In the UK, Asahi’s key alcohol-free products include Peroni Nastro Azzuro 0.0% (launched in 2022) and Asahi Super Dry 0.0% (launched this year).
“Peroni Nastro Azzurro 0.0% 4x330ml has added more than £4m ($4.8m) to the category since it entered the market, with more than half of the value of Peroni Nastro Azzurro 0.0% coming from new beer buyers,” says Asahi UK.
“Meanwhile, no- and low-alcohol beer spiked to 4.6% of the beer market in grocery multiples in January 2023 vs 4% in January 2022 (Nielsen Scan track data to 28.01.23). Most of the growth is coming from new products, with Peroni Nastro Azzurro 0.0% and Guinness 0.0% adding the most value to the category.
Asahi Europe & International’s ambition is for 20% of its core product portfolio to offer alcohol-free products by 2030.