Market research firm Circana has discovered that Brits are consuming less alcoholic beer than in the past, with sales down 6% year-on-year. Meanwhile, sales of no and low alcohol are sales are up 6% in the same time period.
Supermarket chain Tesco also reported similar trends, with stores experiencing continued increases in demand for low alcohol products since the start of 2023.
Tesco claims that sales of low alcohol beer where 25 per cent higher in the first three weeks of June than they were in the first three weeks of January, despite the growing trend for people to complete Dry January.
Alcohol-free beer taste improved
Beer buyer at Tesco Jess Edmondson believes that improvements made to the taste of no and low alcohol beers explain the change in consumer behaviour.
“The current boom is down to the number of authentic-tasting products now available from brewers who are using high quality ingredients and more advanced methods,” Edmondson said.
“This revolution has grown very quickly in the last five years and instead of the thin-tasting alcohol-free beers that were on the market back then, shoppers can now find fuller-bodied equivalents that taste like the real thing.”
Lucky Saint benefitting from sales trend
Lucky Saint is an alcohol-free beer brand that saw volume increase by 180 per cent over the past 12 months, testament to the trends outlined in Circana’s research.
Founder Luke Boase said of the results: “This idea that you have to apologise for not drinking is fading, and we’re seeing a rapid cultural shift in attitudes towards alcohol. With the rise of great tasting alcohol-free drinks and a desire to lead healthier lifestyles, more people than ever are moderating their alcohol consumption.”
In related news, more than 450 Morrisons fruit packing staff are facing redundancy due to moves by the supermarket chain to consolidate its operations.