New research released by AB InBev reveals the growing popularity of alcohol-free beer amongst the British public, with one in ten women (10%) and nearly a quarter (22%) of Londoners the most inclined to consume alcohol-free beer over any other UK city, drinking alcohol-free beer on a weekly basis.
Nearly a third of Brits (32%) have now tried alcohol-free beer, with millennials – those aged 18 to 34 – the most inclined to drink it over Christmas and New Year (31%). This supports a growing trend among millennials who are increasingly motivated by balanced and healthy lifestyles, with 41% of those aged 18 to 19 actively trying to moderate their drinking habits.
Furthermore, over a fifth of millennials (21%) are likely to choose alcohol-free beer in January, an increase of 10% on 2014.
Across the UK, almost a fifth of consumers (19%) are unable to taste the difference between alcohol and alcohol-free beer, which may go some way to explaining why, among those looking to moderate their alcohol intake in January, 34% will be looking to consume alcohol-free beer. This is an increase of 16% from 2014.
Daytime occasions and weekday evenings are key occasions for alcohol-free beer consumption, with almost a quarter (23%) of Brits happy to take it to a festive gathering. Whilst a quarter (25%) of consumers are forgoing festive parties this year, for those who are celebrating, the most common reason to choose alcohol-free beer is being the designated driver (29%), or not wanting to drink too much and feel unwell the next day (20%).
Smart Drinking Goals
The research coincides with the launch of AB InBev’s new set of Global Smart Drinking Goals that aim to empower consumers to make smart drinking choices and reduce the harmful use of alcohol by the end of 2025. The leading global beer company has committed to ensuring that at least 20% of its global beer volume will be alcohol-free or lower-alcohol by 2020.
Commenting on the research Anna Tolley, Legal and Corporate Affairs Director, AB InBev UK & Ireland said:
“It’s great to see the growing popularity of alcohol-free beer among the UK public – especially millennials. Offering consumers choice is an important part of our commitment to responsible drinking and we are proud to brew Beck’s Blue, the market leading alcohol-free beer.”
The low and alcohol-free beer category is growing by 5% in the UK on-trade with AB InBev’s Beck’s Blue the market leader, contributing to 58% of the category, and increasing 15% year on year in retail, and 10% in outlets like pubs and bars.
For more information click here