There has been a major increase in sales of no and low alcohol products over the past 12 months, shows recent data, suggesting that uptake of mindful drinking is no longer contained to Dry January.
Sales data from Ocado Retail shows that customers have been consistently searching for alcohol free prosecco, no/low ready to drinks, and no/low beer over the past 12 months as consumers adapt their drinking habits.
Research among more than 2,000 consumers conducted by Savanta alongside Ocado Retail suggests that Dry January as an event is more popular with younger consumers, while older customers are reducing their alcohol consumption for more holistic healthcare reasons.
Nearly half (45 per cent) of 18-34 year olds have taken part in Dry January at some point, compared to just 31 per cent of 35-54 year olds and 10 per cent of those aged over 55.
However, half (50 per cent) of 35-54 year olds say they have reduced their alcohol consumption over the past few years and a third (32 per cent) have given up drinking alcohol entirely.
For those aged 55 and over, 41 per cent have reduced their alcohol intake and a quarter (24 per cent) no longer drink at all. A desire to lead healthier, more balanced lifestyles and the improved range of no and low products have been key to middle-aged and older consumers pursuing more mindful drinking habits year-round.
41 per cent of those aged 35 and over said improving their overall physical health was their main priority, while more than a quarter (27 per cent) have opted for it to aid weight loss.
Products that have seen particularly large year-on-year increases include Thatchers Zero Alcohol Free Cider (+90 per cent), Tanqueray Alcohol Free 0.0 % Spirit (+32 per cent) and Adnams Ghost Ship 0.5% (+22 per cent), suggesting that the increased range of no and low beverages on offer is helping to convert customers into trying non-alcoholic versions of their favourite drinks.
Despite this shift towards a more consistent period of mindful consumption, Dry January remains a key sales period for no and low products. At Ocado, sales of no and low beer (+46 per cent), spirits (+13 per cent), and ready-to-drink cocktails (+31 per cent) are all significantly up this January compared to the same period last year.
Shauna Clark Fitzpatrick, no & low buyer at Ocado Retail, said, “Consumers of all ages are becoming more mindful of their drinking habits, some prompted by Dry January and others by longer term lifestyle considerations throughout the year.
"Both our alcoholic and no and low ranges continue to grow significantly, launching nine new products this month, making it easier than ever for our customers to find a beverage that suits their need whilst bringing innovative and exciting flavours.”
