'Social pressure still barrier for no, low alcohol'

The outlook for the low and no alcohol category looks positive for 2025, although research from Heineken shows there are still some hurdles to overcome.

Despite the growing opportunity and potential scale of the low and no alcohol category, new research into drinking habits from Heineken 0.0 in collaboration with University of Oxford Professor Charles Spence has revealed that in some situations social pressure is still a barrier to choice and consumption.

An early leader in the low and no alcohol category, HEINEKEN has been investing and innovating since 2017 to fuel increasing demand for alcohol free alternatives, and the segment now accounts for over four per cent of HEINEKEN’s portfolio, with notable growth in several key markets. In Europe, as well as in the United States and Brazil, Heineken 0.0 and Sol 0.0 are gaining significant traction.

This new study undertaken by Charles Spence, Professor of Experimental Psychology at the University of Oxford and Heineken 0.0, surveying 11,842 adults across five developed non-alcohol beer markets UK, USA, Spain, Japan (over the legal drinking age up to 75 years old), and Brazil (18 – 65 years old), found that despite the rising acceptance of low and non-alcoholic beverages, certain demographics report they feel societal pressure or are being questioned when choosing alcohol-free options.

Within the surveyed group, Gen-Z (legal drinking age to 26 years old) experiences the highest levels of societal expectations around alcohol consumption, with more than one in three reporting to have felt pressure to drink alcohol in some social situations.

The study shows that 21 per cent of Gen Z say they have concealed drinking low and no alcohol versions of alcoholic beverages because of social pressures. About 38 per cent of Gen Z men say they would be willing to drink low and no alcohol versions of alcoholic drinks, but only if their friends do too.

If and when Gen Z men choose to drink a low or no alcohol version of alcoholic drinks, 29 per cent feel they need to explain and justify their choice of drink and even feel like “outsiders” for doing so.

When it comes to moderation, there is a gap in what people say versus what they do – 51 per cent of people have ended up drinking alcohol when they said they wouldn’t, which could be due to social pressure.

Joanna Price, Chief Corporate Affairs Officer HEINEKEN, said, "As the global leader in the low and no alcohol beverage category for almost a decade, HEINEKEN is uniquely positioned to both predict and respond to consumer needs.

"Our research shows that the acceptability of 0.0 beer is at an all-time high. However, social stigmas still hinder our vision that everyone should always have a choice and should not be held back from choosing 0.0. Through campaigns like ‘Heineken® 0.0 Reasons Needed,’ we are committed to empowering responsible consumption and fostering a culture of moderation.

"Three years into our Brew a Better World 2030 strategy, our focus on consumer empowerment is stronger than ever. By offering 0.0 beer options, delivering excellent taste, and tackling social stigmas, we are redefining choice.

"Looking ahead to 2025, our ambition is to ensure that no-alcohol options are available for one strategic brand in key markets covering 90 per cent of our business."