UK: British public increasingly favouring alcohol-free beer

A new study by AB InBev UK has found that the British public is increasingly favouring alcohol-free beer products, KamCity reported on December 18.

The study found that 31% of Brits have tried such drinks, with 10% of women enjoying it on a weekly basis and 18% of Londoners drinking it whenever they go out. Londoners were also found to be the most inclined to consume alcohol-free beer, compared to any other UK city.

Additionally, 21% of millennials said they are likely to choose alcohol-free beer in January, an increase of 10% on 2014. Across the UK, 19% of consumers 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 23% saying they were happy to take it to a festive gathering. For those who are celebrating this year, 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%).

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.

23 December, 2015