Heavy Drinkers Lead Growth in Non-Alcoholic and Low-Alcohol Market

Published: 24 September 2025. The English Chronicle Desk

A new study has revealed that heavy drinkers are among the most frequent buyers of alcohol-free and low-alcohol drinks, highlighting an evolving trend in the UK’s beverage market. As demand for “no/low” options has surged, researchers from the University of Sheffield found that while approximately a third of UK adults have tried these alternatives in the past year, those consuming alcohol at risky levels are more likely to do so regularly.

Household purchasing data indicates that 96 per cent of households purchasing non-alcoholic or low-alcohol drinks also buy traditional alcoholic beverages, suggesting that these alternatives are increasingly supplementing, rather than replacing, standard alcohol consumption.

The market for non-alcoholic drinks has experienced remarkable growth, with sales reaching £362 million in 2023, more than double the value recorded in 2020. Availability has expanded as well, with 74 per cent of pubs, bars, and restaurants offering no/low options. Leading alcohol brands have driven much of this growth, particularly through the sale of alcohol-free beers and sparkling wines such as “Nosecco,” which accounted for 84 per cent of sales among the top 100 products.

However, the study identified a pricing disparity that could hinder public health outcomes. While non-alcoholic wines, spirits, and ready-to-drink beverages are often cheaper than their alcoholic counterparts in shops, no/low beer and cider remain more expensive. Professor John Holmes, director of the University of Sheffield’s addictions research group, cautioned that this could limit the potential benefits for heavier drinkers in economically disadvantaged groups. “Since alcohol causes the most harm among more deprived populations, affordability barriers for no/low beer and cider are a concern,” he said.

Professor Adam Briggs, programme director for the NIHR public health research programme which funded the study, emphasized the importance of understanding these trends in shaping public health policy. “Deaths from alcohol in England are continuing to rise, and tracking how the no/low alcohol market is evolving is crucial to moving from reactive treatment to preventive strategies,” he said.

Supporting these findings, a separate study published in BMJ Public Health noted a significant increase in the use of alcohol-free and low-alcohol drinks among “risky drinkers” attempting to reduce consumption. Between 2020 and 2024, those using such beverages in serious attempts to cut down alcohol intake rose from 35 per cent to 44 per cent, while any use to reduce drinking increased from 26 per cent to 39 per cent.

The trends were particularly pronounced among individuals over 65, with women and wealthier consumers more likely to use these drinks than men or those from economically disadvantaged backgrounds. Researchers highlighted the socioeconomic disparity, noting that alcohol-related harm disproportionately affects less advantaged groups. They argued that targeted interventions will be essential to ensure that no/low alcohol options contribute to reducing health inequalities.

As the market for alcohol-free and low-alcohol drinks continues to expand, public health experts stress the need for accessible pricing and informed policies to maximise harm reduction across all segments of society.