Retailers should expand and elevate their low- and no-alcohol ranges this festive season to capture more spending from younger consumers, according to GlobalData.
The research firm says Gen Z’s changing attitudes mean these drinks are now seen as desirable choices rather than substitutes for alcohol. Over four-fifths of Gen Z respondents to a GlobalData survey agreed that low- and no-alcohol options help them prioritise health and wellbeing without compromising on taste or social interaction.
Charlotte Chilcott, Retail Analyst at GlobalData, said: “Christmas has traditionally been synonymous with socialising with alcoholic beverages, but for many younger consumers, the social norms around alcohol consumption are shifting. Low- and no-alcohol drinks can be just as enjoyable as traditional alcoholic options. They are a deliberate, enjoyable choice that satisfies taste, social and wellbeing goals.”
The category’s growth is being driven by improved quality and variety, with almost 60% of 16-34-year-olds citing these factors as reasons for increased spending.
Chilcott added that retailers should consider seasonal products such as low- or no-alcohol mulled wine, festive spritzes, non-alcoholic sparkling wines and spiced ciders, promoted within Christmas and party displays alongside mixers, glassware and gifting options to encourage additional spend.
