Around 40% of British drinkers decreased their alcohol consumption in the past year to save money or for health reasons. Initiatives, like ‘Dry January’ or ‘Go Sober for October’ are drivers for consumers increasingly moderate drinking behaviour. According to the Scottish Health Survey in 2016, one in four people drink more than the recommended limit of 14 units per week, classified as harmful levels. Due to the increasing awareness of the dangers of excessive drinking and the increasing health consciousness of consumers, people are gaining interest in low-/non-alcohol alternatives.
According to Nielsen, sales of low- and non-alcohol drinks rose by 20.5% in 2017. While for some this means drinking less but better quality, for others it means choosing products that are lower in alcohol. With the introduction of the world’s first minimum price of 50p per unit alcohol in May this year, the Scottish government expects the new pricing will save 392 lives within 5 years, though some groups doubt there will be much difference. Consequently, low-ABV and non-alcoholic drinks are growing rapidly, which represents a significant opportunity for Scottish producers to embrace this increasing trend.