Zero In Focus
Over the last few years, producers have begun to release zero alcoholic or low alcohol (NoLo) brands such as Guinness 0.0 and Gordons 0.0 to meet the growing trends of health and well-being as we see many consumers cutting back on alcohol consumption. 76% of all consumers are proactively trying to lead healthy lifestyles and 31% say they’re drinking ‘NoLo’ alternatives more regularly than a year ago, per CGA’s Opus research. Dry January is another initiative to spark further interest in this category and in this week’s Out\Look, we publish the first of our two-part research called ‘Zero in Focus’.
The study investigated opinions and perceptions associated with zero-alcohol beers including taste, consumption, relationship to alcohol brands and the role of advertising in consumers’ decision making in the sector. The findings are part of our ongoing iQ insight programme, which was conducted on our behalf by Ipsos MRBI among 300 residents of the capital, aged 18-54.
The study found that 39% of all Dublin alcohol drinkers are currently partaking in ‘Dry January’. The highest participation rate was amongst females aged 18-24, at 60% which is an increase of almost 20% within this category compared to last year’s findings. Males aged 18-24 also had a high participation rate at 50%. However, males aged 45-54 had the lowest participation rate out of all Dublin alcohol drinkers at 30% in the well-established month of abstinence.
When querying participants on consumption levels, one third of all adult drinkers said they consume more zero alcohol beers than they did a year ago. A further breakdown found that 46% of adults aged 25-34 said they consume more zero alcohol beer than they did a year ago. This is an increase of 15% amongst this age category when asked about their zero-alcohol consumption last year.
The research indicates consumers have a positive attitude towards this product category with three in five respondents believing the quality of zero-alcohol beers have improved greatly in recent year. Looking ahead, 50% of adults aged 25-34 intend to drink more zero alcohol beer in 2022, as a replacement for beers with alcohol content. There’s no major gender or age differences regarding this intention.
Next week, we will focus on advertising of zero alcohol and the importance of brands when it comes to making zero-alcohol choices, among other relevant findings. For more details on the ‘Focus in Zero’ study, contact firstname.lastname@example.org