Consumers want low to no-alcoholic beers

Consumers are rejecting beer and cider at the check-out in favor of low to no-alcohol beer and cider, according to e-commerce insights company, Edge by Ascential, and reported in the Retail Times.

The company said that it found the average number of alcoholic beer and cider ranges stocked in UK supermarkets is declining, as trends towards health-conscious consumption are leading consumers to opt for alcohol-free alternatives. This was based on examining data for July 2019 and comparing it to data from last year.

Research revealed that, since August 2018, all UK retailers have reduced their ranges in beer and cider, with up-market Waitrose showing the largest decrease (-26%). Morrisons and Ocado are the only retailers that expanded their ranges of beers and ciders during this time, with the product count increasing by 13% in Morrisons and by 3% in Ocado.

However, the share of low alcohol, and alcohol-free ranges is increasing in UK supermarkets. Total range with an alcohol by volume (ABV) below 0.05% (alcohol-free) increased in all retailers – including Waitrose – with Morrisons having the biggest range of alcohol-free beers. Moreover, the share of low-alcohol beers and ciders (<=1.2 and >0.05%) also increased, with Ocado in the lead with 39 products in total. 

Irene Bodega, insight analyst, Edge by Ascential, said: “Consumers are continuing to place more value on health and wellness, and the demand for healthier options when drinking is now on the rise. Brands should therefore take advantage of these changes in consumer tastes, through investment in the low alcohol and alcohol-free market, which are proving popular with retailers.

“Brands should also place a stronger focus on product descriptions to highlight dietary suitability – such as whether a product is vegan – which will ensure more transparency will consumers that are ethically minded.”

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