As more shoppers become calorie-conscious about the amount of alcohol they are drinking, retailers can increase sales by offering low calorie and alcohol-free beer as summer approaches.
This is according to Toby Lancaster, category and shopper marketing director at Heineken, who says 34% of consumers are limiting the amount of calories they are consuming, highlighting a trend of consumers making healthier choices.
Speaking at the launch of Heineken's category report he said, “The no- and low-beer, and gluten-free alcohol category has grown by +18% in value since last year. It's important for retailers to highlight how beer and cider can fit in with changing lifestyles, therefore there is a huge potential around Heineken 0% as it only contains 69 calories,” he added.
Cider director at Heineken, Emma Sherwood-Smith, said consumers are also looking for alcohol-free variants of big-brand favourites.
“With the spring sales opportunity approaching, consumers are looking for fresh ways to socialise with ‘zero’ options. With a higher RRP than soft drinks, new Old Mout Alcohol Free is a way for retailers to unlock additional sales,” she added.
Meanwhile, a third of UK consumers have now tried alcohol-free beer, according to Sharon Palmer head of trade marketing at AB InBev.
“Younger generations are driving this trend as they are cutting alcohol and calorie consumption in favour of more balanced lifestyles. In off-trade, beer and cider under 3.5% ABV has grown +37% in volume and +46% in value over the past year,” she said.
Elaine Ball, of Bargain Booze in Brentwood, said she stocks non-alcohol lines Becks Blue Alcoholic Free Lager, Bavaria 0.0% and Budweiser Prohibition.
“Sales of non-alcoholic beer pick up during the summer time when people plan BBQs. I find that more people are now looking to enjoy the taste of beer without the alcoholic content,” she said.
Read more on the trend here