There is a major cultural shift towards moderation in attitudes to alcohol going on, according to global research published by Heineken.
The study, conducted across the UK, USA, Spain, Brazil and Japan, revealed that 72% of people are more than happy to say “no thanks” to alcohol without offering an excuse.
Around two thirds (67%) also said it’s now inappropriate to ask why someone isn’t drinking, with 86% feeling comfortable choosing low- or no-alcohol drinks at festive gatherings.
“The culture has changed, and so has the category,” said Joanna Price, chief corporate affairs officer at the brewer. “This data confirms that moderation is no longer fringe behaviour; it’s mainstream.”
This time last year, Heineken’s first ‘0.0 Reasons Needed’ study with Oxford professor Charles Spence found Gen Z was leading a quiet confidence revolution, while stigma around not drinking still lingered. Now that confidence spans all generations, it seems.
“Alcohol has long been tied to social ritual, but that link is breaking down,” said Spence. “This data shows a move away from expectation and towards individual empowerment, with humour, confidence, and support from peers now shaping how we drink.”
The cultural transformation around drinking has been matched by impressive category growth, with the low- and no-alcohol segment expanding faster than ever before. However, this remains from a small base.
As Rachel Weller, commercial Lead, UK & Ireland at NielsenIQ explained in a recent Q&A, non-alcoholic alternatives are still “a relatively small part of the on-trade, but they’re growing fast. No/low alcohol beer currently makes up less than 2% of total beer sales, and non-alcoholic spirits sit at just 0.4%. That said, 20% of consumers say they choose no/low options when moderating, and we’re seeing strong momentum behind the category,” she explained.
Weller also noted how moderation is having an impact on the on-trade. “While footfall into pubs and restaurants has rebounded – up 21% year-on-year in the first half – we’re not seeing alcohol volumes recover at the same pace. Consumers are buying fewer drinks overall, driven by a mix of motivations: about a third moderate for health reasons, another third to save money, and many are choosing to drink less but better, prioritising quality over quantity,” she added.
