Non-alcoholic cocktails can lead health kick

06-Nov-2019 - Last updated on 06-Nov-2019 at 16:53 GMT

Perfect blend: non-alcoholic cocktails could boost trade for operators

Non-alcoholic cocktails are set to mix up the market with 15% of 18 to 24-year-olds classing themselves as teetotal, according to CGA BrandTrack.

Despite this, consumers are still hitting the on-trade with the overall frequency holding steady over the past five years.

But with consumers, particularly pronounced within younger age groups, proactively trying to lead a healthier lifestyle, how can operators respond?

Avoiding a hangover

Operators have certainly witnessed suppliers rolling out new low-and-no alcohol variants across the drinks sector.

But, only 12% of consumers have drunk a low-or-no alcohol beer in the on-trade over the past six months while 17% have bought non alcoholic cocktails.

This equates to some 8m consumers.

CGA senior client manager Nathan Boyes said: “Perhaps more than any other drink, non-alcoholic cocktails play very well to the health trend.

“A fifth (21%) of those who drink them do so to moderate their alcohol intake and a similar number (20%) do so because they want to avoid a hangover.”

Health kicks

Boyes continued: “Rather than cutting out alcohol completely, many are switching to low-or-no drinks because they fit with their busy midweek lifestyles and health kicks.

“They seem particularly well suited to the after-works drinks market.”

What’s more, the trend shows no sign of slowing as CGA Mixed Drinks Report indicates that over a third (38%) of low-or-no alcohol cocktail consumers are drinking more than they were a year ago.

More than half (55%) think these cocktails taste the same as, or even better than, their alcoholic counterparts.

The blend for success

Boyes continued: “But to fully capture this market of moderators, the range, quality and serve of non-alcoholic cocktails has to be on-point.

“The premiumisation trend that we have seen in many drinks categories is in action here too – but it is important to remember that the price has to be right. Since three in four consumers expect non-alcoholic cocktails to cost less than regular cocktails, outlets need to make sure their prices entice consumers rather than drive them away.

“If operators and suppliers can get all these factors right, non-alcoholic cocktails could create the perfect blend for success in 2020 and beyond.”