Alcohol brands dominate low-and-no conversations

Data from analytics firm Commetric found that most low-and-no products mentioned on Reddit are from established alcohol brands.

Commetric analysed nearly 10,000 posts about low- and no-alcohol drinks on Reddit during the past six months. It found that 62% of posts on the topic mentioned established alcohol brands over newer, dedicated low-and-no brands. As an example, Commetric listed Heineken and Guinness as established alcohol brands, with Seedlip as a newer, specialised brand.

Low-alcohol options were most frequently discussed in relation to events and social gatherings (43%), with conversations about health routines and diet secondary (32%). A quarter (25%) of conversations addressed meals and food pairings.

Only 8% of conversations were about sobriety and recovery.

Beer was the most-discussed low-and-no option, with 52% of posts discussing it. Spirits took up 13% of conversations, while aperitifs took 8% and ready-to-drink (RTD) mocktails took 11%.

The most-discussed product factors were taste and aftertaste, with 65% of conversations about these. Less important were ingredients and nutrients (48%), while pricing and value were considered in only 22% of discussions.

Other considerations included packaging and branding (15%) and environmental, social, and governance (ESG) factors (6%).

Commetric identified five consumer personas for the sector: ‘the discerning palate’ (31%); ‘the flavour explorer’ (27%); ‘the health enthusiast’ (20%); ‘the safe socialite’ (13%); and ‘the sobriety advocate’ (9%).

‘The discerning palate’ dominated conversations and was mainly concerned with options that mimic the taste and experience of alcoholic drinks, as well as general quality of flavour. Commetric noted that this demographic was more likely to seek out products from established alcohol brands as they trust them to provide a consistent experience.

‘The flavour explorer’ was less concerned with mimicking the experience of alcohol and was more keen to try new flavours and brands. This demographic was more likely to seek out newer, specialised brands.

‘The health enthusiast’ generally chooses to avoid alcohol for health reasons, and is also likely to avoid other unhealthy ingredients. Meanwhile, ‘the safe socialite’ is likely to seek low-and-no options in on-trade venues.

The final and smallest persona, ‘the safe socialite’, chooses to consume low-and-no to protect their own or someone else’s sobriety.

The no-and-low sector was worth US$13 billion in 2023 and was forecasted to grow by a CAGR of 6% between then and 2027.