Wines, beers, gin, whisky, etc.: all these alcoholic beverages now have their own alcohol-free alternative. Alternatives have indeed appeared all over the world and particularly in France where more and more consumers have turned to these less and non-alcoholic options. But who are these consumers?
These non-alcoholic products are no longer only consumed by people who cannot drink alcohol (medical contraindication, religious choice). Today, the range of consumers who enjoy these new drinks is much wider.
Among these new consumers are people who have decided to lead a healthier life, especially sportsmen and women. Indeed, the caloric intake of these alternatives is very low compared to their alcoholic counterparts. Compared to a classic 5% beer, a non-alcoholic beer has 40% fewer calories. A glass of non-alcoholic wine contains less than 25 kcal, which is three times less alcohol than a glass of conventional wine.
Since the beginning of the epidemic, many consumers have turned to drinking less alcoholic beverages. With the shutdown of bars and restaurants, the opportunities for drinking have been greatly reduced, leading many French people to turn to these non-alcoholic drinks. But this sudden consumption is not just a fad: 76% of consumers of low-alcohol drinks said they would continue to drink them. In fact, covid has caused many people to question the way they consume alcohol. Almost half of French people want to reduce their alcohol consumption this year. The success of this year's Dry January speaks for itself: 11% of French people took part.
But the population that is most interested in no-low drinks is young people. In France, more than half of 18-34 year olds said they wanted to drink less, according to an ISWR survey. Indeed, more and more millennials are turning to the "Sober Curious" trend: influencers who decide to go without alcohol and live a sober life, while sharing their feelings on social networks.
Alcohol-free alternatives, once confined to very specific populations, are now consumed by a large part of the population and their success is not going to stop there.