Zero-alcohol beverages could be seen as a gateway to real alcohol consumption among adolescents. New research has found that the recent surge in the popularity of zero percent alcohol drinks, fuelled by consumer demand for healthier lifestyle choices, has caused growing concerns among parents, with fears it could serve as a gateway to real alcohol consumption among adolescents. The Flinders University research was published today in the Australian and New Zealand Journal of Public Health.
More susceptible to peer pressure and lacking the maturity of adults, adolescents may struggle to navigate the potential risks associated with these non-alcoholic alternatives, including beer, wine, and spirits, and implications of these choices. This presents a paradox where products intended as safer alternatives could inadvertently expose young individuals to the very substance parents want their children to minimise or avoid. Nathan Harrison from the National Centre for Education and Training on Addiction (NCETA), College of Medicine and Public Health, who led the research, stated, “We already know that conversations around alcohol can be uncomfortable and tricky to broach, especially when it comes to teenagers. Now parents face the additional challenge of navigating zero-alcohol drinks that look, and taste, like the real thing.”
Insights from IWSR Drinks Market Analysis illuminate the growth drivers behind the no- and low-alcohol market, particularly the preferences of Generation Z. While health and wellness trends are at the forefront of this market expansion, with younger consumers increasingly prioritizing products that align with a healthier lifestyle, this demographic is also highly influenced by social trends and peer behaviours, which could complicate their relationship with non-alcoholic beverages.
Several key factors contribute to the rise of the no- and low-alcohol sector, including an increasing focus on health and wellness, a desire for social inclusion without the effects of alcohol, the availability of higher-quality, more palatable no- and low-alcohol options, and marketing efforts that target younger consumers, emphasizing lifestyle over consumption. Adding to the complexity is the marketing and availability of these products, which often mimic their alcoholic counterparts in branding, packaging, and even taste. This blurring of lines between non-alcoholic and alcoholic beverages raises questions about the messages being sent to young people regarding alcohol consumption and the normalization of drinking culture.