Reducing harmful drinking: how no- and low-alcohol beverages can help

Harmful drinking is a major global health issue. The effects of alcohol consumption are associated with 2.6 million deaths each year and more than 200 health problems. 

In recent years, no and low-alcohol options have become increasingly popular. A growing and lucrative market has developed to cater for people who want to drink less or maintain the social and taste elements of drinking but without the alcohol.

However, there’s still limited evidence on how these products can help reduce alcohol consumption and on strategies to promote substitution of alcoholic beverages with no and low-alcohol alternatives.

Behavioural interventions could support this substitution by making small changes to the social and physical decision-making environments in which alcohol is typically consumed, notably pubs, bars, restaurants and sports events. 

BIT collaborated with Comunidad Mexicana to explore how to support people shift from alcoholic beverages to no and low-alcohol alternatives in the UK, Germany and Mexico.

In this blog, we share the findings of the first step of this collaboration. We rapidly summarised existing scientific research on the consumption patterns of alcoholic beverages and no and low-alcohol alternatives, and the factors affecting these consumption patterns. The findings of the review served as a foundation for generating ideas for behavioural interventions which we then tested in an experiment. 

What are the current consumption patterns for NABs and LABs? 

No and low-alcohol beverages currently represent a small part of the market, accounting for 3.5% of the global market share for alcohol. Most of these drinks are beer and cider, making up 75% of the category. In the UK, less than a quarter of adults have tried these alternatives, with 21% having tried a no-alcohol option and 17% a low-alcohol beverage. These drinks are mainly popular with younger men, people with higher incomes and regular drinkers, and slightly less so with non-drinkers. This shows that there is still room to encourage people to switch to a healthier alternative.

What makes people choose NABs and LABs? 

Making changes to individuals’ behaviour can be challenging, so it is important to understand the drivers of alcohol consumption. BIT explored these influences through a rapid evidence review and interviews, identifying seven key factors that shape drinking habits, with taste, price and affordability, and social norms and peer pressure highlighted as key contributing factors: 

The importance of taste

The first sip matters. Many people still view traditional alcoholic drinks as better-tasting than no and low-alcohol alternatives. This can deter people from choosing healthier options. However, this is changing quickly with improvements in brewing and distilling technology. As one interview participant noted:  “… When I tried [a popular non-alcoholic beer brand] that one tasted way better than other non-alcoholic beers and that one I do consume way more”.

To increase acceptance of NABs and LABs, manufacturers should focus on enhancing flavour, offering tasting opportunities and emphasising enticing descriptions to emphasise taste and aroma.

Price matters

Money talks, especially when it comes to alcohol consumption. While alcohol prices have dropped by 13% in the UK and we see similar trends globally, no and low-alcohol alternatives often remain more expensive. As one interview participant explained: “I’m not going to pay the same amount for an alcoholic beverage if the alcohol part is missing”.

Price promotions heavily influence purchasing decisions, particularly among younger drinkers. Another participant shared: “If I see a six pack of a specific brand on discount and I’m with my friends, I’ll just go for it”. Lowering prices of no and low-alcohol beverages to make them more affordable or setting minimum alcohol prices could be key to encouraging healthier choices.

Breaking social pressure

“Sometimes you drink to please others… you feel the need to do it.”. This quote captures a common experience – the social pressure to drink alcohol. Many people, especially in settings like student events or after-work gatherings, feel pressured to drink to fit in. As one interview participant noted: “If I have a [soft drink], it makes me feel like I am the boring one in the group”.  

But this is changing and attitudes are shifting. Younger generations are increasingly comfortable choosing not to drink, and this creates a positive ripple effect. As one participant observed: “I am more inclined to opt for non-alcoholic drinks if others in the group are not drinking”. Many people may also prefer no or low-alcohol drinks but mistakenly believe they’re alone in this preference. Therefore, highlighting the growing popularity of non-alcoholic options and sharing positive testimonials can normalise these choices, making them more socially acceptable.

Beyond the basics – other important factors

• Availability makes a difference: finding no and low-alcohol beverages shouldn’t feel like a treasure hunt. Bars and restaurants are starting to expand their non-alcoholic menus, but there’s room for improvement. When these drinks are as visible and available as alcoholic options, people should feel more comfortable choosing them.

• Smart marketing matters: we’re influenced by what we see. Research shows that exposure to alcohol advertising can increase consumption by up to 2.67 units. This is especially true for young people, who may be drawn to try brands they see advertised. Simple changes, like placing no or low-alcohol drinks prominently on menus or creating attractive displays, can help people make healthier choices. 

• Personal choice and lifestyle: life circumstances often drive drinking decisions. Work responsibilities, driving commitments, family obligations and health-related considerations naturally lead many people to seek alcohol-free alternatives. These consumers will likely appreciate when no and low-alcohol beverage labels highlight benefits such as “zero calories” or “hangover-free”. 

• Cultural considerations: different communities have varying relationships with alcohol based on cultural and religious values. This diversity creates opportunities for no- and low-alcohol beverage manufacturers to develop products that respect and celebrate these differences, making everyone feel included in social situations.

Looking ahead: from research to real change

Small changes can make a big difference. While dramatic shifts in drinking habits might seem daunting, our research shows that simple adjustments to how we think about and access no and low-alcohol alternatives can create positive change. 

Taking what we have learned, BIT has developed and tested four behavioural interventions that aimed to support people making the healthier choice. These innovative approaches focus on making it easier and more appealing to choose no and low-alcohol alternatives in everyday situations. We’ll publish solutions and share exciting results from our experiments soon, so please stay tuned.