The Portman Group is urging the government to do more to encourage the public to consume low and no alcohol drinks.
As dry January begins, the alcohol social responsibility body and marketing regulator is looking for the government to launch the long-awaited consultation on low-alcohol descriptors.
The consultation would seek views on updating the terminology around the various ways in which products below 1.2% ABV are marketed – a key source of confusion for UK consumers.
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After a delay of nearly two years, the Portman Group is calling on the government to prioritise the review in 2023 after growing interest in the low alcohol category.
New YouGov consumer research reveals that over one quarter (29%) of alcohol drinkers now also semi-regularly drink alcohol alternatives, compared to almost a third (32%) in 2021 and a quarter (25%) in 2020.
For the fifth year in a row, the top reasons cited for drinking low and no alcohol are being able to drive home safely from social events and taking part in social events.
Those that plan to reduce alcohol consumption in 2023 said they will drink fewer alcoholic drinks at home (37%), have more alcohol-free days (30%) and 25% said they plan to stop drinking at home altogether.
“The variety and availability of low and no alcoholic drinks has never been stronger, reflecting a huge increase in consumer popularity,” chief executive of the Portman Group, Matt Lambert said.
He added: “The vast majority of consumers already drink responsibly within the Chief Medical Officer guidelines, but it is particularly pleasing to see evidence that low and no options are playing a role in encouraging people to moderate their drinking.
“We are calling on the government to launch the low-alcohol descriptors consultation this year to give further support to the low and no alcohol sector,” Lambert said.
“It has been expected for nearly two years, but given the turbulent political year this hasn’t been prioritised. This is an important review which should see alignment with global descriptors and give another push to this innovative category which is an active substitute for alcohol and supports moderate drinking.”
The news comes as Waitrose has seen a surge in demand for alcohol-free alternatives over the festive period, as it predicted more people will be kicking off 2023 without a hangover.
