Demand for no and low alcohol beer has risen by nearly 40% at Tesco in the last two years.
The comes as the leading retailer has introduced dedicated brands such as Lucky Saint, Athletic Brewing and Days 0%.
Tesco has said that while Dry January helped to boost this, it reorded its highest ever Christmas week demand for no and low beer as sales soared by 43% on the previous year.
The supermarket giant has also reported a new shopping pattern emerging with no and low beer drinkers switching to buying larger pack sizes, rather than single cans or bottles which comes as a result of more confidence in the quality now available across the category.
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“Interest in no and low alcohol beer is so strong that dedicated brewers have emerged in recent years which has resulted in more choice for shoppers,” Tesco no and low beer buyer, Sam Harrop said.
“This has led to great improvements in quality with these specialist brewers inspiring far better ingredients and processes in order to create full-bodied no and low beers that taste authentic.
“The success of this market has shown us that growing numbers of drinkers seeking healthier brews are prepared to buy no and low alcohol beers as long as the quality is good.”
A No and Low Insight Report complied by retail consumer research experts KAM in collaboration with Lucky Saint found that 55% of UK adults are planning on moderating their alcohol intake in 2023.
Awareness of the alcohol-free category is also at an all-time high with beer up from 86% in 2020 to 95% in 2022, while 54% of consumers go to supermarkets to discover healthier new alcohol-free options.
Lucky Saint founder, Luke Boase added: “Wanting to moderate your alcohol consumption has been a growing trend over the last five years, and 2023 is set to become the year that moderation goes mainstream.
“Like us, Tesco is betting big on the no and low category and it shares our view of what consumers are looking for – healthier options and great-tasting alcohol-free drinks that make moderating alcohol consumption easier, which is a great thing.”