Sales of low- and non-alcoholic beverages have increased 32% at Waitrose.

Of those, low- and no-spirit beer sales increased by 85% and 50%, respectively, compared to last year.

Sarah Holland, Waitrose Low and No Buyer, said: “Our Low and No category is experiencing a significant surge this summer, with sales up 32% this year. The ‘sober-curious’ movement is growing, showing a trend towards well-being-focused drinking that doesn’t compromise on flavour or social connection.”

“This shift is undoubtedly driven by the increasing availability of premium non-alcoholic beverages that offer the same complexity and enjoyment as their alcoholic counterparts.”

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Popular beer brands Guinness and Heineken’s zero-alcohol beverages saw their sales skyrocket by 271% and 230%, respectively.

There is also increasing demand for low- and non-alcoholic spirits, with sales rising by 85%. Additionally, low and zero wine and cider sales jumped by 21% and 28%, respectively, with Codorniu Zero Rosé’s sales surging by 453%.

The news comes as brands are expanding their no- and low-alcohol ranges, with Brewdog recently launching a lower-alcohol-by-volume version of its Hazy Jane beer.

Earlier this year, Molson Coors also rolled out a 0.0% version of Madrí Exceptional to meet the growing consumer demand.