Development of the alcohol-free and low-alcohol drinks market in Great Britain from 2011-2022: narrative timelines based on a documentary review of off-trade retail magazines and market intelligence reports

Abstract

Issue: There is a growing alcohol-free and low-alcohol (no/lo) drinks market in Great Britain. Insight about when this emerged and how it has developed is needed to inform and interpret the growing body of research into the use of no/lo drinks. We therefore document the development of the no/lo market in Great Britain between 2011 and 2022 and examine which stakeholders have been involved in development and what actions they have taken. Approach: Narrative timelines created through a documentary review of trade magazines (2011–2022) and market intelligence reports (2015–2022), focusing on product launches, marketing activity, industry changes, retailer actions, governmental actions and third sector activity. Findings: A mainstream no/lo market emerged and established from 2015, with activity thereafter characterised by intensive market entry, expansion, and consolidation among both independent producers and mainstream alcohol brands. While initial development concentrated on beers, innovation has since proliferated across the cider, spirits, wine and ready-to-drink categories. Development appears predominately driven by market forces (e.g., product launches and marketing), with January a focal point of activity. Government has not introduced any legislation around no/lo drinks, although it has consulted on appropriate no/lo descriptors (in 2018) and committed (in 2019) to work with industry to grow the no/lo market. Implications and Conclusions: While initial development in the no/lo market concentrated on beers, recent developments across categories, coupled with continued consolidation and expansion among beers, suggest the market may still develop further. Any assessment of the public health impact of no/lo drinks should be subject to longer-term follow-up once the market matures.