Social pressure curbs sales of soft drinks, research finds

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Most consumers say it’s acceptable to drink alcoholic or non-alcoholic drinks when they go out but some choose to drink because of social pressure, according to research by Heineken and the University of Oxford.

The study, based on an Ipsos survey of 11,842 adults of various ages in the UK, US, Spain, Japan and Brazil, found that 68 per cent had tried no or less alcohol and 80 admit they drink. it was more acceptable than it had been five years ago.

However, among those who drink alcohol at least once or twice a year, half said that at social events they “always” or “sometimes” drink alcohol regardless of the intention to have low or moderate choices. non-alcoholic.

The report’s author, Charles Spence, professor of experimental psychology at the University of Oxford, said: “Reports from people suggesting that they want to try other types of non-alcoholic drinks are they actually become more sales.

“Despite the widespread acceptance of people who do not drink alcohol . . . “It’s clear that sometimes people still face social judgment from others about their choice of soft drinks,” he added.

The research identified a number of challenges for ho non-alcoholic beverages category, including price versus alcohol, taste expectations and social context.

Of the 68 percent who tried low- or no-alcohol beverages, the largest group was Gen Z at 73 percent, followed by the baby boomers at 58 percent.

However, Gen Z (aged around 27) also felt under social pressure to drink alcohol, the survey found, with more than a third of respondents in this group of age said they had felt pressured to do so in public settings.

About 21 percent of Gen Z consumers surveyed said they were “forced” to choose a soft drink, compared to an average of 15 percent for all age groups.

Among Gen Z, the survey found that men are more vulnerable to social pressure than women, with 38 percent saying they would drink low- or no-alcohol drinks if their friends could, and 30 percent said they would feel the need to be independent. choice.

For Gen Z women, 35 percent said they would drink alcohol if their friends would.

The non-alcohol and low-alcohol category has grown over the past five years as people have become more health conscious.

Major brewers including Heineken and AB InBev have invested heavily in advertising and product launches using the trend, which has created a new market for brewers as beer consumption has declined. According to drinks data provider IWSR, global beer consumption is set to decline by 1 percent by 2023.

Meanwhile, the alcohol-free and low-alcohol category is expected to grow at an annual rate of 4 percent over the next four years in the sector’s 10 key markets. Alcohol-free products alone are expected to grow at a rate of 7 percent.

Heineken says its Heineken 0.0 non-alcoholic beer has an 18 percent market share. Sales of this brand increased by 14 percent in the first half of 2024, compared to overall beer sales growth for the group of 2.1 percent.

Spence said consumers in the five countries surveyed had moved from a “serious attitude” to a “moderate approach” to drinking alcoholic beverages with little or no alcohol, because of alcohol availability and flavor enhancement. .