Teetotalism trends take off

Despite around three out of four APAC consumers drinking less alcohol, the adoption of alternative drinks remains low, according to survey results from GlobalData.

Seventy-one per cent of consumers drank less alcohol in August 2020, while only one in five consumers adopted alternative drinks.

The survey found APAC customers are more attracted by health claims – specifically products noted to help support mental wellbeing – with such products purchased by nearly a third of consumers.

“APAC consumers are turning away from alcohol driven by concerns around physical and mental health,” said GlobalData consumer analyst Carmen Bryan.

“While general health concerns take precedence, backed by *almost half (49 per cent) of the region’s population, weight management, fitness, physical appearance and emotional wellbeing are all considerable factors driving low or no-alcohol innovations.”

Bryan said it will be “crucial” for brands to create a premium product that blurs consumers’ perception around traditional alcoholic products trying to enter the ‘better-for-you’ space with clearer messaging.

“By leveraging wellbeing factors such as natural, immunity-boosting or skin health, brands can create a premium product that blurs consumers’ perceptions around traditional alcoholic products. A rebranding mission, of sorts,” said Bryan.

“Going forward, it will be crucial for brands to blur these lines further, emphasizing the positive health credentials that will help reassure consumers, both mentally and physically, to tap into multiple consumption occasions and justify a potentially higher price mark up.”

In Australia, beverage producers such as Mornington Peninsula Brewery have released non-alcoholic beers, while The Bucha of Byron brand, has added a kick of kombucha in a new full-strength, lower carb beer.