Over 28 per cent of Irish urbanites buy non-alcoholic beer at least once per month, a WorkShopPlay online consumer survey by Exterion Media shows. Several factors are influencing decisions to go alcohol free; socialising and driving top the list on 48 per cent, with driving the next day coming in second along with 18-34 year olds aversion to hangovers.
People wanting to stay in control also influences this demographic’s choice of tipple. The survey found that 72 per cent of respondents would like more brand choice and availability in bars and restaurants with 44 per cent looking for a wider choice on the retail front. Three in four Irish urbanites see non-alcoholic drinks as more socially acceptable.
Seven in 10 of 18-34 year-olds believe that people are more focused on health and well-being and similar percentage of the WorkShopPlay panel are more conscious of their alcohol consumption now than five years ago and plan to try more non-alcoholic beers in the future. However, almost one in four say there is still a stigma around non-alcoholic drinks.
Commenting on the results, Antoinette O’Callaghan, marketing manager, Exterion Media, said the survey clearly identifies emerging trends in drinking behaviours in Ireland – the changes in consumption habits and the increased awareness of physical and mental well-being. Demand in this sector is growing and consumers want more choice and availability.
