The landscape for low and no-alcohol beverages continues to evolve, with Heineken® 0.0 and other non-alcoholic options gaining significant traction worldwide. While the category’s growth trajectory remains positive, research highlights persistent social barriers that producers and advocates aim to overcome.
Strong Market Growth for 0.0 Beverages
Globally, the 0.0 beer market is now valued at a remarkable US$13.7 billion, representing 1.7% of total beer volume. Heineken® 0.0 has played a pivotal role in driving this growth, reporting a 14% increase in sales during the first half of 2024. The broader low and no-alcohol beverage segment has achieved a compound annual growth rate (CAGR) of 4.8% over the past five years, outpaced by Heineken®’s 10% CAGR in the same period. As a result, non-alcoholic options are gaining ground in major markets such as Europe, the United States, and Brazil.
Social Perception: From Stigma to Acceptance
Recent research conducted by Heineken® 0.0 in collaboration with Professor Charles Spence from the University of Oxford sheds light on evolving attitudes toward non-alcoholic beverages. The study, which surveyed 11,842 adults across five major markets—the UK, USA, Spain, Japan, and Brazil—revealed that societal pressure remains a hurdle for many consumers.
Key findings include:
- Gen Z Faces the Most Pressure: More than one-third of Gen Z respondents (legal drinking age to 26) reported feeling pressured to consume alcohol in social settings. Among this group, 21% admitted to concealing their choice of non-alcoholic beverages due to societal expectations.
- Peer Influence Matters: 38% of Gen Z men said they would opt for low or no-alcohol drinks if their friends did the same.
- Stigma Persists: Despite rising acceptance, 29% of Gen Z men feel the need to justify their choice of non-alcoholic beverages, sometimes feeling like “outsiders” for doing so.
- Behavior vs. Intentions: 51% of participants admitted to consuming alcohol despite intending to abstain, often citing social pressure as the driving factor.
However, the narrative is shifting. A growing number of participants (50%) acknowledged that low and no-alcohol drinks are more socially acceptable now compared to five years ago. Additionally, 20% of consumers reported alternating between alcoholic and non-alcoholic options at social gatherings.
Breaking the Stigma: Heineken® 0.0’s “0.0 Reasons Needed” Campaign
Heineken®’s latest initiative, the “0.0 Reasons Needed” campaign, aims to dismantle stereotypes and empower consumers to make alcohol-free choices without explanation. Featuring bold TV advertisements directed by Hanna Maria Hendrich and filmed in Barcelona, the campaign challenges societal norms and promotes inclusivity.
“Our research shows that the acceptability of 0.0 beer is at an all-time high,” said Joanna Price, Chief Corporate Affairs Officer at HEINEKEN. “However, social stigmas still hinder our vision that everyone should always have a choice. Through campaigns like ‘0.0 Reasons Needed,’ we’re fostering a culture of moderation and redefining choice.”
The campaign is part of HEINEKEN’s broader “Brew a Better World” strategy, which prioritises sustainability, responsibility, and innovation. By 2025, HEINEKEN aims to ensure that zero-alcohol options are available for at least one strategic brand in markets covering 90% of its global business.
A Cultural and Behavioural Shift
The shift toward mindful consumption reflects broader changes in societal attitudes. “For generations, alcohol has played a central role in socialisation,” noted Professor Charles Spence. “Our study reveals that for many, alcohol is no longer the default in social situations. We’re seeing a shift toward more mindful consumption, even as younger generations continue to face stigma.”
With Heineken® 0.0 now available in 114 markets and supported by initiatives like sponsorships with Formula 1 and partnerships with ambassadors such as racing champion Max Verstappen, the brand remains at the forefront of this cultural transformation.
As 2025 begins, the low and no-alcohol category stands poised for further expansion. By addressing social barriers and offering high-quality alternatives, Heineken® and other industry leaders are setting the stage for a future where choice is celebrated, and moderation is mainstream.
