The proportion of Australians purchasing zero-alcohol versions of alcoholic drinks has more than doubled between August 2020 and early January 2025, reports Circana, the leading advisor on consumer complexity.
Beer remains the most widely purchased zero alcohol beverage, however, this is starting to flatten. There have been spikes in those adding zero-alcohol wine, spirits and ciders to their baskets.
The demographics most likely to purchase zero-alcohol versions of alcoholic drinks are those under 40 and over 65 years of age; predominantly pre- and post-family life stages.
Moderation is a key driver for Australians. A record 29% of shoppers stopped buying or bought fewer alcoholic beverages in the six months to January 2025, versus the previous six months.
Zero alcohol and moderation are interlinked with nearly one-third of zero alcohol buyers motivated by a desire to reduce overall alcohol consumption.
Andrew Gerrard, Senior Consultant, Circana says:
"Over the past five years, the data shows a clear increase in zero alcohol purchases, however, we are starting to see the growth slowing.
"Being ‘curious to give it a try’ was the second top motivator for purchasing a zero-alcohol alternative in 2022; this has slipped to number four in 2025.
"One thing is clear, the messaging about the dangers of drink driving is cutting through. Consumers are much more conscious about making safe driving choices and being able to drive after consumption remains the top influence for Aussies choosing to purchase zero alcohol beverages.
"In order for brands to see continued growth and success, investing in new innovative zero or low alcohol alternatives is important to meet the consumer demand,” says Andrew.
With a more health-conscious and responsible society, purchasing habits of Australians are shifting and it is becoming more commonplace to consume zero or low-alcohol beverages.
Brands are investing significantly in the development of these products to deliver zero-alcohol products that are on par with the look and taste of the alcoholic versions.
