Generation Z Who Like Non-Alcoholic Beer "Can't Fully Enjoy It Due to Boss's Scrutiny"

Heineken and Oxford University Study on Non- and Low-Alcohol Beverages
"Increasing Public Acceptance"... 73% of Generation Z Have Tried Them
"Social Pressure Negatively Affects Beverage Sales"

Despite a preference for light drinking occasions, it has been found that social pressure makes it difficult to consume non-alcoholic or low-alcohol beverages. On the 1st (local time), the Financial Times (FT) reported, "A study conducted by Heineken and researchers from the University of Oxford through an Ipsos public opinion survey revealed that while the public acceptance of non- and low-alcohol beverages has expanded, social pressure negatively affects beverage sales."

The survey was conducted on 11,842 adults from the United States, the United Kingdom, Spain, Brazil, and Japan. The results showed that more than half of all respondents, 68%, had experience drinking non- or low-alcohol beverages. In particular, the response rate was highest among Generation Z aged 27 and under (73%).

However, about half of the respondents who drink at least once a year reported that even when non- or low-alcohol beverages were available at drinking occasions, they 'always' or 'sometimes' consumed alcoholic beverages. In other words, although it is possible to have light drinking occasions, many still consume alcoholic drinks.

Especially, Generation Z showed high acceptance of non- and low-alcohol beverages while also feeling the greatest pressure to drink alcoholic beverages. Among Generation Z male respondents, 38%, and female respondents, 35%, reported that they only drank non- or low-alcohol beverages when drinking with close friends. On the other hand, it is analyzed that in workplaces and similar settings, social pressure leads to drinking alcoholic beverages.

Charles Spence, Professor of Experimental Psychology at the University of Oxford, explained, "Reports indicate that people want to try non-alcoholic beverages, but these reports do not always translate into increased sales," adding, "Although acceptance of non-alcoholic beverages has increased, there are still cases where people feel burdened by others' perceptions when choosing non-alcoholic drinks."

The market size for non- and low-alcohol beverages has grown significantly over the past five years, driven by increased interest in healthy living and aggressive investments by companies. According to FT, non- and low-alcohol beverages are expected to grow at an average annual rate of 4% over the next four years, with non-alcoholic beverages alone projected to grow at 7% annually.

According to market research firm Euromonitor, the domestic non-alcoholic and no-alcohol beer market was approximately 20 billion KRW in 2021, more than doubling from 8.1 billion KRW in 2014, and is expected to reach about 200 billion KRW by 2025.