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Many shoppers feel the category does not offer value for money

Price and availability are deterring shoppers from buying into the low & non-alcoholic drinks category.

That’s according to a new report by Lumina Intelligence – the insight company run by The Grocer’s publisher William Reed.

The report, which shines a light on availability, consumer needs and motivations in low & no, found many shoppers still felt the category did not offer value for money and were sceptical of brands’ price points.

Despite the massive growth of shoppers looking to moderate their drinking and make healthier choices, needing to be able to drive was still the top motivation for buying low & no drinks in a pub, it found.

However in the off-trade, the most common motivation was the desire to try something new.

Supermarkets were found to be the most prominent point of contact for low & no shoppers. Some 43% of consumers most regularly visit a supermarket to purchase low & no products, whereas 11% choose supermarket online, 10% a pub, 8% a convenience store and 8% a discounter.

The category “continues to see tremendous growth, with supermarkets playing a pivotal role in driving awareness of the category as the most common place for the first purchase,” said Lumina Intelligence insight director Blonnie Whist. “However it is clear that there remains a significant untapped opportunity.

“Price and visibility remain the main barriers to consumers purchasing more low & no products. The category continues to evolve with exciting NPD regularly hitting the market. However, retailers and operators need to play their role by making the category as visible as possible on shelves in-store, behind bars and on menus.”

The report follows the inaugural Low2NoBev trade show – the first trade show exclusively for the sector – which took place at London’s Old Truman Brewery on 9-10 June.

Exhibitors at the show included the likes of Big Drop Brewing Co, BrewDog, Lyre’s, Lucky Saint and Small Beer.

To download a copy of the report, click here. For more information on the event, visit