No and low alcohol drinks are on the rise ahead of what could be the biggest ever Dry January in 2020.
That's according to a new report from CGA, 'Understanding Moderation in the On-Trade', which reveals the opportunity for businesses across the out-of-home drinking sector.
It shows that one in three (32 per cent) of adults have tried a no or low alcohol beer, wine or spirit in the last six months. That's around 15.5 million consumers.
The trend is already in play across pubs, bars and restaurants. At the start of 2019, CGA's Business Leaders' Survey identified no and low alcohol options as a key drinks trend this year.
Data shows that sales have increased by 48 per cent in the last 12 months, turning it into a £60m-a-year category.
With only 9 per cent of those who drink no and low options classifying themselves as teetotal, it is clear that these drinks are an alternative for people who want to moderate their intake, rather than a permanent substitute.
A growing interest in health is another of the reasons why people steer clear of alcoholic drinks on occasions.
More than four million people signed up to the Dry January campaign last year, and that number is expected to rise in 2020.
CGA's report highlights the need for pubs and bars to blend new drinking choices with established consumer favourites to help drive volume.
CGA's senior consumer research manager Charlie Mitchell said: "Our report shows there is huge potential for operators and suppliers to capitalise on the growing number of moderators.
"With even more people likely to cut back on booze after the Christmas excesses, producers, operators and suppliers are queuing up to jump on the opportunity with an ever-increasing range of no and low alcohol alternatives.
"With many consumers eager to trial them out of curiosity, along with the evident health drivers associated, the challenge will be to build loyalty and repeat trial in a market where it is increasingly hard to stand out."