Research has shown that a quarter of all visits to a pub now do not include alcohol.
The study by KAM Media also shows that two in three licensees are asking for further support to help them maximise the growing 'low-and-no' opportunity in their pubs.
The study was based on feedback from 1,000 UK adults and 170 pub licensees. It found that there are key opportunities to improve both the range of non-alcoholic drinks for customers, and to better communicate the range available.
Katy Moses, MD at KAM Media said: "More than 1-in-2 consumers said they find it difficult to see which cans and bottles, behind the bar, are low and non-alcoholic versions of alcoholic drinks, or soft drinks specifically.
"Improving the visibility and communication of the 'low-and-no' range available is key, especially with so many new and unfamiliar brands entering the category.
"Many licensees are aware that they need further advice on how to better display and communicate their range, and the majority want extra support on how to better satisfy these 'low and no' customers, so it's a great opportunity for collaborative growth."
The research, carried out in the past month, aimed to find out the customer perspective on the 'low and no' drinking occasion. It found that 45 per cent of consumers are currently satisfied with the 'low and no' range available in pubs, and 47 per cent in restaurants.
It found that 63 per cent of customers expect low and no alcohol variants to be cheaper than alcoholic equivalents, and 13 per cent say the price actively puts them off purchasing.
Katy added: "Some customers believe that the low and no variants are not that much cheaper than the alcoholic versions, so feel they're getting a worse deal.
"Pricing needs to be carefully considered, especially if it puts customer's off trialling the products in the first place."
The research also identified that many licensees are excited about the 'low-and-no' opportunity, with two thirds having increased their range in 2019.