Report | The customer perspective

In partnership with Lucky Saint

About

In January 2020, KAM launched their inaugural research study into the low and no drinking occasion in 2022, and how customer attitudes and behaviours are driving it’s rapid growth.

Fast-forward over two years and a lot has changed in the world. However, we continue to see an exponential growth in the low and no category.

At KAM, we’re delighted to be launching our follow-up research study, in partnership with Lucky Saint, to continue providing critical insight on the low and no category, from a customers’ perspective. We’ve dived deeper into what has changed since 2020 and look ahead to the new customer trends for 2023 and beyond.

With feedback from 500 UK adults, this research highlights…
-Alcohol consumption behaviours
-The Low and No opportunity in the On Trade
-Off Trade focus for Low and No in grocery
-Quality and range perceptions and behaviour drivers
-Discovery perceptions and behaviour drivers
-Staff knowledge perceptions and behaviour drivers
-Price perceptions and behaviour drivers
-Category switching impact for Low and No
-Awareness, consumption habits and perceptions around AF beer
-Awareness, consumption habits and perceptions around AF spirits
-Understanding the CBD opportunity within Low and No
-Summary / key take-outs

This report demonstrates the increase in demand for quality Low and No options, and showcases the opportunity the category represents for on-trade venues and grocers both to improve their customer experience and drive commercial benefits.

Release date

July 2022

Format

PDF Report. 81 pages