A new study by Heineken and the University of Oxford reveals that while most consumers find it acceptable to have no- or low-alcohol drinks, social pressure still leads some to choose alcohol despite their intentions. The research, based on a survey of over 11,000 adults across five countries, found that 80% believe drinking non-alcoholic options is more acceptable than five years ago, yet half of those who drink alcohol at least occasionally still feel pressure to consume it in social settings.
Most consumers say it is acceptable to have no- or low-alcohol drinks when they go out but some opt for alcohol anyway because of social pressure , according to research by Heineken and the University of Oxford. The study, based on an Ipsos survey of 11,842 adults of a range of ages in the UK, US, Spain, Japan and Brazil, found that 68 per cent had tried no- or low-alcohol alternatives and 80 per cent believed that drinking them was more acceptable than it was five years ago.
However, Gen Z also felt the most social pressure to drink alcohol, the research found, with more than a third of respondents in this age group saying they had felt pressure to do so in social situations. About 21 per cent of the Gen Z consumers surveyed said they had been “called out” for choosing a non-alcoholic drink, compared with a 15 per cent average across all age groups.
Non-Alcoholic Drinks Social Pressure Alcohol Consumption Consumer Trends Gen Z
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