New work from the CRESH team has found a significant increase in the availability and sales of no and low alcohol (No/Lo) beverages in convenience stores across Great Britain. At the same time, the growth in availability and sales of these products was disproportionately higher in less deprived neighbourhoods of the country. These findings have some important implications for public health, particularly given the mixed evidence on whether No/Lo beverages act as substitutes for standard alcohol products (potentially reducing harm) or as supplements (potentially increasing overall consumption).
The Growth of No/Lo Products: a case study in Great Britain
No/Lo beverages are alcohol-mimicking drinks that contain no or low amounts of alcohol, and their popularity has grown rapidly across high-income countries reflecting changes in consumer preferences and drinking behaviours. Our recent CRESH study, published, with colleagues in Sheffield, in Addiction, examined how the availability and sales of No/Lo products have evolved in local stores across Great Britain between 2018 and 2022. We found that in 2018, only 34% of small retailers sold No/Lo products, rising to 68% by 2022.
However, the availability and sales of No/Lo beverages differed across neighborhoods with varying levels of deprivation. By 2022, retailers in more affluent neighbourhoods recorded 33% higher sales of No/Lo products and offered more than twice as many products as those in the most deprived areas. Compared with 2018, we identified that these inequalities in availability and sales between the most and least deprived neighbourhoods have widened over time.
This study draws on data from more than 11 million alcohol transactions from 1,432 retailers operating between 2018 and 2022 across Great Britain. This comprehensive dataset is particularly valuable, as such data are rarely accessible due to high costs and commercial sensitivity. Previous research has largely relied on survey data, which can be affected by recall and social desirability bias and do not capture geographic variation in availability and purchasing patterns. In addition, most existing studies have focused on sales in bars and pubs, whereas this study captures purchasing in retail settings. This is particularly relevant in a context where alcohol consumption at home is increasing, and local shops enable quick and often spontaneous purchases.
What do these findings mean for public health?
These findings align with previous research showing that individuals with higher socioeconomic status are more likely to consume No/Lo products, often linked to greater health awareness and lifestyle changes, particularly since COVID-19. These differences in preferences and purchasing power are likely reflected in spatial patterns of availability and sales, with higher uptake in more affluent areas. This can be also explained by the influence of large transnational alcohol companies. Product availability, range, and marketing are shaped by market forces that tend to favour more commercially attractive locations, reinforcing geographic inequalities.
The public health implications of this uneven distribution remain uncertain. Evidence is mixed on whether No/Lo products reduce overall alcohol consumption (as substitutes) or increase it (as complements). If they do contribute to harm reduction, our findings suggest that these benefits are currently concentrated in more affluent communities—raising concerns about widening inequalities, given that alcohol-related harm is higher in more disadvantaged groups.
This points to the need to consider equity in how No/Lo products are distributed and promoted. Potential policy responses could include incentives for retailers in more deprived areas to stock No/Lo options, alongside awareness campaigns tailored to different social groups. These approaches could complement existing measures such as alcohol taxation and minimum unit pricing (MUP), which may also make No/Lo products relatively cheaper and therefore more attractive alternatives.
However, framing No/Lo products as a public health solution requires caution. Increased availability may contribute to the normalisation of alcohol consumption. Major alcohol companies are increasingly promoting No/Lo products, potentially using them to strengthen brand visibility. Such practices may normalise drinking behaviours and indirectly reinforce demand for higher-strength products, thereby undermining anticipated public health benefits. There are also concerns about a possible “gateway” effect, particularly among young people, who can purchase zero-alcohol products and may not clearly distinguish them from alcoholic beverages. This raises questions about the role of No/Lo products in shaping drinking norms from an early age.
An uneven rise—and what comes next
The study findings suggest that public health responses to the expansion of No/Lo products should adopt a geographical lens, accounting for regional contexts and inequalities. Any potential benefits or harms are unlikely to be evenly distributed under current market conditions. Further research is needed to better understand whether No/Lo products act as substitutes for or supplements to standard alcohol, particularly by examining: (i) who is being reached; (ii) which populations lack access; and (iii) how retail availability shapes consumption opportunities across different areas. Until stronger evidence is available on harm-reduction effects, consumption patterns, and potential unintended consequences, policies aimed at promoting No/Lo availability should be approached with caution.
This is particularly relevant in a context where the UK Government has committed to delivering a significant increase in the availability of alcohol-free and low-alcohol drinks.
Despite this, No/Lo beverages accounted for just 0.25% of total alcohol sales in local shops I 2022 in Great Britain, suggesting that their current impact—whether as substitutes or supplements—is likely to be limited. However, further investigation is warranted.
This work was funded through the SPECTRUM consortium.
Roberto Valiente Borox
CRESH 
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