How are low and no alcohol sectors performing vs their full alcohol counterparts?

The interesting thing about the low and no alcohol fixture is that it crosses multiple drinks categories, despite being on the same fixture in store.

Quite often, low and no suppliers (and buyers) can see the performance of low and no within a certain drinks category, but not vs. other drinks categories.

We thought it would be a good idea to compare the different low and no categories to each other, so you can see what is up, what is down, and how they compare to their full alcohol counterparts.

The best-performing sector for low and no, is pre-mixed RTD's (ready to drinks) +33.9% vs. LY, compared to alcoholic pre mixed drinks at +14.9% vs. LY. This sector clearly resonates well with Gen Z, and sales are up!

It is interesting to see that low and no still wine £ sales -2.9% vs LY, are performing below the overall still wine category -1.0% vs LY. Is this perhaps because still wine is more commonly consumed by older demographics, who might be less interested in the low and no category than compared with Gen Z?

All these points need to be taken into consideration when buyers are vying for category space with the low and no fixture.

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If you need data for your category speak to Rachel H and the amazing team at NielsenIQ

Data by NielsenIQ Retail Measurement | GB - NIELSEN – Beer, Cider, Pre-mixed alcoholic drinks, still &sparking wine, Liqueurs |  - GB TOTAL COVERAGE – 52 WEEKS TO WE 29/11/25