The data and analytics company notes that shifting social attitudes among Gen Z have made low- and no-alcohol beverages a desirable lifestyle choice rather than a substitute for traditional alcoholic drinks.
Over 80% of Gen Z consumers say these beverages help them maintain their health and wellbeing goals without sacrificing taste or social connection. “Christmas has long been associated with drinking, but for many younger shoppers, attitudes toward alcohol are evolving,” said Charlotte Chilcott, Retail Analyst at GlobalData. “Low- and no-alcohol options are now a conscious and enjoyable choice. Retailers that cater to both preferences will secure a greater share of festive sales.”
The growing popularity of the category is being driven by improved product quality and diversity, with nearly 60% of 16- to 34-year-olds citing these as reasons for increased spending. GlobalData suggests retailers could boost engagement further by offering seasonal innovations such as low- or no-alcohol mulled wine, festive spritzes, non-alcoholic sparkling wines, and spiced ciders.
Chilcott adds that these products should be showcased alongside mixers, glassware, and gifting items within Christmas displays to maximize cross-category spending.
Findings are based on GlobalData’s August 2025 monthly survey of 2,000 UK respondents.
