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UK on-trade fails to meet demand for alcohol-free
New research by non-alcoholic apéritif brand Everleaf has found that the UK hospitality sector is ‘behind the curve’ when it comes to delivering on the growing demand for alcohol-free options.
The research carried out by KAM in partnership with Everleaf in November 2024 captured metrics related to the availability, accessibility, and visibility of alcohol-free options. It surveyed 131 outlets across London and Manchester, representing 3,832 UK pubs, bars and restaurants.
Of the venues surveyed, 98% were found to offer at least one alcohol-free drink, however the visibility of non-alcoholic options on both menus and at the bar often fell short.
Non-alcoholic beer was the most widely distributed (96% served bottles and 18% offered draught), while other categories, such as alcohol-free ‘spirits’, were available in less than half (47%) of the venues audited and only listed on 18% of menus.
Even when alcohol-free options were available, they were not ‘clearly visible’ in two-thirds of venues, which subsequently forced 52% of customers to ‘actively’ search for them. Furthermore, one-third of venues did not include non-alcoholic cocktails on their menus at all.
Everleaf founder Paul Mathew said: “Drinking habits have changed dramatically, even in the six years since I sold the first bottle of Everleaf. People want to feel included and have access to high-quality, uncompromisingly tasty non-alcoholic options in bars and restaurants. It’s not enough just to stock them – they need to be clearly listed and showcased with as much pride as anything else on the list.”
The survey found that drinkers who have taken to alcohol moderation are perceived as the ‘new vegetarians’. However, data from YouGov indicated that while 16% of Brits identify as non-drinkers, only 6-7% of the population follow a vegetarian diet.
Despite this, 100% of venues audited in the survey were found to offer vegetarian options on their food menus, with an average of 37% of dishes being meat-free, while only 70% of venues listed non-alcoholic options on their drinks menu, and only 18% of cocktails were alcohol-free.
The report suggests that with non-alcoholic drinks now accounting for a ‘significant’ share of consumer demand, venues that fail to prioritise this category risk losing not only individual customers but also groups where even one person prefers a non-alcoholic option.
Previous research from KAM has indicated that customers will often leave a bar early – or avoid visiting altogether – if suitable non-alcoholic options are difficult to find, and they’ll take their friends with them.
Katy Moses, managing director of KAM, said: “Visibility and accessibility of alcohol-free options are still generally fairly shocking as they are too frequently hidden or omitted entirely from the menu. With one in three visits to pubs, bars, and restaurants now not involving alcohol, and younger generations embracing moderation more than ever, this should serve as a wake-up call for the hospitality industry.”
Mathew concluded: “Venues that embrace [the showcasing of non-alcoholic products] will improve the customer experience and unlock a valuable and loyal customer base that’s only going to grow in the coming years.”
The report also offers top tips for operators wanting to provide an inclusive range of alcohol-free choices. You can access the full research here.
Furthermore, you can register to join the live video Q&A event at 12pm tomorrow (7 January) here.
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