Young people aged 16 to 25 in the UK are three times more likely to start drinking alcohol than non-alcoholic or low-alcohol alternatives (62% vs. 17%), while fewer than one in five (18%) have never tried either, according to new research from the University of Sheffield.
The study, funded by Alcohol Change UK and carried out by researchers at the University of Sheffield and University College London, is the first UK attempt to investigate the role of non-alcoholic drinks (no/rose), such as non-alcoholic or low-alcohol spirits, beer and wine, in young people’s lives. This comes as sales of No/Load Link more than doubled from 2020 and soared to £362m in 2023.
This project used new and existing survey data from 5,890 adults and 3,652 young people aged 16-25 to examine adult attitudes towards young people’s consumption of alcohol and non-road drinks, alongside their consumption patterns, motivations and experiences. The researchers also explored this topic with families on a one-on-one basis and together through a series of interviews with primary caregivers and young people.
Main findings
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Opinions on the acceptability of no/low are mixed, with more than a third of adults surveyed in the UK believing its use by 13-17 year olds is widely acceptable, 46% for zero-alcohol drinks and 31% for low-alcohol drinks up to 1.2% alcohol, and even more acceptable in home environments, 64% and 56% respectively.
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Low/low drink products are considered “adult” – Young people and parents/carers primarily believe that low/no drink products are for adults who choose not to drink and are less relevant to young people. Its use is not common, even in family settings where it is considered more acceptable to not drink or to drink only a few drinks.
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Teens choose alcohol or soft drinks over no/low. Among young people, the main purpose of drinking alcohol is at least mild drunkenness, so no/low is seen as a poor substitute. Even in a family environment, most adolescents prefer to drink either standard alcoholic beverages or traditional soft drinks. This suggests that the attractiveness of no or few substitutes is limited.
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No evidence of a ‘gateway’ effect – Concerns have been raised that no/low could lead to a ‘gateway’ effect, where young people lower the age at which they first consume alcohol or influence how much they drink, but this study found no evidence of this for the UK.
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The role of parents reflects the normalization of alcohol, which is already an established cultural default in many family settings. Although no/low drinking in adolescents was widely considered acceptable, most primary carers interviewed believed it was acceptable for young people to drink alcohol in the home, and some believed that it was their responsibility to introduce alcohol to adolescents. This is despite strong evidence that an alcohol-free childhood is the safest option.
From the interviews we conducted with parents and their adolescent children, it was clear that Nordrink or Roadlink is seen as a drink for adults who are avoiding alcohol. Most parents had no problem with their children trying Nordrink or small drinks, but thought they were less likely to choose them over alcoholic or soft drinks. Most of the alcohol-drinking adolescents we spoke to believed that they were less likely to choose no or less alcoholic drinks over alcoholic beverages when socializing with friends. ”
Dr Laura Fenton, Research Fellow, University of Sheffield, Project Co-Leader
Dr Melissa Oldham, principal investigator and co-leader of the project from University College London, said: ‘The public health impact of abstinence and light drinking, if any, will depend on whether alcohol consumption decreases or increases in the population as a whole. It is unclear whether this will have a positive, negative, or no effect on alcohol consumption, and some public health researchers and parents are concerned that abstinence and reduced drinking may introduce tastes, rituals, and branding associated with alcohol in children and young people. Younger age may lead to increased alcohol consumption in the long term.
“Our findings do not show clear evidence that No/Load Links are associated with earlier onset of drinking or increased long-term drinking in young people. There is also no evidence that the use of No/Road drinks is currently very rare among young people, with most young people drinking an alcoholic beverage before drinking a No/Road drink. As the No/Road market continues to grow and expand, it is important to continue to monitor this.
Aylah Hashemzadeh, director of research and communications at Alcohol Change UK, added: “From a child’s childhood to adulthood, parents and primary carers are faced with a range of choices, advice and decisions, including those involving alcohol.”
“This study reveals that many parents and carers still feel a sense of inevitability around alcohol and are actively considering whether, when and how to safely introduce it to young people.
“Current guidance, last updated in 2009, advises that avoiding alcohol in early childhood is the healthiest and best option, while also providing practical advice to parents about the age, setting, frequency and amount of alcohol consumption in young people.
“While our research shows that non-alcoholic and low-alcohol drinks may still be a low consideration for young people and their parents, we expect this market to continue to grow. It is therefore important that existing advice is reviewed and updated to include these drinks and other emerging products.”
Researchers say the findings highlight the need to review and update existing information and advice for parents and carers about alcohol to include abstinence/restriction, while continuing to monitor trends and impacts of abstinence/restriction on young people and young people.
The Chief Medical Officer’s guidance on alcohol consumption in children and young people was last updated in 2009 and now needs to be reviewed and updated as follows:
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Reflects the current situation, including emerging products such as non-alcoholic drinks, low-alcohol drinks, and alcoholic energy drinks.
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Communicate more clearly and effectively to parents and young people
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Get support through improved labeling (which the Department of Health and Human Services is already developing) and public information
To read the full report ‘Young people’s consumption of non-alcoholic and low-alcohol drinks in family settings’, please visit https://alcoholchange.org.uk/publication/young-peoples-consumption-of-alcohol-free-and-low-alcohol- Drinks-in-family-settings.
