Zero‑alcohol drinks are rising in popularity. What do young people think about them?

In recent years, zero-alcohol beverages have surged in popularity, becoming common sights in supermarkets, bottle shops, and pubs worldwide. The appeal of these alcohol-free alternatives lies in their ability to replicate the taste and experience of beer or wine without the negative consequences of drink-driving or hangovers. However, the question remains: how do young people perceive these products?

Could they serve as a viable alternative for teenagers navigating social scenarios where their peers are indulging in alcohol? Alternatively, could these products potentially perpetuate existing issues surrounding New Zealand's drinking culture?

According to researchers, these alcohol-free options can indeed meet some of the social and symbolic roles associated with drinking among young people. Yet, they also acknowledge that these alternatives have limitations. The health risks associated with alcohol consumption, both for the individual and wider society, are well-documented.

Globally, alcohol-related harm is linked to an estimated 2.6 million deaths annually and contributes to more than 200 diseases and injuries. In New Zealand, the economic impact of alcohol-related issues is estimated at over NZ$9 billion annually.

Moreover, research indicates that young New Zealanders consume alcohol for various reasons beyond just getting drunk. It can be a means of bonding with others, fitting in, or expressing identity. They may also drink to celebrate, alleviate stress, or regulate emotions. Therefore, for zero-alcohol drinks to offer an effective alternative, they must be able to replicate these emotional, social, and symbolic aspects as well.

However, there are concerns that these products could have the opposite effect, potentially acting as a gateway to alcohol consumption later on.

To gain insight into how young people view these products, researchers conducted a study involving 52 Year 11 students aged 15 and 16 from three secondary schools across New Zealand. Through creative, art-based techniques, the students shared their perceptions of alcohol and zero-alcohol drinks and their thoughts on whether zero-alcohol beverages could replace alcohol for young people.

The findings suggest that zero-alcohol drinks can indeed be used to fit in socially and communicate a positive image of the person consuming them. However, young participants recognized that these drinks could not replace the emotional satisfaction that alcohol provides, particularly in "boring" or socially anxious situations.

The study also highlights several ways to reduce alcohol-related harm among young people through health promotion, regulation, and education. For instance, pairing zero-alcohol drinks with fun settings typically associated with alcohol may encourage the idea that there are alternatives to drinking in such situations. Restricting alcohol advertising and product placement that link alcohol with fun could also help diminish the association between alcohol, socializing, and having a good time.

Additionally, providing young people with enhanced education on social skills, coping mechanisms, and emotion regulation could offer alternative messages to those that portray alcohol consumption as the norm. Ultimately, the symbolic meaning young people assign to zero-alcohol drinks may determine their effectiveness as an alternative to alcohol.