The non-alcoholic beverages category is up 39.3% in dollar value in the Australian grocery channel (IRI, Quantium MAT 30/11/21, supplied by Edenvale).
Talking to Convenience World, AVL Wines Global Marketing Director Ben Turner says the category in Australia is continuing to accelerate with new consumers entering it each month and retailers increasing ranges and focus.
“We’re forecasting the total non-alcoholic and non-alcoholic-wine category to continue its growth trajectory over the coming years as the moderation trend continues and more consumers enter the category,” he says.
From a P&C retailer’s perspective, NPG Retail Managing Director Eddy Nader says non-alcoholic products are “moving along nicely” in his Urbanista Cafe & Convenience stores.
“Heineken bottles, Great Northern and the McGuigan wine range are our best performers,” he says.
Mr Nader believes the non-alcoholic category is an important one for three reasons.
“One, in my opinion, it sits in the new better-for-you segment,” he says. “If you look at the ingredients in these drinks, they’re very low in sugar.
“Two, it brings more big brands into the channel to attract a consumer that we might not have had.
“Finally, I see it as the stepping stone to the service station being able to sell full strength alcoholic drinks.”
Read more about non-alcoholic beverages in the January/February issue of Convenience World.
