New research has found that the recent surge in the popularity of zero percent alcohol drinks, fuelled by consumer demand for healthier lifestyle choices, has caused growing concerns among parents, with fears it could serve as a gateway to real alcohol consumption among adolescents.
The Flinders University research was published today in the Australian and New Zealand Journal of Public Health.
More susceptible to peer pressure and lacking the maturity of adults, adolescents may struggle to navigate the potential risks associated with these non-alcoholic alternatives, including beer, wine, and spirits, and implications of these choices.
This presents a paradox where products intended as safer alternatives could inadvertently expose young individuals to the very substance parents want their children to minimise or avoid.
“We already know that conversations around alcohol can be uncomfortable and tricky to broach, especially when it comes to teenagers,” said Nathan Harrison from the National Centre for Education and Training on Addiction (NCETA), College of Medicine and Public Health, who led the research.
“Now parents face the additional challenge of navigating zero-alcohol drinks that look, and taste, like the real thing.”
The research found that parents feel like they do not have enough information to make an informed decision, and are conflicted on whether alcohol-free alternatives are suitable, healthy, or possibly harmful for teenagers.
“Parents are sometimes confused by zero-alcohol drinks. They wonder if giving them to their children might normalise alcohol, because these drinks look so similar,” said Mr. Harrison.
“As a result, around half of the parents we spoke to were concerned that these drinks could result in increased alcohol consumption.”
While health and wellness trends are at the forefront of this market expansion, with younger consumers increasingly prioritizing products that align with a healthier lifestyle, this demographic is also highly influenced by social trends and peer behaviours, which could complicate their relationship with non-alcoholic beverages.
Several key factors contribute to the rise of the no- and low-alcohol sector, including an increasing focus on health and wellness, a desire for social inclusion without the effects of alcohol, the availability of higher-quality, more palatable no- and low-alcohol options, and marketing efforts that target younger consumers, emphasizing lifestyle over consumption.
Adding to the complexity is the marketing and availability of these products, which often mimic their alcoholic counterparts in branding, packaging, and even taste.
This blurring of lines between non-alcoholic and alcoholic beverages raises questions about the messages being sent to young people regarding alcohol consumption and the normalization of drinking culture.
College of Medicine and Public Health Researcher, Ms. Ashlea Bartram agrees that parents face challenges in setting boundaries and having conversations about alcohol with their children, but advocates for a proactive approach.
“Research has shown that delaying the introduction of alcohol to children can reduce the likelihood of binge drinking and alcohol-related issues later in life,” Ms. Bartram said.
‘Keep Zero-Alcohol Beverages Away from Adolescents,’ Experts Advise
The researchers have the following advice for parents of adolescents:“For now, we advise a precautionary approach and recommend that parents do not provide zero-alcohol drinks to their adolescents,” Ms. Bartram adds.
“We know that they are not intended for consumption by children and we would like to see steps towards preventing children and young people from accessing and consuming these products going forward.”
Christine Morris, Manager of Prevention and Advocacy at Cancer Council SA, emphasizes that non-alcoholic beverages can be marketed and sold in manners not permitted for traditional alcoholic drinks.
“Any quantity or type of alcohol consumption heightens the risk of seven types of cancer. It is crucial to shield children and adolescents from alcohol companies’ advertisements that may endanger their well-being,” she said.
While the growth of the no- and low-alcohol market reflects a positive shift towards healthier lifestyle choices, the concerns raised by Flinders University’s research suggest the need for clearer communication and education about zero-alcohol drinks, and understanding the potential risks and benefits.
Strategies such as creating clear labelling and marketing guidelines that differentiate non-alcoholic from alcoholic products, as well as educational campaigns aimed at both parents and adolescents.
By taking these steps, the industry can help ensure that the rise of no- and low-alcohol beverages contributes positively to public health and safety, rather than posing unintended risks to our younger populations.
