- Alcohol free and low alcohol (no/lo) drinks sold in shops are cheaper than alcoholic drinks, however smaller pack sizes offer less value for money
- Regular strength beer and cider is more likely to be sold in larger multipacks that offer consumers cost savings
- People saved an average of 30 per cent by buying a multi-pack of standard beer compared to buying the smallest pack available
- However, they saved only 12 per cent for no/lo beer, because the size of those multi-packs tends to be smaller
Drinkers who turn to alcohol-free and low-alcohol beers are paying more for a healthier option, according to a new study.
Research from the University of Sheffield's Addictions Research Group, reveals how marketing practices mean people get fewer savings on so-called no/lo drinks compared to their regular strength counterparts.
It found that while no/lo drinks are cheaper, customers pay more for no/lo beer because of smaller pack sizes, while their full strength counterparts are more often sold in large multi-packs that represent better value for money. For no/lo cider, the same issue means prices are on par with regular strength counterparts rather than being cheaper.
The study, published in the journal Addiction, and funded by the National Institute for Health and Care Research (NIHR), also reveals that the top-selling no/lo beers are positioned in the market as premium drinks, rather than alcohol-free and low-alcohol equivalents of popular budget brands, which may contribute to their higher prices.
It revealed that the average price of no/lo beers was 19% less than standard beers, and ciders cost 27 per cent less.
Despite 49 out of 52 products costing less than standard alcoholic products of the same brand, consumers are losing out on the large savings enjoyed by those buying regular strength products in bulk.
This is because 53 per cent of standard beers were sold in packs of eight or more cans or bottles, but all no/lo beers are sold in smaller packs.
This means consumers saved only 12 per cent for no/lo beer, compared to the 30 per cent that can be saved by buying larger packs of regular strength beer.
However, there is not enough evidence to suggest that reducing the prices of no/lo beers and ciders would help people drink less.
Dr Abigail Stevely, Research Fellow at the University of Sheffield Addictions Research Group and lead author of the study, said: "Consumers are saving less money when they buy no/lo beer instead of standard strength beer, This may mean people are less likely to switch to these healthier products.
"However, it is important to remember that the most effective way of tackling the UK's crisis-level alcohol-related harms would be increasing the price of cheap alcohol, and limiting the marketing and availability of alcohol."
Professor John Holmes, Professor of Alcohol Policy at the University of Sheffield Addictions Research Group and a co-author on the study, said: "We know people on low incomes suffer more harm from alcohol. High prices for no/lo drinks may mean the group that would benefit most is least able to afford them."
This study follows previous research by the University of Sheffield's Addictions Research Group which found the sales value of no/lo drinks has more than doubled since 2020, soaring to £362 million in 2023. The report from September 2025 also revealed people who drink at 'risky' levels are more likely to consume no/lo drinks.
Professor Adam Briggs, Programme Director for the NIHR Public Health Research (PHR) Programme, said: "The findings identified by the study team illustrate how the no/lo alcohol market is evolving over time.
"Alcohol remains a leading cause of preventable poor health and premature death, and studies like this are key to providing the evidence needed to shape future alcohol policy and support the government's shift from sickness to prevention."
