The annual New Zealand Health Survey* continues to show a shift in the way Kiwis are drinking, reflecting a global trend towards more alcohol-free beverages gaining popularity.
Hazardous drinking or harmful alcohol consumption among adults was, according to the survey, similar to last year and declining by 4.7 percentage points in the past four years to 16.6 percent.
The largest decrease in hazardous drinking over the past five years was among young New Zealanders’ 18-24 years – a decline of 13.2 percentage points to 22.6 percent .
“This reduction in hazardous drinking shows the change in the way that we are drinking,” says New Zealand Alcohol Beverages Council executive director, Virginia Nicholls.
Fewer young people under 18 are drinking alcohol and those who do, are drinking less hazardously. Although the legal age for purchasing alcohol in New Zealand is 18 years old, 51 percent of those aged 15–17 years drank alcohol in the past year, which has declined by 8.9 percentage points since the survey began in 2011-12 . The Stats NZ alcohol consumption per capita level has also declined 29% since 1986 .
“When we compare our drinking with other countries in the OECD Kiwis are drinking less than the OECD average. This includes less than the US, UK, Australia, Germany, France and Ireland.
“These trends are positive, however, we need to invest more in education both at secondary school and in our work places to continue to accelerate these changes”, says Nicholls.
The Health NZ guidelines for low risk drinking are two standard drinks a day for women, and three standard drinks a day for men, with at least two alcohol-free days each week.
Global No/Low Alcohol Growth
The total value of the no/low alcohol category globally is $13 billion, growing 5 percent compared to the previous year (*IWSR 2023). In New Zealand this is reflected in the growth of no/low and alcohol free brands like popular AF brand which has a 40% market share in New Zealand. In less than three years, New Zealand AF has grown rapidly, outperforming global brands (*IRI Scan Data October 2023).
Normalising Alcohol Free Lifestyles
AF Drinks was founded in 2020 by Lisa King, known for her work with the Kiwi social enterprise Eat My Lunch. After reducing her own alcohol intake at the start of 2020, Lisa recognised the challenges many face in exploring a different relationship with alcohol. AF Drinks aims to facilitate this exploration by fostering a community for the curious, normalising an alcohol-free lifestyle, and providing delicious, sophisticated alternatives for those choosing not to drink alcohol.
This summer, New Zealanders are embracing a growing trend in alcohol-free sparkling wines, offering a sophisticated and inclusive option for those seeking mindful drinking experiences. As the demand for low- and no-alcohol beverages continues to surge, winemakers are responding with innovative creations that maintain the elegance and complexity of traditional sparkling wines.
From zero-alcohol Prosecco-style fizz to fruity sparkling rosés, these beverages cater to the increasing number of Kiwis prioritising health, moderation, or simply the desire for a refreshing alternative. Crafted using advanced de-alcoholisation techniques or carefully blended ingredients, these sparkling wines deliver vibrant flavours and celebratory effervescence without the buzz.
Perfect for summer gatherings, these alcohol-free sparklers are appearing on restaurant menus and store shelves nationwide, often alongside gourmet food pairings. Whether enjoyed at a picnic, party, or dinner table, they reflect New Zealand’s evolving drink culture while ensuring everyone can join in the toasts.
Methodology
*Data for the 2023/24 NZ Health Survey was collected over 12 months from 13 July 2023 to 24 July 2024. Data collection was slower than it was in pre-COVID years, due to ongoing operational challenges and weather events. As a result, quarter 4 was only partially opened, and the sample size for 2023/24 is smaller than surveys before COVID-19. methodology-report-2023-24-new-zealand-health-survey-nov24.docx, P 36, accessed 19 November 24.
[1] Hazardous drinking refers to a score of 8 or more on the Alcohol Use Disorders Identification Test (AUDIT), which suggests hazardous or harmful alcohol consumption. minhealthnz.shinyapps.io/nz-health-survey-2023-24-annual-data-explorer/_w_9aa69646/#!/explore-topics, accessed 19 November 2024.
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