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'Zero Alcohol Drinks Are Really Complex': Navigating Substitution and Addition Consumption Issues.
Simone Pettigrew1, Bella Sträuli1,2, Asad Yusoff1
1The George Institute for Global Health, UNSW Sydney, Sydney, Australia.
Drug and Alcohol Review
|March 3, 2026
Summary
Zero alcohol products (ZAPs) present both benefits and risks, with consumers finding them useful for socializing but too expensive. Concerns exist regarding ZAPs as a pathway for children to access alcohol-mimicking tastes.
Area of Science:
- Public Health
- Consumer Behavior
- Alcohol Policy
Background:
- The expanding zero alcohol product (ZAP) market presents a complex public health challenge, with potential for both positive substitution and negative addition effects on overall alcohol consumption.
- The net benefit of ZAPs remains undetermined, necessitating research into consumer perceptions and their alignment with public health policy recommendations.
Purpose of the Study:
- To identify factors influencing substitution and addition consumption of ZAPs.
- To explore consumer views on ZAPs in relation to World Health Organization policy recommendations.
- To assess the perceived utility and taste of ZAPs compared to other non-alcoholic beverages.
Main Methods:
- Conducted nine online focus groups with 83 adult consumers of alcohol (consuming at least twice monthly) across three Australian states.
- Utilized qualitative data analysis to explore consumer perceptions and attitudes towards ZAPs.
Main Results:
- Consumers agreed ZAPs are expensive but useful for social occasions where alcohol is expected.
- Significant disagreement exists regarding the taste and comparative utility of ZAPs versus other non-alcoholic options.
- Concerns were raised about ZAPs potentially serving as an introduction for children to alcohol-like products.
Conclusions:
- Consumer perspectives on ZAPs reflect the dual nature of substitution and addition effects, posing policy challenges.
- While population-level evidence is lacking, community support may exist for policies aimed at mitigating potential harms of ZAPs to children.
- Further research is needed to definitively determine the public health impact of the growing ZAP market.
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