'Zero Alcohol Drinks Are Really Complex': Navigating Substitution and Addition Consumption Issues.

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.