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

The net benefit of the rapid expansion of the zero alcohol product (ZAP) market has yet to be determined due to the potential for these beverages to produce both positive (substitution) and negative (addition) outcomes. The aims of this study were to: (i) identify factors that can affect substitution consumption; (ii) identify factors that may influence addition consumption; and (iii) explore whether consumers' views on ZAPs are consistent with policy approaches recommended by the World Health Organization.

Nine online focus groups were conducted with 83 adults residing in three Australian states (51% female). Participants consumed alcohol at least twice monthly.

There was a strong agreement that ZAPs are too expensive but can be useful to facilitate socialising in contexts where alcohol use is expected. Areas of substantial divergence included whether ZAPs taste good and their perceived utility compared to other non-alcoholic beverages. Concern was expressed for ZAPs constituting a pathway for children to be exposed to products that mimic the taste of alcohol.

The ability of the study participants to identify both positive and negative aspects of ZAPs mirrors the tensions between substitution and addition consumption reported in the literature and the resulting policy challenges. While definitive solutions remain elusive in the absence of clear evidence on the impact of ZAPs on alcohol consumption at the population level, the results of the present study suggest there may be community support for policies that are specifically directed at minimising the potential harms of ZAPs for children.