The no- & low-alcohol trend is proving to be the global drinks industry’s major disruptor, driven by health-conscious consumers and shifting demographics. However, the burgeoning category remains significantly under-represented in global travel retail.
While demand for no/low beverages has soared in domestic markets, major airport retailers are failing to capitalise on this trend, leaving key demographics underserved.
A snapshot of no & low’s presence in global travel retail
A stark disparity exists across regions in the availability of no/low options in GTR outlets. Europe leads with 35 SKUs across 18 airports, reflecting a stronger alignment with consumer demand.
In contrast, the Americas (AMS) has just eight SKUs spread across five airports, while Asia lags with six SKUs across four locations. The Middle East & North Africa region has only one SKU, found at Mumbai International Airport.
These figures highlight a significant gap in the offering, especially in regions where wellness and moderation trends are gaining traction.
Missed demographics and market potential
Airport retailers in regions such as Asia, the Americas and MENA are missing a significant opportunity to cater to health-conscious travellers. Millennials and Gen Zers are driving the no & low movement, with many prioritising wellness, mindfulness and socialising without excess. A lack of options in major hubs such as New York’s JFK, Brazil’s São Paulo/Guarulhos and Singapore Changi raises the question: are airport retailers falling behind the curve?
No & low isn’t just a niche category; it represents a cultural shift. Between now and 2026, according to recent industry reports, the global market for non-alcoholic spirits is expected to grow at a CAGR of 7.1%. Brands such as Lyre’s, Tanqueray 0.0% and Bottega have been successful in tapping into this demand, but their limited presence in GTR indicates untapped potential.
Insights by region
Asia – With just six SKUs, including Gordon’s Pink 0.0% Alcohol Free, the category lacks visibility in prominent hubs including Bangkok’s Suvarnabhumi and Singapore Changi.
Europe – A wide range of SKUs, including innovative products like Atopia Spiced Citrus Ultra Low Alcohol Spirit and Bottega 0 Rosé, sets the benchmark for other regions.
MENA – A single SKU, Jacob’s Creek Unvined Alcohol Free Shiraz, underscores the lack of attention to this category in a region where many consumers already avoid alcohol for cultural reasons.
The Americas – Only eight SKUs, including Lyre’s Non-Alcoholic American Malt and Tanqueray 0.0% Alcohol Free, indicate minimal availability across major airports such as JFK and San Francisco International. This is surprising given the rising health-conscious demographic in the US.
The way forward
Airport retailers have a significant opportunity to embrace the no/low-alcohol trend. Expanding the range of SKUs, introducing prominent displays and offering tastings could draw attention to this underdeveloped category.
Additionally, leveraging regional data to understand consumer preferences and tailoring the assortment accordingly would ensure this trend is maximised.
Failing to act risks leaving a key segment of travellers unsupported and losing out on a rising trend that is reshaping the beverage industry. It’s time for travel retail to align with consumer demand and fully embrace the no- & low-alcohol revolution.
