MILAN, July 13 (Class Editori) — Zero or low alcohol. This is and will be the trend in China’s wine market, and elsewhere, in the coming years, as stated in the NoLo Trend Report 2022 by Alibaba's Tmall Innovation Center (TMIC) and Kantar. The report analyzed sales of zero- or low-alcohol products showing that this industry’s Chinese market is going to triple and reach 74.3 billion yuan, or 10.5 billion euros in 2025.
According to TMIC's data, sales of NoLo products had already reached 26 billion yuan in 2021 with overall e-commerce sales, which increased by 42% in the past year.
TMIC ranked the three main categories driving the NoLo consumers, who are women, people born after 2000, and high-income and high-knowledge groups. The most representative category are young mothers whose children are under two years of age. However, the phenomenon of NoLo products does not only involve the Chinese market.
A study by IWSR Drinks Market Analysis highlighted how in 2021 NoLo beverages grew by more than 6% in volume in ten global markets and now represent 3.5% of an industry that, in terms of value, grew from 7.8 billion dollars in 2018 to nearly 10 billion dollars in 2021.
IWSR expects NoLo products’ volume to have a compound annual growth rate (CAGR) of 8% through 2025, while it will be 0.7% for alcoholic products.
According to the Bacardi Cocktail Trends Report 2022, the number of people worldwide drinking NoLo cocktails has grown by 58%. Matching this trend is Italy's Martini & Rossi, which has put two non-alcoholic vermouths on the market. The Tesco chain estimated that at Christmas about a quarter of UK adults drinks only NoLo beverages, increased by 106% since the beginning of 2021.
Salzburg stated it recorded +91% year-on-year and sales in the overall category grew by 24% last year compared to 2020.
(Source:Class Editori)
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