- Across provinces, there is slightly more interest in trying non-alcoholic drinks in Ontario compared to the rest of Canada.
March 16, 2023
Following on from the Canadian Centre for Substance Use and Addiction’s (CCSA) announcement in January that the alcohol guidelines in Canada are changing, recommending a maximum of 2 standard drinks[1] a week to minimize the health risks of drinking alcohol, we wanted to gauge if Canadians are either already, or interested in trying non-alcoholic drink options.
National survey results show that overall, three in ten or fewer Canadians have already purchased or consumed non-alcoholic beverages, including non-alcoholic beer (30%), non-alcoholic wine (22%) or non-alcoholic spirits (18%). That said, levels of purchase and consumption of non-alcoholic beer, wine and spirits are elevated among those in Ontario and Quebec, compared to those in other provinces throughout Canada.
Among those who have not purchased or consumed alcohol-free beverages, three in ten (33%) are interested in trying non-alcoholic wine, followed by non-alcoholic spirits (30%) and a quarter indicate they would be interested in trying non-alcoholic beer (23%).
Across demographics, Canadians aged 54 years and younger are more likely to have already purchased or consumed non-alcoholic options compared to those aged 55 years and older. While there are no noticeable differences across gender for purchase or consumption of non-alcoholic wine or spirits, men are more likely to have purchased alcohol-free beer compared to their female counterparts.
[1] The CCSA defines a standard drink as a 12-oz. (341 ml) bottle of 5 per cent alcohol beer or cider; a 5-oz. (142 ml) glass of 12 per cent alcohol wine; or a 1.5-oz (43 ml) shot glass of 40 per cent alcohol spirits.
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between February 15 and 17, 2023 with 1,237 Canadians, 18 years of age or older from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution, and data tables are available upon request.
The questions asked were:
Prior to today, have you purchased and consumed any of the following non-alcoholic options?
– Non-alcoholic wine
– Non-alcoholic beer
– Non-alcoholic spirits
If no, how interested would you be in trying any of the following non-alcoholic options in the future?
– Non-alcoholic wine
– Non-alcoholic beer
– Non-alcoholic spirits
For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493-3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company is certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
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