The latest data shared from The Drinks Association by Circana is clear. Australian consumers are embracing healthier, sugar-free and better-for-you drinks. Cross-channel sugar-free demand is rising, mid-strength and low-carb beers are soaring and younger adults are leading the charge toward more intentional, health-conscious choices.
Yet, despite this undeniable shift, when we present Barlei’s full range of naturally sugar-free, premium liqueurs, aperitivos and cocktail syrups to some retailers, the response is, “There’s no demand.” This disconnect between consumer behaviour and retailer perception is a paradox worth unpacking.
The truth? Consumers are ahead of retailers. With 32% of global drinkers prioritising health and Gen Z in Australia and NZ driving 31% of cocktail sales, the demand is documented, not debated! [CGA]
Retailers clinging to legacy liqueur and aperitivo categories risk a huge opportunity cost from the growing health-conscious consumer market. The question isn’t if consumers want sugar-free options, but when the retailers will deliver it.
But here’s the most confusing part: how can retailers expect demand for a product that hasn’t been given a chance on shelf? The data is clear. Consumers are already demanding healthier, low- and no-sugar options across every beverage category. From non-alcoholic drinks to RTDs, beer, wine and more, the numbers don’t lie. Better-for-you products are driving growth.
Yet, when it comes to cocktails, the same demand is being overlooked. Retailers often say there’s no market for sugar-free cocktail ingredients such as liqueurs, aperitivos and syrups, but how can they expect to see any retail demand data if these products aren’t available or promoted in-store? Consumers can’t ask for what they don’t know exists.
The Evidence is Clear:
The evidence is undeniable. Healthier, lower-sugar options are what consumers are already choosing. It’s time for retail to catch up and give shoppers the chance to make that choice with cocktails, too.
Consider the facts:
- 55.5% of non-alcoholic beverage sales in Australia are low- or no-sugar.
- 32% of global drinkers now prioritise health in their cocktail choices.
- Cocktails, however, remain stuck in the past with up to 9 teaspoons of sugar per serve.
At Barlei, we’re seeing venues that embrace sugar-free options unlock new audiences, from health-conscious Gen Z to those with dietary restrictions. The opportunity for retail is clear. By bridging this gap, retailers can capture the growing better-for-you market and meet the evolving needs of modern drinkers.
The question isn’t whether consumers want sugar-free options. The data is in. The real question is: when will retail give consumers the chance to choose for themselves?
Let’s keep pushing the conversation forward. Are you seeing this shift in your business? How are you preparing for the next wave of consumer demand?
