Heavy drinkers are more likely to buy alcohol-free and low-alcohol drinks as the value of the market soars, according to a report. The report used household purchasing data for the first time, finding that 96% of households that buy no/lo drinks also buy alcoholic ones. The sales value of no/lo drinks soared to £362 million in 2023, more than doubling since 2020. Researchers raised concerns about the pricing disparity, saying it could undermine the potential public health benefits. “If alcohol-free/low alcohol drinks are shown to be effective for harm reduction, it will be vital to develop interventions targeted at people with less advantaged socioeconomic positions to reduce health inequalities.”