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. This growth is driven by major alcohol brands, which account for 84% of sales for the top 100 no/lo products. Researchers raised concerns about the pricing disparity, saying it could undermine the potential public health benefits.