The market for lower alcoholic drinks, disconcertingly termed LADs, is booming, according to latest Mintel research.
Previously the tipple of pregnant ladies, drivers and the odd granny, sales of LADs are now outperforming the alcoholic market as a whole.
Value and volume of LADs sold have increased by around 10% in the last two years and last year consumers splashed out £66.3m on the beverages, equating to 20m litres or 76 pints per minute.
Michelle Strutton, senior market analyst at Mintel, attributes the rise in sales to improved quality and consumer health concerns.
"Growth in the low alcoholic drinks market has been driven by improvements in quality. These drinks offer the taste sensation not met by many sweet soft drinks today," she said.
"An on-going national focus on anti-social binge drinking, safe driving and health issues is also driving consumer demand, as health conscious consumers cut back on their alcohol intake," she added.
Beer is driving sales of LADs with a share of around 80% but greatest value and volume growth is occurring in the wine and cider categories. Value sales of cider have doubled over the last two years.
Mintel forecasts the low alcoholic drinks market will increase in value by 25% over the next five years to reach £82.7m by 2013.
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