The increasing popularity of zero-alcohol beverages among teenagers has raised significant concerns about the potential normalisation of alcohol consumption. A world-first Australian study, led by Leon Booth from the George Institute for Global Health and commissioned by the Cancer Council, highlights the potential risks these products pose to adolescent health and calls for stricter regulations. This comprehensive article delves into the study’s findings, expert opinions, and the broader implications for public health.

Appeal and Consumption Patterns Among Teenagers

Study Findings

A national survey involving 679 Australian teenagers aged 15 to 17 and focus group discussions with 44 teenagers revealed that more than half of the participants found zero-alcohol-branded products appealing. According to Dr. Booth, “More than a third had tried zero-alcohol products, and we found that they were really quite attractive to a large proportion of adolescents.” The study indicates that these products are making young people more familiar with alcohol brands and further normalising alcohol consumption.

• Gender Differences: The study found gender-specific preferences, with males tending to prefer the look of zero-alcohol beers, while female participants were more attracted to colourful cocktail drinks.
• Curiosity and Accessibility: Teenagers reported purchasing these drinks out of curiosity to learn what beer, wine, or spirits taste like. The ease of access and wide availability of these products in supermarkets have made them more attractive to young consumers.

Health Experts’ Concerns

Normalisation and Behavioral Conditioning

The Cancer Council and the Alcohol and Drug Foundation have expressed concerns that zero-alcohol products might condition teenagers into a harmful drinking culture. Julia Stafford, deputy chair of the Cancer Council’s Nutrition, Alcohol and Physical Activity Committee, emphasised that “there are currently no standards limiting the ways they simulate alcoholic products, or restrictions on marketing or sales, meaning young people can purchase these products and are exposed to marketing in highly visible places such as supermarkets.”

Eleanor Costello, evidence manager at the Alcohol and Drug Foundation, added that while these products help adults substitute alcoholic drinks, they could lead to behavioural conditioning in young people. “We’re concerned about how these products mimic alcohol in the way they look, taste, and are marketed, and that behavioural conditioning of young people,” she said.

Calls for Regulation

Federal Government’s Role

The Cancer Council and the Alcohol and Drug Foundation are calling on the federal government to regulate how zero-alcohol products are marketed and sold. They argue that this environment creates a public health risk for young Australians, necessitating immediate regulatory action.

A spokesperson for the federal Department of Health stated that the government is providing more than $870 million over four years to support drug and alcohol treatment services, prevention, research, and communication activities. However, experts argue that more stringent regulations specific to zero-alcohol products are required.

Perspectives from Regional Australia

Teenagers’ Views on Zero-Alcohol Products

While the national survey focused on urban teenagers, insights from regional Australia provide additional context. Zelda Edwards, an 18-year-old from Berri in South Australia’s Riverland, expressed limited interest in zero-alcohol products, citing their high prices. “There are some colourful ones, and ones with little animals like penguins on them that could be appealing,” she said. “But I think they’re priced quite ridiculously … I’m not wasting my money on that when I’d rather buy Monster [energy drink] instead.”

Li Ingle, who works at the rural youth arts organisation Riverland Youth Theatre, noted that teenagers in their community are more interested in energy drinks than zero-alcohol products. “Their vice is energy drinks,” Ingle said. “If it’s got guarana or caffeine, that’s what they’re going to go for.”

Broader Implications for Public Health

Marketing and Availability

The variety and availability of zero-alcohol drinks have significantly increased in recent years, with more than 30% of all consumers buying no-alcohol beer, cider, wines, spirits, and ready-to-drinks in 2022. This trend raises questions about the potential long-term effects on the drinking habits of future generations.

Expert Recommendations

Experts recommend that zero-alcohol products be sold in licensed bottle shops rather than supermarkets to limit young people’s exposure. They also call for stricter advertising regulations to prevent these products from mimicking alcoholic beverages too closely.

Source WRDNews