Slight dip in no and low sales during December suggests category’s growing ‘maturity’

The no and low alcohol category in the UK is starting to show signs of maturity - household participation actually dipped slightly in December despite a 14% rise in spending. It's an interesting shift: it suggests that whilst fewer people are trying no and low options, the ones who've already switched are buying more of their favourites, which could indicate the category's moving from growth phase into consolidation.