Trends in the Range of Zero Alcohol Products Available in Supermarkets and Alcohol Stores in Australia

INTRODUCTION: With some exceptions, alcohol cannot be sold in Australian supermarkets. The emerging availability of zero alcohol products (ZAP) in supermarkets is therefore introducing alcohol brands into this previously protected domain. The aims of the present study were to examine the prevalence of ZAPs in supermarkets, compare this to the prevalence of ZAPs in alcohol stores, and assess the extent to which ZAPs available in supermarkets share branding with alcohol products. METHODS: ZAPs available for sale in large supermarket and alcohol chain stores in Australia were assessed in 2022 and 2024. Analyses examined: (i) ZAPs available in each store type; (ii) alcohol brand extension ZAPs available in supermarkets; (iii) overlap in ZAP brands between supermarkets and alcohol stores; and (iv) changes in (i)-(iii) over time. RESULTS: The number of unique ZAPs available for sale in supermarkets remained roughly stable between 2022 (n = 70) and 2024 (n = 66). A substantial increase in ZAPs prevalence was observed in alcohol stores (n = 110 in 2022 to n = 261 in 2024). By 2024, ZAPs with alcohol brands dominated supermarkets, representing 59% of available ZAPs, up from 37% in 2022. The percentage of unique ZAPs that were available in both supermarkets and alcohol stores remained stable over the period at 18%. DISCUSSION AND CONCLUSIONS: The new dominance of alcohol branded ZAPs in supermarkets demonstrates how alcohol branding is increasingly permeating the supermarket environment in Australia. The resulting increased exposure of children and adolescents to alcohol-related stimuli should be considered in ZAPs policies to minimise adverse outcomes.