The “Low and No” drink trend, which gained traction during Dry January, has evolved into a year-long movement in 2024. Health-conscious consumers are swapping traditional alcoholic beverages for alternatives like sparkling teas and health-oriented juices, creating a significant shift in Singapore’s dining and drinking habits.
The trend aligns with Singapore’s increasing efforts to tackle public health issues related to sugar and salt consumption. In August, the government expanded Nutri-Grade labels to cover not only beverages but also salt, sauces, seasonings, instant noodles, and cooking oils. This initiative is part of the nation’s broader strategy to promote healthier eating and drinking habits.
Health Minister Ong Ye Kung emphasized the success of this strategy, noting that Singaporeans are consuming less sugar. He cited the reformulation of drinks to cater to evolving taste preferences, which he attributed to the implementation of sugar-level labeling.
A 2024 survey by consumer intelligence firm NielsenIQ found that Singaporean consumers are willing to pay more for options with low or no sugar, salt, alcohol, carbs, or caffeine, signaling a growing demand for healthier products. In response, many restaurants and bars are expanding their menus to include non-alcoholic, health-conscious alternatives.
For instance, popular bar chain Harry’s now offers sugar-free, non-alcoholic cocktails and wine alternatives from the Australian brand NON. Meanwhile, modern Chinese restaurant Peach Blossoms has introduced a low-sugar, cold-brew sparkling red tea.
In an innovative twist on traditional pub crawls, local tour operator VegThisCity launched SingaPour in early 2024. This alcohol-free drinking tour takes participants to three bars over three hours, where they can enjoy one full-sized zero-proof drink at each location, along with light snacks. According to VegThisCity director Eiktha Khemlani, the tour appeals to the “sober-curious,” health-conscious individuals, and anyone looking to experience a fresh, alcohol-free way to socialize.
“People are looking for unique, enjoyable experiences that allow them to socialize while feeling good, without the need to get drunk,” Khemlani said. “SingaPour is about showcasing iconic venues and innovative drinks that allow people to appreciate their drinking experience in a new way.”
For those seeking a different kind of nightlife, the “coffee clubbing” phenomenon is gaining popularity. Beans & Beats, a roving programme pairing DJs with specialty coffee baristas, aims to foster a “new social culture” by replacing alcohol with coffee and shifting the focus from drinking to music. The initiative, which targets young people, has been met with an enthusiastic response, with each event attracting 100 to 150 attendees.
Many local brands have also jumped on the health-conscious bandwagon. Taiwanese bubble tea brand AtTea introduced a no-added-sugar incentive in July, offering customers a 10-cent discount for choosing drinks without sugar. Bubble tea chain iTEA, however, faced backlash after a misleading advertisement in late 2023 promoted a “zero-sugar, zero-calorie pearl milk tea.” The ad, which ran at 12 of iTEA’s 47 outlets, was pulled after consumers raised concerns about its confusing claims. The brand later clarified that the ad referred to a “zero-calorie, zero-fat sugar substitute,” not the entire drink.
While the shift toward healthier drinks is gaining momentum, a concerning trend is emerging among young adults. Some have started mixing energy drinks with coffee or even alcohol to stay awake during stressful periods, a combination that can lead to dangerous side effects. Dietitians warn that these mixtures increase the risk of caffeine overdose and may mask the signs of intoxication.
Local health portal HealthHub advises that the safe limit for caffeine intake is 400 mg per day, roughly equivalent to four cups of coffee or five cups of tea. Exceeding this limit can cause muscle tremors, insomnia, irregular heartbeat, and other health issues.
As 2024 unfolds, the “Low and No” drink trend is reshaping Singapore’s dining and social landscapes, offering healthier alternatives to traditional beverages while challenging the status quo of the country’s drinking culture.
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