Products mimicking alcohol
A rapid narrative review of the evidence on alcohol use, attitudes, behaviours, harms and regulatory issues
About this review
This rapid narrative review synthesised 66 studies published from 2016 examining products mimicking alcohol (PMAs), including adolescent and adult use, knowledge, attitudes and behaviours; parent perspectives on adolescent use; harms; and system and regulatory issues.
Key messages
- Adolescents often recognise PMAs as alcohol-related products, and PMA marketing may shape attitudes towards alcohol brands.
- Evidence is unclear about whether PMAs influence later alcohol use among young people and longitudinal research is needed.
- PMA use remains relatively uncommon and is more common among heavier drinkers and more socioeconomically advantaged groups. In large surveys, about 10–12% of adults reported using these products at least weekly.
- Some adults use PMAs as a substitute for alcohol, while others consume them in addition to alcohol, so the evidence of broader population-level health benefits is unclear.
- Regulation have not kept pace with the growth of the PMA market, resulting in gaps in definitions, labelling, availability and marketing controls.