Exploring women’s views toward no-lo alcohol products during pregnancy: a photo elicitation guided qualitative study

Burton, S ORCID: 0000-0003-3823-3275, Irizar, P ORCID: 0000-0003-0078-1372, Allen, E, Beauchamp, A, Nicholls, E, Porcellato, L ORCID: 0000-0002-8656-299X, Prentice, M, Rose, AK ORCID: 0000-0003-3267-7318, Smith, J, Zhelyazkova, D and Kougiali, Z ORCID: 0000-0001-8840-5579 (2025) Exploring women’s views toward no-lo alcohol products during pregnancy: a photo elicitation guided qualitative study. Drugs: Education, Prevention and Policy. ISSN 0968-7637

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Abstract

Background
Pregnancy encompasses a period of socially expected and medically advised abstinence from alcohol. The UK has one of the highest rates of alcohol exposed pregnancies globally. ‘Non-alcoholic and low alcohol’ (NoLo) drinks may provide a viable means to support abstinence or harm reduction. We explore women’s views towards NoLo products including consumption barriers and enablers.

Methods
We conducted 18 semi-structured photo-elicitation interviews with women who were pregnant within the UK. Findings were analysed using reflexive thematic analysis.

Results
Two themes were identified: ‘navigating the sociocultural environment’ and ‘navigating the NoLo market’. Women used NoLo products to help adhere to societal norms of abstinence in pregnancy, while navigating the social expectation to consume alcohol in social environments. The NoLo market was viewed as hindering the adoption of NoLo products, with issues around inconsistent guidance and labelling, pricing and availability.

Conclusions
NoLos can aid social inclusion and satisfy social cravings for alcohol-adjacent products. Unclear guidance around ‘risk’ and perceptions of the possible ‘harms’ of low-alcohol drinks impacts consumption. Given pregnancy’s high-risk nature for alcohol-related harm, clear, evidence-informed guidance on NoLos is crucial for potential harm reduction. Specifically the need for clear marketisation and labelling between No and Low alcohol products.

Item Type:	Article
Uncontrolled Keywords:	1117 Public Health and Health Services; 1605 Policy and Administration; Substance Abuse; 4206 Public health; 4407 Policy and administration
Subjects:	B Philosophy. Psychology. Religion > BF Psychology R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine R Medicine > RG Gynecology and obstetrics
Divisions:	Psychology (from Sep 2019) Public and Allied Health
Publisher:	Taylor and Francis Group
Date of acceptance:	6 November 2025
Date of first compliant Open Access:	13 November 2025
Date Deposited:	13 Nov 2025 10:53
Last Modified:	13 Nov 2025 11:00
DOI or ID number:	10.1080/09687637.2025.2588406
URI:	https://researchonline.ljmu.ac.uk/id/eprint/27555

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