Introduction Consuming no or low (NoLo) alcohol products in place of regular strength alcohol products could reduce alcohol-related harms in high risk drinkers. This study provides a new perspective by exploring beliefs about NoLo products and motives for their use by level of risky drinking using a model of behaviour change.

Methods The 2022 Global Drug Survey included items on NoLo product use, beliefs, and motives for consuming or not consuming NoLo products. Findings were mapped onto the COM-B (capability-opportunity-motivation) model.

Results In a sample of 33,033 respondents (59.5% cis men; 37.3% cis women; 3.2% trans/non-binary) over half (52.2%) reported NoLo product use in the last 12 months. Recent NoLo use was associated with older age, employment status and more common in respondents who drank alcohol compared to non-drinkers. High-risk drinkers were more likely to believe NoLo products could help them to drink less and to avoid embarrassment. However, higher risk drinkers who had never consumed NoLo products were more likely to report that they drank to be intoxicated and believed they would not have a good time if they switched.

Discussion and Conclusions People who are drinking for enhancement motives (e.g., for fun, to feel intoxicated) may be less amenable to substituting regular strength alcohol products for NoLo products. NoLo use may help some higher risk drinkers consume less alcohol, and social and motivational factors could be targeted to increase their use. There should be renewed focus on broader intervention strategies, such as creating viable social alternatives to consuming alcohol.