New data from Stats NZ shows alcohol consumption among Kiwis has been trending down - with research indicating New Zealanders are drinking below the OECD average.

The total value of the low or no alcohol drinks category is now worth $13 billion dollars globally, a 5 percent increase on the previous year.

Free AF founder Lisa King says there's a significant shift in how people view alcohol, with young people being more mindful about the harm that comes with it.

"We're seeing a real shift towards moderation - not complete sobriety, but definitely a reduction and moderation in drinking. That's particularly driven by the younger generation, they're much more health-conscious."

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