More people are drinking low and no-alcohol alternatives than ever before, according to a study by The Portman Group in partnership with YouGov.
A survey of 2800 adults revealed that over a third (38%) of UK drinkers are now consuming low and no-alcohol alternations semi-regulary, an uplift from 35% in 2023 and 29% in 2022.
Young adults continue to drive the trend as the biggest consumers of low and no-alcohol, with close to half (46%) of 25-34 year olds surveyed considering themselves either an occasional or regular drinker of alcohol alternatives, compared to 37% in 2023.
Meanwhile 40% of 18-24 year olds said they drink these products semi-regularly.
The younger generation also continued to be the most sober age group overall, with 39% of 18-24 year olds not drinking alcohol at all.
The results continued to “highlight the positive impact of low and no alcohol alternatives in helping people to moderate their drinking” with almost a quarter (24%) of current alcohol drinkers stating that their weekly consumption has fallen due to low and no-alcohol products.
One third of respondents said they would like to see a greater use of price promotions on low and no-alcohol products.
The survey also highlighted an increasingly health-conscious UK consumer, with 29% of low and no drinkers citing collective ‘health and medical’ concerns as a key reason for choosing an alcohol alternative.
Matt Lambert chief executive of the Portman Group commented on the results: “It’s fantastic to see low and no alternatives continuing to soar in popularity, while helping to encourage more mindful and moderate consumption among UK alcohol drinkers. We welcome the drinks and hospitality industry continuing to work together to increase choice, availability and visibility of low and no alcohol alternatives, and we continue to urge the UK government to provide us with the outcome of the recent consultation on low alcohol descriptors which will further facilitate growth of the UK low and no alcohol market.”
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