Young people are the biggest consumers of low- and no-alcohol alternatives, according to the Portman Group’s sixth annual survey of UK drinking habits.
The drinks industry watchdog, in partnership with YouGov, polled 2,197 adults and found that nearly half (44%) of 18–24-year-olds surveyed considered themselves either an occasional or regular drinker of alcohol alternatives in 2023. This marks a considerable increase from the previous year’s 31%.
The survey also found that the younger generation are now the most sober age group overall, with 39% of 18–24-year-olds not drinking alcohol at all.
The results show how alcohol alternatives have contributed to increasing moderation among UK drinkers – with a slight rise in respondents who have seen their alcohol consumption decrease as a result of low- and no-alcohol products (23% compared to 21% in 2022). Over one-third (35%) of those surveyed now consider themselves an occasional or regular drinker of alcohol alternatives – a significant increase from 2022 (29%).
Three-quarters (75%) of UK drinkers have at least tried a low- and no-alcohol alternative, compared to one-third (33%) of non-drinkers.
For the sixth year in a row the most popular reasons to drink alcohol alternatives are to avoid drinking excessively at social events and being able to drive home.
Of those who could recall, UK consumers most often drink these products alternating with alcohol or on drink-free days during the week and 83% first tried an alcohol alternative through a product which shared branding with an alcoholic product.
Matt Lambert, CEO of the Portman Group said: “It is welcome to see a further rise in the popularity of low- and no-alcohol alternatives as well as further evidence of how they are an important tool to help UK drinkers, particularly younger adults, to drink responsibly.
“The availability of alcohol alternatives has never been more abundant, and we eagerly await the outcome of the recent UK Government consultation on low alcohol descriptors, which we hope will further facilitate the growth of the UK low- and no-alcohol market.”
