- Over a third of UK drinkers (38%) now consuming low and no alcohol alternatives semi regularly
- Young adults still the biggest consumers of low and no alcohol alternatives
- UK consumers call for more low and no options on draught in venues to further incentivise take up
The Portman Group’s seventh annual survey in partnership with YouGov reveals more people are drinking low and no alcohol alternatives than ever before, showing the UK is drinking more moderately than ever.
The results show that well over a third (38%) of UK drinkers are now consuming low and no alcohol alternatives semi-regularly (12% regularly and 26% occasionally) – compared to 35% in 2023 and 29% in 2022, with a notable increase in regular consumption from 8% in 2023 to 12% in 2024.
Young adults continue to drive the trend as the biggest consumers of low and no alcohol alternatives, 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. Whilst 40% of 18-24 year olds also drink these products semi-regularly.
Trends show that the younger generation also continue to be the most sober age group overall, with 39% of 18-24 year olds not drinking alcohol at all.
The results continue 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, up from 23% in 2023 and 21% in 2022.
The survey also highlights 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 – an increase of almost a third (32%) when compared to 2021(22%).
Not only are UK drinkers increasingly using low and no alcohol alternatives as a tool with which to moderate their drinking, but their rise in popularity is playing an important role in helping to tackle wider alcohol harms such as drink driving.
For the seventh year in a row, being able to drive home from social events is the number one reason cited by low and no drinkers for choosing an alcohol alternative, with over a quarter (28%) stating they will most commonly drink low and no alternatives in situations where they are unable to have a regular strength alcoholic drink such as when they are driving. This is especially important as pubs and bars remain the most popular locations for adults to drink low and no alternatives.
While our research continues to tell a positive story of how low and no products are becoming increasingly normalised in everyday life, almost a quarter of adults (24%) would still like to see more low and no options available on tap in pubs to further encourage them to drink. They also want to see greater use of price promotions (30%) and greater availability of low and no products in non-traditional hospitality spaces (26%) such as nightclubs, theatres, cinemas and live music and event venues.
Matt Lambert, Chief Executive of the Portman Group said: “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.”
ENDS
Notes to editors
- A spokesperson is available for interviews upon request.
- The Portman Group was formed in 1989. It is the alcohol industry regulator and social responsibility body. It has over 160 Code signatories from producers, retailers and membership bodies.
- The Portman Group is funded by 20 member and associate member companies: Asahi UK Ltd, Aston Manor Cider, Bacardi, Beam Suntory, Brown-Forman, Budweiser Brewing Group UK&I, Campari, C&C, Coca-Cola GB, Diageo GB, Edrington UK, Heineken UK, Mark Anthony Brands International, Mast-Jäegermeister UK, Molson Coors Beverage Company, Pernod Ricard UK, Punch Pubs & Co, SHS Drinks, Thatchers, and Treasury Wine Estates.
- The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks was first published in 1996. In 2021, we celebrated the 25th anniversary of the Code. The Code seeks to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. The Code has helped create an industry that works effectively within the context of a self-regulatory model, while encouraging design, innovation and creativity. This has been done in an effective, responsive and inexpensive way.
- Effectively – over 170 products have been amended or removed from the market. Many hundreds more have been helped to adhere to the Code before appearing on shelves through the support of the Advisory Service;
- Responsively – there have been five updates to the Code over 25 years responding to changes in public attitudes and expanding its reach; all without recourse to Government or Parliamentary time;
- Inexpensively – the leading members of the industry are currently funding the model for all to be protected at no cost to the public purse.
Contact: Daisy Collingwood, dcollingwood@portmangroup.org.uk
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