UK: Consumers increasingly choosing low- and no-alcohol products all year round

Almost one in three (32%) UK drinkers now ‘semi-regularly’ consume low- and no-alcohol products, compared to one in four (25%) in 2020. Furthermore, a fifth (20%) of those who have tried low and no alcohol say they are more likely to drink these products now compared to a year ago, almost double the number saying this in last year’s survey (11%).

Despite covid restrictions, the most popular reason for consumers who have tried low and no alcohol to drink these products continues to be ‘being able to drive home from social events’ (chosen by 33% of respondents). Reducing the possibility of health concerns or current medical reasons were also cited by 22% of consumers.

The other main reason is to socialise without drinking excessively, with 20% of respondents, while 12% explicitly stated they currently alternated low and no products with regular strength alcohol to moderate their overall consumption.

Furthermore, the survey shows that more than a quarter (26%) of those who have tried low and no alcohol say that their subsequent weekly alcohol has decreased since they first tried it. These results indicate that low and no alcohol could be an effective tool for people looking to moderate drinking, often while at home, with covid remaining an ongoing concern.

It should be noted that alcohol drinkers are the main buyers of non-alcoholic products, using them as alternatives to alcohol. Well over half (58%) of non-drinkers have never even tried a low/no product, and just 14% are semi-regular consumers.

Across the UK there were increases in the number of low and no consumers. Welsh drinkers top the chart as most likely to be semi-regular low/no drinkers, with a large jump to a third (36%) of respondents compared to fewer than a quarter (22%) in 2020. English consumers come in at 32%, up from 25%. Twenty-nine per cent of Scottish consumers are semi-regular drinkers, up from 27%.

Matt Lambert, chief executive of the Portman Group, the alcohol social responsibility body and marketing regulator, said: “As these positive findings show, there has been a big increase in drinking low and no during the pandemic, indicating that many UK drinkers have looked to moderate their alcohol consumption by swapping with non-alcoholic options.

“These figures show the fruits of large industry innovation and investment into the sector over the past decade to provide consumers with an array of lower-alcohol options.”

All figures, unless otherwise stated, are from YouGov. The 2021 survey was conducted by YouGov on behalf of the Portman Group. Fieldwork was undertaken on 9th and 10th December and involved a total sample size of 2,079 adults. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18 and over).

In the 2020 survey, the total sample size was 2,100 adults. Fieldwork was undertaken on 14th and 15th December 2020. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18 and over).